⎯ ABOUT NINA ALEXANDER
Bringing You Experience From Both Sides
Of The Table
Fractional CMO leadership without the full-time cost. Embedded, accountable, and focused on one thing: commercial results that move your business forward.
Nina Alexander
Chartered Marketer . MCIM . CMktr
⎯ THE STORY
Over twenty years of
building things that work
As a founder, I have felt the frustration of a marketing function that cannot keep pace with ambition. As a senior marketing leader, I have walked into businesses where the gap between potential and performance was hiding in plain sight.
The pattern I kept seeing, inside businesses of every size and sector, was the same: marketing activity without commercial direction. Teams working hard. Campaigns running. And yet the pipeline stalling and the numbers not moving.
The answer was almost never the marketing itself. It was the absence of a clear commercial system connecting the work to the outcome. That is the gap Aberdino was built to close.
Aberdino is not a consultancy that hands you a strategy and disappears. It is embedded, hands-on senior marketing leadership — the kind that sits in your leadership meetings, manages your team, and owns the outcomes.
Founder & Operator
I have built multiple businesses myself. I understand the pressures and the very specific frustration of being a founder who needs the marketing to work — now.
Senior Practitioner, Not Merely an Advisor
I have personally built CRM architectures, written campaigns, configured automation, managed paid channels, and restructured teams. I still do. The best marketing leaders never stop knowing what good looks like at execution level.
Mentor to Marketers & CEOs
For three years I mentored marketing professionals across councils, charities, corporates, SMEs, and startups. 84% of my mentees achieved Distinction. Teaching others sharpens your own thinking in ways that solo practice never does.
⎯ THE STORY
Many sectors.
One consistent outcome.
The contexts have changed constantly. The result has not: commercial growth, delivered through clear strategy and hands-on execution.
20+ Years
Years of prosperous senior marketing leadership across diverse set of cultural and economic circumstances.
4 Continents
And over 60 countries in which my clients have stabilised or increased their presence and positioning, some by over 900%.
160+ Organisations
Achieved substantially better outcomes by receiving consulting ranging from lead generation through team management to CEO mentorship.
⎯ Success Methodology
Three principles.
Twenty years of proof.
1
Strong foundations create consistent, sustainable growth
Every engagement begins with the infrastructure (team structure, technology, and strategy) before the campaigns. A growth engine built on unstable foundations will always underperform, no matter how well the campaigns are executed.
2
Evidence and insight shape better decisions than instinct alone
Instinct is valuable. Data is more valuable. Every recommendation I make is grounded in evidence, not opinion dressed up as experience. If the numbers say something uncomfortable, that is exactly what needs to be said.
3
Organisations grow when the people within them do
High-performing marketing functions are rarely built by replacing people. They are built by understanding what each person is genuinely good at, repositioning them accordingly, and giving them the tools to excel. Team capability is a commercial asset.
⎯ THE PROOF
Real problems.
Real results.
Real client engagements from my independent consultancy work. Details kept brief to protect client confidentiality — the outcomes speak for themselves.
case study . 01
From 30% to 70% occupancy within a couple of months
Children Birthday Party Business
Glowing reviews, an excellent team, and only 30% occupancy. Their marketing described what they did. It was not communicating what their clients actually wanted.
WHAT IT TOOK TO FIX:
The solution was a marketing team two-hour mentoring session to reframe the core message. After implementation of the new message was completed (took roughly 6 weeks) occupancy started increasing and went from 30% to nearly 70% within a few months.
The solution was a marketing team two-hour mentoring session to reframe the core message. After implementation of the new message was completed (took roughly 6 weeks) occupancy started increasing and went from 30% to nearly 70% within a few months.
case study . 02
An uninspired team and declining sales
20-year-old Professional Services Business
Entire communications built around discount offers. The team was uninspired, sales were unpredictable, and nobody could see a way out because they were too close to the problem.
WHAT IT TOOK TO FIX:
10-month engagement with team restructuring and role redistribution. Worked with the entire company and repositioned around lifestyle rather than price. The team launched a newsletter, created compelling content, and the leadership committed to a full rebrand.
10-month engagement with team restructuring and role redistribution. Worked with the entire company and repositioned around lifestyle rather than price. The team launched a newsletter, created compelling content, and the leadership committed to a full rebrand.
case study . 03
From price haggling to renowned specialists
Custom Software Development Business
Positioned as generalists who could do anything. Attracting clients who haggled on price. Exhausted and undervalued, with no clear route to the clients they actually wanted.
WHAT IT TOOK TO FIX:
12-month consultancy commitment, mentoring leadership & marketing. Identified and repositioned around their genuine niche. The company grew into a recognised Digital Industry Hub with sector awards.
12-month consultancy commitment, mentoring leadership & marketing. Identified and repositioned around their genuine niche. The company grew into a recognised Digital Industry Hub with sector awards.
case study . 04
Zero new enquiries in six months to potential 2+mn
Software Business
Not a single new enquiry in over six months. Existing contracts provided short-term cover, but the pipeline was empty and the founders were beginning to panic.
WHAT IT TOOK TO FIX:
3-month consultancy focusing exclusively on bottlenecks – a fresh perspective. Within three months, the company received seven new enquiries, each valued at over £250,000.
