What Does a Fractional Head of Marketing Do?

A fractional head of marketing takes ownership of a business's marketing strategy and direction on a part-time basis. They set priorities, define positioning, build the plan, align marketing with sales, and direct the people or agencies doing the work. It is the head of marketing's job, for a set number of days rather than a full week.

You will also see the role called a fractional marketing director or fractional CMO. In UK businesses the titles are often used interchangeably.

What you get

What you get from a fractional head of marketing

• Senior judgement without a full-time salary. Someone who has done the job before decides your positioning, priorities and plan, and you pay for the days you need.
• A fast start. No recruitment process, no search fee, no waiting for someone to work out their notice. Work can begin without waiting for a hiring process.
• A plan your team can run. The output is a clear strategy, priorities and measures that your people or suppliers can carry out, and that stay with you afterwards.
• Marketing and sales on the same page. An agreed definition of a qualified lead, who owns it, and how handover works.
• Fewer wasted pounds. Someone senior sets the brief and holds agencies and freelancers to it, so spend follows strategy rather than the other way round.
• Flexibility. The arrangement is agreed up front, with no employment obligations, and the scope can be reviewed as the business changes.
• An outside view. Fresh eyes on what is and isn't working, without internal politics.

The core responsibilities

Strategy and positioning. Who the business is for, what makes it different, and what to say to each person involved in a purchase. In complex B2B that means a buying committee, not one buyer.

Planning and priorities. Deciding what to do first, what to stop, and what the budget should buy. A lot of the value is in what doesn't get done.

Demand generation. Designing how the business creates and captures demand, and checking that lead volume is not being mistaken for lead quality.

Marketing and sales alignment. Agreeing a definition of a qualified lead, who owns it, and how handover works. Who owns the MQL definition is often where pipeline problems start.

Measurement. Deciding which numbers matter, setting up reporting, and checking whether programmes are performing or slowly decaying.

Directing delivery. Briefing, managing and reviewing agencies, freelancers and internal staff so the work follows the strategy.

What it doesn't include

A fractional head of marketing is not a replacement for a full team. They will not be available every day, manage a large department, or produce all the content, design and campaign work themselves. If you need all of that, you need a team, an agency or a full-time hire.

What an engagement looks like

1. Discovery. Understanding the business, customers, sales process and what has been tried. Reviewing existing marketing and data.
2. Diagnosis. Finding where marketing is and isn't working. My diagnostics are built around this stage.
3. Plan. A prioritised plan with owners, timelines and measures, in commercial order.
4. Delivery oversight. A weekly or fortnightly rhythm: reviewing performance, unblocking the team, adjusting priorities.
5. Handover or continuation. Either leaving a team able to run the plan, or continuing as the senior marketing lead.

How it differs from a consultant, an agency and an employee

• Consultant: usually advises on a defined problem and leaves. A fractional head of marketing stays and owns the direction over a longer period.
• Agency: delivers services such as ads, SEO or content. A fractional head of marketing decides what those services should do and holds them to it.
• Full-time employee: present every day. See fractional vs full-time head of marketing.

Who it suits

Businesses that need senior judgement but not a full-time salary. Typically B2B companies with a capable team but no clear direction, founder-led businesses where marketing has outgrown the founder, and companies in transition. See the signs.

I'm based in Bolton and work with B2B businesses across the UK. You can read how I approach fractional B2B marketing or start with the free diagnostic.

Common questions

Is a fractional head of marketing the same as a freelancer?

Not necessarily. A freelancer is usually hired for a task. A fractional head of marketing is hired for a senior role and is accountable for strategy and direction.

How long does an engagement last?

It depends on what the business needs. Some businesses want direction set and handed over, and others want ongoing senior support.

What do I need to provide?

Access to the people, data and decisions. It works when someone in the business can act on the direction.