Case Study: Bulky Bob’s
Strategic Marketing Support & Interim Head of Marketing
The Brief
Bulky Bob’s, part of FRC Group, initially engaged me to complete a focused short-term project reviewing the marketing approach for Bulky Bob’s for Business and identifying opportunities to maximise return on investment.
The brief involved taking an objective view of the business offering, analysing the existing marketing activity and developing a clear
strategic marketing plan to support growth, visibility and commercial performance.
Following the success of the initial project, I was later appointed Interim Head of Marketing for FRC Group with responsibility for
helping build and develop a “world class” marketing function across the wider organisation.
The Solution
I worked closely with the leadership team to develop both strategic direction and hands-on delivery across multiple areas of the business.
This included:
• Developing a strategic marketing plan for Bulky Bob’s for Business
• Reviewing marketing performance and identifying opportunities for improved ROI
• Building and strengthening the internal marketing team
• Creating and executing a wider group marketing strategy
• Developing a full marketing mix approach informed by research and business goals
• Supporting digital marketing implementation and website redevelopment projects
• Managing PR, awards, events, email marketing and social media activity
• Supporting new product and service launches
• Repositioning and reintroducing existing services to improve awareness, sales and retention
• Aligning marketing activity with wider commercial objectives
The focus throughout was on creating structured, measurable and commercially focused marketing activity capable of supporting both immediate improvements and long-term growth.
The Outcome
The project and ongoing support delivered immediate impact across the organisation and helped create a far stronger and more strategic marketing function.
Key outcomes included:
• Improved strategic focus and marketing direction
• Stronger internal marketing structure and capabilities
• Enhanced digital presence and website performance
• Better alignment between marketing activity and business goals
• Increased visibility through PR, digital campaigns and brand positioning
• Improved support for sales, retention and new product launches
• A more commercially focused and measurable marketing approach
By combining strategic thinking with practical delivery, I helped transform the marketing function into a proactive and growth-focused part of the organisation.
Client Feedback
“Jayne initially completed a short term specific project for FRC Group and we were bowled over by her ability to absorb information, identify challenges and solutions and execute the improvements she identified. The benefit of Jayne’s input was immediate and the further benefits that she could bring were obvious.
Jayne was recruited to act as our interim Head of Marketing with the brief to develop and build a ‘World Class’ marketing function within FRC Group.
As part of this Jayne has:
• Set up and strengthened our marketing team
• Created a marketing strategy which she is also responsible for executing
• Enacting a full mix strategy including a research informed approach, digital implementation including redeveloping all company websites, PR, events, awards and email and social media marketing
• Assisted with both new product development launches as well as reintroducing various other elements of our businesses to the target audience to assist in sales and retention goals
Jayne has made a real, tangible difference at FRC Group and I would recommend her to any organisation needing marketing support.”
— Shaun Doran, CEO, Bulky Bob’s / FRC Group
