flexible marketing help for those who can - and do
We help skilled local service providers take control of their marketing.
we believe in the power of practical
Service businesses are the beating heart of the UK economy. They’re powered not by algorithms or automation but by real people with real skills, deep knowledge, and the kind of expertise you only get from doing
From tutors and trainers to therapists and accountants, these businesses don’t scale through shortcuts. They grow through trust, reputation, and results. And they deserve marketing support that understands that.
We started Clever Folk to champion service-led businesses — the ones built on craft, care, and competence. Because in a noisy digital world, credibility still matters. And when it’s matched with smart marketing, it can take you to the moon.
At Clever Folk. we know that service businesses need three ingredients to succeed: Deep expertise, community trust and great marketing.
Most already have the first and that in turn develops trust. By combining skilled marketing with your hard-earned expertise, we help create a flywheel where trust, reputation and revenue grow together.
who we are
We’re Ben and Georgie, seasoned marketers who have worked for large national brands, service marketplaces and also have our own successful service businesses. We know that success is built on trust, reputation, and hard work and that marketing is nothing more than a tool that helps you grow.
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Georgina is a senior marketing strategist with over 20 years’ experience leading B2C and B2B marketing for brands across retail, eCommerce, tech, fintech, and consumer services. Her career spans leadership roles at Checkatrade.com, Tandem Bank, Openpay, New Look, Arcadia Group, Sweaty Betty, and Marks & Spencer.
She’s worked with both hyper-growth startups and large, established brands navigating digital transformation, bringing clarity and momentum to marketing teams facing complex challenges. Georgina offers board-level strategic thinking, objective brand guidance, and a strong commercial lens — helping businesses stay relevant and competitive in fast-changing markets.
With a deep network of trusted partners and talent, she connects growing businesses with the expertise they need to scale effectively and sustainably.
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Ben is an experienced marketing strategist with over 20 years’ experience building and growing some of the UK’s most recognisable brands. Beginning his career as a journalist, he moved into PR and marketing, developing a reputation for delivering campaigns that drive real commercial impact.
He has led brand and campaign strategy across paid social, video, TV, and PR, working with startups and major brands including Tesco, the BBC, ITV, TalkTalk, and Comic Relief. As Director at Instapro Group, he led advertising for international home service marketplaces. He also runs GoggleSquad, a growing swim school brand with six locations and counting.
Ben bridges the pre-digital and digital eras of marketing, bringing a unique perspective on how to connect businesses with the right audiences. He’s collaborative, commercially minded, and passionate about helping skilled, human-led businesses grow in an age of automation.
why work with us?
We give service businesses an advantage by putting them in control of their marketing and growth. We are proud to be:
experienceD
Ben and Georgina are seasoned marketers with 40+ years of experience - including at MyBuilder and Checkatrade - they help skilled, local businesses grow with clarity and confidence.
small and nimble
We’re small, nimble, and low on overheads, so every penny of value goes into helping local, skilled businesses grow with clarity and confidence.
flexiblE
We keep things lean and flexible so clients get the expert support they need, when they need it, without being locked into anything that doesn’t serve their goals.
your brand, your growth
We believe it’s time local service business owners to take control of their marketing. They need to build their own brand reputation, connect directly with customers and create a profitable flywheel with reliable, consistent revenue.
If they do that, they need to rely less on directories and marketplaces which control visibility, shrink margins and undermine them by promoting them alongside competitors
Such services have a use in the short-term and we can help service providers use them correctly, but long-term you're just renting, not building.
Growing a strong local brand makes you indispensable and we believe it is the best path to sustainable growth.
Ready to Stop Guessing and Start Growing?
Let’s create campaigns that connect with your ideal customers and grow your business.