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CDM Turns One: A Year of Growth, Clients & Lessons Learned
- Caylee Donaldson
- May 5
- 7 min read
Twelve months ago, I swapped certainty for possibility and launched CDM (CDonaldson Marketing). What began as a solo consultancy offering flexible, no-fluff marketing support quickly grew into something much bigger: a collaborative, client-first agency built on trust, agility, and results.
I couldn’t have predicted just how fast things would move, how many lessons I’d learn (some the hard way), or how lucky I’d be to partner with such brilliant businesses and people across industries. I still experience imposter syndrome when we receive a word of mouth lead, or a customer rebooks!
Today, as CDM turns one, I want to share a few reflections: the wins, the growing pains, the clients and team who’ve shaped us, and what this first year has taught me about building a marketing agency from the ground up.
From Freelancer to Full-Service Marketing Partner
CDM was born out of a simple but powerful realisation: after stepping away from full-time employment and into the world of freelance marketing, I saw just how many businesses were craving more than just extra hands. They needed dependable, strategic partners who could plug into their teams, get things done without constant direction, and deliver results with care and consistency.
That unmet need became the foundation of CDM – a boutique marketing consultancy built on trust, flexibility, and impact.
Since day one, I’ve juggled more roles than I ever expected – from strategist and content creator to project manager, business developer, accountant, and ops lead. The pace has been intense, the learning curve steep, and the process occasionally chaotic… but the reward of watching something you’ve built take shape and deliver real value? Completely worth it.
We’ve also had the joy of growing a team that’s as committed and curious as the clients we support. One defining moment came in October 2024, when Charlotte Harrison joined the business following maternity leave. With her sharp eye for strategy and calm no-nonsense approach, she’s played a massive role in shaping how we deliver campaigns, streamline workflows, and elevate our standards. CDM’s growth trajectory changed from the moment she came on board – and it hasn’t slowed since.
“Deeply knowledgeable, highly effective and inspirationally driven to succeed and support others around them achieve success. If you need a talented market support with great digital skills and marketing expertise to supercharge your campaign/s with flair and infectious positivity, call Caylee.”— Duncan MacOwan, Head of Marketing & Events, FESPA
What Our First Year in Business Taught Us
Running a marketing agency has been one of the steepest (and most rewarding) learning curves of my career. In just 12 months, CDM has transformed from a solo consultancy to a growing team delivering high-impact campaigns – and with that growth has come lessons I’ll carry for life. And with many more memories yet to come!
Here are a few that have defined our first year:
Processes Are Power
In a creative industry, it’s easy to undervalue systems. But as we’ve grown, clear workflows and project structures have become our secret weapon. Whether it’s campaign planning, content production, or client reporting – strong processes have helped us move faster, collaborate better, and stay focused on what matters: results.
Every Mistake is a Milestone
From quoting too low to not properly validating client desired targets, I’ve made my share of rookie mistakes. But each one has been a turning point – helping us refine our client experience, tighten our scope, and become sharper marketers. Mistakes aren’t setbacks; they’re building blocks for better decisions.
Relationships Are the Real ROI
You can have the best creative in the world, but without trust and communication, it doesn’t land. The most successful campaigns we’ve run were built on honest conversations, mutual respect, and shared ambition. That human connection – with clients, collaborators, and our own team – is what fuels our best work.
These are just a few lessons - I could probably write a book about every lesson I've learnt in the first year of operation... perhaps that'll make an excellent blog in itself! I welcome all lessons, as they don't just shape our approach – they’ve become part of our DNA. And as we move into year two, they’ll continue to guide how we show up, deliver value, and grow.
An All-Female Marketing Team (That Happened Organically!)
I didn’t set out to build an all-female agency — it simply happened that way. But looking back, it’s hard to imagine CDM unfolding any other way. The team we’ve built is one of the proudest parts of this journey so far.
Charlotte Harrison came on board in October 2024 after maternity leave, bringing calm confidence, strategic thinking, and the ability to streamline even the most complex projects. She quickly became a key pillar of the business and has been instrumental in how we deliver for clients and grow sustainably.
“Joining CDM felt like stepping into something genuinely collaborative. I’ve loved helping shape how we work not just what we deliver. Seeing how much we can achieve as a tight-knit team has been wonderful.” – Charlotte Harrison
Hollie Gamble joined in part time in January 2025 with a sharp editorial eye and a gift for making technical content engaging and accessible. Her attention to tone, structure, and purpose has raised the bar on our written work and given our clients a consistent, professional voice.
