CEOs Don't Need Someone
Managing Their Calendar.
They Need a Strategist to Manage Their Brain.
I partner with senior professionals and business leaders to clarify what they sell, how to position and market it, then determine the right strategy and team to execute it.
Book a Brand Audit & Strategy Session
Your Team Does Not Need to Hear Every Idea That Crosses Your Mind.
As a CEO or founder, you have ideas, opportunities, new initiatives, problems, marketing decisions, team decisions, customer insights, new platforms, new campaigns, new offers — constantly. That's part of how you lead.
The problem isn't that you have too many ideas. The problem is when raw ideas reach your team as disconnected tasks without strategic filtering. I become the strategic place where those thoughts can be brought, challenged, filtered and organised — before they become random instructions for your team.
I listen.
I challenge.
I connect the dots.
I prioritise.
I determine what matters.
I determine what’s next.
I determine who executes.
I provide direction.
Your Destination May Be Clear. The Route Isn't Always Obvious.
You may want greater digital visibility, stronger market trust, more qualified leads, more sales, better positioning, or a stronger marketing function. But the route to those outcomes differs from business to business. My role is to understand your full picture, then determine the right strategic path.
Where you are
Where you want to go
What you have
What is missing
What is in the way
What your business can support
What your team can execute
What comes first
I become your compass, helping you navigate what to do, when to do it, who should do it, and what it should accomplish.
Good Decisions, Made at the Wrong Time, Are Still Expensive Mistakes.
Without strategic direction, founders can lose time, money, effort and team capacity to avoidable missteps. Not because they made bad decisions — because they made them without the full picture.
Building a Website Too Early
A founder builds a new website before clarifying positioning, offer, audience, messaging, customer journey, or conversion goal — then has to rewrite or rebuild it later. The problem wasn’t the website. It was building before gaining clarity.
Running Ads Before the Foundation Is Ready
The landing page isn’t converting, the offer isn’t clear, the audience isn’t defined, and the brand hasn’t built enough trust. They’re paying to send more people into a system that isn’t ready. The issue isn’t the ads — it’s the timing.
Outsourcing Too Early
A founder hires an agency when the business would benefit more, right now, from strategic clarity and training first — then outsourcing once the foundation is built and the business is ready.
Handling Everything Themselves
A founder refuses to delegate and spends hours on content, social media, videos, and websites they aren’t specialists in — time better spent leading the business. The answer may be building the right support around them.
Hiring One Person to Do Everything
One marketer is expected to be strategist, social media manager, copywriter, designer, videographer, website specialist, SEO expert, ads manager and analyst. One person can’t realistically be an expert in all of it. It’s not an employee problem — it’s a role-design problem.
The Right Person in the Wrong Environment
An excellent hire still struggles because they joined a business without clear positioning, strategy, priorities, systems, or leadership. It looks like a hiring problem. It’s often a system problem.
Hiring Before Defining the Role
A business hires a “marketing person” before understanding what the function actually needs — then six months later is frustrated the employee isn’t doing strategy, content, design, ads and SEO all at once. Clarity should come before the hire.
Changing Direction Every Week
A competitor does something new, then a trend appears, then another platform. The team keeps changing direction. The issue isn’t a lack of ideas — it’s a lack of strategic filtering.
"Sometimes the problem isn't who you hired. It's the system you hired them into."
More marketing activity does not automatically create more growth. The goal isn't to do more — it's to make better strategic decisions about what to do next. I provide the strategic thinking that helps businesses reduce avoidable detours, premature investments, disconnected execution, and unnecessary team confusion.
Strategy First. Execution Follows.
To be clear: my WABS team does provide websites, social media marketing, content, video, SEO, branding, campaigns and other marketing execution. The distinction isn't whether execution happens.
The distinction is this — I don't recommend marketing activities in isolation. I determine what role each activity should play in your bigger business and marketing strategy, then lead the right people to execute it. Before we build the asset, we determine the job the asset needs to do.
What This Looks Like in Practice.
I look at the full chain — positioning shapes your content, content and website feed your funnel, and your funnel feeds sales. A weak link anywhere in that chain shows up as "marketing isn't working."
Brand Positioning
We first determine:
- What you sell and who it’s for
- Your brand message
- Your unique selling proposition (USP)
- How you’re different from competitors
- What you should be known for
- The overall brand strategy
Every other decision — content, website, ads, sales messaging — flows from this.
Social Media & Content
We first determine:
- Content pillars and themes
- Copy, tone and messaging
- Graphics and visual identity
- Video content
- Platforms that make sense for you
- Posting frequency and timing
Then WABS creates and manages the content under my direction, or I oversee your internal team.
Website & Funnel
We first determine:
- What the website needs to communicate
- The sales funnel and customer journey
- What action visitors should take
- CRM and lead capture
- How it connects to marketing and sales
- What happens after someone converts
Then my WABS team designs and builds it under my strategic direction.
Sales & Follow-Up
We first determine:
- How marketing-qualified leads are defined
- What happens the moment a lead comes in
- Speed and consistency of follow-up
- Alignment between what marketing promises and what sales delivers
- Feedback loop from sales back to marketing
- Where leads are being lost
This is where marketing effort either converts into revenue, or quietly leaks away.
