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Hi, I’m Melanie King

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After 30 years in marketing, I’m doing something different.

My marketing career started in 1994 when direct mail was king, the next big thing was Eudora Mail, and Google didn’t exist. I’ve pivoted through every major shift since – search engines, eCommerce, social media, marketing automation, AI.  Every “this changes everything” moment.

I’ve worked across electrical, real estate, tourism, recruitment, education, and nonprofit sectors. I’ve built teams, managed million-dollar budgets, delivered eCommerce platforms, and led digital transformations.

Now I focus on helping small businesses grow with that same level of strategic thinking – where it can make a real difference.

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Why small businesses?

I kept noticing the same problem: the businesses that needed marketing expertise most were the ones who couldn’t access it in a way that made sense.

Small business owners are:

  • Struggling to understand what they’re paying for and why
  • Finding themselves locked out of their own analytics and data
  • Confused by jargon that makes simple things sound complicated
  • Uncertain about where to invest their limited marketing budget

The marketing noise is overwhelming.

The advice is contradictory.

The jargon is impenetrable.

I want to do something about it.

Me in a nutshell

What I bring

  • 30 years of marketing experience across diverse industries
  • Strategic thinking combined with hands-on execution
  • Project management discipline to ensure things get finished
  • Network of trusted specialists for design, development, and technical work
  • Practical AI knowledge that helps you work smarter
  • Honest guidance about what’s worth your investment

Beyond my resume

I’m based in inner city Melbourne. I’m a problem-solver who gets energised by helping businesses grow.

I believe in using technology to make life easier, not more complicated.

And I think small businesses deserve access to the same level of marketing expertise that big companies take for granted.

My credentials

Education & Training:

  • Master’s Degree in Marketing, Deakin University
  • Driving Digital and Social Strategy Program, Harvard Business School
  • Diploma of Digital Marketing, Chartered Institute of Marketing
  • Graduate Certificate of Marketing, Deakin University

Professional Affiliations:

  • Member, Project Management Institute (PMI)
  • Former Advisory Board Member, Faculty of Marketing, Deakin University (2018-2022)

How I Work

Here’s what makes me different

As a sole trader myself, I understand your reality.

Most fractional CMOs have big company backgrounds and don’t really understand small business constraints. I do. I know you can’t just “hire a team” or “launch a campaign with a $50K budget.” I work within your reality.

I’m also not just a strategist who disappears after the plan is written. I stick around to help you implement, teach you as we go, and build systems that keep working after I’m done.

And I use AI practically to help you do more with less, not to sound trendy.

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I meet you where you’re at.

I start by getting to know your business – what you do, who you serve and what keeps you up at night. No cookie-cutter solutions because every business is different.

I work with what is.

I stay grounded in reality – what can actually be done with your time, budget, and resources, and what can’t. I’m flexible and responsive. If something’s not working, I change it.

I build in blocks, not big bangs.

We start with the fundamentals that will move the needle, get those working properly, then build from there. No overwhelming plans, just steady progress.

I cut through the noise.

Straight talk about what’s worth your investment and what’s not. I explain things in plain English so you understand exactly what you’re paying for and why it matters.

I bring tested tools, not trendy hype.

I stay current, test things, and bring you only what actually works – not just what’s fashionable.

I focus on real results.

What moved the needle? What drove growth? That’s what matters.

I get things done.

I don’t just hand you a strategy document and disappear. I help implement it, set up the systems, and make sure it actually works in your day-to-day reality.

We’ll be a good fit if:

  • You’re a small business owner or sole trader juggling everything and marketing keeps getting pushed to the bottom of the list
  • You know you need better marketing but can’t afford (or don’t need) a full-time marketing person
  • You’ve tried DIY marketing but you’re not getting the results you want
  • You’re open to trying new approaches and willing to invest in your growth

We’re not a good fit if:

  • You’re looking for the absolute cheapest option (I’m affordable, but I’m not cheap – there’s a difference)
  • You want someone to just do what you tell them without questioning whether it’s the right approach
  • You’re not ready to actually change anything about how you market