Empowering growth, maximising returns.

Value creation.

Competitive advantage.

Sustainable growth.

Marketing efficiency.

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The problems we solve.

Strategy and positioning: Defining what makes you stand out in the market.

Branding: Crafting compelling brand ideas, visual and verbal identities.

Marketing strategy and execution: Developing outcome-driven plans for market penetration, customer growth, acquisition and retention.

Product, service expansion and distribution: Identifying and launching new opportunities for revenue growth.

Data-driven optimisation: Enhancing ROI, efficiency and profitability through analytics.

Customer experience and UX: Streamlining the customer journey for higher engagement and conversions.

Creative strategy: Building differentiation and brand equity through impactful storytelling.

Our approach.

Customer-first mindset

Every strategy we craft is designed with both our clients and their end customers in mind.

Tailored solutions

We don’t believe in one-size-fits-all. We adapt and develop frameworks based on your business objectives and stage of growth.

Execution-focused

We translate ideas into practical steps that drive action and tangible outcomes.

Our edge.

  • Robust marketing foundation gained in established businesses, applied to startups and scaleups.

    Sustainable strategies that deliver results through agility, commercial sharpness and a test-and-learn mindset.

    Combining strategic discipline with the adaptability and ROI focus needed in fast-moving environments.

  • Challenging assumptions to uncover the best solutions.

    Designing innovative approaches with practical execution in mind.

    Bringing fresh thinking to marketing challenges, ensuring strategies stand out.

  • A natural collaborator, integrating seamlessly with leadership and functional teams.

    A creative leader who explores multiple pathways to problem-solving.

    An inquisitive mindset, always receptive to new ideas and insights.

  • Blending deep industry expertise with cross-sector insights for fresh perspectives.

    Maintaining a strategic vision while keeping an eye on executional detail.

    Balancing innovation with practicality to ensure effective implementation.

  • Experience with VC-backed businesses, bringing an investor mindset to growth strategies.

    Expertise in refining elevator pitches and crafting compelling pitch decks to enhance valuation and support fundraising efforts.

    Non-executive board experience, bringing a strong governance mindset and strategic oversight.

About us.

At How and When, we help ambitious businesses grow through strategic, customer-centric marketing. 

Led by Mai Fenton, an experienced CMO with a proven track record in transforming challenger and established brands, we offer fractional marketing leadership that drives measurable results.

Mai’s career spans both large multinationals (FMCG, retail, fashion) and B2C startups/scaleups (online marketplace, insurance, financial services), bringing a wealth of expertise in strategic positioning and in reshaping marketing strategies to drive brand adoption and sustainable business growth while improving marketing effectiveness.

She collaborates seamlessly with cross-functional teams, solving complex challenges and acting as a catalyst for change. With a strong focus on customer insights, she helps businesses sharpen their positioning and accelerate growth.

Balancing both executive and non-executive roles, Mai provides a unique blend of skills and a holistic perspective - bridging strategic oversight with practical, hands-on experience that drives results at the intersection of strategy and execution.

Get in touch:


hello@howandwhen.co.uk

Registered office:

71-75 Shelton Street
Covent Garden
London
WC2H 9JQ
United Kingdom

Company Number: 15356260