FRACTIONAL CMO — KENT, UK
Senior marketing
leadership.
Without the
full-time cost.
Most DTC and ecommerce brands don't need a full-time CMO. They need someone who has done it before — embedded, revenue-focused, and honest about what the numbers are actually saying. That's the job.
Start a ConversationCommerce is complex until it's concise.
What does a fractional CMO actually do?
A fractional CMO takes on the marketing director role part-time — embedded in your business, operating at board level, accountable for commercial outcomes. Not an agency. Not a consultant who drops a deck and leaves. Someone who sits inside the problem with you.
For most growing ecommerce brands, the fractional model makes more sense than a full-time hire. You get the strategic weight without the salary, the pension, the notice period, and the time it takes to find the right person. The work starts in days, not months.
Under the Hood.
The Diagnostic.
Before any strategy, there's diagnosis. Most businesses come having already tried the obvious fixes — changed agency, increased budget, hired a head of paid. The problem usually runs deeper.
The Workshop phase is where I strip the engine back and look at every component: the P&L, the data infrastructure, the operating procedures, the marketing activity, and the ecommerce stack. Not to find fault — to find clarity.
You cannot fix what you cannot accurately see. The diagnostic gives you a map of exactly where margin is being made, lost, and quietly eroded — before we touch a single lever.
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01
P&L Audit A full examination of where the business actually makes money — and where it doesn't. Revenue is easy to read. Profit requires looking harder.
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02
Marketing Audit Every channel, every campaign, every pound of spend — assessed against commercial objectives, not vanity metrics.
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03
Ecommerce Audit From acquisition to checkout to retention — where the customer journey leaks revenue and where it compounds it.
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04
Data Audit Tracking, attribution, reporting. You cannot optimise on numbers you cannot trust.
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05
SOP & Brand Audits Process gaps and inconsistent brand execution are the hidden tax on every scaling business. Both get surfaced here.
The Build.
Engineered for
growth.
With a clear diagnosis, the build begins. The Studio is where strategy becomes infrastructure — the frameworks, creative direction, and commercial systems that give a brand the ability to grow without breaking.
This is where most fractional engagements spend their time. The V3 Engine — Value, Volume, Velocity — is the underlying framework. We build from value first: the positioning, the margin model, the customer proposition. Volume and velocity follow when the foundations are right.
The goal of every build is a business that doesn't need me to operate it. The work is done well when the team can run it independently.
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01
Brand & Creative Strategy Brand is not decoration — it is the operating system beneath every commercial decision. Guidelines, creative frameworks, and a clear point of view on what the brand stands for commercially.
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02
Growth Architecture Acquisition, retention, channel mix, customer lifetime value — built as a system, not a collection of campaigns.
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03
Customer Experience The end-to-end journey, designed to convert, retain and compound. Where most brands leave margin on the table.
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04
AI Context Engineering Building the rules, recipes and guardrails that let AI tools work reliably within your brand — without eroding what makes it distinctive.
Navigate Forward.
The Handover.
The Chartroom is where the handover happens. Once the diagnostic is done and the infrastructure is built, the job shifts from building to navigating — and the best measure of a successful engagement is a leadership team that no longer needs to ask for directions.
I set up the instruments, teach the team to read them, and stay available when conditions change. Dashboards that surface the right signals. Decision frameworks that reduce dependency on guesswork. Coaching that builds confidence in people who already have the capability, not just the permission.
The wheel is yours. My job is to make sure you know exactly how to use it.
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01
Data & Dashboards The right metrics, in the right format, for the right people. Revenue visibility that informs decisions rather than describing history.
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02
Decision Frameworks Structured approaches to recurring commercial decisions — channel investment, pricing, product prioritisation — that reduce the noise and sharpen the call.
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03
Team & Agency Coaching One-to-one and small group work to develop commercial judgement in the people already running the business. The goal is capability, not dependency.
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04
Ongoing Advisory Retained availability for when conditions shift — a sounding board for the calls that don't fit neatly into a framework.
By The Numbers.
Client names withheld by agreement. Results are real — placeholders below will be replaced with verified figures.
D2C online gross sales up +204% and operating costs reduced by 71% over three years, following a full channel audit and growth rebuild.
Net profit increased +37% YoY — achieved through operational cost restructuring and a 10% reduction in marketing spend, optimised for margin not volume.
Repeat revenue increased +159% YoY through CRM overhaul, RFM segmentation, and email platform restructure — turning a one-time buyer base into a compounding revenue stream.
Customer acquisition cost reduced by 76% whilst new customer orders grew +71% and gross revenue +82% — the result of attribution work that redirected spend to what was actually driving growth.
[Result description — replace with verified client outcome before publishing.]
WHO IT'S FOR
The right fit
matters more
than the right pitch.
I work with a small number of brands at any one time. That's deliberate. The fractional model only works when there's genuine depth of engagement — not a rotation of clients getting 10% of someone's attention.
I'm most useful to founders and MDs who are commercially sharp but feel they're outrunning their marketing infrastructure. Brands where revenue is growing but margin is thinning, where the agency is producing activity but not answers, or where a new channel or market is on the horizon and they want to approach it properly.
Based in Faversham, Kent — I work primarily with UK brands, with a particular focus on those in Kent and Southeast England who want genuine proximity, not a Zoom-only relationship.
- → You're a DTC or ecommerce brand generating revenue but not yet at the scale that justifies a full-time CMO salary.
- → You know marketing should be doing more, but you're not sure exactly where the problem is or which lever to pull first.
- → You have an agency or in-house team that needs clearer commercial direction — someone to set the brief, not just review the output.
- → Revenue is growing but margin is thinning — and you suspect the answer lives somewhere in the channel mix, the attribution model, or the cost structure.
- → You're about to enter a new market, launch a new channel, or rebrand — and you want to do it once, properly.
- → You want a senior peer — someone who will give you an honest read of the situation, not a comfortable one.
CONTACT
Start The
Conversation
Every engagement starts the same way: a conversation about where you are and where you want to get to. No pitch. No jargon. Just an honest read of the situation and a clear view of what's possible.
Based in Faversham, Kent — working with brands across the UK and beyond.
BOOK A FREE AUDIT
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