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Harriet JW

A positioning problem at the top of your business becomes a lost deal at the bottom.

I've spent fifteen years learning what makes people actually believe a story. Now I bring that into your business, finding the story at the centre of your business and building the entire ecosystem that carries it to market.Music Industry Fractional CMO. Founder, Secret Sessions.

"I moved forward further in three and a half hours with you than I have with any other strategist."Katie White,
Former GM, Atlantic Records

"For recognising that marketing is storytelling and influencing the music industry to take an intentional approach to connection."2025 Changemaker Award,
Women In Marketing

Anyone can fill a content calendar. AI has made that cheaper and faster than ever.

Which means the market is more saturated than it's ever been and sounding like everyone else is more expensive than it's ever been too.Most music and creative-tech businesses feel this as a deal problem. Fewer inbound conversations, longer negotiations and deals that go to a competitor who simply sounded clearer.But it didn't start there. It started higher up, in a positioning gap nobody named, because nobody stood still long enough to find it.Close that gap and the rest gets easier - the content has somewhere to come from, the team knows what to say and how to say it and the market finally hears what makes you different.

Clients have included music companies navigating acquisitions, divestments, rebrands and investment rounds. All engagements by direct introduction.

[email protected] • LinkedIn • © Harriet JW 2026

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WORK WITH ME

A positioning problem at the top of your business becomes a sales problem at the bottom.It shows up as fewer inbound leads, longer sales cycles, good people in the room who can't quite explain what makes you different, so the deal goes to whoever sounded clearer.It's not a content problem. It's not a budget problem, it's a gap between who you actually are and who the market thinks you are.I close that gap.Here's how:

Start here.

The CEO Diagnostic, 90 minutes

In one conversation I find the specific gap between what you believe you're offering and what the market is actually hearing and tell you exactly what it's costing you.Most people leave with more clarity than they've had in months.

Investment: £850 + VAT

The Brand Day

The Brand Day full day, in person or remote (with or without your team)

A full day finding the positioning gap and closing it, you leave with the message, the framework, and the direction for everything that follows.Right for you if the story isn't landing and you need momentum, not another deck.

Investment: £5,000 + VAT

Fractional CMO

When the gap is costing you real deals.

I come in at moments of transition, post-acquisition, pre-investment, rebrand or rapid scale. I close the positioning gap before it costs you more revenue, more time, or more credibility than it already has.

Investment: No one size fits all, let’s talk.

Not sure where to start?

Start with the Diagnostic. It's built for exactly this, when you know something's costing you sales but can't quite name what.

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About

THE JOURNEYSince 2011 I've been studying what it takes to build connection in music.10 million views on a YouTube channel I built from nothing. 200 artists coached to build their brands. 150 artists played my live show. A top 3 Apple podcast. Artists including Ben Howard, Ed Sheeran, Olivia Dean, and Arlo Parks, before they were famous.The thing that moved the needle every time wasn't reach, it was connection.Music teaches you that faster and harder than any other industry, because music has zero tolerance for inauthenticity.Music businesses have the same problem, most haven't named it yet. The content isn't landing, deals take longer than they should, good people in the room can't quite explain what makes the business different, building trust feels hard.That's not a strategy problem, it's a connection problem.I can see it fast, because I've been studying it since 2011 in the most unforgiving environment there is.My work is to find the story already present in the business, then build the ecosystem that carries it to the market.

THE WORK NOWI work with music, media, and creative-tech businesses at moments of transition, post-acquisition, pre-investment, rebrand, rapid scale.The moments when something's changed and the story hasn't caught up.I came from music, not marketing, so I don't spend three months building credibility in a music business, I already have it.The work is finding the human truth underneath the strategy deck, building the language that carries it.My aim is always to leave you with something that runs without me.

"I moved forward further in three and a half hours with you than I have with any other strategist."Katie White,
Former GM, Atlantic Records

Featured in:
Marie Claire
Radio 4
6 Music
BBC SoundsHeadlines:
Women in Marketing Changemaker Award 2025
Founder, Secret Sessions - Artist education & methodology company building toward B2B licensing
15 years in the independent music ecosystem

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Speaking & Podcasts

Coming soon

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Start a conversation

I read every message personally and respond within 48 hours.