Finding the right fractional CMO in the UK can define whether your next growth stage stalls or scales. The best fractional CMOs bring senior-level strategy without the full-time overhead—but choosing the wrong one costs time you don't have. This guide helps you compare top options by expertise, industry focus, and working style so you can hire with confidence.
Top 11 Fractional CMOs in the UK
Below are profiles of the top fractional CMOs in the UK, covering who they are and what they bring to the space.
Paul Mills
Fractional CMO & Founder at VCMO
United Kingdom
Focus area:
#Fractional marketing leadership#B2B growth strategy#Marketing transformation#Marketing governance#Executive leadership
Paul Mills founded VCMO, a fractional marketing leadership business, after two decades working with SMEs, professional services firms, and global enterprises on marketing performance and growth.
Through VCMO, Mills helps organizations access…
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James McCracken
Fractional CMO at McCracken Marketing
Manchester, United Kingdom
Focus area:
#Marketing leadership#B2B marketing strategy#Marketing team development#Demand generation#Marketing education
James McCracken founded McCracken Marketing after more than 20 years in marketing leadership, including senior roles at Bruntwood, Campus Living Villages, and Apprentify Group, where he served as CMO.
His fractional CMO…
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Matthew Gaunt
Fractional CMO at Matthew Gaunt Associates
Focus area:
#Commercial marketing strategy#Retail transformation#Board governance#Marketing profitability#Business growth
Matthew Gaunt is a fractional CMO, non-executive chair, and board advisor whose commercial career includes leadership roles at Majestic Wine, Wickes, and Hamleys across UK consumer businesses.
Gaunt helps founder-led businesses build…
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Paul Keene
Fractional CMO & AI Builder
London, United Kingdom
Focus area:
#SaaS marketing#Demand generation#Go-to-market strategy#Marketing analytics#AI-enabled marketing
Paul Keene is a London-based fractional CMO and AI builder with a digital marketing career dating to 1999. His experience spans Shufti Pro, NHS Test and Trace, and the Department for Education.
…
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Adrian Lambert
Founder & Fractional CMO at Adrian Lambert Marketing
Manchester, United Kingdom
Focus area:
#B2B marketing strategy#Pipeline generation#Brand positioning#Marketing transformation#Revenue growth
Adrian Lambert founded Adrian Lambert Marketing, where he serves as fractional CMO. His 25-year career includes CMO, VP Marketing, and Marketing Director roles in technology, manufacturing, and media.
Through his independent practice,…
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Kevin Mason
Founder & Fractional CMO at Fraxis Consulting
Focus area:
#Marketing strategy#Commercial growth#Marketing analytics#Lead generation#Marketing leadership
Kevin Mason founded Fraxis Consulting, where he serves as fractional CMO and provides senior marketing leadership to businesses without a full-time marketing director, blending strategy with delivery.
Mason works alongside company boards…
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Richard Leader
Fractional CMO at fractionalCMO.uk
London, United Kingdom
Focus area:
#Growth strategy#Marketing leadership#Customer positioning#Startup scaling#Marketing operations
Richard Leader is a fractional CMO and marketing advisor at fractionalCMO.uk. He has more than 20 years of senior marketing experience helping startups and scaleups develop customer-focused growth.
Through his fractional CMO…
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Dan Bassett
Independent Fractional CMO
Devon, United Kingdom
Focus area:
#B2B SaaS marketing#EdTech marketing#Marketing team development#Revenue growth#Go-to-market strategy
Dan Bassett is a fractional CMO with 15 years of experience building marketing functions, including work with IMP Software, Equiniti, and School Business Services across technology and education.
Bassett works directly with…
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Adam Taylor
Fractional CMO & Marketing Consultant
Focus area:
#International marketing strategy#Brand positioning#Marketing ROI#Market expansion#Experiential marketing
Adam Taylor is a fractional CMO and marketing consultant with 20 years of experience spanning luxury retail, automotive, destinations, and major events, including The Dubai Mall and Expo 2020.
Taylor advises founders…
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David Poole
Fractional CMO at David Poole & Associates
France
Focus area:
#Fractional marketing leadership#Marketing positioning#Client acquisition#Website conversion#Marketing research
David Poole is a British fractional CMO based in France who operates David Poole & Associates under the No Need 2 Shout name. He combines marketing leadership with research into winning clients.
…
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Adam Jones
Fractional CMO & Founder at Bold & Subtle
Focus area:
#Brand strategy#Customer insight#Commercial marketing#Marketing ROI#Go-to-market planning
Adam Jones founded Bold & Subtle after working at Cardiff marketing agencies and in commercial leadership at Cwtch Haus. His background spans brand strategy, digital campaigns, marketing, and growth.
Jones works inside…
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Selection Methodology
I selected the leaders on this list based on their relevance, demonstrated expertise and impact, professional credibility, and active service offerings in the field.
I look for evidence such as leading meaningful initiatives, delivering results, providing ongoing operational leadership, developing influential ideas or practices, and publishing or teaching. Other contributions can also demonstrate impact.
These leaders must also be based in the area or clearly serve clients there, including through a broader regional, national, or global service area.
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