What I Actually Do as Your Fractional Strategist.
Clarify
What you sell, who you serve, and what you should be known for.
Position
How your brand should be positioned and communicated.
Prioritise
Which ideas and opportunities deserve attention now, and which can wait.
Strategise
Build the strategy connecting brand, marketing, content, digital visibility, sales and customer experience.
Decide
Determine what channels, assets, campaigns and resources make sense.
Direct
Give the people executing the work clear strategic direction.
Oversee
Review execution and keep the marketing function aligned.
Connect
Ensure website, content, social media, video, campaigns, sales messaging and customer experience work together.
Challenge
Challenge ideas that do not align with the bigger strategy.
Build
Determine the right systems, capabilities and team structure.
Optimise
Review what is working and adjust the strategy as the business evolves.
As Your Fractional Strategist, I Oversee the Execution of Your Branding, Marketing & Communication.
I set the strategy and direct the work — who actually executes it is a choice, made based on what your business needs. There are two ways this works:
My WABS Digital Agency Team Executes It For You.
You outsource the marketing execution to my team of experts at WABS Digital Agency — brand strategy implementation, content, social media marketing, website development, video, SEO, digital marketing, campaigns, and other agreed marketing activities.
I remain the strategic lead, as Head of Digital Strategy & Marketing — so execution is always connected to the strategy, never running ahead of it. This is the right fit if you don't have a marketing team at all, or don't want to build one right now.
Your Team Executes It — Whether It Already Exists, or I Help You Build It.
If you already have people doing marketing but lack senior strategic direction, I work alongside you as CEO or founder and oversee your internal marketing person or team. If you don't have a team yet, I help you define the roles, hire the right people, and build the team your strategy actually needs. Either way, their team executes. I provide:
Strategic direction
Prioritisation
Marketing leadership
Team direction
Briefing
Reviews
Accountability
Challenge
Performance review
Strategic optimisation
This isn't about micromanaging your team. It's about making sure they know what we're doing, why, who it's for, what it should accomplish, what comes next, and how success will be measured.
The team may change. The strategic leadership doesn't. Whichever path fits your business, I remain the strategist connecting the decisions to the execution.
A Connected System, Not Isolated Services.
Brand positioning influences marketing. Marketing influences visibility and trust. Marketing and content influence the customer journey. The customer journey influences conversion. Sales feedback informs marketing. My role is to make sure the brand attracts the right audience, marketing communicates the right message, sales receives qualified opportunities, and the customer journey supports conversion and retention — the entire system working toward your business objectives.
Your Strategic Partner Through Your Digital Growth Journey.
I don't just show up for one campaign and disappear. Where appropriate, I work alongside leaders as their business evolves — what you need today may not be what you need a year from now. The strategy evolves with the business.
This Partnership Is Built For You If...
- You’re a solo founder doing everything yourself and need a partner who filters and directs your thinking — not someone managing your calendar, but someone managing your brain
- You’re a startup founder launching a new product and need to get your positioning and go-to-market right before you spend on marketing
- You’re an established, offline business owner moving online for the first time and need someone to think through your digital presence and marketing strategically
- You want to build an internal marketing team but don’t know who to hire, what the job description should say, what KPIs to hold them to, or how to oversee them once they’re in place
- You have people doing marketing, but no one senior helping you think through what you’re actually doing, why you’re doing it, and what matters
- You are asking day-to-day marketing questions you shouldn’t have to be asking as a CEO or founder
- You want senior marketing leadership now, without immediately hiring a full-time senior marketing leader
- You want a marketing function built on strategy and prioritisation, not just consistent posting
- You need someone to define the KPIs that actually matter to the business, not vanity metrics
- Marketing is generating attention, but sales isn’t closing — and no one can explain why
You don't need to come to me knowing exactly what service you need. My job is to step back and look at the bigger picture. Where are you? Where are you trying to go? What's missing? What's getting in the way? What should happen next? Who should execute it?
The point is not to sell you more marketing. The point is to make sure you're investing your time, money and people in the right things, at the right time, with the right team.
That's what I mean by strategic leadership. I become your compass through your digital growth journey.
Your Rate Card Is Custom-Built, Not Off-the-Shelf.
A fractional strategist role isn't a fixed-price product. What you need, how long you need it for, and whether execution runs through my WABS team, your in-house team, or both — all shape the rate.
Start With the Session
The Brand Audit & Strategy Session diagnoses your business, brand, team and priorities.
Define Scope & Duration
Based on the diagnosis, we agree what the engagement covers and over what timeframe.
Receive Your Rate Card
Your rate reflects the specific scope, duration and execution model we’ve agreed on.
Stop Managing Marketing.
Start Leading It.
That's Exactly What the Brand Audit & Strategy Session Is For.
This is a paid diagnostic and strategy session — not a free discovery call. We assess your brand, positioning, messaging, offer, marketing, digital presence, customer journey, content, team, systems and current priorities, and diagnose before recommending.
The session may lead to no further engagement, or to ongoing strategic support — through my WABS team, your own in-house team, or a hybrid of both. It does not exist to push every client into a retainer — it exists to determine what's actually right for your business.
No obligation to continue further. Just clarity on your best path forward.