STRATEGY | GROWTH | GETTING THINGS DONE
For founders ready to grow, teams that need direction,
and Australian businesses taking on the USA.
We are Marching Starfish. We bring fractional marketing and operations leadership,
commercial clarity, and the hands-on support to move your business forward.
Big plans.
Practical
execution.
30 years across marketing, technology & operations
Australian perspective. US presence
Strategy through to implementation
WHERE WE COME IN
The next stage needs a steady pair of hands.
You've got ambition. You may also have too many priorities, a stretched team, or a new market to figure out. We help you choose what matters, get the right people moving, and follow through.
01 / MARKETING & GROWTH
Fractional CMO
Senior marketing leadership to connect your positioning, people and activity to the commercial plan.
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Positioning & go-to-market strategy
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Marketing plans & channel priorities
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Agency, vendor & team leadership
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Partnerships, content & campaigns
Bring focus to growth
02 / OPERATIONS & EXECUTION
Fractional COO
Practical support for leaders who need the business to run better while they keep building it.
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Business priorities & execution plans
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Processes, tools & team alignment
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Technology & vendor reviews
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Change management & delivery
Get things moving
03 / AUSTRALIA → USA
US launch partner
A US-based Australian led team to help translate your ambition into a focused market entry plan and activity on the ground.
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Market focus & launch readiness
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US positioning & go-to-market plan
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Partner & channel development
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Launch coordination & ongoing growth
Explore the US opportunity
AUSTRALIAN BUSINESSES. AMERICAN OPPORTUNITY.
The US is a big
move.
Let's make it a smart one.
01 / FOCUS
Choose your foothold.
Clarify your ideal customer, priority markets, competitors and route to market. Give the launch a defined starting point.
02 / POSITION
Make the story land.
Adapt your positioning, sales materials and marketing for US buyers while keeping what makes your business distinctive.
A great Australian business needs a plan that makes sense in the US. We help you work out where to start, how to tell your story, and what needs to happen next—with someone in your corner, working US business hours.
03 / CONNECT
Build the right mix.
Identify potential partners, channels, agencies and industry opportunities. Coordinate the people needed to bring the plan to life.
04 / LAUNCH & LEARN
Turn the plan into action.
Coordinate campaigns and launch activity, track the response, and adjust the approach as you learn from the market.
Start with a focused US launch readiness review
We'll identify what's ready, what needs attention, and the priorities for your first 90 days.
EXPERIENCE IN PRACTICE
Commercial thinking.
Sleeves rolled up.
Experience spans SaaS, digital agencies, consumer brands and business operations. The common thread: making complex work manageable and moving it forward.
Aqua Technics Pools
USA
US MARKET GROWTH / AUSTRALIAN BRAND
US marketing support across brand positioning, dealer communications, agency coordination and market development for an Australian fiberglass pool manufacturer.
Intrepid Spirits
OPERATIONS / TECHNOLOGY / CHANGE
Technology audit and subscription reviews, collaboration tools and migration communications to support a more coordinated way of working.
Prospektiv
SAAS / GO-T0-MARKET
Go-to-market planning, agency buyer personas, competitor analysis and outreach messaging for agency management software.
YOUR THINKING PARTNER. YOUR DOING PARTNER
Big picture perspective.
Feet on the ground.
I've spent more than 30 years across marketing, technology, agencies and operations—working with leaders to bring clarity, connect the dots and make things happen.
As an Australian based in Austin, Texas, I understand the ambition behind entering the US and the practical work it takes to get moving here.
My work combines strategic advice with hands-on delivery. I can lead a defined project, support a launch, or work alongside your team as a fractional CMO or COO.
WHAT CLIENTS SAY
Good people.
Great collaborations.
“Marching Starfish delivered a stellar performance, blending exceptional communication skills with efficient work execution, making it a truly delightful collaborative experience. We will be recommending them to all of our clients!”
Michael Gibby Founder, SEQIT
In their words: what it’s like to work with
Marching Starfish.
“Annabel is who you want working with you - on anything - she gets it and over delivers every time. Intuitive, creative and full of energy - makes projects fun as well as professional that deliver real tangible resultsl effect on customers and makes them trust you.”
Mark Quinn OzKleen
“Annabel is an expert in her field, from concept to execution. She is creative and results oriented. She is dedicated to her clients and keeps their objectives top of her mind. She is also good fun to work with.”
Patrick Waite, CBA
WHAT CLIENTS SAY
How we can work together.
Do I need a full-time executive?
You may need senior experience for a particular stage, project or number of days each month. Fractional support gives you an agreed scope and level of involvement, shaped around your priorities.
Do you only work with Australian companies?
No. We work with founders and leadership teams on marketing, operations and growth. Helping Australian companies launch and grow in the US is a dedicated part of that work.
What does US launch support cover?
Commercial and marketing planning, positioning, partner and channel development, recruitment and launch coordination. Where the project needs legal, immigration, tax or regulatory advice, that work belongs with qualified specialists.