The Marketing Meetup: Building community foundations for scale
The brief
The Marketing Meetup (TMM) started as a passion project. Around eight years ago, founder Joe Glover was working as a solo marketer in a small company, struggling to find local events that felt welcoming rather than stiff or intimidating. So he decided to build something different: a kinder, more accessible space for marketers to learn and connect without pressure to show off budgets or job titles.
What began as a small gathering has grown into a global community of over 50,000 marketers. TMM now runs hundreds of events, including webinars, in-person meetups across the UK and beyond, a brilliant newsletter, and their first-ever conference which launch in March 2025. Throughout it all, the ethos has stayed the same: a "positively lovely" place for marketers to support one another.
With a new Community Manager joining the team to look after social media, community engagement, and partner relationships, TMM wanted to set them up for success from day one. That meant getting the right foundations in place: clear processes, documented workflows, and structured systems that would allow them to hit the ground running.
I was brought in to deliver two focused projects: a community management framework covering social platforms, FAQs, and response processes; and a partner reporting structure to professionalise how they communicated value back to sponsors.
The work needed to be practical, not theoretical. Everything had to be ready to hand over, with enough flexibility to evolve as the new team member settled into the role.
My role
I worked directly with the TMM founders as a social media marketing consultant, delivering strategic groundwork across community management, social media strategy, partner relationship management, and reporting.
My scope covered:
Community audit and analysis - A full audit of community activity across all social platforms to establish a baseline understanding of engagement levels and time requirements.
Community management framework - Processes and systems to help the team manage community interactions at scale, including inbox configuration, tagging structures, and response workflows.
FAQ and response development - A review of months of community interactions to identify recurring questions and themes, resulting in documentation and response guidelines that matched TMM's distinctive tone.
Partner reporting framework - An evaluation of existing sponsor reporting, leading to a refreshed approach with branded templates, clearer KPIs, and streamlined workflows.
Handover and training - Internal documentation bringing together all processes and resources, followed by training sessions with the new Community Manager to set them up for success.
Deliverables
Full audit of community activity across social platforms with engagement metrics and time requirement estimates
Community management framework with inbox configuration, tagging systems, and response workflows
FAQ document and response guidelines based on community interactions
Partner reporting templates and workflow with sponsor-specific KPIs
Internal documentation and resources for the new Community Manager
Handover and training sessions
The outcome
The project gave TMM team exactly what they needed: a solid foundation that felt true to their brand while bringing operational clarity to scale their community work.
Once the new Community Manager joined the team, I handed over all documentation and ran training sessions to walk them through everything I'd built. It was a genuine pleasure to see the work come to life and know they had what they needed to thrive in the role.
For partner relationships, the refreshed reporting framework gave sponsors clearer visibility of the value TMM delivered, with a process that was easy to maintain month on month.
Working with the TMM team was a joy. They're building something genuinely special, and I'm proud to have played a small part in helping them grow.
Services: Social media and community management strategy, partner retention strategy, process design, team training and handover
Duration: December 2024 – January 2025
Location: Remote
