About
Tight Lines

When your marketing feels busy but isn’t delivering what it should, Tight Lines steps in.

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I work as a Fractional CMO or Interim Marketing Director, helping you focus on what works, fix what doesn’t, and turn marketing into something that actually moves your business forward.

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How I work

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Most of my work starts when something isn’t working. We get into what’s actually happening, what’s getting in the way, and what needs to change.

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Then I stay involved - working with your team, your agencies, and your activity - to make sure things move and deliver.

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Sometimes that’s a short, focused piece of work. Sometimes it turns into ongoing support.

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You can read more about how I work with clients here.

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About Huw Waters

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I’m a B2B marketing consultant and Fractional CMO based in Horsham, in West Sussex, with over 20 years’ experience working across both global brands and marketing agencies.

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I’ve held senior marketing and leadership roles at organisations including Panasonic, Motorola, British Airways, Whirlpool, Treasury Wine Estates, and Capita, covering the UK, EMEA, the USA, and Asia. I’ve also spent over a decade working with agencies such as Lab, Codehouse, and Paragon DCX - helping drive growth and build marketing functions that actually work.

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Across that time, I’ve:

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• built and led marketing teams

• launched brands, products, websites, channels, and campaigns

• worked across strategy and delivery

• sat on senior leadership teams

• presented and been accountable to boards

• and seen where marketing works, and where it breaks

A Bit More About Me

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I speak Japanese fluently and have worked closely with businesses operating across the UK and Japan. I also speak German, French, Welsh, and Bahasa Indonesia to varying degrees.

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Before marketing, I taught English - something that still shapes how I think about communication and messaging today.

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Outside work, I’ve been a grassroots football coach for close to a decade, and I’m a keen angler - which is where the name Tight Lines comes from.

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Why Tight Lines

 

“Tight lines” is what anglers say when they want you to have success.

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But it’s not just good luck. It’s something you can feel.

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It's a clear signal you'll have something on the end of the line. Because you’ve chosen the right spot. You've used the right approach. You've got everything working together to land something.

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That’s how I think about marketing.

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You should be able to feel it working. See it in the pipeline. See it in the conversations coming through.

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Because you’ve put the right strategy in place, the correct plan. and focused on what actually works.

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If your marketing isn’t giving you that signal, we should talk.