If you need senior marketing leadership without the cost or commitment of a full-time hire, a Fractional CMO is one of the fastest ways to bring clarity, direction and momentum to your growth plans.” Most growing businesses reach a point where marketing becomes harder to manage, not because people are failing, but because the business itself has evolved and become more complex.
As teams grow, channels multiply, and decisions involve more stakeholders, clarity can start to slip. At this stage, what’s often missing isn’t effort or talent, but Fractional CMO-level marketing leadership to help the organisation make better decisions, prioritise effectively, and move forward with confidence.
I work as a Fractional CMO with UK based B2B and B2C companies, typically one day per week, providing calm, board-level marketing leadership without the cost or commitment of a full-time executive. Learn more about the services I offer and how my approach works across strategy, execution and mentoring.
What is a Fractional CMO?
A Fractional CMO is an experienced Chief Marketing Officer who supports a business on a part-time or interim basis. The model has become increasingly common among growing businesses, as highlighted in this industry perspective on fractional executives from Carter Murray.
Rather than operating as an external consultant or agency, a fractional CMO works alongside your leadership team, helping guide strategy, support decision making, and develop internal capability.
In practice, a fractional engagement covers strategic planning, leadership support, prioritisation, and oversight of marketing activity. This broadly reflects how fractional marketing leadership works, while being tailored to the specific structure, team, and maturity of each business.
When a Fractional CMO Is Helpful
I’m usually brought in when businesses want to strengthen their marketing function without disrupting momentum:
- Marketing activity is increasing, but priorities aren’t always clear
- A capable marketing manager would benefit from senior guidance and mentoring
- Agencies are in place, but need clearer direction and accountability
- Leadership wants confidence that marketing investment is focused on the right outcomes
This is less about “fixing problems” and more about supporting the next stage of growth.
Fractional CMO vs Marketing Agency
Agencies play an important role in execution and a Fractional CMO can complement that by providing leadership, coordination, and long term direction. A key difference between a fractional CMO and an agency is integration. Fractional leaders operate as part of the senior team, aligning closely with the CEO, board, and internal functions, as outlined by senior marketing leadership models.
| Feature | Fractional CMO | Typical Marketing Agency |
| Primary Goal | Business growth & clarity | Channel delivery |
| Relationship | Embedded with leadership | External partner |
| Team impact | Supports & develops | Executes agreed scope |
| Objectivity | Technology & Channel Agnostic | Service led |
| Accountability | Direction & outcomes | Deliverables |
In many cases, my role is to help agencies do their best work, not replace them.
How I Work as a Fractional CMO
Fractional work only succeeds when it fits naturally into how a business already operates. My approach is designed to add clarity and confidence, without unnecessary upheaval.
Phase 1: The Foundation & Audit (Month 1)
We begin by listening and learning.
- Reviewing current strategy, positioning, and performance
- Understanding how marketing, sales, and leadership currently work together
- Aligning on priorities, expectations, and success measures
The goal here is shared understanding, not immediate change.
Phase 2: Focus & Enablement (Month 2)
Once there’s alignment, we gently improve how marketing operates day-to-day.
- Team support & mentoring to build confidence and decision-making skills
- Agency and channel review to ensure effort is well-directed
- Clearer measurement so leadership can see progress without complexity
Changes are incremental, considered, and collaborative.
Phase 3: Preparing for What’s Next
As search and discovery continue to evolve, I help businesses prepare without chasing trends.
- Strengthening content quality and authority
- Laying foundations for Answer Engine Optimisation (AEO) and AI-led discovery
- Ensuring marketing decisions remain commercially grounded
This is about readiness, not reinvention.
Developing Your Internal Marketing Team
A key part of my work is helping internal teams grow with the business.
If you have a Marketing Manager or Head of Marketing, I act as a sounding board and mentor, helping them step into more strategic responsibility over time.
The aim is to leave the business stronger, more confident, and less dependent on external support.
Specialised Expertise in B2B Tech & SaaS
Every industry is different. A Fractional CMO for a local restaurant is a very different animal than one for a B2B SaaS company. My expertise lies in high-growth, complex sales cycles where:
- The product requires education.
- The decision-making unit (DMU) involves multiple stakeholders.
- The lifetime value (LTV) of a customer justifies a strategic, multi-channel approach.
Whether you are in Manchester’s thriving tech scene or scaling a remote-first startup, I bring a data-backed perspective to your growth challenges.
Fractional CMO – Frequently Asked Questions
A Fractional CMO (Chief Marketing Officer) is a senior marketing leader who works part-time with your business. Typically on a retainer or weekly schedule they provide strategic direction, team guidance, and measurable impact without the overhead of a full-time executive. They bring the same level of strategic thinking as a full-time CMO, but on a flexible and more affordable basis.
A Fractional CMO integrates with your leadership team, learns how your business operates, and helps shape marketing priorities in a way that fits your rhythm. Engagements are typically structured around regular check ins (e.g. one day per week), collaborative planning, and clear milestone setting, rather than sudden, sweeping changes.
Unlike traditional consultants who deliver recommendations and leave, a Fractional CMO operates as a strategic partner embedded with your business. They help execute decisions, support internal teams, and align marketing with broader company goals.
Fractional CMO engagements are typically priced as monthly retainers at around £3k–£5k per month, depending on scope, experience, and time commitment. They’re deliberately structured to be significantly less than a full-time CMO salary, allowing smaller and scaling businesses to benefit from executive leadership without a six-figure employment commitment.
Yes for many growing businesses, especially when combined with internal talent and existing agency partners. The real value comes from high-level decisions, prioritisation, and direction rather than day to day management. One focused day per week, aligned with clear goals and internal execution capability, often delivers more value than much more time without strategic focus.
I work in a hybrid way, adapting to how your business already operates. I’m regularly on site with Manchester based clients, particularly for leadership sessions, planning, and team mentoring. For UK wide or remote first teams, I work primarily remotely, with occasional in-person days where they add the most value.
The aim is to be present where it matters, without introducing unnecessary disruption to existing ways of working.
A marketing agency typically focuses on delivering specific services like SEO, PPC or content production, based on a brief. A Fractional CMO helps define the brief in the first place, setting strategy, integrating channels, mentoring teams, and being accountable for outcomes. Agencies may still be part of the execution mix but the Fractional CMO ensures that work ties directly to business priorities.
Engagements usually last 6–18 months, long enough to stabilise strategic direction, support hiring or promotion of internal leadership, and embed improvements in team capability. Some businesses scale back involvement as they build internal capacity.
No, a good Fractional CMO works with your team and existing processes, especially where work is already performing well. The focus is on enhancing clarity, alignment, and impact, not on arbitrary restructuring. The aim is to make better decisions together, not to overhaul your business culture.
The model works well for:
B2B tech and SaaS firms with complex sales motions
Businesses scaling beyond founder-led growth
Companies with capable execution teams that need strategic leadership
Businesses that want senior marketing insight without full-time executive cost
These organisations value partnership and continuity over disruption.
Let’s Have a Conversation
I keep my fractional work intentionally limited so I can be fully present with each client.
If you’re looking for experienced marketing leadership that complements how your business already works, rather than disrupting it then I’d be happy to have an initial, no obligation conversation.
No pressure or sales pitch, just a chance to see whether a fractional model feels right for your business.
