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Monday 9am - 5:30pm Tuesday 9am - 5:30pm Wednesday 9am - 5:30pm Thursday 9am - 5:30pm Friday 9am - 5:30pm

Michelle Mowbray

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Michelle Mowbray

Helping founder-led brands make better growth decisions as they scale | Multi-Channel Advertising & Growth Strategy | Ex-WPP Lifer

08/04/2026

Many founders and brands I speak to don’t really have the marketing problem they think they do...

It’s usually more of a decision problem.

They've got to the point where spend is going up, maybe they've added a new channel or two and things are starting to feel a lot less clear.

What worked before isn’t quite working in the same way and they're no longer sure what's actually driving things at all.

So the instinct is to do more, spend a bit more, try another channel, push things a bit harder, but that’s usually not what fixes it.

More often, it just makes the lack of clarity more expensive.

What tends to help is stepping back and getting really clear on what’s actually driving growth, what isn’t, and where the focus should be.

That’s usually the point where I come in.

24/03/2026

Many founders don’t notice when this starts happening.

Ad spend goes up, revenue is still growing, and everything looks broadly fine.

Then, a few months later, costs are higher, growth has slowed, and nobody is quite sure why - it usually gets blamed on the ads. It rarely is.

What’s usually happening is simpler. The business is starting to run out of existing demand.

Early on, performance channels work well because they capture people who are already in market.

As spend increases, you move beyond that group and start paying more to reach people who were less ready to buy in the first place.

So efficiency drops, and growth starts to feel harder.

At that point, most brands try to fix it with better ads - new creatives, more testing, targeting that no longer works...

Sometimes that buys a bit of time, but it doesn’t solve the problem.

Because the advertising is already doing its job. It’s capturing the demand that exists.

The issue is there isn’t enough new demand being created to support the next stage of growth.

That’s the point where growth stops being a media problem and becomes a demand problem.

Performance channels can help create demand, but many brands use them just to capture it.

So the question shifts - not how do we improve the ads, but what is going to drive growth now?

Because real scaling can’t be just about capturing demand, it’s about creating more of it.

26/02/2026

New photo time, so time for a re-introduction.

I worked at large media agencies for over 2 decades.

I ran accounts with eight-figure media budgets, and I sat in rooms where campaign decisions could make or break a quarter.

I learned how big brands think about growth: systematically, commercially and with rigour.

Then I started working directly with founders, and I noticed something - founders building brilliant products were getting advice that would never survive a boardroom.

Tactical fixes with no strategic foundation. Siloed, channel-by-channel thinking with no commercial thread running through it.

The quality of strategic thinking available to scaling founders is wildly inconsistent, that gap is where I work now.

I bring big, multi-media agency thinking to founder-led businesses, the kind of strategic thinking usually reserved for brands with six-figure agency retainers.

Not as an agency. As a partner.

Sleeves rolled up. Straight talk. Decisions that ladder back to margin and profit, not vanity metrics.

If you are building a consumer product business in need of a senior strategic brain in your corner, let's have a conversation.

📷 Jane Looker Photography

13/02/2026

Spent a great afternoon in the company of brilliant women yesterday.

Anyone who knows me will not be surprised to hear that ‘networking’ in a room of strangers is not high on the list of things I look forward to, however, Leaders Lunch is now firmly on the ‘absolutely’ list.

Thank you Beth Sherman for organising and building something so wonderfully welcoming.

And to all my Northern Media mates - have a look at the Manchester event taking place next month - popped the details in my stories.

22/12/2025

Our annual hibernation has begun… Merry Christmas 🎄❤️

18/12/2025

As I crawl towards the 2025 work finish line…a much overdue catch up with some absolute favourites.

25+ years of friendship, forged in maths tests, CPAs and The Crown & Anchor.

12/08/2025

After spending most of last night sorting out receipts for my year end, I was reminded that it’s 5 years since I swapped a salary for possibility.

It felt like the scariest gamble ever at the time but I’m so glad I listened to the more positive ‘What If…?’ noise not the ‘You and Harry will end up under a bridge in a cardboard box’ voice.

No big business lessons, just heartfelt thanks to everyone who’s been part of it so far.

Bring on year 6.

01/08/2025

Best tonic lunch and straight on to dinner with these two beauts ❤️
Worked out that it’s 25 years since a Manc media planner buyer walked into a big London agency and met 3 of the best dolls ever.

Missing our fellow founding member and our 2 slightly more junior members &

24/07/2025

You earned your place in the room.
You nailed the listing pitch.
You’re finally on shelf.
But here’s the hard truth: If your passion and purpose don’t convert in-aisle,
you’re not secure - you’re just shelf decor with a sell-by date.
Smart founders know the job’s not done at winning the pitch - they build campaigns that drive real retail pull, not just Meta clicks.

30/06/2025

A founder recently told me they were spending 'a fortune on ads' (£100k+ per month) but still didn't have a brand.
And they were right - they have traffic, sales, some followers but no distinctive story.
No loyalty.
No pricing power.
It’s common - confusing attention for affection.
Businesses that scale well know brand is a bankable business asset - not just a logo and colour palette.

26/06/2025

Sometimes I get called in to “fix the marketing.”
The numbers are not where they need to be and fingers are pointing at the ads.
But then we dig in a bit, it turns out -
The targets are off.
The margin’s just too tight to scale.
Or the product isn’t priced right for retail.
And suddenly, the problem isn’t really the marketing - It’s the commercials underneath.
Not saying marketing can’t be improved, but it’s not always the lever that needs pulling first.

Address

Surrey
RH14JH

Opening Hours

Monday	9am - 5:30pm
Tuesday	9am - 5:30pm
Wednesday	9am - 5:30pm
Thursday	9am - 5:30pm
Friday	9am - 5:30pm

Website

http://www.beseenconsulting.co.uk/

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