--- title: About PopUp description: Learn how PopUp Marketing, founded by Jane Smallfield, builds marketing capability in NZ’s B2B and tech sectors with a hands-on, strategic approach. --- [Go Back Up](https://popup.nz/about-popup#top) [Skip to Content](https://popup.nz/about-popup#body) [![PopUp Marketing Logo-header](https://popup.nz/hubfs/PopUp%20Marketing%20Logo-header.svg "PopUp Marketing Logo-header")](https://popup.nz/?hsLang=en) Toggle Menu - [Marketing Capability](https://popup.nz/marketing-capability) - [Working Genius](https://popup.nz/working-genius) - [Inspiration](https://popup.nz/inspiration) - [About PopUp](https://popup.nz/about-popup) - [Let's Talk](https://popup.nz/lets-talk) # About **PopUp Marketing** # **More than just a team of one** - PopUp is the sum of its collective parts. ![about-popup (1)](https://popup.nz/hubfs/about-popup%20(1).gif "about-popup (1)") ## 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](https://popup.nz/hs-fs/hubfs/jane-smallfield-fractional-marketer.jpg?width=1000&height=667&name=jane-smallfield-fractional-marketer.jpg) ## 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 ![popup-marketing-pricing2](https://popup.nz/hs-fs/hubfs/popup-marketing-pricing2.jpg?width=1200&height=800&name=popup-marketing-pricing2.jpg) 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. ![brandmark teal](https://popup.nz/hubfs/brandmark%20teal.svg "brandmark teal") ### “I don’t really enjoy talking about myself - so if you want to know more, check out my LinkedIn profile.”  [View my LinkedIn](https://www.linkedin.com/in/janesmallfield/) ![pixie](https://popup.nz/hs-fs/hubfs/pixie.png?width=224&height=224&name=pixie.png) ## 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](https://popup.nz/hubfs/Icons/brand.svg) #### **Brand** ![graphic design](https://popup.nz/hubfs/Icons/graphic%20design.svg) #### **Graphic Design** ![SEO2](https://popup.nz/hubfs/SEO2.svg) #### **SEO** ![CRM & Automation](https://popup.nz/hubfs/Icons/ai%20for%20marketing.svg) #### **CRM & Automation** ![SEM ](https://popup.nz/hubfs/Icons/SEM.svg) #### **SEM and Digital Ads** ![video-production](https://popup.nz/hubfs/Icons/video-production.svg) #### **Video Production** ![first marketer](https://popup.nz/hubfs/Icons/first%20marketer.svg) #### **PR & Communications** ![sales-generation](https://popup.nz/hubfs/Icons/sales-generation.svg) #### **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**   [Back track to Marketing Capability](https://popup.nz/marketing-capability?hsLang=en) [Discover your Working Genius](https://popup.nz/working-genius?hsLang=en) [Let's talk about what you need](https://popup.nz/lets-talk?hsLang=en) [![PopUp Marketing Logo-rev](https://popup.nz/hubfs/PopUp%20Marketing%20Logo-rev.svg "PopUp Marketing Logo-rev")](https://popup.nz/?hsLang=en) - [Marketing Capability](https://popup.nz/marketing-capability) - [Working Genius](https://popup.nz/working-genius) - [Inspiration](https://popup.nz/inspiration) - [About PopUp](https://popup.nz/about-popup) - [Let's Talk](https://popup.nz/lets-talk) --- © 2025 Pop Up Marketing Ltd [Privacy Policy](https://popup.nz/privacy-policy?hsLang=en)