Macro

From MBO to marketing momentum

A 16-month fractional Head of Marketing engagement to build Macro's marketing function from the ground up following its 2024 MBO, turning a newly launched brand into a functioning operation with measurable commercial momentum.

The challenge

Following its MBO in 2024, Macro entered a new chapter as an independent global facilities management and workplace solutions business. A new brand had been created and launched by Neatline Creative and Allout Studio, giving Macro a distinct identity and a strong foundation for the future.

The next challenge was to turn that brand into a functioning marketing operation. Macro had genuine differentiators, from its approach to technology and management to its people-first culture, but needed the strategy, infrastructure and consistent marketing activity to communicate them effectively.

I joined as Macro's part-time Head of Marketing and sole marketing resource, working directly with senior stakeholders and taking responsibility for both strategic leadership and hands-on delivery. The brief was broad: build the marketing function, establish the strategy and ways of working, embed the new brand internally and externally, and create measurable commercial momentum.

Impact delivered

What I did

Over 16 months, I built and ran Macro's marketing function, combining Head of Marketing-level leadership with day-to-day execution. I developed the marketing and communications strategy, established reporting and ways of working with senior stakeholders, and put in place the platforms, processes, content styles and frameworks needed for consistent delivery.

At the same time, I remained hands-on across campaigns, content, social media, SEO, thought leadership, events, internal communications and employer brand activity.

A major focus was ensuring the new brand worked just as effectively inside the organisation as it did externally. We strengthened internal communications and created new ways for employees to engage with Macro's identity, values and ambitions, including personal brand initiatives, the company's first AGM and its first values awards, alongside ongoing internal communications and onboarding activity.

Externally, I built a more consistent content and thought leadership programme, helping Macro communicate its expertise and differentiators while creating new opportunities for inbound demand.

The impact

The combination of strategy, infrastructure and consistent execution delivered measurable results, starting from zero and building real commercial momentum, including enquiries from major household-name brands.

Thought leadership turned Macro's expertise into an active lead generation tool, and employee advocacy grew alongside it, reflecting the work being done internally around the brand, culture and personal profiles.

Building something that could continue without me

The goal of the fractional engagement was not to create a long-term reliance on external marketing support. It was to give Macro experienced marketing leadership at an important stage of the business, build the function, demonstrate what marketing could deliver and create the foundations for a permanent in-house team.

After 16 months, with the strategy established and marketing gaining momentum, I supported the leadership team in defining the permanent role, recruiting my replacement and transitioning the function into their hands.

Macro moved from a newly independent business with a newly launched brand to an established marketing operation with clear strategy, measurable inbound demand, stronger internal engagement and the foundations to continue growing.