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About PopUp Marketing


More than just a team of one - PopUp is the sum of its collective parts.

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The PopUp Marketing Mission

PopUp is on a mission to strengthen New Zealand’s B2B and tech sector by building marketing capability.
 
The PopUp Marketing model was born in 2012—long before “fractional marketer” was a term. Initially executed under the Proxi Marketing banner, it evolved into the Proxi Management Collective in 2018, where I took on roles as co-founder, director, and then associate in 2019. Until the end of 2024, I contracted through Proxi before fully re-establishing PopUp Marketing as an independent entity.
 
Today, PopUp Marketing continues to help tech and B2B companies build effective, sustainable marketing functions from the inside, out. I believe that being hands-on, balancing strategy and execution, is the key to long-term marketing success.
Jane Smallfield - Fractional Marketer

A bit about me
(Jane Smallfield)

A B2B and tech marketer for over 30 years, I’ve worked agency-side, client-side, and as a consultant. I have held the role of VP Global Marketing successfully delivering a global marketing program from New Zealand. My career also includes:

  • Past President of the NZ Software Association
  • Co-founder of the NZ Tech Marketers Group
  • Global Liaison for NZ Tech
  • Ambassador for the Morgo Community
  • NZ HiTech Awards organiser and convenor of judges
  • NZ Marketing Awards judge
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I’m committed to growing New Zealand’s tech and business ecosystem. To stay globally relevant, I invest heavily in B2B marketing best practices, maintaining memberships with:

  • MarketingProfs (Pro Member for 13+ years)
  • NZ Marketing Association
  • Certified Working Genius facilitator

While my focus is on tech and B2B, I’ve also worked across a range of other specialist B2B industries, bringing diverse expertise into every engagement.

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“I don’t really enjoy talking about myself - so if you want to know more, check out my LinkedIn profile.” 

pixie

Meet Pixie my AI Assistant

I am often asked how I use Gen AI. I have created Pixie as my AI assistant and first point of call: first piece of research, first draft, first edit – never the last. We are learning together and Pixie now saves me hours on a daily basis.

However, I never share anything confidential with Pixie and her focus is very much on PopUp Marketing. I create similar assistants within client accounts using the Gen AI tools and rules that are in place. My AI journey is ongoing. I am lucky to be able to learn from those at the forefront of using Gen AI in marketing globally, tapping into highly practical applications.

PopUp’s Support Crew

As a sole contractor there is single person risk – so, what happens if something unexpected occurs; illness, extended-leave, or other disruptions?”

That’s where my support crew comes in. I collaborate with trusted fractional marketing professionals, ensuring continuity, additional expertise, and extra capacity when needed. You contract directly with them if needed.

While I have yet to have a reason to deploy my Support Crew, it's good to know we have each other’s backs - and yours.

 

Community of Experts

No single marketer can do it all. That’s why PopUp Marketing partners with trusted specialists to fill any gaps your existing suppliers or marketing team can’t cover.
 
No referral fees. No markups. No ticket clipping. Just direct introductions to people I’ve worked with and trust, across a wide range of specialties including:
 
brand

Brand

graphic design

Graphic Design

SEO2

SEO

CRM & Automation

CRM & Automation

SEM

SEM and Digital Ads

video-production

Video Production

first marketer

PR & Communications

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Sales Lead Generation

 
 
But that is enough about me and PopUp Marketing - I am more interested in your story and how that has brought you here. 

Let's talk - click on the link below