“There’s a real respect for the craft here – not just the results. CDM gives me the space to focus on meaningful content and do work that actually helps people connect and convert.” – Hollie Gamble
Rachel McMahon, the newest addition joining in April 2024, adds energy, fresh thinking, and a creative edge that keeps our content bold and on-brand. Whether it’s social campaigns or digital storytelling, she brings ideas to life with precision and flair.
“It’s rare to find a team that’s both strategic and creative – but that’s what CDM does so well. We’re not afraid to test new things, push the brief, and make marketing feel exciting again.” – Rachel McMahon
Together, they’ve helped shape CDM into a consultancy that’s not just results-driven, but collaborative, thoughtful, and values-led. What we’ve created isn’t just a team — it’s a shared mindset that places creativity, flexibility, and respect at the heart of everything we do.
Client Highlights: From Global Events to Local Impact
Over the past year, we’ve had the opportunity to partner with an inspiring mix of clients – from fast-paced event organisers and global media brands to purpose-driven businesses in education, wellness, and sustainability. Our foundation is in event marketing, but our work now spans a broad range of sectors and audiences – and that’s exactly how we like it.
Here are just a few of the organisations we’ve supported so far:
Event Industry Leaders:
We’ve helped elevate delegate, sponsorship and exhibitor acquisition, campaign strategy, and content for:
Hanson Wade
Clarion Events
Unleash AI
The Engineering Network
MVNO Nation
A Team Group
Finelight Media
Whether it’s launching new events, re-engaging past attendees, or sharpening an omni-channel strategy, we’ve worked closely with event teams to deliver meaningful results under tight timelines.
Beyond Events: Education, Wellness & Sustainability
Outside the event space, our team has had the pleasure of applying the same strategic mindset to very different types of work:
Bespoke Fostering – recruiting new foster carers across Norfolk and Suffolk
Fun Diving Curaçao – driving direct bookings and visibility for a Caribbean dive centre
Halo Guardians – marketing vacant property protection services to a UK-wide audience
Woodland Venison – promoting sustainable meat production and field-to-fork values
Framework Pilates – growing a loyal client base for a boutique reformer studio
Cervina Management - expert deer management services, including population and impact studies tailored to your land and needs
Each project brought a unique challenge, and we pride ourselves on tailoring our approach to suit the goals, budget, and vision of every client.
As we grow, we continue to welcome new collaborations across industries – and we’re excited to keep learning, adapting, and adding value wherever we go.
Sharing What We Know: Our Blog and Resources Hub
At CDM, we believe that marketing agencies should be more than just service providers — they should be knowledge-sharers and community builders. That’s why, alongside our client work, we’ve made it a priority to invest in content that supports the wider marketing and events ecosystem.
Our marketing blog has become a space where we unpack the real challenges marketers face — and offer practical, jargon-free advice to help tackle them. We’ve covered everything from:
Lead generation strategies that actually convert
How to improve customer retention without a big budget
What makes great event marketing in a crowded digital world
Tips for evaluating and improving your website’s performance
Creative ways to audit and optimise underperforming campaigns
One of our most extensive resources so far has been our Customer Retention Ebook — a hands-on guide packed with ideas to keep customers engaged, loyal, and coming back, even in a competitive market.
And we’re just getting started.
In year two, we’ll be expanding our content library with even more:
Deep-dive guides on conversion optimisation
Q&As with industry professionals (via our new #CDMInsights series)
Templates, checklists, and cheat sheets for busy marketers
We’re committed to helping marketers think differently, work smarter, and stay inspired — whether they’re a client or not.
Looking Ahead: What’s Next for CDM?
As we step into year two, we’re energised by what’s ahead. With exciting new projects already underway and new collaborations on the horizon, there’s a real sense of momentum — and we’re ready to build on it.
Our priorities remain clear and purpose-driven:
Delivering strategic, dependable marketing support – helping clients solve real problems, hit their goals, and move faster with confidence.
Expanding our thought leadership – sharing insights that challenge industry norms, empower marketers, and spark better conversations.
Growing with intention – adding talent, clients, and capabilities in a way that stays true to what matters most: flexibility, trust, creativity, and doing great work with good people.
We’re proud of what we’ve achieved, but even more excited by what’s possible. To all of the clients, collaborators, and colleagues who’ve trusted us so far – thank you. You’ve helped shape CDM into a business that’s not just growing, but evolving with purpose.
Here’s to year two — and everything it brings.
Ready to work together in year two?
Whether you're looking for strategic marketing support, a fresh pair of eyes on your campaigns, or a partner to help you scale with confidence — we’d love to hear from you. Book a free 30-minute discovery call!
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