Marketing that acquires customers, not applause
For businesses that need pipeline, not impressions. Director-level marketing strategy across paid, organic and earned media — built around what a customer is actually worth to you.
If any of this sounds familiar
Your cost per acquisition is climbing and nobody can explain why
You're spending on ads, content and social with no line of sight from spend to revenue
Competitors with a weaker product keep winning the deal
Marketing runs as a series of tactics because nobody owns the strategy
You need a marketing director's judgement, but the hire isn't justified yet
What I do about it
Acquisition economics first
Before a pound is spent, we establish what a lead, an enquiry and a customer are worth, and what you can afford to pay for each. Every channel decision after that is arithmetic rather than opinion. This is the step most agencies skip, and it's why most reporting is unfalsifiable.
Paid media that pays back
Google Ads, paid social and programmatic structured around intent and margin. Proper conversion tracking, honest attribution, and a monthly view of which spend produced which outcome. I've built paid campaigns with direct revenue targets attached — including a Google Ads programme designed specifically to recover revenue.
Organic that compounds
Technical and on-page SEO, content architecture and topical authority. Organic is the only channel that gets cheaper the longer you invest. That now includes AI search visibility — being the organisation ChatGPT, Gemini and Perplexity name when a buyer asks them for a recommendation.
Digital PR that builds authority
Coverage in the publications your buyers read and the outlets search engines and AI models trust. This does double duty: it persuades the human, and it builds the third-party authority that determines whether you appear in an AI-generated answer at all.
Conversion and retention
Traffic that doesn't convert is a cost. Landing page structure, message-to-market match, lifecycle email and the unglamorous CRO work that lifts return without lifting spend.
Why a fractional director rather than an agency
An agency sells you delivery. A fractional director gives you judgement — and then decides what should be delivered, by whom, at what cost. You get senior strategic ownership, agency management, and someone whose incentive is to make your marketing efficient rather than to expand a retainer.
You also get someone who has run marketing inside an organisation that scaled from 8 sites to 17 in three years, under public scrutiny, with public money. If your budget has to be defended, I've defended tighter.