From measurement to optimization, education to partnerships, we build your bespoke effectiveness plan to help you maximise the impact of your marketing budget.
Director-Level Experience Across The Ecosystem
Over 20 years of marketing effectiveness experience within agencies, clients and platforms building a unique portfolio of skills and knowledge to support your business no matter what the challenge.
Ensuring your marketing aims at the right target when it comes to desired business outcomes.
Working with your current marketing planning process to integrate measurement coverage solutions.
Supporting your stakeholders and teams in their understanding of incrementality and how it can help accelerate true marketing value.
Engaging with your platform partners to negotiate & maintain the best technical optimisation support available.
Verity Gill is passionate about people and data analysis. She is a trained Econometrician and Digital Anthropologist with over 20 years experience in studying and unpacking what drives marketing effectiveness.
Uniquely, she has worked on the client, agency and platform side of marketing measurement and optimisation, ensuring her director-level expertise can be tailored to every perspective of the ecosystem.
Always enthused to be investigating the ever-shifting landscape of marketing and consumer response, she believes it is more important than ever to understand the approaches that connect with audiences, evolving these to maximise the impact of marketing budgets.
Ex-Google
& Meta
Platform Pedigree
20+
Years Experience
Agency, Client & Platform
360° Roles
Verity is a non-exec director at digdata - an organization dedicated to inspiring the next generation of data heroes through school and university programs.
She has also recently been appointed as a board advisor at Maitrics, a new AI-powered platform that links brand momentum with business outcomes.
Verity is an expert in her field, and has been honored to be guest lecturer on The University of Birmingham Business School’s MBA Program and The University of Suffolk 's' Digital Marketing Program.
Ready to unpack the true value of your marketing budget and build your team’s expertise in effectiveness? Then get in touch.
Atomic 42
The fractional CFO for high-stakes moments.
Transaction leadership for founders, investors and management teams — when you're facing a lender, preparing for a deal, or under pressure to get the numbers and the story right.
When the stakes are high and the clock is running
Get in touchSenior experience from leading institutions
25 years on tier-one desks — through the Tech Bust, the GFC and the Eurozone crisis.
Get genuinely ready for a lender or investor: clean, credible numbers, a defensible plan, and a story that stands up to scrutiny.
From first numbers to closed deal. I prepare, manage and execute the transaction — acquisitions, buyouts, refinancing — through to the outcome.
Senior guidance on funding, capital structure and investment strategy — working alongside your existing advisers and lenders.
The difficult conversations and coalitions others step around — lenders, investors, regulators, partners — aligned and moving in one direction.
Also for listed companies: market-visibility and trading-volume strategy, alongside your existing advisers.
Founded by Trevor Gill, whose career spans 25 years across global financial markets and multiple market cycles, Atomic 42 combines commercial judgement, financial expertise and hands-on execution. We are at our best when situations are complex, timelines are compressed and there is little room for error.
We advise founders, investors and management teams through acquisitions, buyouts, refinancing, growth capital raises and other defining business events.
Put simply, we help clients navigate critical moments and get important things done.
Trevor Gill
Founder & Principal
25+
Years Experience
Institutional Grade
Expertise
Atomic 42 is building an AI-assisted decision engine for capital allocation — applying institutional logic to the next era of markets.
Market consensus lagging actual policy shifts. Narrative conviction building.
Preparing switch parameters for optimal expected forward return.
Trevor is a founding committee member of the Lower Deben Owners Group, building a coalition of government, regulators, landowners and businesses to secure the future of the River Deben.
The same discipline he brings to every engagement: align the stakeholders, cut through the risk, protect long-term value.
Lower Deben Ecosystem Restoration
Active Delivery
10+ Projects
Facing a lender, preparing for a transaction, or navigating a high-stakes moment? Get in touch — a straight, no-obligation conversation.
The next era of capital allocation belongs to systems that think, not just execute. Our current focus bridges the gap between raw market data and autonomous, high-conviction decision-making.
We are engineering an AI-first decision operating system for concentrated equity capital. This is not a screener, a dashboard, or a signal aggregator. It is an architecture designed to move from reactive pattern recognition toward generative idea formation, built on four foundational pillars:
Surfacing structural dislocations—narrative inflections, supply shocks, and policy shifts—before price action fully reflects them. A downstream logic layer identifies the gap between technical signals and structural reality.
