Transforming underdogs into true challenger brands.
Strategic and practical marketing leadership
for founders and growing brands.
Brands I have worked with.
The edge your brand needs.
Most brands do not fail because of a bad product. They fail because nobody has agreed what the brand stands for, who it it really for or what winning looks like next.
I'm Michelle Zuther. For over twenty years, I've built and turned around FMCG, beauty, fashion and lifestyle brands. First inside large, multi-national organisations. Then inside founder-led businesses, where speed and instinct matter as much as process..
This combination is what Smart Moves will bring to your business, the rigour to build a brand properly and the pace to get it to market without losing progress along the way. Here is how we can work together…
Where do you need me?
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Fractional Leadership
Need senior marketing leadership but not a full-time hire?I embed into your business on an ongoing, part-time basis - building the strategy, managing agencies, coaching your team, and getting the work done, for the days you actually need me.
Driving growth and efficiency for your business, from day one.
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Tailored Marketing Projects
A fixed-scope project to build, launch or strengthen your brand – building your brand from scratch, planning your product launch or go-to-market strategy, or getting your brand ready for retail.Choose the one you need or bring me in or all three.
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Agency Partnership
Agencies often need marketing thinking they don't have in-house - brand positioning, commercial framing and customer insight that grounds great creative in something more than a good idea.Brought in project by project, as your briefs demand.
My successes.
Brands built, repositioned or relaunched, each brought successfully to market
8
In retail sales delivered within 18 months for a start-up brand
£3m
Category ranking achieved through a full brand repositioning, new focused design and sku rationalisation
#1
New stores secured across the UK, Australia and international retail partners
3,300+
Consecutive years of double-digit growth on a single repositioned brand
4
"Michelle is a strategic and creative leader who was an absolute pleasure to work with. We executed high-impact but strategic media buys that not only boosted visibility among key demographics but also drove measurable growth in engagement and sales.“
Danielle Hewitt, Co-Founder, Making Media, Make Sense
Book a free diagnostic call and we will work out exactly what is holding your brand back, and what to do about it.
No hard sell, no jargon, just a straight conversation about your business.
Let’s talk.
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