Lydia Hartley

I began my fractional journey nearly a year ago, going on to form a fractional CMO collective with Sophie Jokelson and Rana Saha. But sometimes you find a company that’s just a bit special. So officially announcing that I have decided to take up a full-time role to lead global marketing for a very special startup. It’s a hidden gem of a company, loved by techies (100m of them, no less) and looking to spread through millions more. It’s on a mission to reshape the internet built on principles of privacy, freedom and ownership of your own data. In a world where the internet is largely ad-funded by complicit personal data mining and now accelerated by the advent of AI - a productivity ecosystem that doesn’t snoop on your emails and train LLMs using your photos, might be the breath of fresh air people need. It’s a scale-up that has built a profitable business without a drop of venture funding. The company is Proton , makers of Proton Mail, Proton VPN, Proton Drive, Proton Pass and now Proton Wallet. Thank you to the folks at Proton and the amazing marketing team for welcoming me into this unique place. The fractional journey does not end here. We have amassed over 30 marketing leaders across Asia-Pacific, working on fractional projects with startups and venture capital firms. Sophie Jokelson and Rana Saha will continue to drive forward the collective and I will stay involved as an advisor. Proton is growing - we’re hiring marketers, PMs, engineers and more. So if you think the Internet can be better than an oligopoly of companies that mine your data and sell you ads, then do come join us.

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BrandFest.co.uk is now available for sale through Sedo.com. This domain name encapsulates the essence of #branding, making it an ideal choice for anyone looking to establish a strong online presence. Target Audience: The primary audience for this domain includes #entrepreneurs, small #businessowners, #marketing professionals, and #brand strategists who are eager to learn about branding strategies, share insights, and connect with like-minded individuals. The name suggests a festival-like atmosphere where ideas flourish and creativity thrives. Key Features: Educational Resources: BrandFest.co.uk will offer a wealth of resources including articles, webinars, and tutorials focused on various aspects of branding—from #logodesign to #socialmedia strategy. Networking Opportunities: The platform will serve as a hub for networking among branding enthusiasts. Users can participate in forums, attend virtual events, or join workshops that foster collaboration and idea exchange. Expert Insights: Featuring guest posts from industry leaders and branding experts, BrandFest.co.uk will provide valuable insights into current trends and best practices in the branding world. Community Engagement: A vibrant community section will allow users to share their experiences, seek advice, and celebrate successes in their branding journeys. Benefits of Choosing BrandFest.co.uk: Memorable Name: The catchy name “BrandFest” is easy to remember and conveys a sense of excitement around the topic of branding. Versatile Branding Potential: Whether you are launching a new product line or rebranding an existing business, this domain offers flexibility to adapt as your brand evolves. SEO Advantages: Incorporating the keyword “brand” directly into the domain enhances search engine visibility for users searching for branding-related content. Investing in this domain means securing a powerful online identity that resonates with your target audience while providing ample opportunities for growth and engagement in the ever-evolving landscape of branding. #brandfest #domains

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The Food & Bev industry has become like fast-fashion. New brands every week, limited editions left-right-and-centre and endless trends that make you feel out of the loop. Here’s the latest 👇 These are Shroomsicles. Mushroom-infused popsicles. If you keep hearing the words “adaptogens” and “lion’s mane” and have no idea what they are, then this is for you. Hit the link in the comments to learn more about the mushroom craze in CPG.

