Marketing should make a measurable difference
I’ve worked with businesses at very different stages of growth, but the objective has always been the same - understand what the business needs, focus marketing on the right priorities and deliver against them.
Here are a few examples.
Results
SpaMedica
Helping scale a business from £20m to £220m revenue
I built and led SpaMedica’s marketing strategy through a period of significant growth, working closely with the other directors as the business scaled rapidly.
I owned the marketing strategy and budget and had responsibility for ensuring marketing supported the wider commercial objectives of the business.
The focus was on building demand, increasing patient acquisition, strengthening the brand and creating a marketing function capable of supporting sustained growth.
During my time with SpaMedica, the business became part of the wider Veonet Group. I supported the business through the subsequent sale of Veonet from Nordic Capital to PAI Partners and Ontario Teachers’ Pension Plan, giving me first-hand experience of marketing through significant investment, ownership change and preparation for exit.
£20m → £220m
Revenue growth supported over five years
410%
Increase in patient acquisition
2 major ownership transitions supported
SpaMedica joining Veonet and Veonet’s subsequent sale to PAI Partners and Ontario Teachers’
Cavalry Group
Building brands and creating a stronger platform for growth
I led the marketing strategy for Cavalry Care during a period of significant growth and change, working closely with the leadership team to strengthen the existing business while developing new propositions and brands.
The focus was on creating a clearer commercial marketing strategy, improving digital performance and making sure the brand reflected the quality and values of the organisation.
A major part of the work was also about storytelling. Care is ultimately about people, so we moved towards much more authentic content - real people, real experiences and real stories about the difference the organisation was making.
Alongside strengthening the core brand, I led the launch of three new brands, supported regional expansion and developed campaigns designed to improve awareness, engagement and conversion.
The result was a much stronger platform for growth, with better brand visibility and significantly improved digital performance.
3
New brands launched
73%
Increase in brand awareness
55%
Increase in digital conversion
handl Group
Bringing strategic marketing direction across a diverse portfolio
I worked with handl Group as a Marketing Consultant, supporting a portfolio of 12 businesses across health, care and wellbeing.
Each business had its own Managing Director, customers, proposition, commercial priorities and stage of growth, so there was no one-size-fits-all approach.
My role was to work directly with leadership teams to understand what each business needed to achieve, identify the strongest growth opportunities and determine where marketing could make the biggest commercial difference.
That included developing growth and marketing strategies, reviewing propositions and positioning, improving digital acquisition, supporting CRM and marketing automation, reviewing team structures and agencies, and bringing greater clarity to budgets, reporting and performance.
Working across the portfolio also meant balancing the needs of individual businesses with opportunities to improve consistency, capability and effectiveness across the wider group.
That experience reinforced something that now sits at the heart of Beadsmoore Consulting - there is no standard marketing playbook. The real value comes from understanding the commercial model quickly, identifying the few things most likely to make a difference and concentrating effort and investment there.
12
Health, care and wellbeing businesses supported
Portfolio-wide strategic support
Across growth, brand, acquisition, team structure and commercial planning
The common thread
Different businesses. Different challenges.
But the approach is consistent - understand what the business is trying to achieve, focus marketing on the things most likely to make a difference and measure the impact.
Clear priorities. Sensible investment. Measurable results.
Want marketing to make a bigger commercial difference?
If you’re looking for experienced marketing leadership, a clearer growth strategy or support through a period of change, let’s talk.
Or email me at carolyn@beadsmooreconsulting.co.uk