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AI training built around your marketing function.
Not a classroom.
A private, hands-on programme for senior marketing leaders who want to understand what AI can do for their function, build real workflows, and leave with the clarity to move their business forward.
The gap between knowing AI matters and knowing what to do with it
You already know AI is going to change how your marketing function operates. You have probably experimented with it yourself. But there is a difference between using AI tools and building AI into how your team actually works.
Most training programmes are designed for large groups, pitched at a generic level, and focused on tools rather than outcomes. They leave senior leaders with a surface-level understanding but no clear path from "this is interesting" to "this is how we do it."
This programme is different. It is a private engagement, built entirely around your function, your team, and the specific challenges you are trying to solve.
Four sessions. Built around you.
The programme runs across four 90-minute sessions, each building on the last. Every session is tailored to your marketing function and the tools your team already uses. All work takes place in a virtual environment, so there is nothing to install and nothing that touches your live systems.
01
Foundations
Understanding what AI workflow tools can do and what they cannot. Your first hands-on session in the virtual environment. Seeing what is genuinely possible for a marketing function before any theory.
02
Your marketing workflows
Mapping your current marketing operations to AI capabilities. Building and running workflows directly relevant to your role. Examples include content production pipelines, brief processing, reporting automation, research workflows, and campaign analysis.
03
Connecting to your systems
Working through how AI integrates with the tools your team already uses. CMS, analytics, CRM, advertising platforms, project management. Understanding what connected workflows look like in practice.
04
Building the internal case
Reviewing what you have experienced across the programme. Building the internal narrative: what you will propose, how it maps to business outcomes, and what the right questions are before committing to a roadmap. This session is about giving you the language and evidence to move your business forward with confidence.
Outcomes, not just knowledge
Hands-on experience running real marketing workflows in a guided, private environment.
A clear map of the AI use cases most relevant to your marketing function.
A working understanding of how AI connects to the tools and systems your team already uses.
A concise internal narrative: what you will propose to do with AI, how it maps to business outcomes, and what questions need answering before a roadmap is built.
That last point is what sets this apart. You should leave this programme able to answer the question from your board or leadership team clearly and with evidence, not just intention.
Where this creates value in practice
Participants typically see the clearest impact in areas such as reducing time to produce high-quality content and campaign assets, improving speed and depth of market research, structuring reporting and insight generation across channels, and creating repeatable workflows that reduce dependency on external resource.
What you will work with
The programme currently centres on Anthropic's Claude platform, including Claude Code and Claude Cowork, as the primary tools for building marketing workflows. These are the most capable tools available today for the kind of work marketing leaders need: building systems that produce real output, connect to existing tools, and operate without a technical team behind you.
The programme is designed so that the skills and thinking you develop apply broadly, regardless of how the AI tool landscape evolves.
Format and logistics
Sessions
Four sessions of 90 minutes each, delivered remotely via video call.
Pacing
Weekly or fortnightly, entirely to your schedule.
Environment
All sessions take place in a virtual environment accessible from any laptop or computer. There is nothing to download, nothing to configure, and no dependency on your company's IT team or internal systems. You just need a browser and a connection.
Working examples
All workflows built during sessions use realistic dummy data. Nothing connects to live systems, and no sensitive business data is required at any point. Examples are designed to feel relevant and grounded without involving anything proprietary.
Materials
A written summary after each session, covering what was explored and what to think about next.
Between sessions
Light async support via email or message for questions that come up as you reflect.
Confidentiality
All conversations are strictly private. An NDA can be signed before the programme begins if that would be helpful.
Who you will work with
Tom Heyes has spent nearly two decades in marketing, most recently in senior roles leading digital and channel strategy. Before founding Heyes Studio he held Head of Channel Marketing and Head of Online and Trade Marketing positions at Sony Europe, where he led performance and digital marketing across UK and international markets.
Since 2026 Tom has focused exclusively on helping businesses design AI systems that work in practice, not just in theory. His work sits at the intersection of marketing operations and AI workflow architecture: understanding where AI genuinely fits inside a marketing function, how to build it into existing processes, and how to make it stick across a team.
His background in marketing means the conversations are grounded in how marketing departments actually operate, not in abstract technical possibility.
Frequently asked questions
Do I need any technical experience?
No. The programme is designed for marketing leaders, not developers. If you can use a browser and navigate your usual marketing tools, you have everything you need. The virtual environment handles all the technical setup before you arrive.
What does the virtual environment mean in practice?
You get access to a pre-configured cloud workspace with all the tools already installed and ready to use. You log in via your browser at the start of each session. There is nothing to download, nothing to configure, and no dependency on your company's internal systems or IT team.
Is this confidential?
Completely. All conversations are private. An NDA can be signed before the programme begins if that would be helpful.
What happens after the programme ends?
You leave with completed AI workflow projects you built during the sessions, the knowledge and confidence to continue independently, and a clear internal narrative for your business. For organisations that want ongoing support, Heyes Studio offers consultancy engagements that build on the foundations laid in the programme.
How is this different from a group course?
Every session is built around your specific marketing function, your tools, and your business objectives. There is no generic curriculum. You set the pace, and the content adapts to where you are and what you need.
Ready to start?
This programme is delivered on a limited basis to ensure every engagement gets the attention it deserves. Book a call to discuss whether it is the right fit for your situation, or request a proposal if you would prefer to review the details first.