Senior marketing leadership, without the full-time hire.
We turn strategic clarity into commercial growth.
Custodian Marketing exists to stand behind your brand: strengthening its proposition, guiding its go-to-market strategy, and supporting commercial teams to succeed in competitive markets.
A custodian is trusted with
what matters most.
A custodian is trusted with what matters most.
We don’t replace your brand, your people or you
We help you increase your right to play, perform in market, and grow
We are an extension of your team and your success
We have a unique mix of working client and agency side, understand your pain points and opportunities and can independently help support your strategic priorities
What we do for you
Story
We help organisations articulate their unique value proposition to their target market/s
Claim
We surface up the juice and advocacy to back-up these claims and your right to play (lead)
Fame
We make your market/s sit up and take notice of your differentiation facilitating a desire to engage deeper
…obsessively aligning with your strategic and commercial priorities
A unique blend of blue-chip, agency, and independent consulting experience; across start-ups through to FTSE organisations. Providing strategic marketing guidance and execution that aligns with their commercial goals.
Who loves us
Emma Parfitt, Head of Product and Marketing, Ayvens UK
“I have used Ian’s marketing services three times over the last 6 years, at both LeasePlan and the recently formed Ayvens business. I have no doubt in recommending Ian for consulting across the full marketing mix; he is well connected across our industry and understands both customer and supplier challenges and opportunities. His work with us helped greatly in positioning our proposition with relevance across the UK market. Ian blends into the team seamlessly and has our best intentions at heart and can be relied upon to deliver the highest quality of work”
Jamie Brown, CEO, Coffee Planet, The Middle East
“Ian gets strategy, he gets sales and he makes it relevant from a marketing perspective. Working for me at Coffee Planet, he overhauled the brand proposition, launched it through a large event, PR and new digital strategy that supported our growth by 20% over 14 months. He was our interim CMO in Dubai which he managed from the UK and also led on our NPD, in-life product management and change programs. I would recommend Ian to any organisation that wants to kick-start its marketing team into action with a strong focus on their commercial return”
“I have no doubt in recommending Ian for consulting across the full marketing mix.”
“Ian gets strategy, he gets sales and he makes it relevant ”
Shaikh zubaer Aasim, Founder and CEO, LPS Brands, The Middle East
“Over the last 18 months, Ian has helped me double the top line performance of our business and achieve a strong bottom line accordingly. He has done this through a clinical focus on our strategy, customer management, new business focus and marketing best practice. Under Ian’s stewardship, we have launched new products that have elevated our relevance as an agency from being perceived as one only focused on Social Media to an award-winning full services agency with a strong track-record now spanning throughout the Middle East”
“He has done this through a clinical focus on our strategy, customer management, new business focus and marketing best practice. ”
About our founder
Ian has worked in marketing and strategy leadership roles for over 25 years across automotive/fleet, coffee, high-tech and FMCG/premium sectors delivering results in B2B, B2B2C and B2C environments. His pedigree has been built from a solid grounding in blue-chip organisations such as BT, HP, Lloyds Bank and Lavazza, refined and developed further in mid-size and high-growth organisations sprinkled with a unique blend of agency experience.
He brings a unique balance of strategic expertise coupled with practical and inspiring delivery, obsessively aligned with the commercial goals and strategic priorities of the organisations he has worked for and with.
Over the last 3.5 years he has consulted and delivered on market/customer analysis and insights, strategy, value proposition development, marcoms, NPD and in-life product management as well as change management across Europe, the Middle East and the States.
