About Susi Castle
and Anders & True
Susi Castle is a marketing consultant, WACL award winner, and the founder behind Anders & True.
Twenty years in business across five countries and four languages. A decade building marketing capabilities with leading brands, now helping established businesses develop research-backed strategies that drive growth.
Based in London, working with organisations worldwide.
The journey
Started with execution, built to strategy.
My marketing career began in the thick of it – overseeing PPC campaigns, managing £2m video productions and coordinating press releases that actually got coverage. I spent years getting my hands dirty with the tactics because I believed (and still believe) that you can't develop good strategy without understanding what good execution looks like.
At Primesight, I delivered +290% social media growth and helped win Campaign's Media Brand of the Year – beating Facebook, Vice, and Instagram. At Global, I helped to reposition an entire media group and managed events that achieved 89% success rates with senior industry figures.
Here's what I’ve learned after over a decade in marketing: tactics without strategy is just busy work. And strategy without understanding execution is just expensive theory.
The approach
Evidence over assumptions. Always.
The best marketing decisions are a combination of research and gut.
That's why every engagement starts with understanding – who are your customers really? What do they actually think about your category? Where are the gaps your competitors haven't spotted?
I've conducted 17+ hours of leadership interviews for a single client, managed 300-person quantitative studies, and helped businesses move from "we think this might work" to "here's the evidence for why this is a risk we should take."
And it is all about risk. About being bold and standing for something in your market when everyone else is waiting for just another line of data, another last-click attribution that will finally make them brave.
The data and the research will only get you so far. The rest is your ambition – after all, aren’t you sick of looking at badass companies thinking “I wish we could do that”?
Let me take you there.
The credentials
Recognition for the work, not just the theory.
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One of 25 winners from 214 applicants, recipient of the Patricia Mann Award, for championing change and challenging the status quo to support other women and make a positive impact on the marketing and advertising industry.
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Helped Primesight to beat Facebook, Vice & Instagram for Media Brand of the Year
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with 9/10 "recommend to colleague" scores for my AI x Marketing workshops
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in Marketing, Brand Management, and Management. As world-renowned marketing professor and Mini MBA instructor Mark Ritson put it “My last couple of MBA classes would not have got an A in this exam. It would stretch any MBA student.”
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Featured in The Times. Authored 35+ industry articles over the past decade.
The experience
20 years in business, building capabilities at organisations you know (and some you don’t):
From serving customers at Virgin Gyms while at university to managing £2m campaigns at the UK’s leading media groups. From front-line hospitality roles to proptech start-ups, B2B services to consumer brands.
Each experience – whether pouring coffees or presenting to boards – taught me something different about what works, what doesn't, and why most marketing feels like expensive guesswork.
The through-line? Businesses that invest in understanding their market – really understanding it – consistently outperform those that don't.
The results
Working with Anders & True clients
Strategic recommendations informing board-level decisions. £700k+ marketing budgets managed and deployed. Research programmes generating qualified leads. Teams recruited and trained. "Happiest investor base in nearly a decade" (actual client feedback).
Most importantly: businesses that understand their market position and know how to talk about what makes them different.
We’ve been lucky enough to work with brilliant people at brilliant brands.
The person
A few things about me:
I speak five languages (English, German, French, Spanish, Japanese) because I'm curious about how different cultures approach business problems.
I think in frameworks because constraints help creative thinking flourish.
I believe in evidence over assumptions because I've seen too many good businesses make expensive mistakes based on what they think their customers want.
But I know that the best business decisions come from a combination of customer insights, gut instinct, risk-taking and long-term investment.
I champion inclusion and diversity because better representation leads to better marketing (and better businesses).
And yes, I really did teach English to 1,400 Japanese students across four schools. It taught me the power of a truly great story.
I started Anders & True to democratise access to the best marketing money can buy.
With three Mini MBAs under my belt I know that most people aren’t getting the expertise they need.
The UK’s – and the world’s – SMEs don’t need “10 Must-Have TikTok Strategies.”
You don’t need to be told that your niece’s friend’s dog has seen INCREDIBLE results from their email marketing.
You need to understand your market. The fundamentals. Cut through the noise, try tactics your competitors haven’t even thought of. Get noticed. Be memorable.
You need marketing expertise on tap, not on payroll.
Work with me and Anders & True
Ready to move from assumptions to evidence? From scattered tactics to strategic clarity?
Whether you need comprehensive strategy development, focused troubleshooting sessions, or team workshops that align everyone around what actually works, there's an approach that fits.
