Clarity through the fairlead.
Fairlead Strategy is an independent consultancy offering brand, marketing, and social media strategy services to in-house and agency partners.
At sea, a fairlead keeps the line running clean, reducing friction, avoiding snags, and making sure the pull of the rope goes exactly where it’s needed.
Fairlead Strategy works the same way for your brand, guiding you through the cleanest path to results and building foundations that hold in any weather.
Julie Hallett
Principal, Fairlead Strategy
Julie is a senior marketing and communications strategist with 12+ years of agency and brand leadership experience. From research and brand development to campaign strategy, channel planning, digital content planning, and social media strategy, Julie helps organizations connect with their audiences to drive behaviour change and business outcomes.
Partnering with in-house teams and agencies, Julie helps bring clarity to complex challenges by tightening positioning, aligning marketing activity, and ensuring social channels deliver a measurable contribution to business objectives.
Past clients and collaborators include: Association of Municipalities of Ontario | Cineplex | Discover Halifax | Freshii | Halifax Shopping Centre | Nova Scotia Liquor Corporation | Pizza Delight | Saint Mary’s University | Dalhousie University | Wynford
Services
Brand
Brand is the foundation for everything else. Here, we clarify who you are, what you stand for, and why it matters. Then, we translate that into practical tools, like positioning, architecture, and messaging. The goal: alignment across teams, consistency across touchpoints, and a clear story your audiences recognize and remember.
Brand strategy
Brand positioning
Brand architecture mapping
Marketing
Marketing strategy turns your brand into focused, measurable action. This is where we define your audiences, map their journeys, and choose the right channels, campaigns, and content to move them from awareness to decision. You walk away with a grounded plan that guides budgets, priorities, and day-to-day execution.
Marketing strategy & integrated marketing communications planning
Persona development
Customer journey mapping
Key message development
Channel planning
Campaign development & execution
Social Media
Social media is where your brand is most visible and most vulnerable. Through smart channel choices, content strategy, community management, and governance that protects your brand, the result is a clear social presence that feels cohesive, on-brand, and tied to real objectives.
Social channel strategy
Social content strategy
Execution playbook development
Community management
Governance plans
Contact
Interested in working together? Fill out some info, and we will be in touch!