About Kay Porter

Smart Marketing Works was founded in 2009 by Kay Porter, who took a risk after the 2008 financial crisis to start a business of her own. After nearly 10 years as Head of Marketing for a leading adhesives company, Kay took her marketing expertise to new clients and projects.

Kay has particular experience and achievement in the tiling industry. Her contributions have been recognised with the accolades of Liveryman of The Worshipful Company of Tylers and Bricklayers and Freeman of the City of London. She serves as Chief Executive Officer (CEO) of The Tile Association and is also a Director of Build UK, the leading representative organisation for the UK construction industry, supportively representing construction industry affairs.

Using her expertise in brand and product marketing, Kay has decades of experience delivering results for building products companies.

Kay’s strategic focus is the cornerstone of Smart Marketing Works’ mission to provide marketing solutions for the construction industry.

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About us page image

Built on building products

Since its foundation, Smart Marketing Works has expanded its construction and marketing expertise in sectors such as adhesives, tiling, flooring, agriculture and more. The team has rounded out to include other construction-background and digital marketing specialists. We have built experience across construction markets: trade and contractor, wholesale and merchant, retail/DIY, architects and specifiers, and e-commerce.

Today, Smart Marketing Works is the reliable, ‘go to’ marketing agency for the building products industry, working with national and global brands. We are proud to provide high quality services, whether project-based or ongoing, big or small.

Industry Expertise

Trade knowledge

Full knowledge of the construction industry and technical requirements


A proven track record delivering high-quality standards in budget and by deadline


Excellent contacts and relationships with the key trade media and wider industry professionals


Covering all marketing communication channels with a wide talent pool and resource bank

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Our approach

Supporting you from start to finish


Making it our business to understand your business and marketing needs, staying on top of industry and media trends


Preparing your marketing with expert, carefully considered strategy tailored to provide the perfect solution for you


Creating custom solutions tailored to your needs, following high quality standards and deadlines


Generating leads, traffic and engagement that will develop your brand and customers, helping to scale your business

Who we work with

Don’t take our word for it, hear what our clients have to say

We are working to develop a library of CPDs, including digitised versions. The team have been easy to work with and have grasped the technical features of our products before creating engaging CPD content that will be of great use to us.

Laura Keily


We have enjoyed working with the team, who professionally utilised the content we provided, resulting in a slick and dynamic learning seminar which has been well received by forward thinking specifiers. The digitised version of the presentation has been particularly popular in line with modern day work nature.

Adrian Gallagher

Crystal Units

The support provided to us by Smart Marketing Works has been crucial in developing our brand. In large part this is enabled by the skills that the company has in-house and also the wide experience that team members have in our industry.

Rob Kyle


We are very happy to be working with the PR team at Smart Marketing Works. They are able to get to grips with the technical aspects of our range and then create engaging content. The PR team's contacts in the trade press enable them to place articles in a broad reach of relevant publications.

Simon Darbyshire

Valinge UK