FRACTIONAL MARKETING SOLUTIONS :
Fractional CMO
Part-Time Executive Marketing Leadership. Without the Cost of a Full-Time CMO.
A Fractional CMO becomes part of your leadership team on a part-time basis, providing executive marketing leadership without the cost or commitment of a full-time appointment. Working directly with business owners, CEOs and directors, I’ll help to shape Marketing strategy, investment and long-term business growth.
- Business Growth & Strategy
- Commercial Leadership
- Marketing Performance
- Leadership & Accountability
FOCUS ON THE 20%
THAT CREATES 80%
OF THE RESULTS
Richard Milestone:
~ Fractional CMO
As the co-founder of a leading UK Google Premier Partner agency, I spent 12 years building and leading one of the UK’s recognised digital marketing businesses.
Combined with more than 20 years of senior commercial and marketing experience, I’ve worked with organisations ranging from FTSE 100 companies to ambitious SMEs, providing strategic leadership that delivers measurable business growth.
I now work alongside CEOs and leadership teams, providing executive marketing leadership in a Fractional capacity.
How Does A Fractional CMO Work?
A Fractional CMO works in much the same way as a full-time Chief Marketing Officer, just for fewer days each week. Where a Fractional Marketing Director typically leads the marketing function for a single business, a Fractional CMO often operates across larger organisations, multiple business units or group companies, aligning marketing with wider commercial objectives and board-level strategy.
I become part of your executive leadership team, attending board and senior leadership meetings, working alongside CEOs, Managing Directors and senior stakeholders to shape commercial direction, oversee marketing performance and ensure every part of the organisation is working towards the same objectives.
Rather than advising from the outside, I’m involved in the decisions that matter. I work with Marketing Directors, Heads of Marketing and internal leadership teams, coordinating agencies and specialist suppliers, challenging ideas, reviewing performance and ensuring marketing investment delivers measurable commercial results across the organisation.
The reality is that working on a fractional basis often creates a stronger commercial focus than a traditional full-time appointment. With limited time available, every discussion, decision and initiative has to justify its value. There is simply no room for unnecessary activity, internal politics or marketing for marketing’s sake.
A Fractional CMO also gives organisations the ability to bring in experienced executive marketing leadership quickly. Instead of months spent recruiting, onboarding and waiting through notice periods, I can integrate into your leadership team rapidly and begin making an impact almost immediately.
You receive the same executive marketing leadership, strategic direction and commercial accountability as a full-time CMO, often delivered with greater focus, faster deployment, stronger prioritisation and significantly lower cost.
Why Choose a Fractional Marketing Director?
Many organisations reach a stage where they need executive marketing leadership, but not necessarily a full-time Chief Marketing Officer.
That’s exactly where I come in.
I become part of your executive leadership team, working alongside owners, CEOs and Managing Directors to provide strategic marketing leadership, commercial direction and executive accountability. Where a Marketing Director typically leads the marketing function within a single business, a CMO operates at a broader organisational level, aligning marketing across business units, leadership teams and commercial objectives.
For many organisations, that level of leadership simply doesn’t require five days a week. Instead, you gain the experience, judgement and strategic oversight of an executive marketing leader for exactly the time your organisation actually needs.
01 Executive Marketing Leadership
CMOs lead marketing at executive level.
Providing board-level marketing leadership that aligns marketing strategy with wider business objectives.
02 Commercial Direction
Marketing should support commercial performance.
Ensuring marketing investment, priorities and resources contribute directly to organisational growth.
03 Leadership Across The Organisation
Align teams behind one strategy.
Supporting Marketing Directors, Heads of Marketing, agencies and leadership teams with clear direction and accountability.
04 Flexible Executive Support
Executive capability without a full-time appointment.
Access experienced CMO leadership one, two or three days per week as your organisation requires.
05 Lower Cost & Faster Deployment
Avoid lengthy recruitment and executive employment costs.
Bring experienced executive leadership into your organisation quickly, without permanent salary commitments, employer costs or lengthy notice periods.
06 Scales With Your Organisation
Increase or reduce support as your organisation evolves.
Flexible executive leadership that adapts as acquisitions, restructuring, growth or commercial priorities change.
