Fractional marketing support for Membership Bespoke

My client: Membership Bespoke

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Membership Bespoke is a leading specialist recruitment firm serving membership organisations, professional bodies, trade associations, regulatory bodies, and barristers’ chambers.

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With a strong reputation in the UK membership sector and an experienced internal leadership team, they were entering a period of ambitious growth, including:

• Building a scalable marketing engine, led by a skilled Marketing Director
• Stronger storytelling around their niche expertise
• A major expansion into the US market

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They needed marketing support that could integrate with their existing team, combining strategic alignment with confident and proactive execution.

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The challenge

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Membership Bespoke already had:

• A clear niche
• A strong track record
• A Marketing Director setting direction and strategy

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What they didn’t need was hand-holding or siloed freelance support. Instead, they needed someone who could:

• Act as an extension of the internal team
• Take ownership of execution across specific channels
• Move quickly, spot gaps, and ask the right questions
• Translate strategy into high-quality output, without waiting to be told what to do
• Quickly understand the nuances of the membership sector and reflect that in their messaging

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At the same time, the business was preparing for a complex US launch, involving new audiences, new positioning, and a parallel digital presence through their website.

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“We needed someone who could come in, understand the business quickly, and just get on with things. Chloe became a genuine extension of the team and played a key role in keeping our marketing moving as we scaled and prepared for our US launch.”

- Dennis Howes, Co-Founder of Membership Bespoke

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The approach

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I began working with Membership Bespoke in October 2024, providing fractional marketing support across content, digital, email, web, and campaigns.

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Rather than operating as a detached supplier, I worked more-so as an extension of their team, aligning closely with the Marketing Director’s strategy while taking ownership of multiple areas of delivery.

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This approach worked because:

• The strategy was clearly defined
• Trust was high
• I could “do the doing”, while also flagging opportunities, improvements, and risks

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Over time, I developed a deep understanding of:

• The membership sector
• Membership Bespoke’s niche positioning
• What resonates with decision-makers in professional bodies and associations

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That understanding directly informed everything from copy and content to website structure and nurture flows.

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What I delivered

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1. Content, storytelling & thought leadership

To help strengthen Membership Bespoke’s positioning as the experts in membership-sector recruitment, I created a consistent stream of high-quality content, including:

• Blog articles and insight pieces
  
  • Such as The Benefits of Hiring and Developing Grassroots and Early-Career Talent in Membership Organisations and What the UK’s Economic Growth Plans Mean for Recruitment and Salaries in the Membership Sector

• SEO-led web copy
• Downloadable resources and infographics
  
  • Below is the cover page of a PDF guide used in a Barristers Chambers’ campaign:

• Written and video case studies
  
  • Written case studies included Successfully Appointing an Executive Director for British Mensa, as well as Placing a Unique North America Focused Commercial Role for NAFEMS
  • Video case studies included travelling to London to meet Membership Bespoke’s clients, filming interviews, and handling editing and post-production to create polished video case studies that showcased real-world impact. An example of a video case study can be seen by clicking play below:

2. Founder-led video content

To humanise the brand and tell the story behind Membership Bespoke, I worked closely with founders Daniel and Dennis to create video content focused on:

• Why Membership Bespoke exists
• Their values and approach
• Their deep sector expertise

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This helped translate a highly relationship-driven business into a compelling story, particularly for LinkedIn and website use. 

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3. Social media & visual content

Over 14+ months, I created a wide range of visual and written assets, including:

• LinkedIn “What We Do” pages
• Infographics
  
  • An example of a visual asset created for Membership Bespoke, this particular one-pager was to be included in outreach emails:

• Campaign-led social content
• Event and partnership assets
  
  • A flyer to be included in an event booklet for a conference Membership Bespoke were sponsoring:

All content was designed to reflect Membership Bespoke’s tone: confident, credible, and deeply knowledgeable without being salesy.

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4. Email marketing & nurture flows

Email was a key channel for ongoing engagement with clients and prospects. I:

• Delivered weekly email marketing including newsletters
• Wrote and built nurture flows
• Created campaign-based emails tied to insights, downloads, and events
• Built and managed nurture flows in tools like SourceWhale
• Worked extensively within HubSpot, which Membership Bespoke uses across marketing and web

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This helped turn insight-led content into long-term relationship building.

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5. Website, SEO & technical support

Drawing on my practical web development skills, I was able to go beyond copy and content and support with:

• Webpage copywriting and restructuring
• SEO improvements
• Identifying and fixing issues on the site
• Supporting ongoing improvements within HubSpot

This reduced reliance on multiple suppliers and meant ideas could move from concept to live much faster.

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6. Major project - the US market launch

One of the biggest pieces of work during this engagement was supporting Membership Bespoke’s expansion into the US. It was a substantial, hands-on project involving a lot of moving parts and taking place over a period of several months.

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It included:

• Market research and market mapping
• Audience and competitor analysis
• Localising messaging for a US audience
• Supporting the move from .co.uk to .com
• Effectively building a parallel US version of the website
• Ensuring brand consistency while adapting tone, language, and positioning

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This went far beyond a simple website update. It was a full go-to-market piece of work, delivered in close collaboration with the wider team to set Membership Bespoke up for long-term growth in a new region.

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7. Everything else that keeps marketing moving!

In true fractional fashion, my support also covered:

• Slide decks and presentations
• Ad-hoc design work (email signatures, Zoom backgrounds, internal assets)
• Downloadable PDFs and campaign resources
• Ongoing optimisation across channels

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My goal was always the same: remove friction, maintain momentum, and make sure good strategy actually translated into execution.

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Why it worked

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This specific partnership succeeded for a few reasons:

• There was a strong strategic lead internally
• I was trusted to take ownership without handholding
• I quickly developed a deep understanding of the membership sector
• We shared the same goal: not “marketing for marketing’s sake”, but meaningful and credible growth

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As a result, Membership Bespoke was able to move faster, reduce reliance on multiple suppliers, and maintain momentum across content, campaigns, and web - while also supporting a complex US market launch alongside day-to-day marketing delivery. Neither side wanted a “tacked-on freelancer”, and that shared expectation made all the difference.

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“Having Chloe on board helped us maintain pace without compromising on quality. Her breadth of experience meant she could take work from brief to delivery across content, web, email, and campaigns, keeping things moving without constant back-and-forth - which is exactly what you want from fractional support.”

- Maura May, Marketing Director at Membership Bespoke

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