At How and When, we help ambitious businesses grow through strategic, customer-centric marketing. 

We specialise in service-led, considered tech sectors, where trust, lifecycle engagement and long-term value matters, in categories where marketing must balance commercial rigour with human understanding and regulated environments such as financial services, fintech and healthtech.

Led by Mai Fenton, an experienced CMO with a proven track record in transforming challenger and established brands, How And When offers fractional marketing leadership that drives measurable results.

Having operated across large corporates and tech scaleups, Mai combines strategic discipline and governance rigour with the pace, pragmatism and commercial focus required in high-growth environments. She works across brand building, marketing transformation and new-venture build, from launching propositions to scaling and modernising marketing functions for sustainable growth and measurable impact.

She collaborates seamlessly with cross-functional teams, solving complex challenges and acting as a catalyst for change. With a focus on customer insights, she helps businesses sharpen their positioning and accelerate growth.

Balancing both executive and non-executive roles, Mai provides a unique blend of skills and a holistic perspective - bridging strategic oversight with practical, hands-on experience that drives results at the intersection of strategy and execution.