Case Study: FRC Group

Full Outsourced Head of Marketing Support

The Brief

FRC Group required senior-level marketing leadership to help build and develop a more strategic, modern and commercially effective marketing function across the organisation.

Following an initial consultancy project focused on identifying challenges, opportunities and improvements, I was appointed to

provide full outsourced Head of Marketing support with the brief to help develop a “world class” marketing function aligned to the

organisation’s social mission of ending furniture poverty.

The role involved not only developing marketing strategy, but also leading implementation, building internal capabilities and helping

maximise the organisation’s social, environmental and economic impact.

The Solution

I worked closely with the senior leadership team to create and lead a full marketing strategy across the organisation and its various business divisions.

Support included:

• Creating, managing and leading the wider marketing strategy

• Recruiting, mentoring and training members of the marketing team

• Delivering a digitisation strategy across the organisation

• Leading branding and website redevelopment projects

• Developing campaigns for new product and service launches

• Launching SEO and PPC campaigns to improve visibility and lead generation

• Formalising email marketing activity and customer communications

• Improving social media effectiveness and engagement

• Managing PR activity including radio, television and media coverage

• Supporting award submissions and successful award wins

• Developing research-led marketing activity aligned to commercial and social impact goals

• Supporting sales, customer retention and brand positioning activity across the organisation

The focus throughout was on building a structured, measurable and commercially effective marketing function capable of supporting both business growth and social impact objectives.

The Outcome

The project delivered a significant transformation in the organisation’s marketing structure, visibility and strategic direction.

Key outcomes included:

• A stronger and more professional marketing function

• Improved digital presence and website performance

• Greater consistency and effectiveness across communications channels

• Increased visibility through SEO, PPC, PR and media coverage

• Award recognition and strengthened brand credibility

• Enhanced marketing support for sales and customer retention

• Improved internal marketing capabilities through team development and mentoring

• A more strategic and research-led approach to marketing activity

By combining strategic leadership with hands-on delivery, I helped FRC Group build a far more proactive and impactful marketing operation aligned with both commercial and social enterprise goals.

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, FRC Group