Sally Weatherly

01Profile

I build the growth and operations side of a business. I have done it for my own, twice, and I do it now at Perigon Partners.

I founded GradePod in 2019 and ran it to 30,000 students in total across 60 countries, ranking first on Google for every keyword that mattered in IB Physics. When AI began undercutting paid courses I changed the model before the revenue forced it: the whole library went free on YouTube, a £49 practice product took the course's place, and the site is now cited around 2,000 times a day inside Google's AI features. I have written five books, two of which reached number one on Amazon, and have run a Times-listed Airbnb in Edinburgh for thirteen years.

Since February 2026 I have been Growth and Operations Lead at Perigon Partners, a B Corp strategy consultancy, where I rebuilt the website, designed an intranet and CRM rather than buying HubSpot, and built the firm's AI tools: a compliance checker that produced leads within 24 hours, a strategy diagnostic that scores a board's own view of its strategy, and a news agent that learns from the CEO's edits.

I don't claim to be the expert in every field. The subject-matter authority is almost always somebody else, and the work is getting what they know out of their head and into something that runs. Emma Walford, Perigon's CEO, owns the strategy and sustainability expertise; I own the systems that put it to work. The job ends with the thing built, not a deck.

02Core expertise

• Growth systems and lead generation
• Automation and AI agents
• Business model advisory
• Product and pricing
• Search and AI visibility
• Content engines
• Operations and internal systems
• CRM and intranet design
• Publishing and content production
• Founder support

03Selected work

• Perigon website rebuild 31x pageviews in week one; HubSpot score 69 to 97
• ESG compliance checker First leads inside 24 hours
• Strategy Score diagnostic A fifteen-question instrument with a server-side answer key and an AI-written report
• AI news agent with a feedback loop Three to four hours a week returned to the CEO
• Intranet and CRM Built rather than buying HubSpot; internal data personalised without limit
• ESG Banking Barometer 2026 Four years of research published as a citable asset; 5 target-audience leads in 3 days
• GradePod business model pivot Library given away free; 151 exam packs sold through the off-season
• GradePod AI visibility Around 2,000 citations a day in Google's AI features
• Kajabi to Astro migration £250 a month to £9, no developer
• Garden Rooms Edinburgh Built from a garden shed; profitable every year since 2013, 70+ five-star reviews. Rebuilt the booking site in 2026 and tripled direct bookings