Strategic marketing for founders and independents
Your trusted marketing consultant and mentor, with honest advice, clear direction and support to grow with confidence.
I’m a member of the Wintercircus Collective in Ghent and work with clients across Europe, the UK and North America.
You don’t have to build it alone
As a founder or independent, you’re the expert, the salesperson and the marketing department, often all before lunch. You know your work inside out. But standing that close to your business makes it hard to see what truly sets you apart, who you should really be talking to and where your limited time and budget will make the biggest difference. So marketing becomes a series of good intentions: a post here, a website tweak there, a new idea every week, with no clear thread running through it.
Does this sound familiar?
You find it hard to explain what makes you different in one clear sentence
You’re trying to speak to everyone, and it’s not landing with anyone
You’re posting and networking, but it isn’t turning into the right clients
You know you need a plan, but you don’t know where to start
You’d value a sounding board who understands both marketing and business
How I can support you
I give founders and independents the clarity and direction of a senior marketer, without the cost of a full-time hire.
We always start with the foundations: your why, your story and the clients you serve best.
And when you are the brand, as many experts are, I draw on my years as a business journalist profiling CEOs and experts to help you tell your personal story with authority.
As a trained coach, I’ll also help you work through the decisions that come with growing a business on your own.
Positioning and differentiation
Define what makes you different, and why clients should choose you over the alternatives.
Your ideal clients
Get clear on who you serve best, what they need and what makes them buy.
Clarifying your offer
Shape what you sell into a clear, compelling offer that clients understand and value.
Messaging and brand story
Find the words that explain what you do with confidence, in a voice that sounds like you.
Personal branding: define what you want to be known for, and the point of view that sets you apart in your field
Website and LinkedIn messaging
Review how you show up online and recommend what to change so the right clients find you and get in touch.
Launching something new
Plan the go-to-market for a new offer, service or business, from the message to the first clients.
A focused marketing plan
Decide which channels, content and activities deserve your time and budget, and in what order.
Business coaching and mentoring
A senior sounding board for decisions, accountability for your plan and support to grow with confidence.
How we work together
Every founder comes to me at a different point, so these stages are a guide, not a fixed formula. We decide together where you start and how far we go.
That said, it always starts with listening. A free 30-minute discovery call to understand where you are, what you want to achieve and whether I’m the right partner. You’ll leave with a clear recommendation on the next step.
01 Clarify: Strategic Clarity Workshop
Dedicated time to step back, challenge your assumptions and get clear on what you want to build. We can also focus on one area, such as your ideal client, your messaging, a campaign idea or a review of your current marketing. You’ll receive a written reflection with priorities and next steps.
02 Build: Business Growth and Marketing Foundations
Your complete positioning and messaging framework, including your purpose and values, ideal client profiles, value proposition, positioning statement, key messaging pillars, brand story and tone of voice. These are the foundations everything else is built on.
03 Activate: Marketing Strategy and Activation Plan
Your foundations turned into a focused, practical marketing plan, realistic for your time and budget and ready for you, a freelancer or an agency to implement.
Business coaching and mentoring
Ongoing one-to-one sessions combining senior marketing experience with a coaching approach. You get a sounding board for decisions, accountability for your plan and support to grow with confidence.
What changes when you are clear
You can explain what you offer, and why clients should choose you, in one confident sentence
You know exactly who your ideal clients are and what they care about
Your marketing sounds like you and stays true to who you are
You have a realistic plan that fits your time and budget
You stop guessing and start focusing your effort where it pays off
Questions Founders and Independents often ask:
What kind of founders and experts do you work with?
People from many fields, including medicine, finance and technology. I’ve worked with CEOs moving into consultancy and board roles, and with clinical and medical experts building independent careers in consultancy and thought leadership. The subject varies, but the challenge is usually the same: turning deep expertise into a clear position, a focused strategy and a story the right clients understand. Whatever your field, that’s where I help.
My business is growing through referrals. Why should I invest in marketing now?
Referrals show that clients value what you do, but they’re hard to scale and hard to predict. With a clear strategy, you reach more of the right clients on purpose, so growth doesn’t depend on who happens to recommend you.
Why bring in outside help rather than doing it myself?
Your time is best spent on what you do best. Doing marketing yourself without a clear direction often means a lot of effort for little return. With senior strategic thinking and the right direction, you focus your energy on what works and stop spending it on what doesn’t.
Marketing has never been a priority. Where do we start?
With your business, not your marketing. We start with where you want to take the business, then align your positioning, message and marketing behind that goal.
Do you do the marketing for me?
My focus is the strategy, direction and mentoring. As a content specialist, I can also create content for you where it fits, such as key messages, website copy or thought leadership. For other hands-on work, I connect you with trusted experts, including design partners and digital specialists. I stay alongside you so everything stays on track and on message.
How do you charge? Is it by the hour?
No, I don’t charge by the hour. Workshops and mentoring sessions have a set fee, and larger projects are priced on an agreed scope, so you know the full investment before we start. If you have a budget in mind, tell me and I’ll recommend the approach that fits, whether that’s a single workshop, a phased project or ongoing support. Complete the form on my contract page and I will send you more information.
Can we meet in person?
Yes, I’m happy to meet face to face wherever possible. We’ll always start with a video call, and after that we can meet at my office or at the Wintercircus in Ghent. I’m also regularly in the UK for clients, and during a project I’m happy to work from your offices, if required.
Experience built with brands including