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🚀 BRAND AUDIT TEST: SURREAL So I have been a bit obsessed with this brand , they have managed to so many things so right. I could not resist running them through our AI KAT Brand Audit Alpha SURREAL 🎯 Purpose Revolutionise breakfast: Fuel yourself , with health and flavour , one bowl at a time. Surreal Cereal exists to transform breakfast by offering delicious, high-protein, low-carb cereals that make healthy eating joyful. 5 Core Elements of Surreal's Purpose: 💫 Visionary Impact: Revolutionising breakfast by making it both delicious and nutritious. 💘 Authenticity: Using high-quality, natural ingredients to create genuine flavours. 😎 Differentiation: Combining nostalgic tastes with modern nutritional benefits. 🏌‍♂️ Actionability: Continuously innovating to develop new, delightful, and healthy flavors. 😍 Emotional Engagement: Building a community of health enthusiasts through engaging content and interactive platforms. 🎯 Mission Statement for Surreal Cereal: To revolutionise breakfast by offering delicious, high-protein, low-carb cereals that bring the nostalgic flavours of childhood to health-conscious adults Core Mission Points: 💃 Deliver Nutritional Excellence:   - Create cereals that are high in protein, low in carbs, and contain zero sugar to support a healthy lifestyle. 🍓 Reinvent Classic Flavours:   - Reimagine the beloved tastes of childhood cereals with a grown-up twist, ensuring every bowl is both delicious and nutritious. ⛳ Promote Health and Wellness:   - Provide a convenient, tasty breakfast option that aligns with modern dietary needs, helping adults maintain their health goals without sacrificing flavor. Reason to Believe : High Protein :12 -13g of plant protein per bowl Low Carb :Only 6-8g of net carbs per bowl Zero Sugar: Yep zero, zilch, nada Childhood Taste: Childhood taste with a grown-up reboot Archetype Influence: The Jester archetype shapes the brand tone by infusing it with humor, playfulness, and a sense of fun. This archetype encourages the brand to be bold and cheeky in its communication style, making the audience feel entertained and delighted. Tone: Playful, Nostalgic, Energetic, Whimsical, Friendly, Bold, Cheeky, Reassuring Values 💚 Nutritional Integrity: High-quality, plant-based, low-carb, no added sugars, always improving. 😍 Childhood Joy: Nostalgic flavours, playful packaging, fun social media. 🔬 Innovation: New flavours, sustainable ingredients, expert collaborations. 💯 Transparency: Clear ingredient info, honest communication, customer engagement. 🍀 Sustainability: Recyclable materials, ethical sourcing, eco-friendly practices. ❤️ Community Engagement: Health events, customer interaction, healthy living partnerships. 👊 Empowerment: Nutrition education, flexible subscriptions, support for wellness initiatives. Your thoughts? Kit Gammell Jac Chetland Ruth Tyrie Todd Deshane

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🍻 The pub & bar industry is undergoing a significant transformation... One of the most noticeable trends has been the shift towards low-alcohol and alcohol-free beverages. This change is driven by consumers becoming more health-conscious and seeking more diverse drinking options. I myself rarely drink in the pub now but enjoy spending time with my friends there, the more drink options like I’ve mentioned the more likely I am to stay longer. As a result, traditional pubs need to rethink their strategies to stay relevant. To thrive in this evolving landscape, pubs should focus on several key areas: 🍔 Enhanced Food Offerings: Diversifying menus to include a wider range of food options can attract a broader customer base and encourage longer stays. 🍺 Variety In Beverages: Expanding drink menus to include low-alcohol and non-alcoholic options caters to changing consumer preferences. ⭐ Creating Inviting Atmospheres: Pubs are evolving into social hubs, offering a welcoming environment for gatherings and events. 👉 Modern Entertainment Concepts: To appeal to Gen Z, pubs should consider outside-the-box ideas like themed bingo (Bongos Bingo and Bingo Lingo are brilliant examples of this!), drag brunches, and other modern takes on traditional entertainment. Adapting to these trends is not just about survival for the pub industry; it’s about thriving by meeting new and evolving consumer expectations. The pub of the future will be more than just a place to drink; it will be a community space that fosters connections. That theme is a constant to what the pub has always been, however what worked for people's grandparents isn't going to work for the younger generations. _________________ Mark Newton Founder of multiple start-ups. Creator of multiple f**k-ups. 🤝 Hands-on in growing my businesses and investments in the tech, food, & music sectors. 🚀 Sharing advice, experience, and insights into the world of start-ups. #PubandBar #FoodandBeverage #PubIndustry #StartUpInsights #EntrepreneurLife

