I establish what needs solving, set priorities, then build the strategy and communications to address it.
I help leaders identify what is actually holding the business back, decide what to do about it, and make products, technical subjects or regulated material clear to the people who need to act.
That approach draws on 24 years working on global brands, mostly agency-side, including P&G, Unilever, Toyota, Qatar Airways and Kellogg’s, as well as client-side at Samsung UK. It was tested in a very different environment over the last three and a half years, running marketing and communications solo for a FINMA-regulated Swiss impact asset manager operating across 50+ emerging markets.
SERVICES
Sometimes the objective is unclear. Sometimes the strategy needs challenging.
Sometimes the difficulty is explaining something multifaceted or getting different stakeholders to agree. I establish what the situation requires before recommending what to do next.
Senior strategic expertise, from definition to delivery. I stay directly involved throughout, shaping the strategy, messaging, plans and materials needed to put decisions into practice.
01 Objectives, before output
A brief can be perfectly clear and still be solving the wrong problem. Before work is scoped or commissioned, I test the underlying business need and establish what is getting in the way.
02 Strategy, to serve the objectives
A plan that looks busy isn’t the same as a plan that gets you where you’re wanting to go. I turn business objectives into a go-to-market or communications strategy that answers who to reach, what to say, what to leave out and how success will be measured. Effort and resources are set by the outcome, not by a list of activities.
03 Alignment, not deadlock
Stakeholders who each have a valid view can stall a decision for months. I separate genuine disagreement from decision paralysis, make the trade-offs explicit, and help the people involved reach a decision they can implement.
04 Complexity, translated
Whether it is a product, proposition or technical subject, accuracy alone is not enough if people cannot understand why it matters. I work with subject-matter experts to make its value clear, credible and actionable, without claiming more than the evidence supports.
05 One message, different rooms
A board, an investor and a customer rarely need the same message in the same way. I adapt the core message across audiences, markets, and cultures, adapting tone, register, and nuance without altering the underlying substance.
06 Message, before format
Get the message wrong and no format saves it. I establish what needs to be said and plan the content around it, then tailor both to the channels and assets required, from product launches and campaigns to websites, presentations and investor communications.
07 Process, not overtime
I identify where processes, hand-offs and unclear ownership waste time or money. I use AI where and when it adds range and depth to research and exploration. Judgement, specialist input and accountability remain human.
IN PRACTICE
Strategy that has to work in practice.
The work ranges from production savings and multi-market delivery to stakeholder alignment and regulated communications.
Multi-market strategy
Led go-to-market strategy and integrated roadmaps across four home-appliance categories, managing a £3–5M budget, from pre-campaign planning through rollout and post-campaign analysis, aligning UK, European and Korean HQ stakeholders and unblocking stalled decisions.
Production efficiency
£350K in client production savings. At Leo Burnett, identified opportunities to bundle compatible production across the wider Kellogg’s portfolio, replacing isolated workflows with shared production windows, common asset templates and coordinated localisation.
The changes delivered £350K in savings while the campaign was rolled out across 10 markets in five months.
Content strategy
79% LinkedIn audience growth during the role, with no agency or additional headcount. I built a 24-article thought-leadership architecture organised by funnel stage and search intent, supported by a forward editorial calendar across LinkedIn and the website.
Brand governance & regulated communications
Established brand and digital governance for a newly regulated asset manager, including company- and product-level guidelines, messaging principles, audience-specific templates and core marketing assets.
Led the regulated website rebuild with legal and compliance input, updating disclosures and implementing investor-eligibility and jurisdiction-based access controls to address GDPR and FINMA requirements.
SECTOR EXPERIENCE
Background
Impact, sustainable & development finance
Asset management
Consumer goods
Consumer & enterprise technology
Agency work: beverages, hearing care, automotive, aviation, insurance and intergovernmental organisations
Where this expertise translates
Businesses explaining technically dense or regulated information to non-specialists
Research, policy and think-tank organisations
Sustainability, climate and standards organisations
Professional, technical and engineering consultancies
IS THIS A FIT?
A quick check before we talk.
