The 90-Day Marketing Reset & Stabilisation

Stabilising marketing so it works with your business, not against it.

Tell me about this "90-day thing…”

I get it. At first glance, a “90-day marketing reset” can sound like a gimmick.
It isn’t.

It’s a deliberately defined period of time, designed around a simple principle: clear outcomes, realistic effort, and visible progress.

Ninety days is long enough to make a meaningful difference — and short enough to stay focused, measurable, and low-risk.

This isn’t about guaranteeing sales results or overnight transformation.

It’s about recalibrating your marketing while it continues to run — so progress becomes strategic, consistent, and measurable.

Is this for you?

This approach tends to appeal when:

• Things keep slipping, launches drift, and nothing quite lands when it should
• The business can’t afford to stop while things are “fixed”
• Marketing feels reactive rather than proactive
• You’re juggling marketing alongside another role, or running the whole business
• You’re trying to recruit, but haven’t found the right person yet
• You’ve got junior marketers, agencies or freelancers in place, but no clear direction

Marketing exists — it’s just not quite working.

What actually happens

From day one, I take ownership of marketing priorities and start:

Identifying and fixing obvious blockers early (process, messaging, decision paralysis, misalignment)
Building a joined-up go-to-market plan while activity continues
Aligning teams such as Product, Sales, and Customer Service around shared direction
Putting practical launch frameworks, reporting, and decision rhythms in place
Delivering tangible progress alongside strategic direction

You give me everything you think is relevant — objectives, access, data, systems, context.
I’ll ask for what I think is relevant.

Then I start pulling the puzzle pieces together.

Within the first 6–8 weeks, leadership has clarity, confidence, and shared direction.
Everyone understands what’s happening, what matters, and what to focus on next.

By the end of 90 days, marketing is no longer reactive, it’s embedded.
It’s moving with purpose, momentum, and intent.

This isn’t about pausing the business to “fix marketing”. It’s about steering while moving.

You don’t lose momentum and you gain control.

How the 90 days typically unfold

Days 1–30: Diagnose & stabilise

Get under the bonnet to understand what’s really happening
Review objectives, data, channels, brand, systems, and constraints
Talk to people to understand challenges and where marketing can genuinely help
Identify quick wins and immediate blockers
Reset priorities and decision ownership
Start work on urgent or upcoming initiatives (e.g. launches)
Establish marketing objectives, budget, plan and working rhythm

You can see progress, not just plans.

Days 31–60: Build momentum

Fix the foundations that need fixing
Close branding and consistency gaps
Get campaigns, projects, or launches moving
Sharpen messaging and focus
Put simple, usable reporting in place
Improve cross-team alignment

Leadership starts to feel grounded.

Days 61–90: Embed & hand over

Marketing becomes intentional.

What happens after the 90 days

You don’t need to decide this upfront but here are the options:

I stay on (fractional)
Ongoing ownership, delivery, and momentum — without a full-time hire.
I cover a gap (interim)
Steady ownership while you recruit or restructure.
I step back
Clear handover, confident leadership, and a clear plan that actually works without me.

How it works — and what it costs

This is not a fixed “nine-to-five for 90 days” engagement.

At the outset, we agree a capped number of days to be used across the 90-day period, so budgeting is clear and controlled.

Typically:

More time is used in the first month to stabilise things quickly
Months two and three are lighter-touch as things embed

Work is charged on a day rate, agreed upfront. My rate reflects complexity, expectations, and whether on-site presence is required. Travel and subsistence are charged separately. I invoice monthly, against days used, always within the agreed cap.

The commitment period required for me to make a difference is 90 days —that does not mean you are paying for 90 days of my time. As a guide, many organisations land around 30 days spread across the 90-day period.

How I work best (and why that matters)

I’m here to stabilise, fix, steer, and move things forward — and that works best when people understand why I’m there. Which means a clear debrief to the organisation from leadership to smooth my entry so I can hit the ground running and build initial relationships.

The reason I can deliver meaningful change in 90 days is because I work in a way that prioritises focus and productivity. Most of the value I deliver comes from uninterrupted work, not constant office presence.

I’m happy to come on-site for key meetings where it genuinely adds value.

By the end of the 90 days…

Marketing is no longer a constant point of uncertainty. You have:

Clear priorities and decision ownership
Agreed direction across Product, Sales, and Leadership
A practical plan that people can follow without confusion
Defined processes that support day-to-day delivery
Activity that has continued — and progressed — during the reset

Marketing starts feeling managed and intentional.

If marketing feels active but not aligned, it’s worth a conversation. We’ll determine quickly whether this reset would add value — or not.

Tell me a little about what you’re looking for and I’ll come back to you within 1 working day.

My Background

I’ve spent over 15 years leading B2B marketing across multiple industries, with a strong focus on technology — particularly HealthTech and MedTech — often stepping in during periods of growth, restructuring, or strategic uncertainty. I’m used to working closely with founders, leadership teams, product, sales and customer functions — translating between them when alignment starts to slip.

I’m often brought in when marketing needs structure, clarity, and steady leadership.

I’m comfortable holding the bigger picture while still paying attention to the details that quietly derail momentum.

“It was not only productive but also great fun working with Heather. She is passionate about her work, hugely knowledgable and driven. Moreover, she genuinely cares about the people she is representing which is so important in health and social care.

What I enjoy most about working with Heather is how collaborative you can be. There’s no internal politics just a desire to get the work done well using everyone’s skills.”

Annabelle Sanderson

“Heather is an expert at developing and implementing successful marketing strategies which will get brilliant results.

She has an eye for detail and can create a brand identity that will raise amongst the competition while boosting market share and driving company growth.

Heather is an amazing leader and mentor and she is able to successfully launch new products/services.”

Mirco Boninsegna

“

Impressive!”