FRACTIONAL BRAND & MARKETING DIRECTOR · AI-ENABLED GROWTH
Turn your marketing from a cost into your growth engine
I work with CEOs of mid-sized businesses to connect brand, marketing and revenue, and coach your team to make AI work for your marketing.
Trusted by teams at
Lumon Pay Everywhen Insurance Robert Cavendish Creative Process Versa Travel
CIM Specialist Award in AI Marketing · Distinction
Transformative Growth for Scaling Businesses
For several years, I worked for and helped transform large enterprises like BT, Sky, LinkedIn, TSB Bank, Capgemini. I loved my career but in truth my most loved job was back when I started my career as a journalist for one of India's first tech start ups. Even whilst at Linkedin, several of my clients were mid sized businesses who were scaling faster than their teams could keep up with.
Growing businesses were my favourite clients to serve because they were hungry to learn, apply, test, learn and iterate. They wanted to go further faster. That's why I've set up Bian Salins Consulting, to help CEOs of mid-sized businesses transform their marketing from being a cost to becoming their growth engine. If this is you, then we could make a good team.
5 your Marketing may not be performing
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You don't have a clear ideal customer profile
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There isn't any strategic oversight on the activity your team is running.
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You're focussed on activity over outcome.
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There's no senior marketing leadership that's accountable to the board.
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Brand and Sales are misaligned.
If any of the above resonates or you're still unsure where your marketing is stuck, let's have a coffee so we can uncover where the blockers may be.
I can help you connect the dots between your brand, marketing and revenue, with practical experience of applying AI across research, segmentation, content and reporting, so your marketing delivers results, and coach your team to deliver more of it.
01.
The cost of standing still:
Right now, you're funding marketing you can't measure. The team is busy, the invoices keep pouring in but nobody can tell you what any of it did for revenue. The board keeps asking but you don't have the answers which puts added pressure on you and your team.
02.
Keeping up with your competitors:
Your competitors keep winning the deals you should, and the growth you're capable of stays just out of reach.
They've got the Marketing capability and are leveraging AI to win but you don't know where to begin.
Every quarter it continues is a quarter of spend you can't defend, and momentum you don't get back.
03.
What's possible:
It doesn't have to be this way.
Imagine opening your board pack and seeing exactly that your marketing efforts have contributed to pipeline and revenue. You could also have a capable team, finally pointed in the right direction. A brand that matches the business you've become. That's marketing working as a growth engine.
All it takes is a coffee with someone who has the leadership capability and practice experience to help.
What is it costing you to stay as you are?
BRANDS I'VE WORKED FOR
Three Ways We Can Partner Together
1
STRATEGIC MARKETING DIAGNOSTIC
Fixed project | 2–4 weeks
I do a deep audit of your brand, marketing, competitive position, team capability and measurement, built on my MAGNETIC™ methodology and delivered as a clear, board-ready report: what's working, what's not, and what to do about it.
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Where your marketing spend is going, and what it's actually producing
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Whether the brand still matches the business you've become.
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What your team can deliver today, where the gaps are, and where AI can help.
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The competitive position: where you're losing deals you should win.
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A measurement framework that connects activity to revenue.
The outcome: you'll know what your marketing is costing you in missed revenue — not what you're spending, but what you're losing.
2
EMBEDDED FRACTIONAL LEADERSHIP
Retainer | 6-month minimum
Clients hire me as an embedded leader in the team. I own the full strategy and execution oversight, with hands-on support while your team takes ownership of the execution. I will coach the team until the team is running independently and you have clear visibility of marketing ROI. Many clients then retain me for light-touch quarterly advisory to review progress and adjust as the market moves, and challenge thinking and keep the business innovating with emerging trends.
•2–3 days/week equivalent
•Full strategy and AI-enabled execution
•Team coaching, including AI upskilling
•Campaign and agency oversight
•Board-ready reporting
3
STRATEGIC MARKETING PROJECTS
Fixed project | 8–12 weeks
If you are solving for a specific problem your business is facing, I also work to specific project scopes. Some examples of where I have worked to a specified scope are:
•Go-to-market strategy
•Brand repositioning
•Content strategy framework
•Global Social Media Strategy
•B2B LinkedIn Strategy and coaching
•AI-enabled marketing operating model
•Defined deliverables and outcomes
Why Partner With Me?
EMPATHY
I know how it feels to sit in front of a board and not be able to say, with confidence, what marketing delivered. You've got a team, a budget and no shortage of activity but no clear line from any of it to revenue. It's what happens when a growing business is trying to keep pace, but no one senior connecting it to the commercial picture. It's common, and it's entirely fixable.
My own way of working with my clients is to first understand your business, meet with your stakeholders, team and customers where possible as well as assess your current strategy and activity, results and then run facilitated workshops to collaboratively review the diagnosis and strategize. I understand that relationships matter internally and externally and this is my ethos in how I run my client engagements. I also do so with a bit of humour along the way.
CREDIBILITY
I've spent over twenty years leading brand and marketing inside BT, Sky, TSB and LinkedIn, and I now bring that experience to mid-sized businesses. My work has delivered $68M in revenue at LinkedIn and more than £2m in annual savings at BT. Today I help businesses like Lumon Pay, WalkMe and Versa Travel turn marketing into the growth engine their ambition deserves.
I hold the CIM Level 6 Specialist Award in AI Marketing (Distinction, 2024) and apply AI every day across research, content, segmentation and analytics. At Versa Travel, I led category research and segmentation, automated customer messaging, and built a single performance dashboard in HubSpot, giving the leadership team one view of what marketing delivered in sales. For a global fintech brand, I used synthetic personas and measurement modelling to shape a global-to-local operating model that keeps the brand consistent while empowering local markets.
01.
“Her skill and tenacity enabled us to move at real pace and transform how our business engaged with its clients… If you want someone who has the experience and courage to challenge your thinking and is driven by meaningful results, then I cannot recommend Bian highly enough.”
— Andrew Gillespie, Versa Travel Ltd / Versa Growth Partners
02.
"A perfect combination of passion and professionalism helping our audience learn how to do it properly."
- Jack Hiett, Founder, Creative Process
03.
"Bian is simply one of the best business advisors I know. She has a natural ability to simplify complex brand, digital, and social media challenges, communicate actionable strategies that senior management appreciate and get behind.
From content, business transformation to applying insights and data, Bian is passionate, dedicated and always calm. Highly recommended."
- Lee Goodger, Shell
What Customers Say About Me
Let's Talk.
The first conversation is always free.
No pitch, no pressure. Thirty minutes on what's actually going on with your marketing, and an honest view on whether I can help, even if the answer is that you don't need me yet.
