Marketing Consultant Lina

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Marketing Director, Digital Education Partner
and Public Speaker
Driving Business Growth through
Strategic Marketing Solutions
Connect with me for marketing insights, industry trends, and digital best practices on Instagram, Facebook, Google, LinkedIn

02/10/2026

This Friday, my win is feeling ready to return.

I have taken some time away for family reasons, and I am easing back into work and sharing here at my own pace.

I usually use Fridays to reflect on the wins of the week. Today, I am appreciating the quieter ones: a little more energy, finding some routine and feeling ready to reconnect.

What is one thing you are giving yourself credit for this week?

15/09/2026

Your ads are getting clicks, so why are they generating no sales or leads?

A click tells you that something captured attention. What happens next determines whether that interest becomes a customer.

Here are four areas I would investigate:

1. Review your offer

Is it genuinely compelling, relevant and valuable to your audience? If the offer feels ordinary, confusing or easy to ignore, more traffic will rarely solve the problem.

2. Examine your creative and messaging

Does the ad clearly communicate what you are offering, who it is for and why someone should care? Your ad must also set the right expectation for what people will see after they click.

3. Identify website friction

Check your page speed, mobile experience, navigation, forms, checkout process, delivery information and payment options. Every unnecessary step gives someone another reason to leave.

4. Follow the data

Look beyond total clicks. Review landing-page views, engagement, conversion events, device performance, audience segments and where people abandon the journey. Make sure your tracking is working correctly before drawing conclusions.

Clicks show interest. Sales and leads depend on everything that happens after the click.

Which of these four areas would you investigate first?

11/09/2026

This weeks win looks a little different for me.

I took it easy.

I slowed down, relaxed and gave myself permission to have a week where I was not constantly thinking about what needed to be done next.

And I really needed it.

Sometimes we get so used to being busy that slowing down can almost feel uncomfortable. This week reminded me how good it feels to create some space, enjoy the moment and simply recalibrate.

I feel lighter, clearer and more energized because of it.

So my Weekly Win this Friday is a simple one: I gave myself permission to slow down, and I am very glad I did.

What is your win this week? It does not have to be something you achieved. Maybe yours was slowing down too.

I would love to hear it.

07/09/2026

A tale of two Mondays...

North America: Labor Day. Long weekend. One more day to pretend Monday is not happening.

Europe: Monday is very much happening.

Entrepreneurs everywhere: Wait... we were supposed to take the day off?

Happy Labor Day to everyone celebrating, and happy Monday to the rest of us.

Wherever you are, I hope September is off to a good start.

You understand marketing differently when you have to do it AND explain it.My latest feedback from the LSE Digital Marke...
01/09/2026

You understand marketing differently when you have to do it AND explain it.

My latest feedback from the LSE Digital Marketing Strategy and Analytics Career Accelerator repeatedly mentioned clarity, practical examples, engagement and the ability to make complex concepts easier to understand.

That matters to me because I am a practitioner who teaches.

My work across digital marketing, social media, paid advertising, analytics, marketing innovation and strategy gives me real business challenges to bring into the classroom.

Teaching then forces me to question those experiences, explain the thinking behind them and consider where a completely different approach might be needed.

That exchange makes me better at both.

And in a marketing world increasingly shaped by AI, automation and endless amounts of data, I think that combination of practical experience, critical thinking and leadership matters more than ever.

Very grateful to this cohort for the questions, challenges and generous feedback.

26/08/2026

Dolly Parton never needed to reinvent herself to stay relevant. She knew exactly who she was. And that may be one of the greatest marketing lessons she leaves behind.

With Dolly Partons passing, I have been thinking about why some people, and some brands, remain relevant for decades while others disappear.

Dolly built something difficult to replicate: a brand that was instantly recognisable, deeply personal and able to evolve without losing why people loved it.

1. Know exactly who you are.

Dolly never tried to look, sound or behave like everyone else. The hair. The rhinestones. The humour. Her Tennessee roots. Her warmth. Her storytelling.

Too many brands look at competitors and ask, "What should we be doing?"

A stronger marketing question is: "What should people immediately associate with us?"

2. Evolve without abandoning why people cared.

Dolly moved far beyond country music into film, television, publishing, Dollywood, partnerships and new generations of audiences.

Yet the core of her brand remained remarkably consistent.

Growth does not require chasing every trend or repositioning yourself every few years.

It requires knowing which parts of your brand create trust, recognition and emotional connection, then finding new ways to express them.

Marketers spend a lot of time asking, "What is changing?"

We should also ask, "What should never change?"

3. Turn brand equity into long-term value.

Dolly built an ecosystem around the trust and affection people had for her.

Dollywood turned her brand into an experience. Her businesses created commercial value. Her Imagination Library connected her name with literacy and giving on an extraordinary scale.

When people know what you stand for and trust you, your brand can extend into new products, experiences and markets without starting from zero.

In a marketing world obsessed with the next platform, trend and algorithm, Dolly leaves us with something worth remembering:

Know who you are.

Know why people care.

Protect it as you grow.

Build a brand people would genuinely miss if it disappeared.

That is a legacy.

26/08/2026

The most expensive mistake in business?

Making the same mistake twice.

Mistakes happen. Campaigns underperform. Strategies miss the mark. New ideas fail. The real cost comes when we fail to learn from them.

Here is a simple 5-step framework I use to turn mistakes into improvement:

1. Focus on the facts
Look at the data, customer feedback and evidence. Separate what actually happened from how you feel about it.

2. Find the root cause
Ask why it happened. Was there a skills gap, poor process, incorrect assumption or missing information? Focus on the problem rather than assigning blame.

3. Identify the lesson
If you were starting again today, what would you do differently?

4. Make ONE change
Turn the lesson into action. Decide what you will change to reduce the chance of the same problem happening again.

5. Measure whether it worked
Choose a clear KPI. Conversion rate? Customer retention? Cost per acquisition? Revenue? Response time?

Then review the results.

The goal is not to build a business where nobody makes mistakes.

It is to build one that gets smarter every time it does.

Save this framework for the next time something does not go according to plan.

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Friday 09:00 - 18:00
Saturday 09:00 - 18:00

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