Sapiens & Co · Fractional CMO
Part-time or for a project, for founder-led and PE-backed businesses whose growth has outrun their marketing. Someone accountable for it - not another supplier.
Agency co-founder, MD and CMO - 25 years
Former IPA Midlands City Head
Birmingham, working UK-wide
A fractional CMO is a chief marketing officer you share. You get board-level marketing leadership for part of the week, rather than paying for a full-time executive you may not need yet.
The job is the same as a full-time CMO's, just in fewer days. Set the growth strategy, own the plan, lead the people and suppliers delivering it, and answer to the board for the results.
You'll also hear it called a part-time marketing director. An interim CMO is different: usually full-time, for a fixed period, often covering a gap between hires.
There are two ways to work with me: an ongoing role, or a one-off project.
Ongoing. As much time as the work needs - often one or two days a week, more at the start or at busy points. I join your leadership meetings, work with your team and agencies, and report to the board. Most ongoing roles run for several months, so there's time to see results.
One-off projects. A defined piece of work with a fixed scope and price, such as a growth diagnosis, a launch plan or a strategy reset.
Every engagement follows Vector, my six-stage growth system. The stages stay the same for every business; how long each one takes depends on the business.
Weeks 1 to 4
Conversations with the leadership team, sales and customers, and a hard look at the numbers. The output is a written diagnosis and an agreed growth opportunity.
Days 30 to 60
Who to win, how to position the business, the go-to-market plan, and how the budget splits between building the brand and driving sales now.
Days 60 to 90
The first work goes live through your team and suppliers, with agreed measures so everyone can see what's working.
Smaller businesses with a clear opportunity often move through the early stages faster. Larger or more complex ones need longer.
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No recruitment fee
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No notice period to buy out
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No employer costs on top
Ongoing work is a fixed monthly fee, set by the time involved. Projects are a fixed price agreed up front. Either way, you'll get a clear figure after a first conversation, before anything is agreed.
It costs much less than a full-time senior hire, and the time can flex as the business needs change.
The difference is accountability: a fractional CMO owns the plan and answers for the results, at a part-time commitment.
Part-time or project
A senior leader on your team, part of the week or for a defined project.
Accountable for
The marketing strategy and its results
Retainer
A team delivering campaigns and channels, on a retainer or per project.
Accountable for
The work it's briefed to do
Fixed project
Advice and a recommendation, usually as a fixed project.
Accountable for
The quality of the advice
Full-time
A senior leader every day, on a permanent salary and contract.
Accountable for
The marketing strategy and its results
These are typical patterns, not rules. Plenty of agencies do strategy, and some consultants stay on to help. A fractional CMO often works alongside an agency rather than replacing it.
It tends to work best where the business is growing faster than its marketing leadership. If a couple of these sound familiar, it's worth a conversation.
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Founder-led businesses where the founder is still, in effect, the marketing director.
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PE-backed businesses with a value creation plan that needs marketing to deliver its share.
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Businesses with good agencies and a capable team, but no one senior joining it all up.
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Marketing teams that need a senior lead while the business decides on a permanent hire.
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You need someone running day-to-day delivery full-time. Hire for that role.
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You want campaigns produced. An agency is the better fit, and I can help you choose and brief one.
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The business is very early, with little budget yet. Training or a short project may suit better than an ongoing role.
"We didn't need another agency. We needed someone who would look at the business first and the marketing second, and say so when the answer wasn't the one we wanted. Anthony does both. He works at our pace, he doesn't need managing, and he's as comfortable in a board conversation about numbers as he is in a brand one. He's the first call when we've got a growth question."
Taj Heer, Chair and COO, Standbrella
The same job as a full-time chief marketing officer, in fewer days. Sets the marketing strategy, leads the team and suppliers delivering it, and is accountable to the board for results.
It depends on the time involved. Ongoing work is a fixed monthly fee and projects are a fixed price. You'll get a clear figure after a first conversation, before anything is agreed.
It depends on the work. Often one or two days a week for an ongoing role, more at the start or at busy points, and the time can flex as the business changes.
There's no typical length. Ongoing roles usually run for several months, so there's time to see results. Projects end when the work is done.
An agency is usually paid to deliver campaigns. A fractional CMO owns the strategy and is accountable for results, and often directs the agency's work.
An interim CMO is usually full-time for a fixed period, often covering a gap between hires. A fractional CMO is part-time and can stay on for as long as it's useful.
Yes. Most of the job is getting the people you already have pulling the same way.
Often, yes. It puts senior marketing leadership behind the value creation plan without the cost or delay of a permanent hire.
Yes. I'm based in Birmingham and work with businesses across the UK, with a mix of time on-site with your team and remote working, depending on what the work needs.
Either side can end it on short notice, set out in the agreement from the start.
Tell me where growth is stuck. If a fractional CMO isn't the answer, I'll say so.
