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ESTHER STANTON GIBBONS

Fractional Brand & Comms Lead for Growing Pet Brands

If your product is strong but your messaging sounds like everyone else’s, you’re limiting your growth.

I help scaling pet brands clarify their positioning, sharpen their voice and turn what makes them different into communication that actually converts.

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What many brands experience

Everyone says the same thing and customers aren’t loyal.
Retailers don’t know who to promote.
Investors struggle to see clear differentiation.
Messaging blends into the background.
Growth becomes harder than it should be.

What I Do

I make sure what makes you different is impossible to ignore.

I help you:
Define clear, ownable positioning.
Develop tone of voice that feels human, not generic.
Clarify founder stories as the business scales.
Align messaging across websites, retail, social and investor communication.
Turn strategy into communication that drives commercial growth.

How I Work With Brands

Strategic Review:
A focused engagement to review your brand positioning, messaging and communications.

I analyse what’s working, where the gaps are, and provide clear recommendations on how to strengthen your messaging and brand narrative.

Often used by brands preparing for growth, investment or a repositioning.

Strategic Direction:
Working together to define positioning, messaging and tone of voice that supports your next stage of growth.

This can include messaging frameworks, brand storytelling and communications strategy.

Fractional Brand & Comms Leadership:
Ongoing support as part of your leadership team.

I work alongside founders and teams to find the powerful messaging locked within their brand that when harnessed into a communication strategy lead to growth.

Typically a part-time partnership over several months.

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26+ years in marketing, communications and brand storytelling

Leadership roles working on local and global campaigns across research, strategy and creative.

MARS PET FOOD

P&G

LUNA & ME

VODAFONE

VIRGIN

LEAGAS DELANEY

BT

YOUNG & RUBICAM

SKODA

EE

GREY

SAB MILLER

SKY

D&AD

GUMTREE

MAGNERS

LEAGAS DELANEY

Esther demonstrated a valued input to both strategy and creativity to deliver a high standard of work. She displayed true commitment and loyalty, always going the extra mile above and beyond to ensure client satisfaction.

Hermann Waterkamp – Executive Creative Director

VOLKSWAGEN GROUP

Esther worked intensively with me to deliver multiple campaigns during her time at Leagas Delaney. She understood our business needs, internal processes and tight deadlines and found solutions to the impossible. She was a consistent and friendly partner who bought both excellent results and a positive working environment for our business.

Thanh Vu Tran – Global Brand Strategy

CRISPIN PORTER & BOGUSKY

Esther is a passionate, fun, serious-minded operator who will go the extra mile. She thinks ahead and works well under pressure.

Jonathan Brown – Associate Strategy Director

STALKER NEW BUSINESS AGENCY

I’ve worked with Esther for six months, and in that time, she has transformed my approach to social. She became an expert in the industry I work within. This matched with a first-class understanding of the overall landscape she used social in creative ways to create real engagement. This has ultimately both increased my reach but more importantly generated real business.

Esther has been a joy to work with, and I see her as an extension of my team rather than an outsourced supplier. I would absolutely recommend her services.

Oliver Machin – Founder

SERINU MAEVE

Esther took design elements of our product and turned them into a brand story that not only translates into social but will impact all of our messaging. Her research, social strategy and content have affected not only our website traffic but her ability to attract influencers to promote our brand. Her imaginative copy has lifted our brand to a different level. Esther works hard to find ways to be budget-conscious.

Celine Casey – Director

Why Me

I’ve led campaigns, shaped brand narratives and translated complex businesses into clear, compelling communication for over two decades.

I understand how to turn a strategy into messaging.
How messaging becomes a strong campaignable.
And how campaigns lead to growth.

I bring that experience and knowledge to scaling pet brands who need senior thinking without thecost of a full-time hire.

LET'S TALK