Momentum has to start somewhere.

Mine started in-house, moved agency side, and ran through brands like Cotswold Outdoor, THG and Ribble Cycles. Sixteen years on one question: what actually makes a consumer brand grow.

BACKGROUND

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What sixteen years taught me

What sixteen years taught me

Growth comes from a few big decisions made in the right order. Diagnosis before strategy, strategy before spend, brand and performance run as one job. In-house and agency side, across outdoor, cycling and global ecommerce, the brands that grew were the ones that got the sequence right.

Since 2024 I’ve done that work independently: senior marketing leadership for consumer and DTC brands, one to two days a week, accountable for the number.

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PHILOSOPHY

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A better way to do this

A better way to do this

I think marketing's earned its reputation. Too much of it is spend justified after the fact, decks that flatter the work, and quarterly numbers dressed up as strategy. Founders are right to be sceptical.

Part of the problem is structural. Most advice arrives with an agenda attached: a channel to sell, a retainer to protect, a target that resets every ninety days. Nobody in that room is paid to think past the quarter, so nobody does.

The better way isn't complicated. Advice from someone with nothing to sell on the back of it. Decisions made on evidence, judged over the time growth actually takes, not the time a reporting cycle allows. Things built so the client owns and understands them. And numbers measured honestly, because a number you can't trust is worse than no number.

It's not a philosophy so much as how I'd want to be treated if I were paying.

APPROACH

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Commercial and creative, same week

Commercial and creative, same week

Monday might be commercial: rebuilding a forecast the day reality disagrees with it, sizing a category before a pound moves, sitting in the trading meeting rather than reading the minutes.

Thursday might be creative: briefing work and pushing it back until it's distinctive rather than fine, deciding what the brand says and what it refuses to say, spotting the idea a whole year's plan can hang on.

Most people in this job do one side and commission the other. Doing both, in the same week, for the same number, is the point of hiring one person.

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Deep numbers: margin, structure, unit economics.

Deep numbers: margin, structure, unit economics.

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Creative that doesn't look like everyone else's.

Creative that doesn't look like everyone else's.

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And the leadership to join them up.

And the leadership to join them up.

TESTIMONIALS

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“

Matt has been a great strategic partner for Saicho. He spends his time fully understanding the brand and always brings clear, considered recommendations rather than a one-size-fits-all approach - consistently going above and beyond.

Natalie Winkworth Smith

Founder, Saicho Sparkling Tea

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“

Matt has been a great strategic partner for Saicho. He spends his time fully understanding the brand and always brings clear, considered recommendations rather than a one-size-fits-all approach - consistently going above and beyond.

Natalie Winkworth Smith

Founder, Saicho Sparkling Tea

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“

Over the past year, Matt has become a genuine extension of our team rather than simply an external agency partner. He's proactive, knowledgeable, and truly invested in our success. I wouldn't hesitate to recommend Matt and the Growth Society team to any business looking to accelerate their eCommerce growth.


Tom Morley

Commercial Director, Horwood Homewares

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“

Over the past year, Matt has become a genuine extension of our team rather than simply an external agency partner. He's proactive, knowledgeable, and truly invested in our success. I wouldn't hesitate to recommend Matt and the Growth Society team to any business looking to accelerate their eCommerce growth.


Tom Morley

Commercial Director, Horwood Homewares

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