Why I Started JEM Marketing and What’s Next
After more than 15 years in senior in-house marketing roles across travel, hospitality and retail, I’d always wondered what it would be like to build something of my own. I had a brief taste of business ownership just before COVID, and while the timing wasn’t quite right back then, the spark stayed with me.
Now that the dust has settled, I’ve launched JEM Marketing. It’s a consultancy designed to give growing businesses access to experienced, strategic marketing leadership without needing to hire full-time. The model is intentionally lean, flexible and focused on making a tangible difference. I work with clients to bring clarity, fix what’s not working, and build stronger, more confident teams and systems.
What’s in a name?
Naming a business is weirdly hard. You try ideas, reject them all, and then one day one of them just sticks.
I knew I didn’t want to use my own name. There’s absolutely nothing wrong with that, but it didn’t feel like me. Instead, I chose something more personal. JEM stands for Jackson, Esmé and Mummy – or Melanie, depending on who’s asking. It’s simple, meaningful, and rooted in the ‘why’ behind what I do.
Why the Fractional Marketer model works
In senior roles, I’ve often found that the greatest impact comes in the early stages. You come in with a fresh perspective, quickly identify where the gaps are, and set a clear direction that builds momentum.
But as the day-to-day settles in, what the business needs often shifts – from transformation to maintenance. That’s where I saw a gap. With JEM, I’ve built a model that lets me focus on driving strategic change and building capability, so the business can sustain that momentum long after I’ve stepped away.
From holiday parks to hands-on strategy
Before launching JEM, I led full-service marketing for a multi-site holiday park. These businesses are like mini villages, with everything from restaurants and entertainment venues to accommodation, retail and sales.
It’s a fast-paced, high-pressure environment with no shortage of moving parts. You’re juggling bookings, lead generation, team training, on-site spend and guest experience – all at once.
That role pulled me well beyond digital and into the full commercial mix. It gave me a broader understanding of how businesses operate day to day, and what owners and leadership teams really need from their marketing function.
The businesses I love to work with
Holiday parks will always be special to me, but I’ve also worked across B2B and B2C, including eCommerce and product-led brands. I even run a small gift and T-shirt shop online – selling on Amazon, Etsy and Shopify – so I get what it means to wear all the hats.
The businesses I tend to work with have already made a start with marketing. They’ve tested things, they see the value, but now they want to take it up a level. Sometimes they’ve hit a plateau, or the results just aren’t lining up. That’s where I come in – helping them move beyond the DIY phase and build something more strategic and sustainable.
Common challenges I help solve
Sometimes the core challenge is strategic. There’s a goal, but no clear way to get there. Other times, it’s a specific issue – like a sales funnel that’s leaking leads, a booking or quote system that’s frustrating customers, or a website that’s quietly holding back revenue.
My role is to get under the surface, cut through the noise and build a plan that actually fits the business and the stage it’s at.
My approach to marketing Strategy
Try it, test it, refine it. Perfection is lovely, but rarely practical – especially when the landscape shifts so quickly.
That campaign that fell flat last year? Don’t write it off. Adjust the message, rethink the audience, try it again.
When I work with teams, I encourage curiosity. Every idea deserves space, even the offbeat ones. Because sometimes it’s the unexpected idea that unlocks the big win. Creativity and commercial focus aren’t opposites – they work best when they’re side by side.
What does a Fractional Marketer actually do?
In simple terms, I bring senior marketing experience into businesses without the cost or commitment of a full-time hire.
Some clients bring me in for a specific project. Others keep me on as an ongoing strategic partner. I can integrate fully – attending team meetings, collaborating across sales and marketing, mentoring junior staff – or stay focused on a specific challenge.
One of the real value adds is upskilling your team along the way. It improves output, builds confidence, and supports long-term growth by investing in the people you already have.
What to expect when we start working together
Everything begins with a proper conversation. I want to understand where you’re trying to go, what’s getting in the way, and what’s already in place.
From there, I run a full review of your current marketing – what’s working, what’s not, and what’s missing. Then we look at how achievable your goals are based on time, budget and resources.
Once that’s clear, I map out a strategy and turn it into a tactical plan that’s realistic, commercial, and genuinely doable.
The biggest surprise so far
If I’m honest? LinkedIn. I’d been away from it for a while, and it took me three days to work up to hitting publish on my first post. In fact, this blog is doubling as my first article on the JEM Marketing page – so if you’ve read this far, thank you.
It’s early days, but I’m already seeing the value in showing up, sharing openly and building something that feels real.
Looking forward
AI is already reshaping the marketing landscape – especially in search. We’re only starting to feel the ripple effects, but the long-term impact will be huge.
Social media is likely next. It might sound bold, but I really do believe the current version of social media won’t last. As AI-generated content floods the space, the thing people will seek out most is authenticity. Real people, with real perspectives, will be the ones who stand out.
And beyond that, in the next 5-10 years. I think we’ll move away from phones entirely. With the rise of AI-powered wearables like Meta and Apple Vision Pro, we’re heading into a world of immersive, voice-first experiences. That shift will completely change how people discover, interact with and trust brands.
For me and for JEM, it’s about staying grounded in what works now while helping clients feel ready – and excited – for what comes next.
