Case Study: Fresh Start Waste Services

Outsourced Head of Marketing Support

The Brief

Fresh Start Waste Services required senior-level marketing support without building an internal marketing department.

I worked closely alongside Sean Martins, Director of Sales & Marketing, providing outsourced Head of Marketing support to help develop

strategy, improve brand visibility, generate leads and ensure marketing activity aligned closely with wider commercial goals.

The business needed somebody who could not only create strategy, but also deliver campaigns, manage suppliers, keep momentum

across projects and act as a trusted extension of the leadership team.

The Solution

I worked closely with the business for over five years, initially one day per week before increasing support as the business grew and

marketing activity expanded.

My support included both strategic planning and hands-on delivery across multiple areas of the business, including:

• Developing marketing plans and ongoing content calendars

• Creating PR, blogs, website content and social media campaigns

• Managing and growing all social media channels

• Improving SEO performance to increase online visibility

• Setting up and managing PPC and Google Ads campaigns

• Supporting lead generation activity and commercial campaigns

• Redeveloping and launching a brand-new website

• Managing email marketing and communications

• Coordinating event bookings and promotional activity

• Reporting on campaign performance and marketing activity

• Providing ongoing strategic advice and support to senior leadership

Alongside the technical marketing delivery, I also became a practical and commercially focused sounding board for the wider business, helping translate marketing strategy into clear, actionable activity.

The Outcome

The long-term partnership helped Fresh Start Waste Services build a far more structured and consistent marketing presence.

Key outcomes included:

• A stronger and more professional brand presence

• Improved website performance and user experience

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

• Consistent lead generation campaigns aligned with sales priorities

• Greater consistency across marketing communications

• Stronger alignment between sales and marketing activity

• Ongoing strategic direction without the cost of a full in-house team

Over time, I became a trusted extension of the business, supporting not only marketing delivery but also wider commercial decision-making and business growth.

Client Feedback

“I am very happy to provide this recommendation for Jayne, who has worked closely with us for over five years as our Marketing Consultant. During that time, Jayne has been involved in, and often led, a wide range of key marketing projects for the business. This includes the creation, redevelopment and management of our website, management of all our social channels, along with continually improving our SEO performance, and running successful PPC campaigns that supported lead generation and wider commercial goals.

Beyond the deliverables themselves, one of Jayne’s real strengths is the way she works with people. She has been a constant support to me personally and to the wider business, providing clear, practical advice and acting as a genuinely valuable sounding board. Her ability to translate marketing strategy into plain English for non-marketers is a hugely valuable skill, and one that consistently helped keep us focused on what mattered.

Jayne worked with us for a minimum of one day a week for over five years, increasing to twice weekly in the last year or so, a reflection of the confidence we had in her ability to deliver and keep momentum across our marketing activity. She played an important role in ensuring marketing goals stayed aligned with sales priorities, particularly at a senior leadership level.

Jayne has been reliable, proactive, and committed throughout her time with us, and she will genuinely be missed. I wouldn’t hesitate to recommend her to any organisation looking for an experienced, commercially minded marketeer who combines strong delivery with excellent collaboration.”

— Sean Martins, Director of Sales & Marketing, Fresh Start Waste Services