Senior marketing strategy for agencies
Senior strategic thinking, client leadership and project direction for your accounts, pitches and complex programmes, without the cost of a permanent senior hire.
I am a member of the Wintercircus Collective, Ghent and work with clients across Europe, UK and North America.
Your clients want more than great delivery
Clients now expect their agency to understand their business as well as their brand. They want someone who can challenge the brief, find the real commercial problem and turn it into a clear direction before a single campaign is made. That kind of senior strategic capability is expensive to hire permanently, and demand for it rarely runs at a steady pace. One month you need it on three accounts at once; the next, not at all.
That’s where I come in. I work as an extension of your team, bringing senior strategic and client-side experience exactly when and where you need it. You keep the client relationship, and I strengthen the thinking, the direction and the delivery behind it.
How I can support your agency
Strategic partner on client accounts
I support client discovery, business and marketing diagnostics, market and audience analysis, positioning and value proposition work. I help shape the strategic recommendations your clients need before they commit to creative, digital or campaign execution, and I can present them alongside your team.
Marketing strategy and go-to-market
I develop marketing strategies and go-to-market plans, including audience segmentation, buyer personas, customer journeys, messaging, channel and campaign strategy, objectives, KPIs and prioritised roadmaps. This is ideal when a brief is complex or when you want to offer clients a stronger strategy proposition.
Pitch and new business support
I bring strategic input into pitches: challenging the brief, finding the insight that wins the room and building a recommendation that shows senior commercial understanding.
Project and programme direction
I lead complex client projects from start to finish. That means defining objectives, scope and workstreams, coordinating your teams and suppliers, keeping creative, digital and content activity strategically aligned, managing stakeholder expectations and flagging risks early.
Senior account and client relationship management
I look after key client relationships at a senior level, with the confidence to work with CEOs and leadership teams, handle difficult conversations and keep the client focused on outcomes.
Interim or fractional marketing leadership
I provide senior marketing leadership for a defined period, whether for your agency or for a client who needs a temporary marketing lead. This covers strategic direction, priorities, stakeholder alignment, performance oversight and agency coordination.
Mentoring your team
As a trained professional coach, I can mentor your account managers and strategists, building their confidence in strategic thinking, client conversations and presenting recommendations. The capability stays with your agency long after the project ends.and for it rarely runs at a steady pace. One month you need it on three accounts at once; the next, not at all.
12 reasons I’m a great fit for your agency
1. I’ve worked on both sides of the table. I’ve spent more than 20 years in marketing, agency-side and client-side, so I understand what agencies need to deliver and what clients expect to receive.
2. I’ve run my own agency. I know the pressures of margins, deadlines, resourcing and keeping clients happy, because I’ve managed them myself.
3. I’ve briefed and managed agencies as a client. As a global marketing lead, I’ve been the client, so I know what makes an agency indispensable and what makes clients look elsewhere.
4. I started as a business journalist. Interviewing CEOs taught me to ask the right questions, find the real story behind a business and tell it clearly.
5. Go-to-market is my specialism. I’ve led global product launches from strategy through to market, coordinating teams across regions and disciplines.
6. I’ve repositioned a business through major change. I led the repositioning and rebrand of a business after a corporate carve-out, which is strategic work at its most complex.
7. I bring a genuinely international perspective. I’ve worked across Europe, the UK, the Middle East and North America, with international teams and regional campaigns.
8. I’m at ease with senior clients. CEOs, boards and leadership teams are familiar territory, so your clients get a confident senior voice in the room.
9. I connect marketing to the wider business. I’ve worked on core teams alongside leadership, sales, R&D, finance and HR, so my recommendations make commercial sense, not just creative sense.
10. I’ve covered every area of marketing. Strategy, brand, PR, content, digital, events and campaigns. That 360° view lets me align your creative, digital and content teams behind one strategy.
11. I’m strategic and creative in equal measure. Strong strategy needs a story people care about. I bring both the structure and the narrative.
12. I strengthen your team, not compete with it. I’m a trained professional coach, so I bring people together, mentor where it helps and leave your team stronger. The client stays yours.
Flexible ways of working
Every agency is different, so I shape the engagement around what you need:
A senior strategist on a single project or pitch
Ongoing strategic support across selected client accounts
Strategic lead or project director on a complex programme
Interim or fractional marketing leadership for a defined period
Working visibly as part of your team, or behind the scenes under your brand, where agreed
Engagements can be project-based, a monthly retainer or a bespoke leadership arrangement, priced on scope, responsibility and complexity.
Experience built with brands including
