Fractional CMO for Agencies

Senior marketing leadership for agencies that want to grow their reputation, pipeline, and revenue - not just their output.

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Agencies are brilliant at delivering marketing for clients. But when it comes to marketing to marketers and their own growth, many agencies struggle to apply the same discipline.

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Tight Lines founder, Huw Waters, has spent over a decade leading marketing inside digital transformation, marketing, and creative agencies - building visibility, driving demand, and securing millions in new client revenue.

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This service is designed for agency founders and leadership teams who want sharper positioning, stronger new business performance, a more predictable growth engine, and to move from vendor to trusted partner, without hiring a full-time Head of Marketing.

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You can engage Huw as a Fractional CMO for agencies, working flexibly across strategy, execution, and leadership

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Strategy & Planning

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A commercial growth strategy for your agency - not just a marketing plan.

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I'll help you stop selliing services and focus on selling solutions, build marketing strategies and activity plans that strengthen your agency’s market position, sharpen your proposition, and create consistent new business momentum. Whether your budget is modest or substantial, the focus is always the same: **clear positioning, targeted demand, and measurable return.

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For leading marketing agency Paragon DCX, I delivered a full marketing strategy and annual plan aligned to a £6m new business target and £30m overall revenue goal across the UK, Europe, and USA.

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Demand Gen & Content Marketing

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Turn your agency’s expertise into visible authority and inbound opportunity.

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I help agencies avoid demand generaton mistakes that kill B2B marketing, I design and deliver content and demand-generation programmes that increase share of voice, attract the right prospects, and support sales conversations.

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This includes content audits, competitor analysis, research-led storytelling, campaign planning, and execution support.

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For digital experience agency Codehouse, I increased online share of voice by 34% and organic website traffic by 161%, helping generate £10m+ in new client projects, and improving marketing-sourced revenue contribution from 6% to 27%, at an ROI of 1:56.

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Copywriting & Comms

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Clear, credible communication that builds reputation and trust.

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From press releases and thought leadership to social presence and leadership profiling, I help agencies communicate their value consistently across media, clients, and the wider market.

For independent digital agency Lab, I led press and PR activity across trade media including The Drum, Marketing Week, and Brand Republic, delivering sustained brand visibility and consideration in priority sectors including Harpers Wines & Spirits, and B2B Marketing.

 

Event Management

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Put your agency in the room where relationships and reputation are built.

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Whether it’s hosting your own event, delivering webinars, or securing speaking opportunities for your leadership team, I help design events that strengthen credibility and generate meaningful conversations.

For Lab, I created and delivered Drones for Good - the UK’s first event dedicated to drones for social impact - attended by 300+ guests across media, government, charities, and industry bodies.

 

Interim & Fractional Leadership for Agencies

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When you need senior marketing leadership, without a permanent hire.

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Many agencies reach a stage where growth needs ownership at leadership level. I step in as a Fractional CMO or interim Head of Marketing to:

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• Define positioning and new business strategy

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• Align marketing and sales

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• Build internal capability and process

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• Embed repeatable growth systems

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Short-term, long-term, or project-based - shaped around commercial need.

 

Who This Is For

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This service is designed for:

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• Agency founders seeking stronger new business performance

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• Leadership teams refining positioning and proposition

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• Agencies preparing for growth, M&A, or repositioning

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• Teams needing interim or fractional senior marketing leadership

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Why Tight Lines

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You’re not hiring a generalist consultant. You’re working with someone who has led agency marketing from the inside, understands agency economics, knows how agencies grow when the market gets tough, and focuses relentlessly on commercial outcomes.

 

If you want your agency to:

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• Stand out in a crowded market

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• Build a stronger reputation

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• Generate more predictable pipeline

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• Improve conversion from opportunity to client​