Embedded Marketing Support
Stabilise. Align. Deliver.
Stabilising, Embedding or Focus?
Most businesses don’t struggle with effort in marketing.
They struggle with alignment.
Sometimes that means stabilising what’s already in place.
Sometimes it means embedding experienced support.
Sometimes it means focused attention on something significant.
Here’s how we can work together…
Fractional vs Interim
The difference between Fractional and Interim isn’t seniority, it’s depth of embed and operational weight.
Fractional Marketing Support
Senior direction layered over existing capability
Fractional works when marketing activity exists — but it lacks experienced oversight.
You might have:
- A junior or mid-level marketer
- An agency delivering campaigns
- A team busy executing without senior guidance
In this model, I embed at leadership level while your internal team runs the day-to-day, stepping in as needed. I:
- Shape and refine positioning
- Guide messaging and narrative
- Translate commercial priorities into marketing direction
- Mentor and develop internal marketers
- Brief and challenge agencies
- Step into key initiatives where hands-on input adds leverage
If leadership shifts direction — launching something new, targeting a new sector, reprioritising focus — I pivot marketing and the team, coherently.
Fractional typically operates around 1–2 days per week equivalent, depending on need.
You retain internal capability and gain senior direction.
Interim Marketing Support
Deeper embed. Greater functional responsibility.
Interim is needed when there isn’t stable internal ownership — or when the existing structure needs experienced guidance.
This might be:
- Maternity cover / gap between hires
- Rapid growth without marketing capacity
- A team delivering activity but need senior direction
In this model, I step fully into the function as the sole marketing lead or manage and develop the team already in place.
- Own marketing direction and day-to-day priorities
- Translate leadership decisions into marketing action
- Manage workflow and delivery cadence across people, projects and agencies
- Mentor and develop junior team members
- Refine messaging, positioning and campaign execution
- Get hands-on where it accelerates progress — from shaping copy to structuring launches
- Provide consistent leadership presence in senior discussions
Interim is typically more time-intensive — often 3+ days per week equivalent.
The seniority remains the same, the difference is the depth of operational responsibility and presence.
Focused Marketing Project Support
Senior attention where it matters most
Sometimes the team is stable but they don’t have enough time to give concentrated focus to things like:
- Launching a new product
- Entering a new market
- Repositioning the brand
- Delivering a high-priority campaign
This is time-defined, practical, and delivery-focused.
90-Day Marketing Reset & Stabilisation
A structured starting point when clarity is missing
Some organisations begin with a defined 90-day stabilisation period before moving into ongoing support.
The Reset is designed for businesses where marketing feels reactive, unclear, or misaligned.
Over 90 days, I:
- Identify and fix obvious blockers early (process, messaging, decision paralysis, misalignment)
- Build a joined-up go-to-market plan while activity continues
- Align teams around shared direction
- Put practical launch frameworks, reporting, and decision rhythms in place
- Deliver tangible progress alongside strategic direction
It’s about putting the right foundations in place while momentum continues — because when marketing aligns, growth follows.
Many businesses begin with the Reset — a more concentrated, front-loaded period of work — before transitioning into ongoing Fractional or Interim support.
Choosing The Right Approach
If marketing needs senior oversight layered over your existing team → Fractional.
If marketing needs deeper embed and full functional ownership → Interim.
If something significant needs concentrated focus and delivery → Marketing Project Support.
If marketing feels reactive, unclear, or structurally misaligned → 90-Day Reset — a more concentrated, front-loaded period of stabilisation before moving into ongoing support.
And if you’re unsure, we work that out quickly in conversation.
If you’re looking for senior marketing leadership that’s focused on meaningful progress — let’s talk.
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
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Impressive!”