I AM A BRAND-BUILDING SPECIALIST
I bring the experience you need to continue growing your brand in challenging times or as part of a business transformation - by combining the best of classical marketing with new, 'disruptive' approaches used by starts-ups on small budgets.
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I provide outsourced 'fractional' Marketing Director services and consultancy.
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I'm Mark
Services
I build experiences that better connect brands with consumers
Whatever the challenge you are facing, I am here to help transform your brand with innovative and modern solutions…
Brand Health Check
BRAND HEALTH CHECK
When we measure how your brand stands on these key brand measures, we can assess the ‘health’ of your brand and diagnose what to focus on to return your brand to growth
Generating Fresher Insights
GENERATING FRESHER INSIGHTS
An insight represents a penetrating, discerning understanding of your consumers that leads to action - and new possibilities for your business . The best insights however are actively invented not waiting to be discovered…I can help do this.
Brand Strategy And Plans
BRAND STRATEGY & PLANS
Using my experience and based on a deep dive into your brand business I develop better brand strategies for growth. These leverage your brands' strengths, your business realities and the competitive context. I can also help develop better brand plans by helping you focus your limited marketing spend on 1 or 2 main activities to punch above your weight.
Brand Positioning
BRAND POSITIONING
I can develop a more distinctive proposition for your brand - rooted in your product’s ‘truths’ and grounded in a consumer insight. This is presented as a ‘brand house’ - an easily understandable format that also summarises your distinctive brand assets and personality – with your ultimate brand promise as a ‘north star’ for all brand activity.
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Visioning & Innovation Workshops
VISIONING & INNOVATION WORKSHOPS
I can energise and inspire your team through tailored workshops that will unlock fresh ideas and insights with the right preparation you’ll be amazed how many fresh ideas you and your team can generate in a day! I can also help develop powerful visions for your business and align your team behind these.
Consumer Personas
CONSUMER PERSONAS
Using existing data on your customers as a start point, I create a richer more detailed consumer personas based on attitudes as well as demographics. Further analysis of lifestyle and media habits will then unlock insights on how to better reach and connect with your personas and guide future sales and marketing activity.
Social Media Strategy
SOCIAL MEDIA STRATEGY
Better social strategy starts with clarity around objectives and what we want to achieve for the business or brand. I can help develop a social media approach and a strategic framework to drive future content ideas that are ‘on message’ and get greater reach and engagement.
Brand Campaigns
BRAND CAMPAIGNS
Development of creatively fertile brand campaign ideas that can be executed across different media. I can also help to orchestrate your team and agency partners to deliver this campaign.
I offer tailored,
collaborative solutions to
meet your specific needs
I can help with all of these needs and more! Let’s Talk...
Are you looking to RE-ENERGISE an existing brand and drive more growth?
Perhaps you’re a START-UP looking for more scale and impact but with limited resources
Maybe you’re ready to LAUNCH a new brand BUT need expert guidance to create a unique and differentiated brand identity
MAKING A DIFFERENCE TO START-UPS & SMALL BUSINESSES
Recent projects
Across the whole of 2022, I defined target personas for the brand and new insights from these, undertook a brand 'health check' and refined the marketing strategy. Launched new social campaigns to support the Gelato and the new Sorbetto sticks ranges. Developed new set of brand KPIs to assess the impact of makerting activity going forward.
Bringing pet owner insights to life and delivering omni-channel recommendations across the consumer journey for pet food clients – using pet social data and a proprietary approach to AI/ Natural Language Processing.
Driving brand awareness and trial of Howdah Snacks in 2023 through a combination of cost effective brand partnerships and brand collaborations, targeted sampling, influencer outreach and organic social media.
Briefed to assess and critique Kabuto's marketing approach. Analysed Kabuto Noodles 'brand health' against key measures, developed new marketing strategy and identified a new target persona for the brand with richer 'insights' springing from this. Recommended 3 main opportunities for future business growth and a focus of marketing on 3 main areas of spend only.
Implemeted an online awareness and conversion campaign in the run up to Christmas 2021, comprising boosted organic social posts, dynamic search ads and shopping ads helping drive strong growth in online sales and Instagram follower numbers. Other work covering refinement of the brand's positioning "Love Eco Living" and link with '1% for the Planet'
Introduced the first use of a brand ambassador for premium one day contact lens MyDay fronted by Melanie Astles, British & French aerobatics champion, to re-infroce the brand's 'When Performance Matters' positioning. Launched an integrated comms campaign across European markets in 2020/21, aimed at both healthcare professionals and consumers - and helping drive strong double strong growth for the brand range that year.
They all have my Mark..
Let me be the catalyst for change that your brand needs.
”My unique skills and fresh ideas have helped numerous brands to achieve success. I look to discover what makes a brand truly special, and with a combination of small company 'agile' thinking and blue-chip rigour, I bring a fresh perspective and proven strategies to the table.
I’m always looking out for the latest disruptive ideas in digital marketing, and transferring relevant learning from other sectors, so you can trust that my approach is cutting edge and effective”.
