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Eve Fitzhenry Consulting
Eve Fitzhenry smiling, seated by a window

Eve Fitzhenry · EF Consulting

Senior marketing leadership for interiors and design-led businesses.

Beautiful products deserve brilliant marketing.

Book a conversation with meExplore working together

I embed in your business as your senior marketing lead, bringing fractional direction, strategy, UK market entry and hands-on implementation—with over twenty years inside furniture, flooring and interiors businesses.

Inside the industry

“I started my career in contract furniture, and it’s an industry I’ve never really left.”

Where I learned the trade

  1. Allermuir

    Contract furniture marketing, where it began

  2. The Senator Group

    Group Marketing Manager

  3. Gresham Office Furniture

    Built the marketing department and showroom strategy

  4. Boss Design

    Developed the in-house team; led the rebrand, the UK specification team and US expansion

  5. Headlam PLC

    Most recently, inside the UK’s largest flooring distributor

Who I work with

  • Bjelin UK

    UK go-to-market strategy and execution for a Swedish hardwood flooring manufacturer

  • Triangle

    Retained marketing leadership for a software business moving to a product-led model

Former employers, alongside the businesses I work with today.

A strong business, with the marketing still to catch up.

Most of the businesses I work with are brilliant at what they make. The products are right, the people know their trade, and the sales team is out on the road.

What’s missing is somebody senior to lead the marketing: to decide what matters, say no to what doesn’t, and make sure the activity adds up to something.

Sound familiar?

  • Launching something new

    A new brand, product or market entry that needs a clear plan to get to market with confidence.

  • Great product, light marketing

    The offer is ready, but there is no in-house marketing team or support behind it yet.

  • A sales team on the road

    Agents or reps talking to the trade every day, who need marketing that opens doors for them.

  • More than one audience

    Designers, specifiers, retailers or end users, each needing a different message and a different reason to act.

  • Shows on the horizon

    Trade shows and exhibitions booked, and the need to make every stand pay its way.

  • Channels to join up

    Social, website, email and PR that need setting up, refreshing or pulling in one direction.

  • Busy, but not moving

    Plenty of marketing activity, and no clear line from any of it to the commercial objectives.

If two or three of those are you, we should talk.

Book a conversationTalk about your business

How I work

Start with discovery, then choose the support that fits.

  1. 01 · Evolve

    Discovery and direction

    A marketing review or a full discovery, two to four weeks: what you have today, your market and competitors, your audiences and what each needs to hear, and an outline strategy with a six-month plan per channel.

  2. 02 · Facilitate

    Senior leadership, embedded

    I work alongside you and your sales team as the senior point of contact, briefing and managing the specialists so you brief and approve rather than chase and correct. A short weekly check-in and a monthly review keep it honest.

  3. 03 · Create

    Implementation and support

    Bronze, Silver and Gold monthly support, shaped by what discovery tells us, from trade PR and social through email and website updates to a fully embedded marketing function with events, awards and budget management.

Rolling monthly support, not long contracts. Many clients run the plan themselves after discovery; some keep me on for years.

Explore working together

02 · What I bring

Four ways to work together, chosen after we’ve looked at where you are.

  1. I. Fractional Marketing Director

    The marketing director your business needs, without the full-time appointment.

    Your most senior marketing voice, inside the business. I set the direction, own the plan, brief the people who deliver it and read the numbers every month.

    About fractional leadership

  2. II. Brand and Marketing Strategy

    Understand where you are, then set the direction.

    A marketing review or a full discovery: your market, your audiences, your competitors, what your products should say to whom, and a six-month plan to work from.

    How discovery works

  3. III. UK Market Entry

    Bringing your products to the UK, the way the UK buys.

    For manufacturers outside the UK: positioning for a British audience, distributor and dealer routes, how specification works with architects and designers, and which shows and titles matter.

    Discuss your UK market entry

  4. IV. Implementation and Ongoing Support

    A plan is only useful if someone runs it.

    PR, exhibitions, content, email and trade collateral, run to the plan and reported against it. I lead; an industry-experienced account manager and trusted specialist partners deliver.

