What is a Fractional CMO?

A flexible, cost-effective way to bring senior marketing leadership into your business.

If you're a founder, CEO, or growth-stage business leader, you've likely asked yourself: "Do we need a marketing leader? Can we afford one?"

It's a tricky line to walk - especially when you're scaling, pivoting, or just trying to get more from your marketing investment.

Enter the Fractional CMO (Chief Marketing Officer) or Fractional Marketing Director.

This isn’t just another consultant or short-term contractor. A fractional CMO is a senior marketing leader who works with your business part-time - giving you the strategic direction, leadership, and results of a full-time CMO, without the full-time cost or long-term commitment.

Let’s break down what a Fractional CMO does, why the model works, and how it might be the right fit for your business.

So, what does a Fractional CMO actually do?

A Fractional CMO wears the same hat as any senior marketing leader - just on a more flexible schedule.

They’re responsible for defining and overseeing the marketing strategy, leading teams (in-house or agency), aligning marketing with business goals, and ensuring activity drives real commercial results.

Typical responsibilities might include:

• Developing or refining your marketing strategy and positioning

• Setting up marketing OKRs and KPIs that actually reflect your goals

• Managing or mentoring your internal team or freelancers

• Overseeing major campaigns, launches, or brand refreshes

• Advising on budget allocation and spend optimisation

• Leading agency selection or realignment

• Helping embed the right marketing processes and reporting tools

Unlike a traditional consultant who might provide a plan and walk away, a fractional CMO rolls up their sleeves and helps execute - working as part of your senior team.

Full-time CMO vs Fractional CMO

Why hire a Fractional CMO?

1. You get big-picture thinking without a big salary.

Hiring a full-time senior marketing exec can cost well into six figures - not including bonuses, equity, or benefits.

A fractional CMO gives you access to that level of expertise, without the overhead. You only pay for what you need, whether that’s 1-2 days a week or support during key phases.

2. They bring an outside perspective.

Sometimes, you’re too close to your own business to see what’s not working.

A good fractional CMO brings cross-industry insights, clarity, and pattern recognition. They’ve seen what works - and what doesn’t - in other companies like yours.

3. They help avoid expensive mistakes.

From bloated tech stacks to misaligned agency relationships, fractional CMOs spot inefficiencies and course-correct quickly.

They help you avoid the all-too-common trap of doing more without doing better.

What kind of businesses benefit most?

• Growth-stage B2B businesses that need to scale fast but aren’t ready for a full-time marketing lead

• Start-ups or post-Series A companies who want strategic oversight without burning budget

• Founders / CEOs wearing too many hats, needing experienced support to take marketing off their plate

• Marketing teams in need of direction, coaching, or structure

• Businesses preparing for investment, acquisition, or expansion, who need to tighten up their brand, strategy, and messaging

In short, if your business needs senior marketing expertise - but not five days a week - you’re likely a good fit.

How does it work?

At Tight Lines, I offer flexible, no-fluff support tailored to your business needs. That might look like:

• 1-2 days per week of hands-on leadership

• A one-off strategy sprint or campaign reset

• Support across team design, agency oversight, or marketing performance audits

• A phased plan to help build and embed your internal marketing capability

You can also choose from Quick Win services like:

• Fresh Start - a full marketing reset across team, tech, and strategy

• Smart Spend - a budget and performance audit to optimise ROI

• Traction Plan - a focused campaign and growth roadmap aligned to your goals

Each is designed to deliver clarity, momentum, and measurable progress, with the option to continue on a fractional basis.

I’m based in Sussex and work with B2B businesses across the UK - from Brighton to Bristol, London to Leeds.

Final thoughts on hiring a Fractional CMO

Marketing is too important to leave to chance - but hiring the wrong person (or hiring too early) can be an expensive misstep.

A Fractional CMO offers a smarter way forward: senior expertise, commercial focus, and real traction - on your terms.

If you're ready to take control of your marketing and set a clearer course, get in touch.

You bring the ambition. I’ll help deliver the momentum.