Fractional
CMO
A Fractional CMO or Fractional Marketing Director is a flexible, cost-effective solution for businesses seeking short-term, part-time marketing leadership. You get access to a senior B2B marketing expert with proven experience, without the hefty cost of a full-time, in-house hire.
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A Fractional CMO will build and ensure your marketing strategy stays on track, and make sure that your marketing plan is activated properly and delivers results - all without the long-term commitment or cost of hiring a full-time exec.
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What can you expect from Huw Waters, your Fractional Marketing Director?
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In a nutshell, flexible marketing expertise and leadership. The Fractional CMO role can be 1 day a week, 2 days a week, a few days a month, or several days a month, It can short-term or long-term – whatever makes commercial sense for your business.
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Huw Waters (learn all about me here) will tackle all aspects of marketing, identifying opportunities and challenges across lead quality and volume, marketing technology stack, tracking and measurement, brand awareness and messaging, content marketing strategy, digital marketing, sales enablement, and communications.
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The role can also be as wide or as narrow as you wish, but hiring Huw as a Fractional CMO would entail some or all of the following:
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Marketing Strategy & Planning
I'll refine your existing B2B marketing strategy and plan and provide strategic advice, or create a new one from scratch. This includes pinpointing your target audiences, enhancing service and product offerings, fine-tuning brand proposition and messaging, and setting solid, achievable OKRs and KPIs. Every plan I create is grounded in market insight and aligned with business goals - with smart budgeting that prioritises outcomes over legacy spend. Everything you need for a rock-solid marketing foundation!
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Marketing Team Design & Leadership
Your marketing function is only as strong as the team behind it. I will help you design the right structure, define roles and responsibilities, and develop a phased hiring plan to grow with your business. Whether you're building from scratch or levelling up an existing team, I offer interim leadership, mentoring, and support to ensure long-term capability and clarity.
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Agency Selection & Oversight
Finding the right agency can be time-consuming and high-risk. I make the process streamlined and strategic. From creating a compelling brief to shortlisting and evaluating candidates, I manage each stage of the pitch process with a focus on alignment, performance, and fit. The result? An agency partnership that actually delivers.
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Brand & Positioning Review
Is your brand telling the right story? I conduct a focused brand audit and strategy session to sharpen your value proposition, align messaging, and ensure your brand stands out and resonates. The output includes a clear report, positioning framework, and an action plan for what to fix, and what to amplify.
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Execution & Ongoing Delivery Support
Strategy without execution is just theory. I roll up my sleeves to support delivery across content, copywriting, PR & comms, campaigns, events, and more - ensuring ideas become action. With project oversight, hands-on collaboration, and accountability built in, I will help keep initiatives moving and aligned to your commercial objectives.
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Want to learn more about hiring a Fractional CMO?
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I'd be happy to discuss any specific requirements you might have for ongoing B2B marketing support.
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Get in touch with me today to see how a Fractional CMO / Marketing Director / Head of Marketing can transform your business and get you to the next level.​