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PrettyLittleThing.com's new return policy has gone down like a lead balloon with their customers...🎈 The brand has started banning customers who exceed a certain number of returns 🫣 And their customers have taken to TikTok big time to air their anger...😡 No company wants to upset its customers—in fact, this is literally the polar opposite of what you want to achieve 🥺 Given their lack of environmental or social values, I don't have much sympathy for Pretty Little Thing. But I do sympathise with other fashion businesses that struggle with the return issue. It's detrimental to their revenue forecasts. Many brands are now enforcing paid returns to disincentivise this activity, particularly because so many customers wear their items once, with the tags on, and then return them within the returns period. But with such an incredibly competitive retail landscape, brands want to avoid pushing their customers towards another competitor offering free returns. Are any brands/consultants trying to solve the returns issue? I would love to hear how you are going about it 🤔

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Last week, after 3 years of growing the Ratcliffe Brothers brand. We launched noticed. 3 years of hard work, all gone in the change of a name… right? Well not exactly. Because we didn’t take killing the RB brand lightly. We used a series of meticulous steps to take Ratcliffe Brothers → noticed. And in under a week, the changes we made have: ˃ Led to new clients. ˃ Led to interest from investors. And even led to us getting featured in articles & local news! So I thought it was only fair for me to give away the secret 🤷‍♂️ And show you the 4 simple steps we used to turn 2 brothers, into a multi-million-pound marketing empire ⤵️ STEP 1/ The Name. Niall and I wanted the name to do 2 things: 1. Be simple and memorable. 2. Communicate an outcome you can buy. That’s why we chose noticed. Because we help companies tell their story and get noticed online. (Here it is in action: https://noticed.co/) —— STEP 2/ Honesty. This is a quick step most people overlook. You want to be honest and show people the behind the scenes of what you’re doing. That way they can: 1. Understand what you’re doing. 2. Follow & connect with the journey. Brands sometimes sneakily change overnight. Not us. ___ STEP 3/ The Message. Most businesses do a bad job of communicating what they do. Example: ”Trusted systems & marketing, for scaling success.” (What does that even mean? 😂) We didn’t want to make that mistake. So we used our own system to craft a clear & concise message. Here it is: (For the marketing nerds in the crowd 😂) H1: ”Where companies go to get noticed” H2: “100s of B2B companies sign their biggest clients, attract their best talent, and get millions of eyes on them using noticed.” (For context it’s here to take a look at: https://noticed.co/) —- STEP 4/ The “Where To Go”. We didn’t want to set up, sending people in the wrong direction. So while most businesses push people to their website. (That isn’t built to be a high-converting landing page) We do the opposite. We: 1. Give away something valuable to businesses. 2. Help them solve their b2b marketing problem. 3. Offer them advice they can implement alone. 4. Then offer them a full PDF breakdown of advice. 5. Then offer them a free 15-min assessment call with me. Help every step of the way. Because that’s what we want noticed to be known for, value. Not spammy outreach you tell your team is “marketing”. (If you want to see what this looks like in real life, link here: https://assess.noticed.co/) —- There have been a million steps to get us to where we are today. But those 4 have been key to moving the needle recently. What’s 1 you think is essential for a successful rebrand?

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Hello Q3! It’s been Social Hit’s most successful H1 ever…. Here’s what we’ve been up to 😎💰 🚀 Breaking into the USA with a BANG for one of our larger clients, and 2 months later US revenue doubled that of the UK because of a large-scale creator gifting campaign. 🚀 We’ve launched another client into a major UK retailer thanks to a viral influencer collab. 🚀 We had brand clothing worn on 18 red carpets, 3 Fashion Week shows and 1 episode of This Morning.  🚀 We’ve generated 4BN organic TikTok impressions across all creator campaigns  🚀 We’ve signed our biggest client ever, and doubled the size of the team to accommodate our big dreams and hefty KPI’s (and of course, they’re smashing them already) 🚀 Worked with over 16K creators across all campaigns so far, generating almost 30K pieces of TikTok Content for our clients. 🚀 Launched on the TikTok Creative Exchange as a TikTok partner agency Here’s to an action-packed, record breaking, TikTok Viral Q3 🥂 #tiktokads #tiktokmarketing #tiktokagency 'We Know Social' 🐐. We have a proven track record of building brands through comprehensive creator marketing strategies and then scaling through paid social adverts. Currently have availability in Q3 2024 for brands looking to win on TikTok 🥊 

