The Business
GHG Group
GHG Group is a Greater Manchester-based group of specialist manufacturing and supply businesses with over 100 years of collective experience across component manufacturing, precision machining, injection moulding and global supply.
The group includes four established businesses, each serving different markets:
• Benchmaster — industrial workbench manufacturer, selling direct via ecommerce
• AUT Castors — specialist castors and wheels supplier
• JAS — precision machining and component manufacturing
• MTM — global supply and sourcing
Each business had its own products, customers and commercial objectives. What they didn't have was a marketing function capable of supporting all of them
The Challenge
Four businesses.
Four web sites built.
One marketing function.
When GHG Group engaged me, marketing activity existed across the group — but it wasn't consistent, it wasn't joined up and it wasn't generating clear commercial results.
The group needed someone to take full ownership of marketing across every business. The scale of what that required was significant:
Four separate websites to build or rebuild
Ecommerce infrastructure to develop and optimise
Two bespoke product configurators to design and build
Multiple audiences across manufacturing, engineering, procurement and distribution
SEO, PPC, email, LinkedIn and content programmes to run simultaneously
A group-level reporting framework to make performance visible across all businesses
Each business had its own products, customers and commercial objectives. What they didn't have was a marketing function capable of supporting all of them.
What we build
JASi became GHG Group's outsourced marketing department — with director-level oversight across all four businesses from day one.
We started by building the infrastructure that didn't exist: new websites for GHG Group, Benchmaster, AUT Castors and JAS, plus two bespoke product configurators allowing buyers to spec and price products online.
With the digital infrastructure in place, we built and ran the full marketing programme across all four businesses: SEO, Google Ads with weekly optimisation, email marketing to a database of almost 20,000 contacts, LinkedIn content and audience growth, product launches, sales collateral and monthly commercial reporting across every business.
Every activity was measured. Every channel had a commercial purpose. Everything was managed by one accountable team
80%
year-on-year increase in website traffic
— driven by SEO, content and a rebuilt website structured for conversion.
62%
increase in ecommerce revenue in a single month. Benchmaster online sales reached £47,775 in November — up 62% year-on-year.
20,000
contacts in the group marketing database — built, cleaned and continuously developed. Segmented by business, product interest and engagement level. A commercial asset the group now owns.
3.80
ROAS — up from 1.45. (£3,759 in ad spend generated £14,439 in sales.)
3,700+
LinkedIn followers — an engaged professional audience of engineers, buyers, procurement managers and decision-makers across manufacturing and industrial sectors.
What changed
Before JASi, GHG Group had four businesses and no unified marketing function. Each one was underperforming its potential online.
After JASi: four rebuilt websites, two product configurators, a database of almost 20,000 contacts, first-page Google rankings, a profitable PPC programme and a reporting framework that gave leadership clear visibility of commercial performance across every business.
Marketing stopped being something that happened occasionally. It became infrastructure.
What this means for your business
Most manufacturing and engineering businesses are good at what they make. They're less good at making sure the
right buyers can find them.
The GHG Group story demonstrates something specific: that a business with multiple brands, multiple audiences and multiple sales models can be served by one joined-up marketing function — delivering measurable commercial results across all of them simultaneously.
You don't need a separate agency for each business. You don't need to build an internal team for each brand.
You need one accountable team with the right expertise, the right oversight and a clear commercial brief.
That's what JASi provides.
Want to talk about
your marketing?
I'm happy to have a straight conversation about your business, your marketing and whether JASi is the right fit.