International Women’s Day can prompt reflection on progress, whether in the context of gender equality globally or how business is shaped closer to home. Progress, in any setting, is often the result of steady adjustment not a sudden change. It can involve structural reform at a societal level, for example, as well as adapting and refining how organisations operate day-to-day.

When Ruby Edwards launched You Do Better Ltd in 2017, the intention was simple. The business was built around a flexible model from the outset, initially delivering pay-as-you-go PR before evolving in response to growing demand. Many local SMEs needed experienced marketing direction, but a full-time hire did not always make commercial sense.

Today, You Do Better is a full-service agency that provides marketing, PR and website services without retainers, operating on hourly, daily and project-based rates. Businesses can access senior expertise when they need it and keep investment focused on measurable return rather than long term overhead. The structure has developed in line with client need – rather than agency convention.

Agility also shapes how the business is resourced. Rather than employing a fixed internal team, Ruby works with a trusted, referred group of associates who are specialists in their own fields, from design to digital and technical delivery, i.e. SEO services. They are involved as work requires, allowing the offer to expand or contract accordingly. Most have always worked flexibly, many from home well before remote working became widespread during and since Covid. The model supports experienced professionals at the same time as ensuring clients receive the right expertise at the right time.

Ruby embeds into leadership teams, helping define priorities and align marketing with commercial goals. Time is invested in understanding the business properly before decisions on marketing strategy are made.

Building the company while raising two children informed that structure from the beginning.

As International Women’s Day 2026 aims to highlight sustained progress, this year through the theme of Give to Gain, Ruby’s experience shows that growth is often built through steady adaptation and a willingness to structure business around real life.

To explore how flexible marketing support can work in practice, visit www.youdobetter.co.uk.