I help businesses do better marketing to drive growth.

With 20 years of cross-sector experience in fast-paced, transformational environments and a First Class degree in Marketing, I work quickly and pragmatically to spot opportunities and deliver results. My approach is rooted in customer-centricity, underpinned by operational rigour and proven models I’ve seen work across a range of business types. I believe the best marketing is simple, focused, and measurable; whether that means more customers, more sales or more profit.

Ways We Can Work Together

Every business is different — so how we work together depends on what you need. Whether you’re looking for hands-on leadership, strategic input or support through a specific project, here are the ways I typically partner with clients:

  • Fractional CMO – part-time leadership to drive and deliver marketing
  • Strategic Advisor – clear, actionable input on marketing strategy and plans
  • Project Partner – hands-on delivery of specific marketing projects (e.g. brand or customer growth strategy)
  • Interim CMO – occasionally, I take on full-time interim roles to lead through change

What That Looks Like in Practice

From brand turnarounds to team rebuilds, I’ve helped businesses of all shapes and sizes deliver sharper strategy, stronger performance and lasting change. Here are just a few examples of how I work — and the impact it creates.


1. Scaling Strategy at Pace

Business: Matalan
Challenge: Accelerate customer acquisition and improve ROI in a competitive, cost-sensitive market
Approach: As Director of Marketing, I led a team of 70 and developed a sharp customer strategy backed by deep insights. I reshaped media planning, modernised messaging, and embedded measurement discipline across channels
Impact:

  • Acquired 2 million new customers in one year
  • Increased brand consideration from 23% to 28% in a declining market
  • Improved ROI by 15% through tighter cohort-based targeting and content strategy

2. Building High-Performing Teams

Business: RS Group (FTSE 100)
Challenge: Rebuild global marketing leadership and capability during a major transformation
Approach: I led the global marketing team across 32 markets, restructured functions, and focused on engagement, wellbeing, and performance. I instilled purpose, sharpened planning, and rebuilt internal trust
Impact:

  • Delivered 19% uplift in global brand awareness
  • Created a high-performing team with a 20-point increase in engagement
  • Built strong strategic foundations across CRM, brand, and campaigns

3. Rapid Brand & Proposition Development

Business: ClearScore (FinTech)
Challenge: Double customer base in a high-growth, multi-market environment
Approach: As interim CMO, I reshaped the brand and customer strategy across four regions, building an agile team and leading with data-led creative and CRM
Impact:

  • Doubled the global user base from 6m to 12m in 18 months
  • Achieved best-ever performance in user acquisition and engagement
  • Built a diverse, fast-paced team with the highest internal promotion rate in the business

4. Embedding Marketing Capability in Complex Environments

Business: Les Mills International
Challenge: Build a scalable global marketing function across mature and emerging markets
Approach: I led the creation of a global B2B and B2C strategy and built a team across the UK, New Zealand, and key international markets. I developed local playbooks, drove digital transformation, and introduced performance marketing as a core capability
Impact:

  • Drove 23% revenue growth in two years
  • Shifted B2B acquisition from 70% offline to 70% digital
  • Built a scalable marketing capability that worked across market types and maturities

What people say about working with me:

‘She is driven to deliver a project’s goals but is always willing to listen and be flexible along the way and, when it comes to challenging the status quo or making brave recommendations, she’ll be right there alongside you, ready to defend the decisions you’ve taken together. She is insightful, sharp and always keeps to her word.’
Strategy Director, UK

‘Bright, articulate and visionary, Charlotte always endeavours to think differently and challenge the status quo.’
Director, UK

‘She brings her exceptional experience to bear on new and challenging questions…and develops clear and comprehensive strategies, which she supports the team to deliver on. Not just a super smart strategist, Charlotte is one of those extremely rare people who is not only brilliant from a business perspective, but who works tirelessly to coach and develop her team and dedicates enormous time and energy to everyone.’
CMO, UK

‘…A strategic heavyweight, she is a welcome opinion around any area or business function. I have never met anyone who is able to give such relevant and succinct context to problem statements or initiatives.’
CMO, Australia