Marketing Strategy Consultants & Fractional CMO Support for Small/Medium Businesses

Your Expert Partners in All Things Marketing, Public Communications, & Business Development

Hey, we've got a question: What's your marketing plan? If you don't have a clear answer, you aren't alone. Most business leaders know what marketing is happening (or not), but they can't tell us why the marketing is happening, or whether it's working.

Sound familiar? We're here to help. Payne Westwood is dedicated to helping small and medium businesses improve their marketing outcomes with custom strategy.

OUR APPROACH GETS REAL RESULTS

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We've seen it over and over: most marketing is busy, not strategic.

At best, marketing gets treated like a to-do list put on autopilot and never analyzed. At worst, marketing is an afterthought. We help business leaders make strategic fixes when marketing just doesn’t feel right.

Our Services

We customize all of our contracts based on our clients' needs and budget. There's no cookie-cutter format here, no standardized packages or pricing. Our process starts with mutual alignment on your needs and how we might best serve them.

Marketing

    • Marketing & sales analytics

      • Data analytics audits

      • Regular reporting

        • Monthly

        • Quarterly

        • Annual

    • Marketing strategy development

    • Budgeting

    • Personnel & vendor management

  • Ongoing Monthly or Project-Based Work

    • Website management

      • Design & updates

      • Technical oversight 

    • SEO/AIO

      • Local search optimization

      • On-page optimization

    • Email marketing

    • Social media management

      • Content creation & publication

    • Advertising

      • Pay-per-click (PPC)/search ads

        • Google

        • Bing

      • Social media ads

        • Instagram

        • Facebook

      • New media (podcasts, smart TV, etc.)

      • Print/traditional advertising

    • PR/media outreach

    • Ecommerce

      • Product listings

      • Shopify management

    • Channel strategy & prioritization

      • Where to publish + when/how

    • Resource allocation

      • How to spend time, money & effort

    • Data-backed iteration on tactics

      • Changing what we do based on how the audience responds

Communications

    • Re-branding

      • Re-naming

      • Logo creation

      • Brand identity development (fonts, colors, etc.)

    • Core messaging

      • Developing language rules to create consistent public messaging & ideal positioning/perception

      • Unique value identification

        • Finding the language that distinguishes our clients from their competition

    • Review management (e.g., Google Business Profile, TripAdvisor)

      • Review acquisition strategy

      • Review response & management

    • Press outreach

    • Ideal audience development

      • Using demographics & interest-based categories to determine how best to reach actual prospective clients/customers

    • Audience-focused channel strategy

      • Determining the right marketing platforms for each client’s unique audience

Business Development

    • Role & responsibility development

    • Hiring assistance

      • Job descriptions

      • Interview project management

    • Departmental workflow & project management

    • SOP/instruction development

    • Staff training

    • Competitor analysis

    • Industrywide threats & opportunity analysis

    • Cold outreach & lead generation strategy

      • Messaging development

    • Sales workflow & process development

    • CRM (customer relations management) software selection & implementation

    • Business coaching

    • Growth strategy

    • Succession plans

If what you're looking for isn't on this list, that doesn't mean we can't do it. It's still worth booking a consultation to find out if we might be a fit!

Let's Talk

Who We Work With

Payne Westwood serves small and medium businesses of all kinds, from startups to legacy brands that have been in operation for decades. Our strength comes from our widespread experience, which allows us to apply lessons learned and knowledge gained in a variety of different contexts. That helps us keep things agile and unique, adaptive and customized to what works for each individual client, rather than just following a templated playbook for a specific industry. Even within the same industry, no two businesses are exactly alike. Marketing should reflect that reality.

Examples of industries we've worked with in the past:

Retail & Ecommerce

Construction

Legal Services

Manufacturing

Hospitality + F&B

Early Childhood Education

Real Estate

Tourism

Home Decor & Furnishing

Mortgage & Financial Services

See Our Results
Lillian Payne and Sarah Westwood, partners at Payne Westwood standing on steps in front of a decorative iron gate and a historic building in Portland, Oregon with Lily the corgi.

About Us

Payne Westwood is not a traditional marketing agency. Rather than growing a large team of junior employees, we opted to grow as a partnership of two highly accomplished marketing experts. Our clients always work directly with us: the two smartest, most skilled marketers we know. When you pay us, we do the work. As owner-operators, we are deeply invested in our clients' success. When things go well for you, they go well for us, too!

Our Story

Lillian was living in Portland, Oregon when she founded Payne Westwood as Click Marketing back in 2017. A few years later, Sarah, a friend-of-a-friend in Portland, asked Lillian if she needed any help. By 2024, they were both living in Asheville, North Carolina, Lillian's hometown, and had become 50-50 partners in the business.

Meet the Team

Illustration of Lillian Payne, Founding Partner of Payne Westwood and a fractional CMO based in Asheville, NC. Lillian has lonng brown hair and is smiling, with blue outlined hand clothing.

Lillian Payne, Founding Partner

Sales & Operations

I started this business 5 months after giving birth to my first child—I love a challenge!

Lillian studied and worked in journalism before turning her focus to ecommerce and digital marketing in 2007, after working her way up from retail associate to Director of Operations for a Chinese import company. Lillian has 15+ years of experience optimizing and leading digital strategy and has worked with $1B+ sized brands all the way down to start-ups. Lillian is active in the Asheville business community and has served on the board of the North Carolina Craft Beverage Museum as their Marketing Committee Chair.

illustration of Sarah Westwood, Partner at Payne Westwood and a fractional CMO based in Asheville, NC. Sarah has long blonde hair, and is wearing a green top and a purple necklace.

Sarah Westwood, Partner

Strategy & Support

I often go to art museums by myself—the combination of silence and inspiration is magical.

Prior to joining Lillian at Payne Westwood, Sarah worked as a freelance copywriter & content strategist for 10 years. Her clients included major national brands such as Pottery Barn, Walmart and eBay. Throughout her career in marketing, Sarah has leveraged her studio art & liberal arts education background to create a unique combination of creativity & anaytical/critical thinking. Sarah has served on a number of marketing award juries, including the Native Advertising Institute's Branded Content Awards.

Illustration of Lily, Payne Westwood's mascot. A lovely corgi with a black and tan coat, sitting on a light background.

Lily Corg-Westwood, Mascot

Office Morale

I’m a very good girl!

Lily is Sarah’s adventure buddy/familiar. She doesn’t really work, but she does make office days a lot cuter.

What Our Clients Say

Want to know what it's like to work with us? Check out our reviews from former clients and industry collaborators.

5 Stars Across the Board!

What's your marketing plan?

Let's figure it out together.

Book a Free Consultation