July 2023 – January 2025 • Outdoor Advertising • Established SME

Leading Media Brand: Research-driven marketing transformation

  • Qualified lead generation

  • Clear competitive positioning

  • Successful permanent team recruitment

  • Strategic recommendations at board-level

  • Structured investment in marketing

“The transformation in our team’s confidence and clarity was remarkable.”
— Head of Client Services

The bottom line

Stepped in as interim marketing leader during critical growth phase, then led comprehensive market research programme that transformed how the business approaches strategy. Delivered evidence-based positioning that replaced long-held assumptions with data-driven decision making.

The challenge

Marketing leadership gap left capable team without strategic direction during growth phase. Company lacked coherent marketing strategy, clear market positioning relative to competitors, and insight into customer perceptions. Needed immediate tactical support plus long-term strategic foundation.

What I delivered

  • Interim marketing leadership: 3-month strategic assessment with immediate tactical improvements

  • Comprehensive market research: 19 qualitative interviews plus 300-person quantitative study via Opinium

  • Strategic analysis: Competitive landscape mapping, brand positioning strategy, marketing budget planning

  • Team development: Recruitment and onboarding of permanent Head of Marketing, company-wide brand training

  • Research management: End-to-end programme design, agency selection, analysis and strategic recommendations

The results

  • Marketing budget growth from ad-hoc spend to structured investment programme

  • Strategic recommendations directly informing board-level business decisions

  • Qualified lead generation through strategically designed research programme

  • Clear competitive positioning identifying significant market opportunity gaps

  • Successful permanent team recruitment and capability building

What the client says

“Susi didn’t just offer abstract theories. Within weeks, she had shared practical insights our team could use immediately while simultaneously building a robust strategic foundation. This balanced approach delivered immediate value while setting us up for sustainable growth.”
— CEO