CASE STUDIES
The work below shows the range of strategic marketing challenges I help clients solve - from positioning and campaign strategy to building analytics capabilities that drive commercial decisions. These are selected engagements where I am working as fractional strategist, CMO, and growth leader, demonstrating the scale and impact of work I deliver in senior roles.
Fabric Private Office: The Unfunded Success Campaign
The Challenge: Fabric wanted to stand out in 2026, and to open a conversation with business founders and their families about inheritance tax, and how easily it can leave family wealth exposed. It was the firm's first campaign of this kind, designed to work through professional partners like lawyers and accountants.
The Approach: As campaign lead, I created Unfunded Success from the ground up: the idea, the story, how it is positioned, and how it reaches people. At its heart is a simple idea, that Fabric is the firm that understands the complexity entrepreneurs face as they move from building a business to managing the wealth it creates. The campaign is structured around quarterly themes covering inheritance tax planning, wealth structuring, investment strategy and succession planning. It helps partners feel confident raising these subjects with their clients, supported by a programme of founder-focused content and events, and a simple way to see which partners are bringing conversations in.
The Result: A full campaign with a plan running across 2026, and a set of partner and client materials built to the standard a regulated firm needs. The campaign is live and rolling out through the year.
Atomise: Strategic Positioning for Growth
The Challenge: Atomise, a tech consultancy founded in 2022, had strong client relationships and delivery capability but lacked clear market positioning.
The Approach: I worked with them on their proposition, developing a "fixers" narrative that captures what they do best, solving complex technical problems, and sharpening how they take it to the wealth and adviser market.
The Result: A clearer, more confident story for Atomise to take to market, and a sharper sense of who it is for.
Connor Broadley: Market Positioning
and Growth
The Challenge: Connor Broadley is an independent, founder-led firm working across wealth management and employee benefits. Most of their growth had come through their high-quality referrals and personal contacts, but growth remained largely unsystematic. Marketing activity lacked clear measurement, founder visibility was underutilised, and the B2B partnership channel, despite strong potential, was not yet structured or scaled.
The Approach: I joined as their Fractional Chief Growth Officer and wrote their growth strategy. It set out four routes to growth: organic growth, including the idea for their first marketing campaign; client referrals, including building out a voice of the client programme; stronger B2B partnerships; and, over the longer term, growth through acquisition. Raising the founders' profile ran through all of it.
The Result: A clear, practical growth strategy the firm could begin acting on straight away, covering both their immediate organic growth and longer-term ambitions, with their first marketing campaign and a voice of the client programme ready to take forward.
My impact
“Having worked with Emma for several years, I can attest to the fact that she is a very knowledgeable, enthusiastic professional and would be an asset to any team. I greatly valued Emma's willingness to understand a business goal and work backwards through the relevant process to achieve a strong commercial outcome. She is always someone whose judgement I could trust implicitly.”
Louis Coke, Director of Private Clients, Charles Stanley
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Whether you are looking for strategic marketing leadership, help with positioning and differentiation, or building the commercial analytics that connect marketing to business outcomes, I would welcome a conversation about how I might help.