Capital relentlessly seeks the highest-ranked, highest-confidence ideas. The portfolio becomes self-correcting, comparing open positions against incoming signals and initiating switches when a materially better forward return exists.
Every signal, decision, and capital action carries a traceable logic chain. Not just what happened, but why. In an institutional context, absolute explainability is the definitive proof of process.
Demonstrating edge numerically across macro regimes—from signal win rates to thesis attribution. This rigorous statistical validation transitions the architecture from a theoretical concept to an executable product.
Isolating deep structural supply dislocation. Market consensus lagging actual policy shifts. Narrative conviction building.
Short-term momentum signals converging with macro thesis. Volume profile indicates institutional accumulation. Entry threshold approaching.
Comparing ranked conviction against existing portfolio constituents. Preparing switch parameters for optimal expected forward return.
Established in the aftermath of Storm Babet, the Lower Deben Owners Group (LDOG) was formed to redefine our relationship with our wonderful river ecosystems. The group was born from a necessity to move beyond reactive measures and toward a proactive, strategic framework for river management.
LDOG serves as a critical strategy, enablement, and delivery body focusing on three strategic pillars:
Ensuring better protection during extreme flood events.
Increasing availability of water during drought conditions.
Managing the river for the dual benefit of humanity and the natural world.
Implementation has been swift. Within 12 months of inception, LDOG has reached an agreement with the Environment Agency (EA) to deliver up to 10 projects on a ‘no regrets’ basis. LDOG is scheduled to begin project execution with its partners in 2026.
As a founding committee member, Trevor Gill applies institutional-grade principles to these environmental challenges, balancing the needs of private landowners, regulatory bodies, and community stakeholders to drive measurable execution.
This systems thinking way of working reflects the core philosophy of Atomic 42: protecting value—whether in capital markets or natural ecosystems—requires rigorous stewardship, foresight, and the capacity to align diverse stakeholders toward a singular, sustainable goal.
"Many will have woken up today to the devastating aftermath of Storm Chandra, facing the exhausting reality of waterlogged homes and the loss of personal possessions..."
Read the NoteProtecting Our Landscape, Preserving Our Future
Established in the aftermath of Storm Babet, the Lower Deben Owners Group (LDOG) was formed to redefine our relationship with our wonderful river ecosystems. The group was born from a necessity to move beyond reactive measures and toward a proactive, strategic framework for river management.
LDOG unifies strategy, enablement, and delivery to support three key pillars:
Ensuring better protection during extreme flood events.
Increasing availability of water during drought conditions.
Managing the river for the dual benefit of humanity and the natural world.
Swift Implementation: Within 12 months of its inception, LDOG established an excellent working relationship with the Environment Agency.
Project Scope: LDOG has agreed to deliver up to 10 projects, focusing on a "no regrets" approach, which typically refers to actions that have net benefits regardless of future climate scenarios.
Execution Timeline: The execution of these projects with partners is scheduled to commence in 2026.
Click images to enlarge.
Overview of project locations. Click "View Location Map" on any project to see the precise What3Words location.
Reconnect floodplain with the main channel in Wickham Market.
View Location Map
Main channel repair.
View Location Map
De-silt the main engineered channel to Dingley Wood and redistribute the gravel bund.
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Install sheet piling to prevent the merging of the main channel into the bypass channel.
View Location Map
Click images to enlarge. Progression of bank erosion.
De-silt the southern branch of the designated relief channel from Sink Farm.
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Undertake minor repairs to ensure the sluice gate can be made fully operational.
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Install riffle for fish passage, restore flow, and clear bypass channel. Possible NFM.
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Raise the severely eroded cill to manage main channel water levels. Possible NFM.
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Stabilize the embankment to address and mitigate complete collapse risks. Possible NFM.
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Replace the sluice gate with a riffle to ensure wider catchment function. Possible NFM.
View Location Map
Hydrological Science meets Historic Logic
Governance
Oversight
Strategy & Delivery
Strategy & Delivery
Strategy & Delivery
Future of Farming
Future of Farming
Lower Deben Stewardship
Protecting the Lower Deben is a collaborative effort. We invite you to align with us in safeguarding this unique ecosystem through strategic partnership and shared expertise.
We welcome questions from all riparian owners, the community, and those who wish to partner with us or support our efforts.