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Great interview on empowering creator-educators with our very own partnerships manager Olivia Owens on The Business of Creators podcast hosted by Ian Shepherd. Some key takeaways: - Start monetizing your audience as soon as possible. - Audience engagement matters much more than audience size. - Create a habit in your audience of investing in you and your business. - Be persistent: It takes 6 to 7 touches to really get someone to buy. - Don't overthink the value you need to provide to drive impact. Teachable strives to be your business partner, reduce complexity and help you get started quickly. https://lnkd.in/eahKNjQM

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With the new free shipping incentives, I think it's safe to say now is the good time to start restructuring your main offer to products with >$30 AOV If TikTok shop decides to bump its platform fee later this year, this will also leave you with better margin if you've been heavily focusing on AOV below $20

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In just the past two weeks I’ve had three different consumer brand marketers approach me with the same problem. Their top priority is TikTok Shop and they’re getting saddled with massive pressure from higher-ups to “figure it out.” Under pressure to perform, marketers are coming face to face with the bumpiness of getting set up on TikTok Shop (not as easy as you’d think), trying to get creators to post, and getting creators to actually tag their shop products. If you’re in the same boat, bailing out the water - here are some resources that can help. 👉 𝐓𝐢𝐤𝐓𝐨𝐤 𝐒𝐡𝐨𝐩: 𝐒𝐢𝐱 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐨𝐫 𝐁𝐫𝐚𝐧𝐝𝐬 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫𝐬: https://lnkd.in/e6AyrwiA 👉 𝐇𝐨𝐰 𝐭𝐨 𝐒𝐞𝐥𝐥 𝐨𝐧 𝐓𝐢𝐤𝐓𝐨𝐤 𝐒𝐡𝐨𝐩 (𝐚𝐧𝐝 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐞 𝐘𝐨𝐮𝐫 𝐒𝐡𝐨𝐩 𝐟𝐨𝐫 𝐌𝐨𝐫𝐞 𝐒𝐚𝐥𝐞𝐬): https://lnkd.in/eAuCdJte And if you’re desperate for a deep dive to get yourself and your marketing team caught up fast - don’t miss next week’s webinar. I’ll be hosting a TikTok Shop for Sellers chat with TikTok Partner, GrowMojo Co. to help marketers overcome the technical and affiliate challenges that consumer brands are facing. 𝐆𝐫𝐚𝐛 𝐲𝐨𝐮𝐫 𝐬𝐞𝐚𝐭 𝐡𝐞𝐫𝐞: https://lnkd.in/gDFRYKJT

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If one thing was crystal clear at SaaSiest this year - it's the era of Growth at all costs is over ❌ Frida Ahrenby🧚🏻 echoes this, recognising that creating a marketing team today requires a different approach compared to just a few years back. Her game plan? Prioritise nurturing a sustainable team before diving headfirst into recruitment and growth. Grow first and recruit later. She shares her experience with building a marketing team from scratch at Rillion. Follow along as I share more small tidbits from our fabulous conversion last week at SaaSiest 👀 👀 #cmo #saas #recruitment #b2bmarketing

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🚀 Introducing my latest venture, Nectarous, an SMS service introducing you to a new coffee every week ☕ I’d love for you to be part of this journey. Nectarous is a coffee service crafted with passion and purpose. If you love great coffee, this is for you. Every week, we'll bring you releases from the best roasters straight to your phone. Text to order, it’s that simple. Free to join, and as a special welcome, sign up now and receive 10% off your first order! Why Nectarous? 👉 Curated Picks: Discover unique roasts from top-tier partners. 👉 Sustainably Sourced: Good coffee with a conscience. 👉 Easy Ordering: Just text, and it’s at your door. Michael Jenkins

