Fractional
CMO Services

Senior marketing leadership that drives predictable growth.

 

A Fractional CMO or Fractional Marketing Director is a flexible, cost-effective solution for B2B businesses that need senior marketing leadership, but don’t yet require, or want, a full-time hire.

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You get access to an experienced marketing leader who has built go-to-market strategies, scaled teams, improved pipeline performance, and aligned sales and marketing around revenue - without the long-term cost or commitment of a permanent executive.

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A Fractional CMO keeps your marketing strategy on track, ensures plans are executed properly, and builds the commercial foundations that turn marketing activity into measurable business results.

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What can you expect from Huw Waters as your Fractional CMO?

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In short: senior marketing leadership, commercial focus, and practical delivery.

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Engagements can be one day a week, two days a week, a few days a month, or a defined short-term programme. Support can be advisory, hands-on, or embedded within your leadership team - always structured around what makes commercial sense for your business.

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I work across the full B2B marketing spectrum - identifying opportunities and gaps in proposition, positioning, messaging, pipeline performance, marketing technology, measurement, content, demand generation, digital execution, sales enablement, communications, and more.

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The scope can be broad or focused. But typical Fractional CMO support includes some, or all, of the following.

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Marketing Strategy & Planning

 

Clear commercial roadmaps that turn ambition into action.

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Many B2B Marketing plans fail. I refine existing marketing strategies, or build new ones from scratch - grounded in market insight, customer needs, and business objectives.

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This includes defining target audiences and ICPs, sharpening service and product propositions, developing messaging frameworks, and setting meaningful OKRs and KPIs.

 

Budgets are built around outcomes, not legacy spend. The result is a practical, prioritised plan that connects marketing activity directly to pipeline, conversion, and revenue.

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Everything you need for a robust, scalable marketing foundation.

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Marketing Team Design & Leadership

 

Building marketing teams that scale without chaos.

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Very often marketing teams can feel stretched.

 

A marketing function is only as strong as the team behind it. I help design the right structure, define roles and responsibilities, and create phased hiring and capability plans that grow with your business.

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Whether you are building from scratch, professionalising an existing team, or navigating transition, I provide interim leadership, mentoring, and clarity - ensuring your team can deliver consistently long after my engagement ends.

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Agency Selection & Oversight

 

Finding, briefing, and managing agencies for real performance.

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Choosing the wrong agency wastes time, budget, and momentum. I make agency selection structured, transparent, and commercially focused.

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From writing briefs and defining evaluation criteria to shortlisting, pitch management, and performance oversight, I ensure agency partnerships are aligned to your objectives, accountable for outcomes, and delivering genuine value.

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Brand & Positioning Review

 

Sharper value propositions that convert attention into pipeline.

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Positioning matters. Is your brand really standing out?

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If your website undersells you, sales decks feel inconsistent, or teams explain your offer in different ways, the issue is rarely content.

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I run focused brand and positioning reviews to sharpen your value proposition, align messaging across marketing and sales, and ensure your story resonates with the right buyers. Outputs include a messaging framework, positioning recommendations, and a practical action plan for what to fix, and what to amplify.

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Execution & Ongoing Delivery Support

 

Hands-on support that turns strategy into measurable ROI.

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When it comes to B2B marketing, consistency always beats campaigns, hands down.

 

Strategy without execution is just theory. I stay close to delivery - supporting demand generation, outreach, content, social, copy, campaigns, events, and sales enablement.

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With project oversight, hands-on collaboration, and built-in accountability, I help ensure initiatives move forward, stay aligned to commercial priorities, and deliver tangible results.
 

International & Japanese-market Engagements

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Japan is an attractive market for many B2B businesses from the UK, and vice-versa - the UK is an attractive marketing for B2B organisation from Japan.

But, I repeatedly see the same mistakes from companies entering the Japanese market - companies stall, burn budget, or quietly withdraw after 12-18 months with little to show for it.

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Alongside UK and European growth programmes, I also support cross-border and Japanese-market engagements.

 

With fluent Japanese language capability and deep cultural understanding, I help businesses adapt messaging, positioning, and go-to-market strategy for international expansion or expansion into the UK, where trust, nuance, and local credibility matter.

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Want to explore whether a Fractional CMO is right for your business??

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If you need clearer direction, stronger pipeline performance, better agency ROI, or more confident commercial decision-making, I’d be happy to discuss your priorities.

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Read our Frequently Asked Questions about a Fractional CMO or see how a Fractional CMO can transform your business and get you to the next level of growth.​