Mar 15, 2024
The Challenge
SheShed, a fast-growing SME selling premium kitset cabins, had strong momentum but lacked clarity on brand direction, marketing priorities, and team structure. The leadership team felt pulled in multiple directions, making it difficult to focus resources and align around a clear growth path.
The Approach
I stepped in as a fractional CMO, working closely with the SheShed leadership team to:
Define the core brand positioning in a competitive and growing market.
Explore shared positioning and identify opportunities for expansion.
Develop strategy for launching two additional brands to capture new customer segments: Aura: a luxury small-home solution for commercial estates and high-end accommodation, and Trekk: an affordable kitset shed range for budget-conscious customers.
Map the customer journey and design a clear funnel with conversion metrics, tracking everything from website traffic → downloads → virtual tours → sales calls → closed sales.
Build a dashboard and KPI tracking system for both company-level metrics and individual team performance.
Review the team structure, define key roles, and support hiring:
A marketing & communications coordinator.
A senior marketing director (ultimately my replacement), whom I fully onboarded to take over and carry the strategy forward.
The Outcome
The leadership team aligned around a clear, confident strategy for growth.
SheShed gained a customer funnel and conversion metrics, giving the team clarity on how to drive conversions.
A dashboard and KPI tracking system gave visibility of performance across the business and within the team.
Two new brands — Aura (luxury small homes) and Trek (affordable sheds) — were successfully launched, expanding SheShed into new market segments.
A restructured team and new hires gave SheShed the internal capability to execute the strategy.
Within six months, the business achieved double-digit revenue growth and could see exactly what activity was being affective in achieving that growth.
A smooth transition plan was executed: once the new senior marketing director was onboarded, I stepped aside, leaving the business with a sustainable growth system and leadership capacity.
Client Feedback
“There are a billion freelancers, marketing consultants, and people offering services, but Saskia is actually experienced in running and building businesses which makes her different. She gave us clarity on our brands, marketing structure, and customer journeys, and now we have a clear scoreboard and strategy for where the business is heading. I’d definitely recommend working with her If you are considering a Marketing FCMO, or need clarity in your business strategy”
- Gemma Brewerton, Founder/Director.
Why This Matters
This case study demonstrates how brand clarity, structured customer funnels, and team design can unlock both immediate revenue growth and long-term expansion. By aligning leadership, launching two new brands, and building a capable marketing team, SheShed moved from scattered efforts to a sustainable, multi-brand growth strategy.