Virtual Marketing Director
Senior marketing leadership for businesses that need greater strategic direction, without employing a full-time marketing director.
Senior marketing leadership for businesses that need greater strategic direction, without employing a full-time marketing director.
As a business grows, marketing often becomes more complex. Different activities may be underway, but there is no senior marketing leader ensuring that they support the commercial priorities of the business.
Our Virtual Marketing Director service provides experienced, independent marketing leadership on a retained basis. We work alongside business owners, leadership teams and existing marketing teams or specialist suppliers to establish priorities, strengthen decision-making and ensure that marketing activity supports meaningful business results.
Senior expertise without a full-time appointment
Karen Cresswell is a Chartered Marketer and CFA charter holder, bringing together strategic marketing expertise, commercial analysis and practical business experience.
When might you need a Virtual Marketing Director?
This service may be appropriate if:
- marketing activity has become fragmented or reactive
- you are investing in marketing but cannot clearly assess its commercial contribution
- your internal team needs more experienced strategic direction
- external agencies or suppliers are working without sufficient coordination
- your positioning or route to market needs strengthening
- the business is entering a new stage of growth
- the owner remains too closely involved in day-to-day marketing decisions
What does the service include?
Each engagement is shaped around the needs of the business and may include:
- marketing strategy and planning
- positioning and differentiation
- customer and market analysis
- prioritisation of marketing investment
- oversight of campaigns, agencies and suppliers
- development of meaningful objectives and performance measures
- guidance and mentoring for internal team members
- regular strategic reviews with the owner or leadership team
The purpose is not to generate more marketing activity. It is to ensure that the right activity is being undertaken, for the right reasons, with stronger commercial oversight.
How we work
We begin by understanding your business, commercial objectives, current marketing activity and internal capabilities. From this, we agree the priorities, responsibilities and appropriate level of support.
Engagements are individually scoped and usually provided on a monthly retainer. This typically includes regular strategic meetings, agreed leadership responsibilities and support between meetings. The arrangement can evolve as the business develops or its internal capabilities increase.
Client example: Wharf Financial Services
Wharf Financial Services entered a highly competitive commercial finance market and needed to build visibility, credibility and a platform for growth. We developed a strategic growth plan and provided ongoing direction across positioning, brand development, digital marketing, systems and team capability.
The company strengthened its industry presence, developed new collaborations and expanded its team. We also helped develop an employee into an internal marketing role, building the skills needed to support the company’s continued growth.
Her in depth analysis of our situation identified key areas to hone in on and her excellent communication skills enabled her to clearly explain the process needed to be undertaken and what the results would be.”
Is this the right service for your business?
Virtual Marketing Director support is best suited to established owner-managed businesses and professional service firms that require experienced marketing leadership but do not need, or wish to recruit, a full-time marketing director.
If the immediate need is to diagnose why growth or marketing performance has become constrained, the Business Growth Review may be the more appropriate starting point.
Arrange an initial discussion
If you would like to explore whether Virtual Marketing Director support is appropriate for your business, please provide a few details below. Karen will contact you to arrange an initial confidential conversation.