A plan is only worth what gets done.
I lead the delivery, an industry-experienced account manager keeps it moving, and trusted specialists do what specialists do. You brief and approve, rather than chase and correct.
Why implementation fails without leadership
Most marketing teams execute plans without anyone senior enough to read the signals and change course. In-house teams and agencies are good at delivery, but rarely have the remit to step back and change course.
Rigidity kills momentum. The best marketing is responsive: regular, honest performance reviews against meaningful metrics, short feedback loops between activity and decisions, and the confidence to stop doing things that are not working, even when there has been investment in them.
My role in directing execution
- 01
I hold the plan
The six-month plan per channel is mine to keep honest: what’s on, what’s slipped, what we stop.
- 02
I brief and review everything
Every piece of PR, every email, every stand graphic is briefed against the positioning and reviewed before it goes out.
- 03
I read the numbers with you
A monthly report against the objectives, a short weekly check-in, and the call on what changes next month.
- 04
I write the words that matter
Core messaging, launch copy and the pieces that carry the brand. The rest is briefed to people who write for a living.
The disciplines, and who delivers them
Not an agency. One senior lead, a small team, and specialist partners brought in where they earn their place. The key shows who does what.
Eve · direction, briefing, review, reporting
One senior point of contact. Every discipline below is briefed against the plan and reviewed before it goes out.
Trade PR and communications
Press releases, show previews and reviews, product editorial and awards, placed with the titles your buyers read.
Email marketing
Segmented campaigns to each audience, from a database that’s been cleaned and built properly first.
Content and social
A content plan with a purpose, posts on the platforms that suit the brand, and the stories nobody is hearing about yet.
Digital campaigns
Paid activity planned against the plan and measured against enquiries, not impressions. Run by a partner or your in-house team, directed by me.
Website
Monthly updates, blogs and news, light-touch improvements, and a review when the site needs to work harder. Build and design by partners.
Product and range launches
A launch roadmap, positioning, collateral, PR and the sales toolkit, coordinated across everyone involved.
Sales enablement
Materials, messaging and introductions for the people on the road, and lead handover after every show.
Exhibitions and events
Handled end to end: stand design, builders and organisers briefed, pre-show marketing, on-site support, follow-up.
Awards and industry visibility
The right awards entered properly, and the right rooms to be in.
Design, photography and print
Produced by trusted specialist partners, briefed and managed by me, so you have one point of contact throughout.
Working with your existing team and suppliers
If you have an in-house marketer, they get a plan to run with, direction every week and someone to learn from. If you have agencies that are good at what they do, they stay, and I direct them. All supplier correspondence routes through one person, so nothing is done in a silo and everything reads as one brand.
Where a gap needs filling, I bring in trusted specialist partners I’ve worked with before. You still brief one person.
Exhibition and event support
Shows are where this industry does business, and a stand is one of the biggest marketing costs most of my clients have. The job is to make every stand pay its way.
An industry trade show
Before
- Stand design and the brief to builders and organisers
- Exhibitor portal, literature, POS and scanning equipment
- Pre-show PR and the invitation email to get the right people on the stand
During
- On-site support during build-up and on the stand, if required
- Social from the stand; filming and photography
- Lead capture that the sales team can actually use
After
- Post-show marketing and follow-up
- Lead handover to sales
- What worked, what didn’t, and the plan for the next one
Available on its own, for Bronze or Silver clients, and included in Gold.
Project archive
For Bjelin UK, Eve connects trade communications with the infrastructure the sales team needs.
The approved work includes trade PR, solus email campaigns, a UK CRM built from scratch, distributor materials and full exhibition delivery across Flooring Show South, INDX and Harrogate.
Delivery reported November 2026
From the project archive · Bjelin UK
The work, in context.
Strategy, communications and sales support, connected.
See the full Bjelin UK account of what Eve led, where she advised, and the approved 2026 outcomes.
Read the Bjelin outcomes →Questions I’m usually asked
What’s the difference between Bronze, Silver and Gold?
Each level adds delivery capacity and support around the plan. The levels of support on the How We Work page set out the inclusions, so we can choose against your brief rather than a package name alone.
Do we need discovery first?
If your audiences, positioning or priorities are unclear, we start with discovery. If a clear plan already exists, we can discuss implementation against that plan and agree the scope before work begins.
Can a fractional marketing director manage our existing agencies and suppliers?
Yes. If your agencies are good, I direct them and they brief one person instead of several. Where there is a gap I bring in trusted specialists and manage them. Either way the plan, the budget and the reporting sit with me, and you approve rather than chase.
Before you decide
Is this the right support?
- Who it suits
- For businesses that need a coherent plan delivered across trade communications, content, email, exhibitions and specialist suppliers.
- What the engagement covers
- Briefing, coordination and reporting against agreed objectives, with an industry-experienced account manager and trusted specialists where required.
- When another route may fit
- If the audiences, proposition or objectives remain unclear, begin with discovery. Delivery works best when responsibilities, approvals and budget are agreed.
- Scope and fees
- Fees are quoted after a first conversation, based on the time commitment, what’s being delivered and any specialist support needed.
Useful preparation
06 · Start a conversation
Let’s talk about getting it done
If you have a plan and nobody to lead it, or activity and no plan, tell me where things are and I’ll tell you what I’d do first.