Fractional CMO & GTM Leadership
Senior marketing and commercial leadership, when your business needs it
When a Fractional CMO can make a difference
You might be at a point where the business has outgrown its current marketing approach — or where you need experienced leadership to help navigate what's next.
Growth has outpaced your existing marketing capability.
Your positioning no longer reflects where the business is heading.
Sales and marketing aren't as aligned as they need to be.
You need a clearer go-to-market strategy.
You're entering a new market or looking to accelerate growth in an existing one.
Your marketing activity has become tactical and disconnected from commercial priorities.
You need to build, restructure or develop the marketing function.
You've acquired or merged with another business and need a coherent market proposition.
You're preparing the business for its next stage of investment, growth or change.
Sometimes the challenge is obvious. Sometimes the first job is working out what is actually holding growth back.
What I can help with
Marketing & GTM strategy
Bring marketing closer to the commercial strategy, with a clear plan for where to focus, who to target and how to create sustainable growth.
Positioning & market narrative
Clarify what makes the business valuable, differentiated, and relevant. Turning that into messaging that works across the market, sales conversations and customer experience.
Sales & marketing alignment
Create greater clarity between teams, from target markets and messaging through to pipeline, measurement and shared priorities.
Building the marketing function
Assess what the business needs from marketing, then build the right structure, capability, processes and team around it.
Demand generation & marketing operations
Move beyond disconnected activity and create a more joined-up approach to demand, measurement, technology and performance.
Customer & market insight
Bring the voice of customers and the realities of the market into commercial decision-making. Helping leadership teams understand where opportunities and challenges really sit.
Market expansion & growth
Support new-market opportunities with the positioning, GTM thinking and commercial foundations needed to enter with confidence.
Leadership & challenge
Provide an experienced senior perspective for founders and leadership teams. Asking critical questions, challenging assumptions constructively, and helping turn decisions into action.
How I work
I don't believe in arriving with a pre-packaged marketing plan.
Every business is at a different point in its growth, so it is important to first understand the commercial context. Where the business is going, what's the barriers, what customer insight do you have and what the leadership team needs from marketing.
We can then focus on the priorities that will make the biggest difference.
That might mean stepping in as a true Fractional CMO, working alongside your leadership team and marketing function over a period of time.
Or it might be a defined project. This could be reviewing your positioning, assessing your GTM strategy, preparing for a new market, or helping shape the marketing function for the next stage of growth.
Either way, the aim is the same: clearer direction, stronger commercial alignment and marketing that contributes to growth.
Experience
Experience that combines strategy with execution
I've spent 25 years working across SaaS, technology and B2B businesses, including four years as CMO of a PE-backed global SaaS company.
I've built and scaled marketing functions, developed positioning and GTM strategies, supported international expansion, led post-acquisition integration, and worked closely with sales, customers, executives and boards.
In my previous full-time CMO role, I helped transform marketing from a function with no established growth engine into a more predictable demand driver, delivering 3x of the 2025 MQL target. I also helped align GTM with sales, contributing to 2.5x pipeline coverage within 12 months.
My consultancy experience means I'm equally comfortable stepping into an established team, building capability from scratch or working directly with a founder or leadership team where senior marketing leadership is currently missing.
The result
Not simply more marketing activity.
A clearer understanding of where the business is going, what needs to change, and how marketing can help get you there.
A stronger proposition. Better commercial alignment. The right capability around the team. And a marketing function built for the stage you're moving into.