Fractional CMO Horsham

Senior Marketing Leadership for B2B Companies in Horsham

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Looking for a Fractional CMO in Horsham who can bring structure, focus, and commercial discipline to your marketing?

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Huw Waters is a Fractional CMO for B2B companies and agencies, based in Horsham, Sussex and working across the UK and Japan through Tight Lines.

 

I work with B2B founders, CEOs, and agency owners in Horsham and the surrounding area who need senior marketing leadership - without the cost or commitment of a full-time hire.

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If marketing feels busy but pipeline feels flat, the issue is rarely effort. It’s structure, positioning, or alignment.

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That’s where a Fractional CMO comes in.

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Why a Fractional CMO in Horsham?

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Horsham has a strong base of professional services firms, agencies, consultancies, and growing B2B businesses. Many sit in the £2m-£30m turnover bracket.

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They’re successful. But often:

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• Marketing is reactive rather than planned

• Sales and marketing aren’t aligned

• Agencies are delivering activity without commercial accountability

• The founder is still the de facto CMO

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At that stage, hiring a full-time Marketing Director can feel premature. But doing nothing isn’t an option.

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A Fractional CMO provides:

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• Board-level marketing leadership

• Commercial focus on pipeline and revenue

• Team structure and accountability

• Strategic direction without executive overhead

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What I Do as a Fractional CMO

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Every engagement is different, but typically I help Horsham-based B2B businesses with:

 

​1. Positioning & Proposition

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If your messaging sounds similar to competitors, sales cycles get longer and pricing pressure increases. We define:

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• Clear ICPs

• Strong value propositions

• Commercial proof

• Consistent messaging across sales and marketing
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​2. Pipeline Structure & Growth Planning

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Most stalled growth comes from lack of focus. I introduce:

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• Defined revenue targets

• Accountable 90-day marketing sprints

• Pipeline visibility

• MQL/SQL clarity

• CRM structure and reporting

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​3. Sales & Marketing Alignment

 

Marketing activity means little without sales conversion. I work alongside founders and business development leaders to:

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• Align outreach and positioning

• Improve sales enablement

• Strengthen case studies around commercial outcomes

• Ensure marketing supports revenue, not vanity metrics

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4. Team & Agency Oversight

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If you already have a marketing team or agencies, I don’t replace them. I lead them. Or if you need one, I'll help you select the right one. That includes:

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• Defining priorities

• Introducing governance

• Holding delivery accountable

• Ensuring spend maps to outcomes

• Running pitches and RFPs

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You can read about my broader Fractional CMO Services here.

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Local, But Not Small

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Although I’m based in Horsham, my work spans Sussex, the UK, Europe, and Japan. Many of my clients operate internationally.

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​What you get is:

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• 20+ years of senior marketing experience

• Background across B2B tech, consultancies, agencies, and professional services

• Experience inside PE-backed environments

• Practical leadership, not theoretical advice

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But you also get someone local. ​Someone you can meet face-to-face when needed. ​Someone who understands the Sussex business landscape. 

 

You'll often see me at a Sussex Chamber of Commerce event, Horsham District events, Horsham Sports Club networking, or other events around the county, spending time getting to know local business owners and leaders.

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Who a Fractional CMO is for

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My work as a Fractional CMO is for you if:

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• You run a B2B company in or near Horsham

• Revenue has plateaued or slowed

• Marketing lacks ownership

• You’re unsure whether to hire full-time

• You want commercial discipline, not more activity

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It’s not for:

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• Early-stage startups with no revenue

• Businesses looking purely for tactical execution

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Read about some of the lovely clients I've worked with, including local business Soho Sampling, who brought me in as Fractional Commercial and Marketing Director to establish the company’s go-to-market strategy, create the sales and marketing infrastructure, and generate new business opportunities.

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How Engagements Work

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Flexible structure depending on what makes commercial sense:

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• Fractional CMO services across 1-2 days per week, short- or long-term

• Quick-wins with my strategic marketing accelerators

• Board advisory

• Short-term interventions, liike my 30-day pipeline reset

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Everything I do is outcome-led.

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Frequently Asked Questions

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Need to know more about what a Fractional CMO is and does? Check out my frequently asked questions about working with a Fractional CMO.

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Or check out my guide to whether Fractional, Interim or Full-Time Marketing Leadership is right for you.

 

Let’s Talk

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If you’re a Horsham-based founder or agency owner who feels your marketing should be delivering more than it is, let’s have a conversation.

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No pitch. No obligation. Just a practical discussion about where growth is getting stuck and how I might be able to help.