Strategy Built on
Real-World Experience
Senior marketing and AI strategy expertise, without the agency overhead. You work directly with me — and I bring everything I have to every engagement.
Lyndall Lohman
Founder & Director
Headway Co
Why I Started Headway Co
I spent years watching smart, capable business owners pour time and money into marketing that never quite worked. Not because they were doing the wrong things — but because they were doing them without a clear strategy, a defined system, or any real way to measure what was actually moving the needle.
My background is a bit unusual for the marketing world. I started my career as a British Army officer — an environment where clarity of purpose, structured execution, and accountability aren't optional. They're how things get done. That way of thinking has shaped everything I've built since.
After the Army, I moved into senior marketing leadership — most recently as Director of Marketing APAC at Sirtex Medical, leading marketing across 11 countries. I've worked at the executive level in complex, fast-moving environments where marketing had to connect directly to commercial outcomes. Strategy without results isn't strategy — it's activity.
You don't need more marketing activity. You need a structured system that connects what you're doing to what you're trying to achieve.
I started Headway because I wanted to bring that level of strategic thinking to businesses that can't justify — or simply don't need — a full-time senior hire. When you work with Headway, you work with me. Not an account manager, not a junior team member. Me.
I also practise what I preach. I use the same AI systems and frameworks I recommend to clients — which means I can deliver senior-level strategic work at a pace and quality level that would normally require a team. You get the thinking of an experienced marketing director, moving at the speed of a modern, AI-enabled operation.
That's the Headway advantage. Senior strategy, efficient delivery, and a genuine commitment to your outcomes — not a retainer that looks busy but doesn't move the business forward.
Lyndall Lohman
Founder & Director, Headway Co
How Effective Growth Works
Clear Positioning
If you can't clearly articulate why a client should choose you, no amount of activity will compensate. Positioning comes first — everything else flows from it.
Defined Priorities
Doing too many things is the same as doing nothing. Growth requires ruthless prioritisation — focusing effort where it creates the most commercial leverage.
Disciplined Execution
Strategy without execution is just a document. The Army taught me that plans only work if people follow through. I hold myself and my clients to that standard.
Measurable Outcomes
Marketing that can't be measured can't be improved. Every engagement begins with defined success metrics — so we always know what's working and what isn't.
Integrated Thinking
Marketing, technology, and strategy must work together. Siloed thinking produces fragmented results. The most effective growth systems connect all three.
Leadership Accountability
Growth doesn't happen without someone accountable for driving it. I take that responsibility seriously — for my own business, and for every client I work with.
Clear Positioning
▼If you can't clearly articulate why a client should choose you, no amount of activity will compensate. Positioning comes first — everything else flows from it.
Defined Priorities
▼Doing too many things is the same as doing nothing. Growth requires ruthless prioritisation — focusing effort where it creates the most commercial leverage.
Disciplined Execution
▼Strategy without execution is just a document. The Army taught me that plans only work if people follow through. I hold myself and my clients to that standard.
Measurable Outcomes
▼Marketing that can't be measured can't be improved. Every engagement begins with defined success metrics — so we always know what's working and what isn't.
Integrated Thinking
▼Marketing, technology, and strategy must work together. Siloed thinking produces fragmented results. The most effective growth systems connect all three.
Leadership Accountability
▼Growth doesn't happen without someone accountable for driving it. I take that responsibility seriously — for my own business, and for every client I work with.
Who We Work Best With
We Work Best With
- Founders and executive teams who think strategically
- Businesses ready to move beyond reactive marketing
- Leaders who want a genuine strategic partner, not a vendor
- SMEs investing in sustainable, long-term growth
- Businesses committed to structured implementation
Probably Not the Right Fit If
- You're looking for the cheapest option available
- You want someone to just "do the marketing" without strategic input
- You need overnight results without the commitment to back them up
- You're unwilling to engage with the strategy behind the execution
Ready to Have a Real Conversation?
No pitch, no pressure. A 30-minute call to understand your business and work out whether there's a genuine fit.
Book a Free Discovery Call