Schrödinger’s Cat
Misinformation, perception and the uneasy space between what we hear and what we can prove.
Marketing strategy / Practical support
Marketing.
With purpose.
I’m Fiona van Iersel. Through Minerva Empowerment, I help businesses find their marketing direction, put it into practice and understand what is working.
Marketing · Sustainability · Human connectionBy Fiona van Iersel
Work with MinervaFrom ideas
From ideas
to action.
Marketing guidance, practical support and ongoing leadership, shaped around your business and the people you want to reach.
Marketing Strategy: £796.88 for 15 hours. Strategy & Delivery: £1,328.13 for 25 hours. Fractional Marketing Leadership: £2,125 for 40 hours. Extended Marketing Partnership: £3,453.13 for 65 hours. Monthly fees exclude VAT.
Explore the services See packages and monthly hours See how we work togetherThe right help.
A clear purpose.
From a focused marketing plan to ongoing support, we choose the work that fits your business, budget and agreed hours.
Fractional marketing leadership
Set priorities, guide your team and connect day-to-day activity to business goals.
Practical marketing delivery
Get agreed website, content and campaign work moving, with a clear handover.
SEO and AI search visibility
Help customers and search systems understand your business, services and useful answers.
Advertising and campaigns
Plan and manage agreed paid campaigns, with a separate advertising budget.
Marketing analytics and reporting
Understand enquiries, customer journeys and the evidence behind your next decision.
CRM and email marketing
Organise customer information and make follow-up more relevant and consistent.
AI and practical automation
Reduce selected repetitive tasks with tested workflows and human review.
See how we review your business and put the plan into practice ↗
01 / The journalA different
Browse all writing A different
point of view.
Ideas worth exploring. On brands, behaviour and the curious business of being human.
Adam Smith Was Not a Mum
Why stakeholder management is about shared responsibility, not fixed rankings.
When the Chunky Monkey Hits the Fan
Ben & Jerry’s, brand activism and the cost of having a point of view.
Wash Your Mouth: Rethinking the Toothpaste Tube
A familiar bathroom mess becomes a design question: could toothpaste waste be reduced by changing the object, rather than asking everyone to try harder?
Whale Played: How Vineyard Vines Became a Community Signal
Pink trousers and a smiling whale became more than clothes: a visible way to belong to a community.
From McQueen to Mater: A Pit-Lane Case for Cluster Analysis
A garage’s customers need different things. Memorable characters can help a team understand segments—but the groups still have to earn their place in the data.
142 perspectives across 12 subjects. Explore the ideas, challenge the assumptions and follow the connections.
02 / The thinking behind MinervaBetter questions.
Better questions.
Stronger connections.
Marketing starts with people. Their choices, their relationships and the things they believe. Minerva is a space to explore what happens when those worlds meet.
Meet MinervaA few useful
answers.
- What does Minerva Empowerment do?
- Minerva combines marketing advice, practical delivery and ongoing leadership. I’m Fiona, and I work with you to understand your business, agree priorities and carry out the work we have scoped together. Meet the person behind Minerva.
- Do I need a full-time marketing director?
- Fractional marketing leadership means having part-time direction and coordination within agreed monthly hours. It can help when you need someone to bring the work together. The right level depends on your goals, team and delivery needs. See what fractional leadership involves.
- How much does marketing support cost?
- Monthly packages start at £796.88 for 15 hours, excluding VAT. Larger packages provide 25, 40 or 65 hours. The hours cover all agreed work, including planning, meetings and reporting. Compare all packages and approval terms.
- Are advertising, software and photography included?
- No. External costs, such as Google or Meta advertising, software subscriptions, photographers and videographers, are separate from Minerva’s fees and paid by you to the provider. We agree those costs before committing to them. See how external budgets work.
Something on
your mind?
Ideas are better in conversation.
Let’s talk