Fractional Marketing Director
GOOD STRATEGY MOVES
Marketing strategy for commerce and DTC brands. The senior thinking of a full-time director, without the full-time hire, building momentum performance can't buy on its own.
MATT ROFFE
Your Growth Partner
Fractional Marketing Director
After sixteen years across agency and in-house, I wanted a better way to run marketing than the one I kept seeing. I work as a growth partner to commerce and DTC brands, owning the strategy and standing behind the numbers it produces.
16 yrs
Across ecommerce and DTC, agency and in-house
1 P&L
No brand budget versus performance budget. One plan, one number
Evidence
Marketing science, not marketing opinion
Fractional works differently in DTC
B2B fractional tends toward governance, aligning marketing behind sales. In consumer, marketing is usually the revenue engine itself, so the job is closer to running it than advising it. The missing discipline, more often than not, is brand.
Your Growth Partner
Fractional Marketing Director
After sixteen years across agency and in-house, I wanted a better way to run marketing than the one I kept seeing. I work as a growth partner to commerce and DTC brands, owning the strategy and standing behind the numbers it produces.
16 yrs
Across ecommerce and DTC, agency and in-house
1 P&L
No brand budget versus performance budget. One plan, one number
Evidence
Marketing science, not marketing opinion
Fractional works differently in DTC
B2B fractional tends toward governance, aligning marketing behind sales. In consumer, marketing is usually the revenue engine itself, so the job is closer to running it than advising it. The missing discipline, more often than not, is brand.
Your Growth Partner
Fractional Marketing Director
After sixteen years across agency and in-house, I wanted a better way to run marketing than the one I kept seeing. I work as a growth partner to commerce and DTC brands, owning the strategy and standing behind the numbers it produces.
16 yrs
Across ecommerce and DTC, agency and in-house
1 P&L
No brand budget versus performance budget. One plan, one number
Evidence
Marketing science, not marketing opinion
Fractional works differently in DTC
B2B fractional tends toward governance, aligning marketing behind sales. In consumer, marketing is usually the revenue engine itself, so the job is closer to running it than advising it. The missing discipline, more often than not, is brand.
Working together
The truth.
The plan.
Or the person accountable for both.
Every engagement is different, but the shape is consistent: a defined start, a clear operating rhythm, and a plan you own whether I'm there or not.
01
The Diagnosis
2 Weeks - Fixed Fee
A full diagnosis of your market, brand and numbers: where growth will actually come from, and where budget is leaking. The findings are yours whatever happens next. If you only buy one thing, buy this.
01
Assessment
2 Weeks - Fixed Fee
A full diagnosis of your market, brand and numbers: where growth will actually come from, and where budget is leaking. The findings are yours whatever happens next. If you only buy one thing, buy this.
02
Diagnosis & Strategy
4-6 Weeks - Fixed Fee
The diagnosis, then the decisions it demands: targeting, position, budget split, forecast. A plan with the numbers behind it, for brands with hands to run it.
03
Fractional Marketing Director
1-2 Days A Week
The full role. Owning the strategy, steering the execution, accountable for the number. Built to hand over, not to stay forever.
The way I think
Brand Momentum
Performance marketing buys motion: spend goes in, sales come out, and it stops the day you stop paying. Momentum is different. It's built in order, diagnosis through execution, and it compounds. That's the whole model.
Diagnosis
01
Strategy
02
Tactics
03
Execution
04
Diagnosis
Momentum starts with knowing what's slowing you down. The market, the category, who's actually buying and why. No channel gets picked before this is done: skip it and everything after is a guess wearing a strategy's clothes.
Strategy
The direction of travel. Who you're for, what you're not for, a position that's distinctive rather than merely different. This is where brand and performance stop being two budgets and become one call.
Tactics
The force applied. The plan and the numbers behind it: brand to build the demand, performance to capture it, budget split by evidence, not habit. Nothing goes into market without a reason it's there.
Execution
Where momentum compounds. Run week to week, measured honestly, learnings fed back into the diagnosis. Everything documented and owned by you, so the momentum outlasts the engagement.
Book a free call
Diagnosis
01
Strategy
02
Tactics
03
Execution
04
Diagnosis
Momentum starts with knowing what's slowing you down. The market, the category, who's actually buying and why. No channel gets picked before this is done: skip it and everything after is a guess wearing a strategy's clothes.
Strategy
The direction of travel. Who you're for, what you're not for, a position that's distinctive rather than merely different. This is where brand and performance stop being two budgets and become one call.
Tactics
The force applied. The plan and the numbers behind it: brand to build the demand, performance to capture it, budget split by evidence, not habit. Nothing goes into market without a reason it's there.
Execution
Where momentum compounds. Run week to week, measured honestly, learnings fed back into the diagnosis. Everything documented and owned by you, so the momentum outlasts the engagement.
Book a free call
Diagnosis
01
Strategy
02
Tactics
03
Execution
04
Diagnosis
Momentum starts with knowing what's slowing you down. The market, the category, who's actually buying and why. No channel gets picked before this is done: skip it and everything after is a guess wearing a strategy's clothes.
Strategy
The direction of travel. Who you're for, what you're not for, a position that's distinctive rather than merely different. This is where brand and performance stop being two budgets and become one call.
Tactics
The force applied. The plan and the numbers behind it: brand to build the demand, performance to capture it, budget split by evidence, not habit. Nothing goes into market without a reason it's there.
Execution
Where momentum compounds. Run week to week, measured honestly, learnings fed back into the diagnosis. Everything documented and owned by you, so the momentum outlasts the engagement.
Book a free call
Matt's commercial insight & strategic approach have been instrumental in helping us build a sustainable & profitable growth plan, while always challenging us to think differently & focus on what will deliver the greatest long-term impact.
