I’m a Strategic Marketing Consultant and Fractional Head of Marketing based in Barbados, working with organisations across a range of industries to bring clarity to their businesses.
My background spans advertising, corporate marketing leadership and independent consulting — which means I’ve seen how marketing works from multiple angles, and where it often breaks down.
I’ve worked across a wide range of industries including: Hospitality &
Tourism; Automotive & Retail: Energy & Industrial, Real Estate & Property as well as Professional Services.
I started my career in 2006 working in a few of Barbados’ leading advertising agencies, progressing from designer and copywriter to creative and account executive.
In 2013 I moved into a global organisation as Group Marketing Manager, where I gained experience leading marketing across multiple markets.
After several years in corporate leadership roles, I returned to independent consulting to work more closely with organisations on brand strategy, marketing direction and campaign development.
How I Work
Every organisation is different, but the challenge is often the same: Marketing activity becomes busy, but the bigger picture isn’t always clear.
My role is usually to step back with leadership teams and help bring clarity to three things:
• where the business is going
• how the brand and marketing should support business goals
• what needs to happen to move that forward
From there we build practical strategies and systems that bring the plan to life.
This is usually where the work becomes most valuable – bringing clarity to what actually matters.
A few personal things
- I love coffee — but only before midday.
- Health and fitness are a big part of how I stay grounded, both physically and mentally.
- I represented Barbados in synchronised swimming as a teenager.
- I still play Wordle.
- I’m very interested in how people think, which probably explains why I ended up in strategy.
- I’m learning to build a life that feels calm, focused and intentional (not just busy).
- Most of my best thinking happens somewhere between work, motherhood and everything else in between.
Let’s Start a Conversation
Whether you’re launching a new brand, evolving an existing one, or looking for strategic marketing support, I’d be happy to talk.
Michelle de Caires | Strategic Marketing Consultant + Fractional Head of Marketing 