Photo of Alan
Fractional Chief Commercial & Marketing Officer
Grow the brand. Build the commercial engine. Help your people perform.
I’m Alan Campbell, a fractional CMO and CCO based in South Africa. I give growth-stage, multi-site and founder-led businesses senior commercial, brand and people leadership, a few days a week, without the cost of a full-time executive.
Based in South Africa · Available to businesses across Africa, the UK, Europe and the Middle East · One client per competitive segment
20+
years leading sales, marketing, revenue and people
2 → 17
hotels, as part of the board that grew ANEW Hotels & Resorts
R7m → R20m
revenue growth as CEO of a sport & leisure business
~1,000
people working inside systems I designed
Sound familiar?
Growth has stalled, or it’s happening in spite of the systems, not because of them
Revenue is unpredictable
Sales depend on a few people. Pipeline, pricing and sales-mix decisions are made on gut feel, and nobody can say with confidence what next quarter looks like.
The brand isn’t pulling its weight
Marketing is busy but not measurable. Agencies need direction. The brand doesn’t earn the preference, or the price, it should.
Your people are working hard, not well
Roles, KPIs and career paths are unclear. Good people leave. Managers were promoted for doing the job, not for leading the TEAM.
You don’t need another full-time executive to fix this. You need someone who has done it before, who can see the whole system, and who will build it so it keeps working after they step back.
How I help
From review to results, in four steps
Every engagement starts with an honest look at where you are. Then we build, in the order that will make the biggest difference.
01
Review
A fixed-fee diagnostic of your commercial performance, brand, people and systems. You get a clear diagnosis and a prioritised 90-day plan.
02
Build efficient operations
Right-sized structures, clear accountabilities, KPIs, SOPs and a reporting rhythm. An organisation that runs on systems, not heroics.
03
Build high-performing commercial TEAMs
Sales strategy, customer segments, sales mix, targets, pipeline and coaching. A commercial engine with predictable results.
04
Grow brand equity
Positioning, digital, PR, loyalty and partnerships. A brand that earns preference, and price.
Proof
I’ve built it before, from the inside
- 2 → 17 hotels. Board-level leadership of Sales, Marketing, Revenue and HR as ANEW Hotels & Resorts became one of South Africa’s most recognised mid-market hotel brands.
- R7m → R20m. As CEO of Pro Range, grew revenue nearly threefold, launched four new business lines and secured a landmark Vodacom naming-rights sponsorship.
- Brand & digital transformation. Rebuilt Premier Hotels & Resorts’ brand, website, online sales channels and loyalty programme as the group grew from 12 to 16 hotels.
- People architecture from scratch. Designed a group-wide grading system, career pathways, incentives, SOPs, succession planning and a first Employee Value Proposition.
- Founder. Built and ran my own marketing consultancy, so I know what it means to own a P&L.
“What stood out to me was the breadth of his commercial leadership. He had a clear understanding of the business at an executive level, how strategy, revenue, customer experience, sales, marketing and operational performance all need to work together to deliver sustainable results.”
Chantelle Coleridge
Multi-Property Commercial & Revenue Leader · reported to Alan
Ways to work together
Start small. Scale when it’s working.
Review
3–4 weeks · fixed scope and fee. The lowest-risk way to start.
Fractional retainer
1–2.5 days a week · ongoing. A seat at your leadership table, a scorecard and a monthly review.
Interim cover
3–5 days a week · 3–9 months. When a senior commercial or marketing seat is empty.
Programmes & workshops
Per day or per cohort. Leadership development for GMs, managers and commercial TEAMs.
In their words
What people say about working with me
“Alan brings a wealth of experience across Sales, Marketing and HR, but what really sets him apart is his ability to bring all these areas together while building an incredible culture within an organisation.”
Anthony Moskovitch
Senior Director of Operations, Newmark Hotels & Reserves · worked with Alan
“He has a sharp commercial mind and a real eye for people… Pair that with his brand vision and the ease with which he earns trust at every level, and you have a leader any board or CEO would be glad to have in the room.”
Jani-Mari Swart
PR Manager · worked with Alan
“One of his greatest strengths is his ability to build a strong team culture, bringing people together, motivating them and creating an environment where individuals can develop and perform at their best.”
Brandon Tearle
General Manager · reported to Alan
Free tool
How strong is your commercial engine?
Twelve quick questions across brand, commercial, people and systems. You’ll get a score, your weakest pillar, and the first thing I’d fix.
Who I work with
Not just hospitality
My background spans hotels, sport and leisure, and marketing services. What the businesses I work with share is a stage, not a sector: they’re growing, often across several sites, and the founder or MD can’t be the whole commercial and people function any more.
- Hospitality & accommodation
- Leisure, sport & tourism
- Consumer & lifestyle brands
- Multi-site & franchise
- B2B & professional services
- Founder-led scale-ups
Questions
Quick answers
What is a fractional Chief Commercial Officer?
A fractional Chief Commercial Officer is a senior executive who leads your sales, revenue, sales channels and commercial strategy for a set number of days a week or month, instead of full-time. You get board-level commercial leadership and accountability at a fraction of the cost of a permanent hire.
What’s the difference between a fractional CCO and a fractional CMO?
A fractional CMO focuses on brand, marketing and customer demand. A fractional CCO owns the whole commercial engine: brand and marketing, plus sales, revenue, pricing and sales channels. I offer either role, or both combined as one commercial leadership seat, because the best results come when brand and sales are run as one system.
How many days a week will you work with us?
Engagements typically start at one to two-and-a-half days a week. We agree the days, the priorities and the scorecard upfront, and adjust as the business changes.
Do you only work with hospitality businesses?
No. Hospitality is where I’ve spent much of my career, but I’ve also led a sport and leisure business as CEO and run my own marketing consultancy. I work with growth-stage, multi-site and founder-led businesses in hospitality, leisure, consumer brands and B2B services.
Will you work with our competitors?
No. I work with only one business per competitive segment, so there are no conflicts of interest.
Not sure where to start?
Book a 30-minute call. You’ll leave with at least one idea you can use, whether we work together or not.