    What ongoing support looks like
Book a conversation

03 · Selected work

Where it has worked

Bjelin UK · Hardwood flooring · Sweden

Building demand across commercial and residential flooring markets

Warm daylight across a herringbone floor and timber dining furniture
Bjelin · Interior imagery from the project archive

“Working with Eve has been very positive for our business.”

Simon Darbyshire, Managing Director, Bjelin UK
The challenge
Develop residential demand through a distributor network without weakening Bjelin’s established UK commercial presence.
Eve’s role
Eve leads UK marketing alongside the UK team: strategy, trade PR, e-marketing, exhibitions, CRM and distributor support. She advises on UK objectives and audience alignment for paid digital.
Who did what
EF Consulting supports UK objectives and audience alignment for paid digital, and briefing and approval workflows with the Swedish marketing team.
Reported November 2026
24press releases and placements in 2026 to date, with coverage across more than a dozen UK trade, specification and interiors titles.
Explore the Bjelin UK project

Triangle · Field-workforce software · UK

A fractional marketing director for a software business changing shape

A long-established software developer moving from bespoke projects to a product-led business, with content marketing to build, a product to launch and, later, a new venture to take to market. The same challenge: a business strong at what it makes, light on marketing leadership.

Eve’s roleRetained marketing lead to the leadership team: content strategy, LinkedIn and newsletter programme, and single point of coordination for the brand, web and social partners on a new launch.

Further work is shared in conversation.

The work in full
Eve in a warm, daylit timber interior

The sectors I know from the inside

Products that are specified, stocked and sold through people.

“I understand how this industry actually works: the dealer relationships, the specification process with architects and designers, and the long lead times that come with project-based business.”

  • Flooring

    Distributors, independent retailers, buying groups, contractors, specifiers

    Residential and commercial need different stories; the trade calendar runs on shows.

  • Furniture

    Dealers, architects and designers, fit-out, end users

    Specification is won early and repeated; dealers need marketing that opens doors.

  • Lighting

    Architects, interior designers, hospitality developers, electrical wholesale

    Projects get specified; margin sits in the premium end.

  • Interiors & Design Led Products

    Interior designers, retailers, consumers, trade press

    Inspiration first, specification detail second.

More on the sectors
Eve Fitzhenry, black and white portrait, leaning on a worktop

04 · Meet Eve

Hello.

I work with ambitious businesses at key moments of change, helping them gain clarity, define direction and drive growth. With over twenty years in brand and marketing strategy, I bring an external, objective lens that challenges assumptions and aligns business ambitions with brand purpose.

Not an agency or a generalist, but a senior marketer who becomes part of your team. I embed at senior level, provide the marketing direction and strategic clarity, and roll my sleeves up on the execution when that’s what’s most useful.

I know the products, the market and many of the people in it.

More about Eve

05 · Behind the thinking

My Life in Marketing

Working in marketing teaches you a few things, some of them the hard way. This is where I share what I’m learning, in plain English, for anyone building a brand without a corporate budget behind them.

  1. My Life in Marketing · 4 June 2026

    Should You Rebrand? Why ‘Feeling Stale’ Isn’t Always the Answer

    Rebranding is one of the most expensive decisions a business can make. Before you pull the trigger, it’s worth asking a more important question: is your brand actually broken, or does it just feel that way to you?

    Read the article

  2. My Life in Marketing · 4 May 2026

    The One Marketing Non-Negotiable Every Growing Business Needs to Get Right

    Ask ten marketers what their non-negotiable is and you will get ten different answers. Mine is always the same: branding. Here is why it underpins everything else you do.

    Read the article

  3. My Life in Marketing · 1 April 2026

    Why Authentic Marketing Outperforms the Perfect Campaign Every Time

    You can build a flawless strategy, hit every channel, and nail the messaging. But if the people behind it do not genuinely believe in what they are promoting, it will underperform. Every time.

    Read the article
All articles

06 · Start a conversation

Let’s talk.

Thirty minutes, no slides. Tell me where the business is and where you want it to go, and I’ll tell you honestly whether I can help.

Book a conversationTell me about your business

Or email eve@efconsulting.co.uk