3-month consultancy focusing exclusively on bottlenecks – a fresh perspective. Within three months, the company received seven new enquiries, each valued at over £250,000.
case study . 05
Great marketing, no conversions
London Dental Clinic
Clicks, enquiries, and interest were all up. Actual patient numbers had barely moved. The marketing was working. The sales process was not.
WHAT IT TOOK TO FIX:
Redesigned the full sales and follow-up process. Within twelve months, the clinic was converting 27% more patients, with a six-figure monthly revenue increase.
Redesigned the full sales and follow-up process. Within twelve months, the clinic was converting 27% more patients, with a six-figure monthly revenue increase.
case study . 06
Four locations, one confused brand
Medical Business
Clients kept attending the wrong location. Google Ads was underperforming. Nobody could understand why — until they looked at the brand name itself.
WHAT IT TOOK TO FIX:
Rebuilt the digital presence per location. All four clinics saw an immediate, significant increase in bookings alongside the elimination of location confusion.
Rebuilt the digital presence per location. All four clinics saw an immediate, significant increase in bookings alongside the elimination of location confusion.
case study . 01
From 30% to 70% occupancy within a couple of months
Children Birthday Party Business
Glowing reviews, an excellent team, and only 30% occupancy. Their marketing described what they did. It was not communicating what their clients actually wanted.
WHAT IT TOOK TO FIX:
The solution was a marketing team two-hour mentoring session to reframe the core message. After implementation of the new message was completed (took roughly 6 weeks) occupancy started increasing and went from 30% to nearly 70% within a few months.
The solution was a marketing team two-hour mentoring session to reframe the core message. After implementation of the new message was completed (took roughly 6 weeks) occupancy started increasing and went from 30% to nearly 70% within a few months.
case study . 02
An uninspired team and declining sales
20-year-old Professional Services Business
Entire communications built around discount offers. The team was uninspired, sales were unpredictable, and nobody could see a way out because they were too close to the problem.
WHAT IT TOOK TO FIX:
10-month engagement with team restructuring and role redistribution. Worked with the entire company and repositioned around lifestyle rather than price. The team launched a newsletter, created compelling content, and the leadership committed to a full rebrand.
10-month engagement with team restructuring and role redistribution. Worked with the entire company and repositioned around lifestyle rather than price. The team launched a newsletter, created compelling content, and the leadership committed to a full rebrand.
case study . 03
From price haggling to renowned specialists
Custom Software Development Business
Positioned as generalists who could do anything. Attracting clients who haggled on price. Exhausted and undervalued, with no clear route to the clients they actually wanted.
WHAT IT TOOK TO FIX:
12-month consultancy commitment, mentoring leadership & marketing. Identified and repositioned around their genuine niche. The company grew into a recognised Digital Industry Hub with sector awards.
12-month consultancy commitment, mentoring leadership & marketing. Identified and repositioned around their genuine niche. The company grew into a recognised Digital Industry Hub with sector awards.
case study . 04
Zero new enquiries in six months to potential 2+mn
Software Business
Not a single new enquiry in over six months. Existing contracts provided short-term cover, but the pipeline was empty and the founders were beginning to panic.
WHAT IT TOOK TO FIX:
3-month consultancy focusing exclusively on bottlenecks – a fresh perspective. Within three months, the company received seven new enquiries, each valued at over £250,000.
3-month consultancy focusing exclusively on bottlenecks – a fresh perspective. Within three months, the company received seven new enquiries, each valued at over £250,000.
case study . 05
Great marketing, no conversions
London Dental Clinic
Clicks, enquiries, and interest were all up. Actual patient numbers had barely moved. The marketing was working. The sales process was not.
WHAT IT TOOK TO FIX:
Redesigned the full sales and follow-up process. Within twelve months, the clinic was converting 27% more patients, with a six-figure monthly revenue increase.
Redesigned the full sales and follow-up process. Within twelve months, the clinic was converting 27% more patients, with a six-figure monthly revenue increase.
case study . 06
Four locations, one confused brand
Medical Business
Clients kept attending the wrong location. Google Ads was underperforming. Nobody could understand why — until they looked at the brand name itself.
WHAT IT TOOK TO FIX:
Rebuilt the digital presence per location. All four clinics saw an immediate, significant increase in bookings alongside the elimination of location confusion.
Rebuilt the digital presence per location. All four clinics saw an immediate, significant increase in bookings alongside the elimination of location confusion.
⎯ a note on honesty
We only work with businesses
that are ready to change
“I know what the problem is. I just need someone to execute it.”
If the diagnosis is fixed before we begin, the engagement rarely ends well. I need the freedom to look at the evidence and tell you what I find, even if it is not what you expected.
“We want results, but we cannot change how we work.”
Transformation requires change. Every suggestion I make is grounded in evidence and commercial rationale, but if nothing can move, results cannot move either.
“Can you sort the marketing without involving the rest of the business?”
Marketing is not separate from commercial strategy, team culture, or leadership decisions. If those conversations are off limits, so is my engagement.
The best engagements
begin with honest conversations
I will tell you in our discovery call whether Aberdino is the right fit. If it is not, I will tell you that too — and point you in the right direction. A relationship built on the wrong brief serves nobody.