Fractional CMO
Whether you need a marketing strategy developed, require an NED, or perhaps just a few hours a month from a fractional CMO, I work in a totally flexible way to bring momentum to your business.
I don’t believe in fluffy marketing nonsense or being distracted by gimmicks, but simply ensuring that every decision drives growth. Listen to customers, build a brand and product that’s loved and deliver marketing communications that engage. At its core, that’s it.
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Marketing is a day one job at startups. It begins by guaranteeing the product is going to have product market fit and that every opportunity for distribution is embedded. From opportunities to add network effects, referral programmes, usage based pricing through to naming and branding. Even before you ‘invest’ in marketing, distribution needs consideration.
At Purplebricks we did what most thought was impossible and went from a startup with no customers to an IPO in 18 months. At one stage being valued at over £1b. A year later the business had become the UK’s largest estate agency brand by sales volume.
From developing the financial model, building the brand and commencing the first sales driving activity, we did so with a plan to scale as fast as possible and become the first estate agency to provide a fairer, more transparent way of selling property.
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When scaling, the challenges usually come down to deciding on the next opportunity. How to expand growth within the core business or try to grow with greater efficiency.
Confused.com was a classic example of hyper growth which led to the emergence of lots of envious competitors, squeezing margins and challenging market share. Insurance comparison had become the most intense marketing battleground in Europe with over 50% of revenues going back into the marketing fight.
With a large sophisticated marketing team, I led the re-brand of Confused.com as we became one of the UK’s largest media investors. We grew share in the face of fierce competition through experts leading every marketing channel to ensure efficient growth. The business was recently sold in a trade sale for over £500m.
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Deciding upon new geographies and new verticals, whilst having teams to support growth brings layers of complexity.
At Admiral, Pure Electric and Purplebricks I’ve experienced all sides of going global and entering new geographies. The complexity, risk and investment all rises as core teams often become spread too thin.
From market sizing, validating the product, right down to planning launches and establishing new teams, I've done it all and know just how complex it can be. Having an experienced hand to help avoid the pitfalls and provide some bandwidth during a period of intense growth can make the world of difference.