Tom Morley
Commercial Director at Horwood Homewares
Matt's commercial insight & strategic approach have been instrumental in helping us build a sustainable & profitable growth plan, while always challenging us to think differently & focus on what will deliver the greatest long-term impact.
Tom Morley
Commercial Director at Horwood Homewares
Matt's commercial insight & strategic approach have been instrumental in helping us build a sustainable & profitable growth plan, while always challenging us to think differently & focus on what will deliver the greatest long-term impact.
Tom Morley
Commercial Director at Horwood Homewares
Case study
The strategy everyone expected was the wrong one for this category.
Stellar, part of Horwood Homewares, was growing fast online but flying blind on profit. Spend sat at the point of purchase, measured on ROAS, which hid what was actually driving sales.
Most marketers would have gone full funnel. But few cookware buyers enter the market with a brand in mind; the brand decision happens between first search and checkout. So that's where I put the spend, nurturing in-market buyers, with a fractional team delivering it day to day.
Within 12 months, revenue and margins both accelerated.
+120%
Net Sales
Against a 30% target
+3pp
CM2 increase
32% to 35%
FAQ
Your questions answered.
Everything you need to know about working with us. Still have questions? Book a free call and we'll walk you through it.
What does a fractional marketing director actually do?
The job a full-time marketing director would do — own the strategy, run the plan, be accountable for the number — on a fraction of the week. Typically one to two days, embedded in your team or working alongside your senior marketers. The difference from a consultant: I don't hand over recommendations and leave. I run it.
How is this different from hiring an agency?
An agency sells execution, and its strategy tends to arrive shaped like the services it sells. I sit on your side of the table: no channel to push, no retainer to protect. Where agencies are the right tool, I'll brief and manage them — that's often part of the job.
How much time do you actually spend with us?
Usually one to two days a week, with a heavier first few weeks while the diagnosis is done. The point of fractional is you're paying for senior thinking and accountability, not hours at a desk.
How quickly will we see results?
Honest answer: it depends what's broken. Some things move fast — fixing budget allocation, stopping spend that was never going to work. Brand effects build over quarters, not weeks, and anyone who promises otherwise is selling something. What you'll have early is a diagnosis, a plan, and a forecast you can hold me to.
What does it cost?
A day rate, agreed up front, no long lock-in. As a rough anchor: a serious fractional engagement costs a fraction of a full-time director's £80–120k package, and you can stop when the job's done. Exact numbers depend on scope, which is what the first call is for.
FAQ
Your questions answered.
Everything you need to know about working with us. Still have questions? Book a free call and we'll walk you through it.
What does a fractional marketing director actually do?
The job a full-time marketing director would do — own the strategy, run the plan, be accountable for the number — on a fraction of the week. Typically one to two days, embedded in your team or working alongside your senior marketers. The difference from a consultant: I don't hand over recommendations and leave. I run it.
How is this different from hiring an agency?
An agency sells execution, and its strategy tends to arrive shaped like the services it sells. I sit on your side of the table: no channel to push, no retainer to protect. Where agencies are the right tool, I'll brief and manage them — that's often part of the job.
How much time do you actually spend with us?
Usually one to two days a week, with a heavier first few weeks while the diagnosis is done. The point of fractional is you're paying for senior thinking and accountability, not hours at a desk.
How quickly will we see results?
Honest answer: it depends what's broken. Some things move fast — fixing budget allocation, stopping spend that was never going to work. Brand effects build over quarters, not weeks, and anyone who promises otherwise is selling something. What you'll have early is a diagnosis, a plan, and a forecast you can hold me to.
What does it cost?
A day rate, agreed up front, no long lock-in. As a rough anchor: a serious fractional engagement costs a fraction of a full-time director's £80–120k package, and you can stop when the job's done. Exact numbers depend on scope, which is what the first call is for.
FAQ
Your questions answered.
Everything you need to know about working with us. Still have questions? Book a free call and we'll walk you through it.
What does a fractional marketing director actually do?
The job a full-time marketing director would do — own the strategy, run the plan, be accountable for the number — on a fraction of the week. Typically one to two days, embedded in your team or working alongside your senior marketers. The difference from a consultant: I don't hand over recommendations and leave. I run it.
How is this different from hiring an agency?
An agency sells execution, and its strategy tends to arrive shaped like the services it sells. I sit on your side of the table: no channel to push, no retainer to protect. Where agencies are the right tool, I'll brief and manage them — that's often part of the job.
How much time do you actually spend with us?
Usually one to two days a week, with a heavier first few weeks while the diagnosis is done. The point of fractional is you're paying for senior thinking and accountability, not hours at a desk.
How quickly will we see results?
Honest answer: it depends what's broken. Some things move fast — fixing budget allocation, stopping spend that was never going to work. Brand effects build over quarters, not weeks, and anyone who promises otherwise is selling something. What you'll have early is a diagnosis, a plan, and a forecast you can hold me to.
What does it cost?
A day rate, agreed up front, no long lock-in. As a rough anchor: a serious fractional engagement costs a fraction of a full-time director's £80–120k package, and you can stop when the job's done. Exact numbers depend on scope, which is what the first call is for.
Helped over 60+ Businesses
Build the brand,
growth follows
A free 30-minute call. Bring your numbers, I'll bring the questions. You'll leave knowing what the diagnosis would look at first.
Helped over 60+ Businesses
Build the brand,
growth follows
A free 30-minute call. Bring your numbers, I'll bring the questions. You'll leave knowing what the diagnosis would look at first.
Helped over 60+ Businesses
Build the brand,
growth follows
A free 30-minute call. Bring your numbers, I'll bring the questions. You'll leave knowing what the diagnosis would look at first.