Who I assist
I work with leaders when the marketing decision matters.
You don't need to categorise yourself by title. Most people arrive with a situation rather than a job description.
CEOs
When growth has plateaued, costs keep rising and nobody can quite explain why, or the board is asking questions the reporting can't answer.
- Growth has plateaued and the usual levers aren't moving it.
- Marketing costs keep rising, and no one can explain why.
- Sales blames marketing, marketing blames sales, and neither view moves things forward.
- The reporting exists. Nobody quite trusts the numbers behind it.
- Unsure whether the answer is a CMO, an agency, or something else entirely.
Founders
When the business has outgrown founder-driven marketing, and you're still approving every campaign yourself.
- Revenue has reached the point where marketing needs structure, not more hustle.
- Marketing has become more complex than one person can hold in their head.
- You're still approving every campaign and every piece of content.
- Expansion is planned, and the current approach won't scale with it.
Private Equity
When you need an independent read on marketing performance, before or after the deal closes.
- A recently acquired business needs a fast, independent read on marketing.
- Exit is on the horizon, and marketing could meaningfully move the valuation.
- Revenue growth is tracking below the investment thesis.
- A portfolio company is underperforming and nobody's quite sure why.
Boards & Executive Teams
When marketing investment needs scrutiny that isn't coming from the people being scrutinised.
- Marketing spend is rising without a clear commercial case.
- A new CMO has been appointed and the board wants an independent baseline.
- Reporting exists, but doesn't answer the governance question: is this working?
- Strategy needs resetting, and the board wants that view tested externally.
Marketing Leaders
When you want an experienced external advisor in your corner, not another vendor.
- New to the role and needing to build credibility fast.
- Leading a major transformation with a lot riding on getting it right.
- Working with a CEO who's difficult to align with on marketing's value.
- Running a large agency review and wanting an independent perspective.
Businesses in a Growth Moment
When growth, expansion or transformation is moving faster than your current marketing capability can hold.
- Rapid growth is outpacing marketing capability.
- Multiple business units need coordinated strategy, not separate ones.
- International expansion is underway or planned.
- Digital transformation is on the agenda, and marketing needs a seat at that table.
The decisions are different. The pressure to get them right isn't.
3x
Growth in two years for Altius Group, following a repositioning.
1.3M
Best & Less customers analysed to find where the value actually sat.
Organisations usually get in touch at a particular moment.
Something has changed, or is about to. The decision is significant enough that an outside view is worth having before it's made.
- Growth has stalled
- A strategy reset is being considered
- An agency review is underway
- A major investment decision is approaching
- The customer portfolio is changing
- A transformation is in progress
- An acquisition is being integrated
- The business is expanding into a new market
- Marketing effectiveness is being questioned
- The organisation is restructuring
Start with the decision, not the service.
Growth has stalled
Understand what is holding growth back and where the greatest opportunities may exist.
Marketing investment is under scrutiny
Determine whether marketing investment is creating sufficient commercial value.
We don't understand our customers well enough
Identify which customers create value, where growth exists and where investment should be prioritised.
Marketing isn't clearly contributing to business performance
Improve measurement and understand marketing's commercial contribution.
Our strategy needs to change
Reconnect marketing with commercial objectives and future growth.
We need an independent perspective
Challenge assumptions and gain an experienced external view before making an important decision.