What is my virtual head of marketing programme all about?

What is my Virtual Head of Marketing programme all about?

Heard me mention my Virtual Head of Marketing programme and wondered ‘what the blinking nora is that then, Janine?’

Is it a robot with artificial intelligence who can automate your weekly newsletters and reply to your LinkedIn comments?

Is it a disembodied holographic head that you can ask any questions and be told the unquestionable truths of the (marketing) universe?

This might surprise you…it’s neither of those things!

The Virtual Head of Marketing programme is a 6 month programme where we work together one to one to iron out your long term marketing strategy.

We  make sure your lead generation activities are running like a well-oiled machine. And create plans to increase your visibility long term to secure long-term business success in a way that’s easy for you.

There are three things I want to give you:

  • Absolute clarity on what you’re trying to achieve with your business.
  • A plan that will give you better results for less effort.
  • A method to mitigate risk when you’re trying out something new.

In short, I want to train you to be your own head of marketing.

I do this by working with you on your marketing strategy and plans, setting up and tracking key performance indicators and making sure your marketing processes are going to deliver what you want.

Whether you want to outsource marketing tasks or whether you’re doing it all yourself, working with me for 6 months will develop the marketing instincts you need to secure future business growth.

Mmmm, I can almost see that marketing genius emanating from your head like a halo!

How does it work?

This is the high level process I take my Virtual Head of Marketing clients through:

1. An objectives check

The first step is always to check on your objectives. People don’t stop and think about their goals enough. And sometimes, not at all! If you don’t know where you’re going, how are you going to get there?


2. Setting up performance measurement

Heard of Key Performance Indicators before? I normally steer clear of corporate jargon, but I do love a good KPI!

Unsure about what you should be measuring? KPIs cut through the crap.

With my Virtual Head of Marketing clients, we create a dashboard of 3- 5 KPIs that show, week on week, whether you’re moving in the right direction or not.

I include this in a weekly email sent to you every Friday, as a prompt to see how your week has gone. These regular check-in train you to think like a professional marketer and keep your eyes on what matters.

3. A quick win review

There’s no way I can guarantee return on investment without knowing you and your business.


I do love spotting quick wins if I can. Little tweaks to copy here, a sharper call to action there. Or perhaps something bigger like ‘did you notice that thing you’re offering is losing you money?’

Things that flash red like a warning beacon to me can be annoyingly invisible when you’re in the thick of the everyday doings.

4. Setting up a simple project management framework

There’s a common misconception about marketing. Marketing isn’t creative. It’s project management.

  • What are your objectives and how are you going to get there?
  • How are you going to use your valuable resources? Your time. Your energy. Your money.
  • How can you figure out what’s working and do more of it?
  • Should you take a punt on something new?
  • How do you know when something has stopped working?

Creative stuff can be outsourced.

The tricky bit is nailing your marketing strategy so that you can clearly articulate, to others or to yourself, what needs doing and how.

This is the bit that nobody talks about because they’re too busy banging on about ideal customer avatars and sales funnels.

5. Providing an experienced sounding board

As a wise someone once said ‘it’s hard to read the label when you’re sitting inside the jar’.

It’s extremely difficult to be your own sounding board!

I’m a trained marketing professional with 20 years of experience, and I still need help with my strategy from time to time.

I regularly get marketers as clients for that same reason. They need someone to bounce ideas off.

I’ll be there for you if you need suggestions on how to improve your marketing efforts but more often than not, you’ll come up with your own stellar ideas.

6. Enabling you to effectively brief outsourcers (and yourself)

When I hear small business owners saying they want to outsource their marketing tasks it brings me out in a cold sweat.

It feels like a good thing to do. ‘I don’t have time to manage my 5 social media channels so I’ll pay someone else to do it’. Could it be that you might not need 5 social media channels on the go?

An outsourcer will not question you on the hard decisions. They’ll do what you tell them to. In lieu of a competent brief, they’ll rely on their extra-sensory perception to guess what you want and will likely get it wrong. Because they’re not psychic.

One client came to me last year, having just wasted £3k on a marketing agency, which delivered the sum total of diddly squat. She didn’t blame the agency. She told them to get on with it and didn’t give them clear direction. She wanted to hire an expert to do the decision making for her. It doesn’t work like that I’m afraid.

You can pay a marketing agency for strategic advice, but it will be extremely expensive.

By working with me, you’ll get into the swing of doing your own strategic thinking. Teach a man to fish and all that.

What do you NOT get on my Virtual Head of Marketing programme?

Janine Coombes' disembodied head looking quizzical floating in outerspace. Title reads what is a virtual head of marketing?

1. I don’t do the work for you

If I had a thousand quid for every time someone assumed that I’d do the work for them, then it still wouldn’t be enough to persuade me to do the marketing for other people.

The single most valuable thing I have to offer is my strategic brain. If you’re ready to leap into implementing with no additional planning work, I will tell you and send you on your merry way.

I honestly believe that if you get your direction clear, have a plan with a simple way to track progress; the implementation piece will be a doddle. Because it will be streamlined and effective.

An example of this is the huge amount of people racking their brains for content ideas. It’s a symptom of an ill-defined strategy. When you know who your ideal customer is, what they’re struggling with and precisely what you do to help them, inspiration will gush forth.

2. I don’t tell you what to do

If you’re hoping to bung me a wad of cash and that I’ll magic up a success plan out of my Mary Poppins hat then you’re going to be disappointed.

I use a mixture of a coaching approach and consulting. I ask intelligent questions to prompt your own decision making. And yes, I will of course give you advice that draws on my training and experience too.

But if you’re coming to me for ideas because you don’t have any, then Google is probably a better place to start. Ideas are ten a penny. The internet is awash with ‘what to do to get more leads’ checklists and ‘how to get more visible’ PDFs.

I love working with people who aren’t short of options but want to learn how to discern which are goers. People who are already motoring and want me to help them see which are the logical next steps.

3. It’s not a full-time forever job

There’s a reason I haven’t called the programme YOUR Virtual Head of Marketing. I’m not applying to be your head of marketing. I don’t want that job. Soz.

I’m training you to be your own head of marketing so that you can run your business, safe in the knowledge that you know which marketing activities you should do and which you should cut out. And when the time comes, you’ll be able to properly brief outsourcers and how to keep them accountable. You’ll be any good outsourcer’s dream client!

If we get on well and you decide you’d like some ongoing support from me, there are options to do that. But I don’t want to imbed myself into your business so that you’re reliant on me.

I go into more reasons why you might not want to apply for my Virtual Head of Marketing programme in this blog.

The nuts and bolts

When you sign up to my Virtual Head of Marketing Programme, it’s a 6 month contract with fortnightly calls and Voxer support. Here’s why…

  • Fortnightly calls via Zoom
    • One to one calls are essential to dig into the nitty gritty together. I’ve found that weekly calls are too close together to allow you to properly reflect, digest and implement.
  • Voxer support
    • Voxer is like Whatsapp but not as annoying because I don’t have all the chatty parents’ groups pinging incessantly. Also, I have email blindness. Even though I keep my inbox well pruned, I still manage to miss important emails. Voxer is the only app I leave my notifications on. It’s simple to use and free.
  • 6 months commitment
    • I’ve tried 3 month contracts before but they’re simply not long enough to get the results I want for you.
  • Google sheets and folders
    • I create a shared Google folder for all documents and spreadsheet tools I want you to try out. I promise, none of it is complicated!

If this sounds right up your street, book a call with me:


Work with me

Got more ideas than time to implement? Book a call with me to talk about working 121. I can help you prioritise your time, energy and marketing budget to get better results for less effort. 

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