Fractional Marketing Director
Senior marketing leadership without the cost of a full-time hire
Growing a business often means marketing becomes more complex. You may need stronger direction and better results but not enough to justify a full-time marketing hire. Or you may already be investing in marketing without a clear strategy connecting everything.
That’s where a Fractional Marketing Director can help.
I combine strategic leadership with hands-on digital marketing experience to help you make better decisions and turn them into action.
Based in London, I work with businesses across the UK that need senior marketing support without committing to a full-time hire.
Your marketing is busy. Is it working together?
Marketing activity can look productive without necessarily moving a business forward. Campaigns generate clicks, websites attract visitors and agencies deliver reports but are those efforts contributing to the outcomes your business actually needs?
The challenge is often not a lack of activity but knowing where to focus. Which channels deserve more investment? Where are potential customers dropping out of the journey? Are your suppliers working towards the same objectives, and do you have the information needed to judge their performance?
My role is to help answer these questions, establish clear priorities and make sure marketing decisions are grounded in business objectives and evidence. Rather than treating each channel in isolation, I look at how the different parts work together, where improvements are needed and how resources can be used more effectively.
That gives you a clearer basis for deciding what to invest in, what to change and what to stop doing.
Strategy backed by technical expertise
Good strategy needs to work in practice, not just on paper. My technical background helps me understand what’s happening beneath the surface, assess recommendations critically and identify the practical implications of different decisions. That means making informed choices based on how your marketing actually operates, not just how it looks in a report.
How I can help
- Strategy and leadership: Set priorities, develop marketing plans and align activity with business objectives.
- Digital acquisition: Review and improve paid media, SEO and lead generation.
- Websites and conversion: Identify opportunities to improve website performance and customer journeys.
- Email and CRM: Strengthen lead nurturing, customer communication and retention.
- Analytics and optimisation: Improve measurement and use evidence to guide decisions.
Signs You May Benefit From a Fractional Marketing Director
You need senior direction, not a full-time hire
Experienced leadership would help, but a permanent director may be more than you need.
Too many decisions sit with you
You’re still making every big or small marketing decision yourself.
Marketing has grown organically
Freelancers, channels and platforms have accumulated without a coherent plan.
No clear ownership
Nobody is responsible for making sure your marketing supports your wider business objectives.
Disconnected agencies
Individual suppliers focus on their own channels without a joined-up strategy.
Increasing marketing spend
You’re investing more in marketing but struggling to understand what is delivering results.
Sometimes, a business just needs someone to take a step back, look at the whole picture and take ownership. That’s where I come in.
How I Work With You
Every business starts from a different position, so I shape the engagement around your needs rather than imposing a standard package.
1. Understand
We start by discussing your business, objectives and current marketing setup. I’ll look at the channels, suppliers, reporting and resources already in place to understand the challenges and opportunities.
2. Assess and prioritise
I’ll help identify what’s working, what’s underperforming and where your attention is likely to make the greatest difference. The aim is to establish clear priorities rather than create a long list of activity for its own sake.
3. Set the direction
Together, we’ll establish the marketing priorities, objectives and plan. This gives the business a clearer direction and provides a basis for deciding how resources should be allocated.
4. Deliver and coordinate
Depending on the engagement, I’ll provide strategic oversight, coordinate existing teams and suppliers, or get hands-on with implementation where needed.
5. Measure and improve
We’ll review performance against the agreed objectives, identify what needs to change and refine the approach as the business develops.
The level of involvement can adapt over time. Some businesses need ongoing strategic direction, while others require more direct input during a period of change or improvement.
Why Work With Me?
I have over 10 years of digital marketing experience and a BA (Hons) in Advertising & Media Studies from Northumbria University. During six years at Terrence Higgins Trust, I progressed from Digital Communications Officer to Digital Manager and Acting Head of Digital, advising senior stakeholders, managing teams and overseeing six-figure campaign budgets for NHS and UK Government partners.