In my experience, organisations rarely need a Chief Marketing Officer sitting in the office five days every week. They need an experienced executive who can provide direction, challenge decisions, align teams and ensure marketing contributes to wider commercial objectives.
That’s exactly what a Fractional CMO delivers.
Rather than spending months recruiting a permanent executive, your organisation gains experienced CMO-level leadership quickly, with the flexibility to increase or reduce support as your business evolves.
You receive the strategic direction, executive leadership and commercial accountability of a full-time CMO, often with greater focus, faster deployment, stronger commercial discipline and only for the time your organisation actually needs.Comparing the Costs - Full Time vs Fractional
A full-time Chief Marketing Officer isn’t the right solution for every organisation. Executive salaries, bonuses, employer’s National Insurance, pensions, recruitment fees and long-term employment commitments can make hiring a permanent CMO a significant investment. A Fractional CMO provides the same executive marketing leadership, commercial direction and strategic oversight, but only for the time your organisation actually needs.
| Option | Typical Annual Cost | Recruitment Required | Long-Term Commitment | Flexibility |
|---|---|---|---|---|
| CMO | £150k – £250k+ | ✔ | ✔ | Low |
| Fractional CMO | c. 25% - 50% Cost | ✘ | ✘ | High |
I don’t provide less than a full-time CMO. I provide the same executive marketing leadership, strategic direction and commercial accountability, often with greater focus, faster deployment and only for the time your organisation actually needs.
Most organisations don’t need a Chief Marketing Officer five days a week.
They need experienced executive leadership at the moments it matters most.
Flexible Executive Engagement
Every organisation is different. Fractional CMO support is designed around the complexity of your business, leadership structure and strategic objectives, rather than fixed packages or standard monthly retainers.
Executive
Oversight
Board-level strategic support for organisations requiring experienced executive marketing leadership.
Growth &
Transformation
Supporting acquisitions, restructuring, rapid growth, international expansion and organisational change.
Interim
Executive Cover
Experienced CMO leadership during recruitment, transition or maternity cover.
Tailored
Engagement
From strategic monthly board support through to embedded multi-day executive leadership, every engagement is individually scoped.
Your Fractional CMO Takes Responsibility For
When I become part of your organisation, my role is to provide executive marketing leadership, strategic direction and commercial accountability across the business. Working alongside your executive team, I ensure marketing supports wider organisational objectives, aligns multiple teams and delivers measurable commercial performance.
Executive Marketing Leadership
Rather than acting as an external consultant, I become part of your executive leadership team, helping shape organisational strategy, challenge executive decisions and ensure marketing contributes directly to commercial performance.
My role is to align leadership, marketing teams and investment behind a single strategic direction, creating accountability across the organisation and supporting sustainable long-term growth.
- Executive Marketing Leadership
- Organisation & Group Strategy
- Commercial Performance & Growth
- Marketing Governance & Accountability
- Marketing Director Leadership & Support
- Board Reporting & Strategic Planning
Is a Fractional CMO not quite the Right Fit?
Not every organisation requires executive-level CMO support. If your business is focused on leading a single marketing function, a Fractional Marketing Director may be the more appropriate solution. If you’re looking for a more hands-on delivery role, I can also support your business as a Fractional Marketing Manager. For fixed-term executive cover, I can also operate in an Interim CMO or Interim Marketing Director capacity.
LET'S DISCUSS YOUR ORGANISATION
You've seen how a Fractional CMO works. The next step is to discuss your organisation, leadership structure and strategic objectives.
Every organisation is different. Some require executive marketing leadership across multiple business units, others need support through growth, acquisition, restructuring or organisational change. Some already have Marketing Directors or Heads of Marketing who simply need experienced executive leadership above them.
In an introductory discussion, I'll take the time to understand your organisation, commercial priorities and existing leadership structure before recommending the most appropriate level of support. If I don't believe a Fractional CMO is the right fit, I'll tell you.
There's no obligation, no sales pitch and no fixed packages. Just an honest discussion about whether executive marketing leadership could help your organisation achieve its commercial objectives.
Book a free 15-minute introductory call and I'll assess your current position, discuss your commercial objectives and recommend the level of senior marketing support that's right for your business.
