Strategic Clarity. Creative Boldness. Marketing That Wins.
I’m Liz Smailes — a Fractional Chief Marketing Officer helping purpose-driven organisations grow with insight-led, Playing to Win strategies.
I help mission-driven organisations unlock growth through bold, insight-led marketing strategies without the full-time CMO cost.
With 30 years of expertise in brand development, hotel operations, customer journeys and experiences, sales, marketing communications, and PR across Asia, Europe, the Middle East, and the UK, I am dedicated to offering invaluable resources and guidance to hospitality owners.
Let’s align your marketing to your mission and move the dial, decisively.
WHO I HELP
You’re growing fast, but your marketing needs a steady hand.
Whether you're launching, scaling, or stuck in strategic limbo, I help organisations that are:
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🧭 Founder-led and growing, but lack senior marketing leadership
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🐘 Non-profit or impact-driven and want to balance purpose with performance
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🏰 In the travel, heritage or lifestyle space, ready to refresh your brand
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🚀 At a moment of transformation, and need clear strategic direction
HOW I WORK (The Playing to Win Edge)
Marketing shouldn’t be a guessing game. And having a plan is not the same as having a strategy.
My nine-phase approach is built around the Playing to Win framework — a battle-tested strategy model used by the world’s top-performing brands.
We’ll clarify:
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🎯 What your winning aspiration is
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📍 Where your brand should play
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🏆 How you can win
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🧠 What capabilities you need
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📈 How to manage success
With this approach I deliver comprehensive, step-by-step strategies that elevate your business to new heights.