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JuiceBox... EVBox... What Does It Mean for the Industry? We’ve seen headlines recently about JuiceBox and now EVBox shutting down. It might feel like a signal of uncertainty, but it’s important to remember that this is part of a broader cycle we’ve seen before in so many industries. Look at the history of the auto industry. Hundreds of car brands emerged early on, only for many to disappear as the market matured. That wasn’t a sign of failure—it was natural selection and consolidation—a normal part of industry growth. As industries develop, some companies thrive while others fall away. The same goes for the EV charging industry today. The "die-off" of certain players doesn't signal a collapsing market; rather, it's a sign of progress as we move through cycles of growth, competition, and maturity. EVs are here to stay. And while there will be consolidation, and growing pains from losses, it will only strengthen the foundation of the future of transportation. At MoveEV, we’re committed to helping the industry stay nimble. We will remain EV brand and charger technology agnostic so our clients can adapt to the evolving landscape. #EVTransition #CleanEnergy #Sustainability #FleetManagement #ElectricVehicles #EVCharging #MoveEV #FutureOfTransportation #IndustryGrowth #TechnologyEvolution #EVChargingSolutions #EnergyIndependence

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Remember when brands could just demand your feedback? Those days are over! The times have changed, and so has the way we engage with brands. Now, it's our turn to ask, "What's in it for me?" I recently got an email from a brand that perfectly illustrates this shift. They wanted my feedback on their service, but they didn't just ask nicely. They offered me an incentive for my time and effort. It's a small gesture, but it shows that they value my opinion and are willing to invest in the relationship. In today's competitive market, that's a refreshing change. "Dear Community We are reaching out to a select group of valued customers like you to review your experience with the ABC Mobile Application or Website. Your feedback is very important to us and will take only about 2 minutes. As a token of our appreciation, the first 30 users to complete the review will receive an ABC gift voucher worth 500." I've also noticed a few D2C founders on Twitter offering incentives to try their products. What do you think about this new trend? Are brands finally getting the message? Let me know in the comments below! #feedback #free #brands #d2c #branding #marketing #ai #emailmarketing

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Looking forward to speaking at IRX & eDX next week in the eCom Collab Club™️ Pavillion. I'll be asking the question - Brand vs Performance Marketing: which is more important? The key areas I will cover include: 👉 The value of Performance Marketing for short-term success and why paid media is important for growth 👉 The importance of brand awareness and brand building for long-term success 👉 Discussing the point of diminishing returns and why understanding this is crucial 👉 Understanding existing & future demand and what we need to do to tap into these different audiences 👉 Concluding with the answer to this fierce debate Hope to see you there!

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Black Friday's just around the corner again, and yet many established DTC brands will *still* make fundamental mistakes with their paid media and creative strategy during the period. I sat down with my co-founder, Tom, on-camera at Bark.London to break down the classic pitfalls and how to avoid them. Then, off-camera, quickly discussed the equally important topic of haircuts. #paidmedia #performancemarketing #directtoconsumer #ecommerce

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Traditional media is expensive, so why not break the mould and create a new approach to get better results? This is where brands need to start thinking like creators. The most significant difference between the two is that creators build communities. These communities engage, form opinions, and love what the creator represents. On the other hand, brands are often focused on reaching as many people as possible, but engagement usually needs to be deeper. Traditional metrics like reach and frequency don’t always tell the whole story—they’re about casting a wide net, hoping something sticks. Instead, brands should focus on building smaller, hyper-connected communities. If you foster a community and something resonates, it’s clear validation that you’ve struck a chord. Then, you can leverage that insight in broader campaigns, including above-the-line strategies like broadcast. Agencies aren’t going anywhere, but brands must adapt to these new dynamics. It’s about creating more meaningful connections rather than just chasing big numbers. So, how are you thinking about your brand’s future? Are you focused on reaching or building a genuinely engaged community? Create Invites, Not Ads! 🙌

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