Having worked both in-house and as an independent consultant since 2016, I understand the pressures of running marketing within an organisation, as well as the need to make external support deliver real value. I take a practical, evidence-led approach, ask questions when something does not add up, and focus on what will make a meaningful difference rather than marketing for its own sake.
clients served
Lower cost per lead
Email Signup increase
Increase in sales
Explore my portfolio to see examples of my work and the results achieved.
Choosing the right support depends on what your business needs.
Fractional Marketing Director
Best when you need senior marketing direction, someone to connect different channels and suppliers, and ongoing ownership of priorities without hiring a full-time director.
A Marketing agency
Best when you have a defined brief and need specialist delivery, such as paid advertising, SEO, design or content production. Agencies can continue to play an important role within a wider marketing strategy.
Full-time Marketing Director
Best when the scale and complexity of your business justify a permanent senior leader with continuous, embedded responsibility for the marketing function.
Marketing consultant
Best when you need specialist advice, an independent assessment or recommendations for a particular challenge or project.
These options can work together. My role may be to set the direction, oversee an agency and assess its results, rather than replace it. Equally, where the business needs more direct support, I can get involved in the work itself.
Fractional Marketing Director vs an agency or full-time hire
Is fractional marketing right for you?
Fractional support can suit growing businesses that need senior marketing direction but don’t require a full-time hire. I can work with your existing team and agencies, or get more directly involved in delivery.
If you need a specialist for one defined task, an agency or project-based engagement may be more appropriate. If you need someone to connect your marketing, set direction and help execute the plan, let’s talk.
FAQs
Still have a question?
Find answers to more general questions about working with me, pricing, projects and ongoing support.
What does a Fractional Marketing Director do?
A Fractional Marketing Director provides senior marketing leadership on a part-time or flexible basis, without the commitment of a full time appointment. The role can include setting strategy, prioritising investment, aligning marketing activity with business objectives, overseeing teams and agencies, and helping turn plans into action. The exact scope depends on the needs of the business.
What is the difference between a Fractional Marketing Director and a Fractional CMO?
The titles are often used for similar services, although responsibilities vary between providers and businesses. Both can involve senior marketing leadership, strategy and oversight of delivery. I use the title Fractional Marketing Director to describe the support I provide, combining strategic direction with practical digital marketing experience.
How is it different from a marketing agency?
Can you provide hands-on marketing support?
Yes. My experience spans digital strategy, PPC, SEO, website development, conversion optimisation, email marketing and other areas of digital delivery. I can get involved directly where appropriate, as well as oversee work carried out by your team or external suppliers. The balance between strategic leadership and hands-on delivery depends on your priorities and the scope of the engagement.
Can you work with our existing marketing team and agencies?
What size of business benefits from fractional marketing leadership?
Fractional marketing leadership can suit growing businesses that need experienced direction but do not yet require a full time marketing director. This might include businesses with several agencies or marketing channels, an existing team that needs senior guidance, or an owner who is still making most marketing decisions. The key consideration is whether the business would benefit from clearer priorities and someone taking responsibility for overall marketing direction.
How much does it cost?
The cost depends on your objectives, the scope of work and the level of involvement required. My day rate is £550, outside IR35 where applicable. After discussing your business and priorities, I can recommend an appropriate level of support and provide a clear scope and price before work begins.
What's your availability?
My availability depends on existing client commitments. Contact me to discuss your requirements, current availability and the level of support you need.
Do you work with businesses in the UK?
Yes. I’m based in London and work with businesses across the UK. I also have experience working with international clients. You can explore examples of my work in my portfolio.
Still have a question?
Find answers to more general questions about working with me, pricing, projects and ongoing support.
Testimonials
What people are saying
Let's get your marketing pointing in the right direction
Let’s discuss your business, the challenges you’re facing and whether fractional marketing leadership is the right fit.