Carl Mesner Lyons · Strategic Marketing Advisor

Get famous.
Stay relevant.

I'm Carl Mesner Lyons. I've launched startups that became household names and run marketing for some of the UK's biggest brands. Twenty years of both means I know what it takes — and I can make it happen for you.

Book a call →

Experience

20 years.
Both sides of the table.

I started client-side, running marketing for some of the UK's biggest and best-known brands. Then I moved into high-growth startups and scale-ups — as CMO, as advisor, as board member.

That breadth is rare. It means I know what enterprise looks like from the inside, and I know what it takes to build something from nothing.

20+
years in senior marketing roles
100+
brands advised and built

"You nailed this, Carl!"

Olly Thornton-BerryCEO, Thirdfort · Fintech & legaltech

Blue-chip background — brands I led marketing at

Cloud CMO clients — a selection

Break the brand logjam

Let's get
things working.

You're putting in the effort. The product is good. But the message isn't landing — and you're hitting a growth plateau.

Here's what I hear most often.

  • —"We're doing a lot, but nothing's cutting through."
  • —"Our story isn't clear — even internally."
  • —"We've outgrown our original positioning."
  • —"There are too many ideas and not enough clarity."
  • —"Marketing feels disconnected from the rest of the business."

What I do

Brand unlocks
the business.

Most marketing problems are brand problems in disguise. You need a clear, powerful brand story that can run through everything you do — your comms, your product, your culture.

Get that right, and everything downstream gets easier. Miss it, and no amount of activity will cut through.

  • 01 Brand narrative. A rousing elevator pitch that emotively gets across your story — internally and externally. The thing that makes people lean in.
  • 02 Brand platform. Your why, what and how — "brand on a page". The core DNA that defines everything you do and keeps it coherent.
  • 03 Creative starters. Headlines, messaging frameworks, tone of voice — to show how the brand story comes to life in the real world.

Need something else?

Tailored
to your needs.

Not every business needs the same thing. Some need a one-off project. Some need a sparring partner. Some need someone to sit at the table and help steer.

I'm flexible. Here's how I typically plug in.

  • → One-off projects. Brand narrative, positioning, go-to-market strategy. A defined brief, a defined output.
  • → Coaching & mentoring. Working alongside your marketing leader — thinking partner, sounding board, skills sharpener.
  • → Fractional CMO. Senior marketing leadership on a part-time basis — for businesses that need the role but not the headcount.
  • → Retained advisory. A regular slot, an ongoing relationship, always available when something important comes up.
  • → NED / board advisor. For businesses that want experienced marketing representation at board level.

What people say

"Carl is one of the few people I can imagine working with to turn the idea of lastminute.com's brand that lived in my and Brent's head and make it a reality…"

Martha Lane FoxCo-founder, lastminute.com

"Carl is quite simply one of the smartest senior marketeers working in early stage UK tech. He sets himself apart by being able to operate strategically whilst being equally comfortable rolling his sleeves up… getting stuff done."

Simon VeingardCEO/COO, ex-Hailo (FreeNow)

"As a founder, you want people who come in and not only get things done, but get the right things done. Carl professionalised our approach to marketing and was a great addition to the management team. I would recommend him without hesitation to any business that wants to grow or change."

Gary JacksonCo-founder, Hailo (now FreeNow)

"Seasoned creative marketer, brand strategist and all round good guy. Responsible for the original lastminute.com marketing vibe and for making it a smart brand that didn't take itself too seriously."

Lord Jason StockwoodUK Minister for Investment, House of Lords

"Carl is the best marketeer I've worked with — which is why I've worked with him in three different jobs. Combines a passion for the brands he works for with an insightful strategic approach, whilst being engaging, inspiring and personable."

Dan JamiesonCEO, Icons

"There are many online firms searching for great marketing people. They are looking for experience in building brands… those equally comfortable when developing strategy and driving execution, someone that is financially astute, and someone with great leadership skills. Carl is top of my list."

David Thomas KellyChair, Simply Business

"As the SVP of Marketing for Hailo, Carl could always be counted on to deliver support, strategic framework and guidance to the brand's global marketing team. His ability to clearly and passionately articulate brand strategy made him an invaluable asset."

Monica BrouwerSVP Brand, ex-Casper · ex-Zipcar · ex-Coca-Cola

"Carl is by a long way one of the most clinical, influential and motivating CMOs I have had the pleasure of working for. He played a critical role in building Hailo's brand from early start-up to a global tech."

Mike MasukuProduct, Apple · ex-Hailo

"Carl is one of the most gifted marketeers I've ever worked with. I particularly admire the way Carl gracefully combines creative vision with the solid common sense required to deliver a successful brand and product."

Nicky DrakeSenior Director of Product Management, Meta

"Carl plays a key role supporting the Unruly marketing team. It's great to be able to call on his experience and abilities — we love having him as part of the business."

Sarah WoodCEO, Unruly

"Carl is a big thinker and understands how to drive emotion through brand and how to stand out… Carl now sits on our Board and advises the management team on brand development and driving awareness."

Jamie WardCEO & Co-founder, Hussle

"Carl served on Zone's advisory board for two years. He brought his vast knowledge, experience and expertise to bear to help the business reach the next level of growth… He is a gifted marketeer with a sharp commercial focus."

James FreedmanBoard Trustee, The Courtauld · ex-Zone Digital

What you get

Senior.
Fast. Impactful.

I've been the lead marketer in four high-growth startups. I've run brand for global names. I've sat on boards. I've written the briefs, hired the agencies, and been accountable for the results.

That means I get up to speed fast, I know what good looks like, and I deliver things that actually move the business forward.

  • → No juniors, no account handlers. You work directly with me, every time.
  • → I've built from scratch and scaled. Startups, scale-ups, and global brands — I know what works at each stage.
  • → Commercial to the core. Marketing that can't be tied to growth isn't worth doing. I don't lose sight of that.
  • → Flexible. A one-off project or a long-term relationship — I work the way that suits you.

How can I help?

Pick a time.
How can I help?

No pitch. No proposal before we've spoken. Just a straight conversation about where you are, what's not working, and whether I can help.

Book a 30 minute slot in my diary — or drop me an email if you'd rather start that way.

Book a call →

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