Frequently asked questions
There is no single universally accepted definition of a Chief Marketing Officer or Marketing Director. Different organisations use the titles differently, and in many businesses the responsibilities overlap considerably.
Generally, a Marketing Director is responsible for leading the marketing function within a single business, while a CMO typically operates at a broader executive level across a larger organisation or group of companies. A CMO may oversee multiple marketing teams, Marketing Directors or Heads of Marketing, ensuring strategy, governance and commercial alignment across the organisation.
In practice, the difference is usually one of organisational scale and executive responsibility rather than marketing capability. Both roles provide senior strategic leadership, commercial direction and accountability, but a CMO is more commonly focused on organisation-wide marketing leadership at Board level.
If your organisation requires executive marketing leadership but doesn’t need, or can’t justify, a full-time Chief Marketing Officer, a Fractional CMO can be an ideal solution.
Many organisations need experienced strategic leadership, commercial accountability and Board-level marketing expertise without employing a permanent executive. Whether you’re scaling, restructuring, acquiring businesses or simply require stronger strategic oversight, a Fractional CMO provides the flexibility to access senior expertise only when you need it.
Every organisation is different, which is why the role is always tailored around your objectives rather than a fixed package.
Unlike a Fractional Marketing Director, there isn’t a standard monthly fee for a Fractional CMO.
Every engagement is tailored around the size and complexity of the organisation, the number of business units or brands involved, the level of executive responsibility, Board participation, governance requirements and the amount of time required each month.
Some organisations require one or two Board meetings and strategic oversight each month, while others need regular executive leadership across multiple divisions, acquisitions or transformation programmes.
Following an initial discussion, I’ll recommend the most appropriate level of involvement and provide a tailored proposal based on your organisation’s requirements. You’re investing in executive leadership, not a fixed package of hours.
Absolutely.
This is one of the most common reasons organisations appoint a Fractional CMO.
The Marketing Director remains responsible for leading the day-to-day marketing function, while the CMO provides executive oversight, strategic direction, Board representation, governance and commercial accountability across the wider organisation.
Rather than replacing your Marketing Director, a Fractional CMO often strengthens the entire marketing function by providing additional experience, challenge and executive leadership.
Every engagement is different, but a Fractional CMO is typically responsible for:
- Executive marketing strategy
- Board-level marketing leadership
- Commercial accountability
- Organisational growth planning
- Leadership of Marketing Directors and senior teams
- Agency governance and supplier oversight
- Marketing investment and ROI
- Cross-business alignment
- Supporting acquisitions, mergers and organisational change
The role is less about managing campaigns and more about ensuring marketing contributes directly to commercial performance across the organisation.
Yes, for some organisations it can be.
A Marketing Consultant typically acts as an independent adviser to the Board or senior leadership team, providing strategic guidance, commercial challenge and recommendations without taking executive responsibility for implementation.
A Fractional CMO, by comparison, becomes part of your executive leadership team. Rather than simply advising, they accept ownership, make decisions, provide accountability and lead delivery across the organisation.
Some organisations only need independent strategic advice, while others need someone to lead the function. Choosing between consultancy and a Fractional CMO depends on the level of responsibility and executive involvement your organisation requires.
Yes.
Many organisations appoint a Fractional CMO during periods of growth, acquisition, restructuring, international expansion, investment or organisational change.
An experienced executive can provide stability, strategic direction and independent commercial judgement while helping align multiple teams, brands and stakeholders around a common strategy.
For many organisations, this provides access to experienced executive leadership exactly when it’s needed, without creating another permanent Board-level appointment.
Not necessarily.
Many organisations reach a stage where they need executive marketing leadership, but not five days a week.
A Fractional CMO allows you to access the same level of strategic leadership, commercial thinking and Board-level experience without the cost, recruitment process and long-term commitment of employing a permanent executive.
For many growing organisations, it’s a more flexible, lower-risk and commercially efficient way of accessing senior marketing leadership.
Note at £150k to £250k, plus On-Costs and Recruitment Fees and exit costs, Full Time or Employed CMOs are often cost prohibitive, and the wrong appointment can be highly damaging.