£600 per day
Current availability:
MON
TUE
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FRI
Using evidence-based principles of marketing effectiveness and appropriate best practice, marketing can be moved from a cost centre to business impact by securing revenue and increasing profitability.
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I'm typically hired as a fractional senior marketer to help businesses establish new marketing programmes, improve commercial returns, and stabilise marketing during periods of change or transformation. Either ongoing or as an interim role, it is a combination of advisory and/or executional work that can focus on individual areas of marketing or a combination of them.
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Spanning strategy development, tactical planning, marketing operations, and campaign management, we will make responsible and realistic use of resources to create the sustainable, consistent, customer oriented marketing practice that underpins effective marketing.
I can help you with:
Market Research
I have experience and training in designing quantitative research instruments for internal and external use, with a CI and a CL of ~90%.
They provide market intelligence alongside brand tracking, purchase drivers, and market perception of clients and competitors. The design allows cross referencing, for example the purchase decision drivers at each stage of the funnel, or how a competitor's funnel looks compared to yours. I have also implemented information sharing processes so that useful insight can be shared between functions, and used research to create segmentation, funnels, and customer profiles.
My main areas of experience are:
External quantitative research
Internal qualitative and quantitative research
Desk research
Segmentation
Funnel building
Customer profiles
Marketing Strategy
I've worked across the various areas of strategy, both as discreet projects and as end-to-end strategy development. I've occasionally done it with the benefit of research as a starting point, but most often the development work has been done without it. I've worked on strategic questions for both general marketing functions and specifically as part of brand management, though both follow the same phases.
I've also worked a lot on operational projects, which many strategists either neglect or have little experience in. These are important to consider as operational limitations impact what is realistic, which needs to be factored into decision-making and objectives. Within this, my most common work has been in optimisation, efficiency, and cross-functional processes.​
Strategy development
Targeting
Positioning
Objective setting
Brand identity
Brand architecture
Brand tracking
Marketing operations
Marketing automation
Attribution and reporting
Continuous improvement
Marketing-sales alignment
Lead management
Data management
Tactics
I've created tactical plans with and without strategy, though I would never recommend the latter! I'm trained and have applied experience across the common areas of marketing responsibility in product and communications, but I also have the rarer experience in pricing. I will be honest and say that my expertise in distribution leans more toward working with third-party partners on co-branded marketing and integrating communications into distribution channels, but I am trained and hove some experience in the overall area.​
My main areas of expertise are:
Product development
Product positioning
Marketing communications
Price setting
Price framing
Campaign Management
I can't count how many multichannel campaigns I have run for clients of all sizes, spanning both performance marketing and brand building objectives. The majority of my work has been on direct marketing and search marketing, including managing a five year agency relationship (though I am not a technical SEO, that is definitely a role for specialists). I've been involved in advertising, from designing ads to booking their placement; and I've done plenty of work on the marketing side of events, though I am not an event organiser. My involvement in social is primarily creating or briefing content rather than managing the channel and pushing the buttons, as that has usually been a dedicated role in the businesses I have worked in.
My most extensive experience is in content marketing, having created and managed large scale multi-year content programmes, where I have created original and repurposed content into written, video and audio pieces as well as commissioning internal and external contributors (all of which is discovery optimised using my SEO experience). I've produced long and short form content including blogs, articles, webinars, podcasts, and multi-format pieces that combine online and offline elements.
Communications channels
Advertising
Content marketing
Direct marketing
Events marketing
Search marketing
Social media marketing
The main activities I've done
Digital and print, design and commissioning
Email, mailings, point of sale, website, ABM
Pre-, at-, post-event, owned and paid
Organic and paid, on-page and off-page optimisation
Organic and paid