Service 03 · Fractional CMO
Grow a brand that earns preference, and price
As your fractional Chief Marketing Officer, I lead your brand, marketing and customer strategy for one to two-and-a-half days a week. I sharpen your positioning, direct your agencies and in-house TEAM, and make marketing measurable, so it builds lasting brand equity, not just activity.
Is this you?
Signs you need this
- Marketing is busy but you can’t see what it delivers
- Your agencies need clearer direction and briefs
- The brand looks or sounds different everywhere it shows up
- You’re competing on price because the brand isn’t doing enough
- You’re planning a rebrand, launch or repositioning
Outcomes
What changes
- Clear positioning your TEAMs can explain in a sentence
- A marketing plan tied to commercial targets
- Agencies and freelancers delivering against tight briefs
- Marketing ROI tracked and reported monthly
- A loyal customer base that comes back and refers
Scope
What’s included
Brand positioning
Positioning, brand architecture, refreshes and repositioning for single and multi-brand businesses.
Marketing strategy & plan
An integrated annual and quarterly plan tied to revenue targets and budget.
Digital & content
Website, SEO and AI-search visibility, paid media, social and content, and conversion.
PR & reputation
Media relations, spokesperson support, reviews and reputation management.
Loyalty & customer journey
Loyalty programmes, CRM, customer journeys and retention.
Agency leadership
Briefing, managing and measuring agencies, freelancers and partners.
Timeline
What the first 90 days look like
Days 1–30
Listen
Brand and marketing audit, customer insight, agency review and budget check.
Days 31–60
Sharpen
Positioning, messaging and an integrated marketing plan with measures.
Days 61–90
Activate
Briefs live, campaigns in market, reporting dashboard running.
Ongoing
Grow
Monthly ROI review, optimisation and brand-building.
Why fractional
Fractional vs the alternatives
| Full-time executive | Agency or consultant | Fractional (me) | |
|---|---|---|---|
| Cost | Full salary, benefits and recruitment | Project fees, often per channel | A share of an executive’s time, by retainer |
| Seniority | Senior | Varies | Board-level, 20+ years |
| Owns results | Yes | Rarely | Yes, against an agreed scorecard |
| Builds internal capability | Yes, over time | No, usually creates dependency | Yes, from day one |
| Time to impact | 3–6 months to hire and onboard | Fast, but narrow | Weeks; starts with a review |
| Flexibility | Low | Medium | High: scale days up or down |
Proof
Where I’ve done this
- Led group marketing, brand and communications strategy as ANEW Hotels & Resorts grew from 2 to 17 hotels.
- Led Premier Hotels & Resorts’ digital transformation: new website, content, Google Ads, online sales channels and social, plus a loyalty relaunch.
- Developed the ANEW Rewards loyalty programme.
- Founded and ran Next Level Markets, a boutique consultancy providing in-house marketing capacity to SMEs and mid-market brands.
“I have personally witnessed Alan drive Sales and Marketing initiatives to new heights, embrace changing trends and technology, and contribute significantly to commercial performance, revenue growth and loyalty initiatives.”
Reinhard Walzl
General Manager · worked under Alan at two hotel groups
“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
Questions
Fractional Chief Marketing Officer: FAQs
What does a fractional CMO do?
A fractional CMO leads your brand and marketing strategy part-time: positioning, planning, budgets, agencies and measurement, with accountability for results.
Do you do the marketing yourself?
I lead and direct it. Execution sits with your TEAM, agencies and freelancers, and I make sure they deliver.
Can you help with a rebrand?
Yes. I’ve led brand refreshes and repositioning, from strategy and naming through to rollout across sites and channels.
Do you cover AI search and SEO?
Yes. Being found in Google and AI assistants is now part of brand strategy, and I build it into the plan.
Written and last reviewed by Alan Campbell, October 2026.
Let’s see if this fits
Book a 30-minute call. We’ll talk about where you are, where you want to be, and whether I’m the right person to help.