I work best with organisations that need senior strategic judgement and a practical route from problem to action.
| A good fit if… | Not the right fit if… |
| You need to pressure-test a strategy, challenge an approach or clarify a business or communications problem before committing time and budget. | Your strategy and messaging are already settled and you only need additional execution capacity. |
| You need senior communications capability that can operate remotely while working closely with your internal teams. | You need a large team or department managed day to day. |
| You need technical, specialist or regulated material made clear without losing precision. | You need a dedicated press office or always-on media-relations function. |
| You need stakeholders with different priorities to settle on a direction and act on it. | You primarily need high-volume content or production output rather than senior judgement. |
| You communicate across markets, cultures or jurisdictions and need the same underlying message adapted appropriately for each audience. | You need regulated professional advice, such as legal, financial, tax or medical advice. |
| You want direct senior involvement, whether for a defined project or ongoing strategic support. | You need someone embedded on-site full time, five days a week. |
WORKING TOGETHER
Senior expertise without the agency overhead.
You work directly with me from definition through delivery, with no account-manager hand-offs or unnecessary layers.
I recommend the scope and approach the situation warrants, including when communications is not the answer.
How I work
_ Project-based or ongoing retainer support.
_ Direct engagement with business clients.
_ Remote delivery, with on-site engagement where required.
Practicalities
_ globaLatitude Ltd is the independent consultancy through which I deliver and invoice client engagements.
_ It builds on the model I developed at Culturecom Ltd, working with clients including Samsung, Relax and B-works, and applies that approach across a wider range of sectors.
_ The company does not manage client funds, media budgets, or third-party payments.
ABOUT
I’m Marine Lacoudree.
For 24 years, I’ve worked on both sides of the brief: agency and client-side, in-house and as an independent consultant. Most recently I’ve spent three and a half years running marketing and communications for a Swiss impact asset manager operating across 50+ emerging markets. Remotely. No team, no fallback, and material that had to survive compliance, investors and the market before any of it went public.
The products changed, the discipline didn’t. Before anything gets made, I work out what is actually being asked, what matters most, and whether the issue is strategy, resourcing, communications, creative or something else. Mixing those up is how budgets, time and effort quietly disappear.
Business objectives belong to the business. Where they are clear, I build the strategy to deliver them. Where they are not, I help define them once I understand how the organisation and its people work. I ask the questions that expose the gap, make the options and trade-offs visible, and work with whoever owns the decision until it is made. I don’t guess.
Much of that work is invisible: absorbing shifting priorities, spotting the gap between stated and actual position, and building the response before it becomes a visible problem. I establish what’s true and what’s at stake before deciding what to say, make or do.
globaLatitude is how I bring that approach to organisations that need senior judgement without another layer between the problem and the work.
FAQ
A few practical questions.
What actually happens if I get in touch?
I review what you send, tell you honestly whether I am the right fit, and outline the recommended next steps.
How much does this cost?
Projects and retainers are scoped to the brief. Fees depend on the complexity and level of support required; I’ll give you a figure once I understand what you need.
Can you advise on strategy and deliver the work too?
Yes. I can take a project from strategy through messaging, content planning, writing, design and execution. The same person shaping the strategy delivers the work, keeping decisions and implementation connected.
Do you work with our technical or compliance teams directly, or only with marketing?
Directly with both, usually at the same time. I’ve worked with engineering and product teams on technical claims, legal and compliance teams on regulatory substantiation, and risk and investment teams on financial material. I read source material from the people who own it rather than relying on a marketing brief written second-hand.
How fast do you respond, and how long does work take?
A yes or no on fit within 48 hours. From there, timing depends on scope and what we agree.
Who owns the final output?
You do. The work is developed for your organisation and objectives, with the thinking and materials tailored to the engagement.
Have you worked in my sector before?
I won’t claim sector experience I don’t have. What transfers is my experience working with specialist subject matter, competing stakeholder priorities and the demands of accurate communication. We can assess whether that fits your brief before you commit.
CONTACT
Tell me what you’re working through: marine@globalatitude.co.uk