Feed4ward Control are experts in industrial automation, best known for delivering high-precision control systems and software to the pharmaceutical industry. Certain that the future of industry lies in automation technology, founder and CEO Rhys Lewis believes that Feed4ward has the potential to help the UK manufacturing sector navigate the transition into the “smart factories” of the future.
With this vision in mind, Rhys first approached The Marketing Centre in March 2023 for strategic and tactical assistance in building their brand and marketing activities.
The Challenge
First established in 2002, the company has built its reputation on quality and reliability, and Rhys was keen to build further on the company’s success.
As a small team of talented engineers, Feed4ward’s focus had always been on delivering technically complex systems designed and built around the GAMP®5 guidelines in the highly regulated pharmaceutical industry. Looking at opportunities for growth, Rhys was interested in expanding services to other industries, leveraging their high levels of expertise and validation processes to the sectors such as food and beverage, aerospace and energy.
To achieve this he realised the company would first need to develop the internal marketing capability. When Shelley Cole from The Marketing Centre first came on board as a part-time marketing director, the business had no formal marketing or business development structure, or internal roles dedicated to either of these areas.
The Solution
To progress from technical expertise to strategic growth Feed4ward needed to:
- Build a clear brand proposition, marketing strategy and budget that supported long-term business development.
- Start developing a targeted, account-based marketing (ABM) approach to building awareness and customers in new sectors.
- Create in-house marketing capability to ensure ongoing communications, consistency and momentum.
As Shelley recalls:
“It wasn’t about generating hundreds of leads. Feed4ward are focused on building long-term partnerships with a small number of customers to ensure they continue to deliver a personalised service and tailored solutions. My goal was to put solid marketing foundations in place, build the brand and start communicating more openly.”
Shelley began by getting under the skin of the business by understanding its values, culture, and aspirations. Working closely with Rhys and the leadership team, she helped clarify their brand proposition and messaging, ensuring it spoke not only to the pharmaceutical industry, but also to adjacent sectors where superb precision and quality make all the difference.
Together, they rebuilt the company’s website to make it more flexible and engaging, introduced regular content planning across LinkedIn and web, and developed key marketing assets such as a new company brochure and an introductory video, all designed to communicate Feed4ward’s story more effectively.
As the business grew, Shelley also supported the recruitment of James Gray, the company’s new Sales & Marketing Manager. With a strong sales background but little formal marketing experience, Shelley transferred most of her focus to mentoring James to take over the content and asset production.
“We moved from me doing the tactical work,” Shelley explains, “to me coaching James; helping him understand not just what to do, but why it matters. We built processes, reviewed content together, and made sure marketing became a natural part of Feed4ward’s day-to-day rhythm.”
The relationship extended beyond marketing: Shelley became a trusted sounding board for Rhys, helping to professionalise planning, messaging, and customer communication, all while respecting the team’s thoughtful, engineering-led culture.
