Strategy that survives Monday morning

Commercially rigorous brand strategy and marketing leadership. For financial services, property and other categories with complex buying decisions.

Mind the gap

Lacuna means an unfilled space, a gap. The one between Friday's strategy deck and Monday's team meeting.

Hi, I'm Charlotte, I've led brand strategy for household names including Samsung and UBS, scaled a marketing team from seed to Series B, and been accountable for millions of pounds in marketing spend.

Through Lacuna, I deliver brand strategy marketing teams can build campaigns from, brief agencies with, and defend to the board. Strategy that survives being put to work on a Monday morning.

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Bricklane showreel

Fractional CMO

Senior marketing leadership embedded in your team without hiring full-time

Projects

Insight, brand strategy, positioning and messaging that teams can pick up and run with

Advisory

A second brain on call, for the decisions you want to chew the fat on

Partnerships

Senior brand strategy capacity for agencies, white-labelled or cobranded

From Fintech and banking to hospitality and travel

Samsung

Bricklane

Electrolux

UBS

Virgin Active

Macmillan

Unravel

Gandys

mdlondon

AIB

Teva

Swiss Re

Swift

Harper Weddings

The Harper Hotel

Flat Iron Square

Prophet

Work Less Ordinary

Alchemist

Olio

Lowline

Selected work

Project

Lowline

Turning a cluster of bars and restaurants in Borough into a food and drink neighbourhood

Brand strategy and dual messaging architecture for Lowline - project in-flight.

AIB

Repositioning the bank of the UN and Red Cross

Brand and marketing strategy for Afghanistan International Bank in a market where trust is low, 9.7 million people reached, 12% conversion rate.

Bricklane

Rebranding a PropTech for institutional capital post Series-B

Marketing Director, seed to Series B. Led the rebrand from consumer investment platform to enterprise B2B offering, scaling institutional AUM from £30M to £150M.

Testimonials

Charlotte’s ability to rally people and drive progress is exceptional. When it comes to brand and marketing, she’s innovative, yet maintains a steadfast understanding of brand boundaries. She gets things done and brings out the best in everyone. I’d recommend Charlotte to any team looking for a sharp and motivating leader.

Gemma Boothroyd
Moneywise & Chip

Charlotte led our marketing as we scaled from zero to £150M AUM. She was the youngest member of our leadership team, frequently going toe-to-toe with Board members from 30 years in private equity. The combination of brand literacy and real commercial experience is rare in a marketer.

Simon Heawood
CEO, Bricklane

Charlotte helped me close corporate partnerships with Google, Amazon and Blackstone. She's strategic and practical, always bringing ideas that actually drive growth. Direct, reliable, smart, and great to work with, couldn't recommend her more.

Nancy Best
Founder, Ladies Who Crunch

Charlotte’s ability to rally people and drive progress is exceptional. When it comes to brand and marketing, she’s innovative, yet maintains a steadfast understanding of brand boundaries. She gets things done and brings out the best in everyone. I’d recommend Charlotte to any team looking for a sharp and motivating leader.

Gemma Boothroyd | Moneywise & Chip

Charlotte led our marketing as we scaled from zero to £150M AUM. She was the youngest member of our leadership team, frequently going toe-to-toe with Board members from 30 years in private equity. The combination of brand literacy and real commercial experience is rare in a marketer.

Simon Heawood | CEO, Bricklane

Strategy that survives Monday morning

Mind the gap

Bricklane showreel

Fractional CMO

Projects

Advisory

Partnerships

From Fintech and banking to hospitality and travel

Selected work

Lowline

AIB

Bricklane

Testimonials

Let’s connect