Expertise / Marketing Leadership
Marketing leadership that connects strategy to business growth.
Clear direction, aligned teams, and thoughtful investment turn marketing priorities into work that moves the business forward.
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A wider view of what marketing needs to deliver.
I bring a practical understanding of how brands grow, how teams work, and how marketing decisions affect the wider business. My experience spans consumer brands, ecommerce, B2B relationships, and service businesses.
Leadership means setting priorities, building the right capabilities, and giving people the direction and accountability to execute. It also means working across functions so campaigns, customer experience, commerce, and operations support the same goals.
Experience & capabilities
Direction. People. Accountability.
Strategic planning
Translate business objectives into marketing priorities, channel plans, and a clear sequence of work.
Teams & collaboration
Build and manage marketing teams, guide agency partners, and connect creative, commercial, and operational stakeholders.
Budgets & accountability
Allocate resources against priorities, review performance, and communicate the business implications of marketing investment.
Ecommerce growth
Connect merchandising, acquisition, customer journeys, and marketplace operations with the practical demands of growth.
Infrastructure & process
Identify gaps in platforms, reporting, workflows, and handoffs so execution has a stronger foundation.
Execution & communication
Give teams clear briefs, responsibilities, and measures of progress while keeping leadership informed.
Selected work
Experience in practice.
A new route to customers during retail disruption.
For Almased, I led a Shopify direct-to-consumer initiative during COVID-19 disruption. The new channel generated $60,000 in sales in its first 30 days, supported by coordinated merchandising, paid media, and customer experience.
Read the Almased case study →Finding the business question behind the numbers.
A confidential franchise analysis connected customer retention, advertising investment, and location proximity. The findings helped leadership examine both immediate performance concerns and expansion decisions.
Read the franchise case study →Frequently asked questions
Do I need a marketing director or a marketing agency for my growing business?
A marketing director sets priorities, aligns teams, manages investment, and connects marketing with business goals. An agency usually delivers an agreed set of services. If your business has several providers but lacks a shared plan or clear accountability, leadership support can help coordinate their work.
Can a fractional marketing director lead my existing team and agency partners?
Yes. Elizabeth’s leadership work includes guiding internal teams and agency partners, establishing responsibilities, reviewing performance, and keeping execution aligned with commercial priorities. The scope depends on your team’s capabilities and the support your business needs.
How can I bring structure to a marketing department that is growing quickly?
Start by clarifying business objectives, decision ownership, team responsibilities, budgets, and reporting. Elizabeth reviews how people, channels, systems, and workflows connect, then helps establish practical priorities and processes that support execution.
How can marketing leadership help me decide where to invest my budget?
Elizabeth considers business priorities, customer behavior, channel performance, and the quality of the available data before recommending how resources should be allocated. Her approach connects campaign decisions with acquisition, retention, ecommerce operations, and the wider business.
Bring a connected perspective to your next decision.
Discuss a marketing leadership opportunity, team challenge, or growth priority. For engagement options, explore my consulting page.