Fractional Marketing Director

GOOD STRATEGY MOVES

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.

Make the first move

Make the first move

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.

Make the first move

Make the first move

YOUR GROWTH PARTNER

/01

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

Marketing across agency and in-house

40+

Brands, from challenger DTC to household names

UK

Based in Lancashire, working across the UK

YOUR GROWTH PARTNER

/01

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

Marketing across agency and in-house

40+

Brands, from challenger DTC to household names

UK

Based in Lancashire, working across the UK

YOUR GROWTH PARTNER

/01

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

Marketing across agency and in-house

40+

Brands, from challenger DTC to household names

UK

Based in Lancashire, working across the UK

HOW I WORK

/02

The truth.
The plan.
Or the person accountable for both.

Every engagement is different, but the shape never changes: a defined start, a fixed price or a fixed rhythm, and findings you keep whatever you decide next.

Start the conversation

Start the conversation

/01

The Truth

2 Weeks - Fixed Fee

A full read of your market, brand and numbers. Where growth will actually come from, where budget is leaking, and what to stop doing on Monday. If you only buy one thing, buy this.

/02

The Truth & The Plan

4-6 Weeks - Fixed Fee

The truth, then the decisions it demands. Targeting, position, budget split, forecast. A strategy 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.

WHO THIS IS FOR

/03

Consumer and DTC brands, start-up to £30m.

Usually arriving in one of two states.

The gap

Revenue’s coming in and there’s a team doing the work, but nobody senior owns the strategy behind it. Decisions get made channel by channel, and no one’s accountable for the whole number.

The plateau

Marketing exists and used to work. Now CAC’s climbing, growth’s flattening, and more spend isn’t moving it. The approach needs rebuilding, not another tactic.

If either sounds familiar, the first call is free and honest, including if I’m not the right fit.

THE WAY I THINK

/04

Brand Momentum

Brand Momentum

Performance marketing buys motion: spend goes in, sales come out, and it stops the day you stop paying. Momentum is different, and comes before growth. It’s built in order, diagnosis through execution, and it compounds. You see it in the tracking and the research before you see all of it in the revenue.

/01

Diagnosis

WHAT’S ACTUALLY HAPPENING

→

↓

/02

Strategy

WHAT WE’LL DO ABOUT IT

→

↓

/03

Tactics

THE PLAN AND THE NUMBERS

→

↓

/04

Execution

RUN, MEASURE, LEARN

EVERY ROUND STARTS FROM HIGHER GROUND

↻ EVERY PASS ROUND STARTS FROM HIGHER GROUND

WHERE MOMENTUM SHOWS UP

In the tracking

Awareness, consideration, mental availability: moving before revenue does.

In the research

What customers say unprompted. Why they chose you. Who they compare you to.

In the commercials

Revenue that costs less to win. Rising spend efficiency, not just rising sales.

In the commercials

Revenue that costs less to win. Rising spend efficiency, not just rising sales.

Start the conversation

Start the conversation

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

/05

The strategy everyone expected was the wrong one.

Stellar, part of Horwood Homewares, came off the back of 30% growth ready to invest in the next phase. The question wasn't whether to spend, it was how to scale revenue and profit at the same time, and where the money would work hardest.

The textbook answer is scale brand to unlock the next tier. But the work surfaced something mid-journey: few cookware buyers enter the market with a brand in mind. The brand decision happens between first search and checkout. So the spend went there, 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%

STELLAR

Your questions answered.

Everything you need to know about working with me. Still have questions? Book a free call and I’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.

Your questions answered.

Everything you need to know about working with me. Still have questions? Book a free call and I’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.

Your questions answered.

Everything you need to know about working with me. Still have questions? Book a free call and I’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.

Marketing Leadership for consumer & DTC Brands

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.

What services are you interested in?

Marketing Leadership for consumer & DTC Brands

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.

What services are you interested in?

Marketing Leadership for consumer & DTC Brands

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.

What services are you interested in?

MATT ROFFE

Consumer & DTC Fractional Marketing Director

© 2026 MATT ROFFE →

FRACTIONAL MARKETING DIRECTOR →

CONSUMER & DTC

MATT ROFFE

Consumer & DTC Fractional Marketing Director

© 2026 MATT ROFFE →

FRACTIONAL MARKETING DIRECTOR →

CONSUMER & DTC

MATT ROFFE

Consumer & DTC Fractional Marketing Director

© 2026 MATT ROFFE →

FRACTIONAL MARKETING DIRECTOR →

CONSUMER & DTC