Senior marketing leadership for start-ups, scale-ups and SMEs that need clearer direction, stronger marketing and faster growth. I work as a fractional CMO or Marketing Director, stepping into the business part-time to lead strategy, teams, agencies and execution – without the cost of a full-time senior hire.
Based in the UK, I work with businesses in London and across the UK, as well as international clients.
.
.
When a fractional marketing leader makes sense
A fractional CMO or Marketing Director is a good fit when a business has reached the point where marketing needs experienced leadership, but a full-time senior hire doesn’t yet make commercial sense.
- Marketing activity is happening, but priorities, ownership and direction aren’t always clear.
- The founder or CEO is still making most of the marketing decisions and needs someone senior to take the lead.
- You already have marketers, agencies or freelancers, but they need stronger leadership and coordination.
- You’re entering a new market, launching a product, repositioning the business or preparing for the next stage of growth.
- You want a clearer view of what marketing is delivering, where money is being spent and what is driving results.
- You need senior marketing capability for one, two or three days a week rather than a permanent executive hire.
I typically step into the business as part of the leadership team, bringing structure, commercial focus and senior marketing experience while working with the people and partners already in place.
.
.
What I do as your Fractional CMO or Marketing Director
I take responsibility for the marketing function at a senior level, working with the leadership team to set direction, make better decisions and turn strategy into action.
Marketing strategy and priorities
Clarify where marketing should focus, what matters most commercially, and what the team should stop, start or improve.
Brand and positioning
Sharpen how the business is positioned, strengthen the proposition and make sure the brand is clear, distinctive and relevant to the market.
Go-to-market and growth
Shape launch plans, market-entry strategies and growth programmes that connect audience, proposition, channels and execution.
Team and agency leadership
Lead existing marketers, freelancers and agencies so everyone is working to the same priorities with clear ownership and accountability.
Performance and measurement
Improve visibility of what marketing is delivering, including channel performance, attribution, ROI and the metrics leadership actually needs.
Marketing Operating Model
Put the right structure, processes, tools and ways of working in place so marketing becomes more consistent, efficient and scalable.
The exact scope depends on what the business needs. In some cases I lead the whole marketing function; in others I focus on a specific growth challenge, transformation programme or launch.
.
.
Senior marketing experience with measurable results
I’ve spent 30 years working with businesses ranging from global brands to challengers, start-ups and growing SMEs. The scale may change, but the focus is the same: better marketing decisions, stronger execution and measurable commercial growth.
£1bn+ revenue
As Global Head of Brand Marketing at IG Group, I led our stable of brands during a period in which group revenue more than doubled, while brand awareness increased 5% and consideration 10% year-on-year.
+23% revenue
Strategy and marketing work with US challenger fintech tastytrade contributed to 23% revenue growth over 12 months.
+266% new risk policies
Marketing strategy work for PPS Mutual contributed to a 266% increase in new risk policies.
+31% year-on-year sales
Strategy and marketing work for a growing nutraceutical business contributed to 31% year-on-year sales growth.
These examples include work led by me in previous senior client and agency roles, as well as consulting engagements. They illustrate the experience I now bring to businesses through Elevate Growth Solutions.
Recent fractional work includes marketing leadership, positioning, go-to-market and growth programmes for businesses in education, SaaS, technology and professional services.
.
.
How a fractional CMO engagement works
The starting point is the business, not the marketing. I first get clear on where you are today, where you want to get to, and what growth looks like for the business. I then audit the marketing to understand what’s working, what isn’t, and where the gaps or opportunities are. From there, we build and prioritise the roadmap, align the key stakeholders around it, agree the plan, and move into implementation.
Engagements typically range from one to three days a week, depending on the scale of the challenge and the level of support required.
.
.
FAQs
What’s the difference between a fractional CMO and a marketing consultant?
A consultant is usually brought in to advise on a specific problem or project. As a fractional CMO or Marketing Director, I become part of the business for an agreed amount of time each week, taking responsibility for marketing leadership, priorities, decisions and delivery. I also take on standalone consulting projects where a business needs expertise around a specific marketing challenge rather than ongoing leadership.
How many days a week do you typically work with a business?
Most fractional engagements are between one and three days a week. The right level depends on the size of the business, the state of the marketing function and how much change needs to happen.
Can you work with our existing marketing team or agency?
Yes. In many businesses, there are already good people and partners in place. My role is often to give them clearer direction, stronger leadership and better coordination, rather than replace them.
What size of business do you typically work with?
I mainly work with start-ups, scale-ups and SMEs that have reached the point where they need senior marketing leadership, but don’t necessarily need or want a full-time CMO or Marketing Director. However, some of my recent clients also include international brands and £100M+ fintechs.
Do you only work with businesses in London?
No. I’m UK-based and work with businesses across the UK and internationally. Engagements can be remote, hybrid or include time on-site where that makes sense.
How much does a fractional CMO cost?
The cost depends on the level of support required, the number of days involved and the duration of the engagement. Most engagements are structured around an agreed number of days per week or month, with the scope and priorities agreed upfront.
Can you help if we don’t yet have a proper marketing team?
Yes. I can help build and shape the marketing function from the ground up, identify what capability you need, appoint the right internal or external resources, and put the structure and priorities in place. I’m also hands-on when needed — I’ll roll up my sleeves and help get the work done, rather than simply directing from the sidelines.
.
.
Need senior marketing leadership without a full-time hire?
If your business needs clearer marketing direction, stronger leadership and a plan that turns into action, let’s talk about what fractional support could look like.
.