Much has been said, written – and fortunately done – since the post-COVID era began to reshape our lives, accelerating pre-existing changes, paving the way for new solutions, and sparking renewed debates around work-life balance.
On one hand, the challenge for many professionals has been finding the tools to understand and navigate the new psychological, social, and professional dynamics of flexible working. This has meant engaging with a world in flux – one of adaptation and transformation. On the other, this journey has been deeply personal, leading many to recognise that not only is an alternative way of working possible, but in many cases essential, to balance time spent working with time devoted to everything else.
In this context, organisations and businesses have both seized and been forced to explore and adopt new practices that respond to these evolving – or rediscovered – well-being needs. They’ve opened up to more flexible ways of working, increasingly aware that such options are now crucial to retaining and attracting people: professionals who are unwilling to compromise on equilibrium.
This shift has reshaped the dynamics of supply and demand in the job market, with both employees and companies seeking tailored solutions based on their renewed priorities.
Among the most notable developments is the rise of fractional managers – experienced senior professionals who allocate their time across several organisations. Leveraging their skills and strategic insight, they engage for defined periods, providing targeted support based on each company’s specific challenges.
Who Is a Fractional Chief Marketing Officer?
A Fractional CMO is a senior marketing executive who offers clients their expertise and strategic input on a part-time, non-exclusive basis. This model is ideal when full-time involvement isn’t necessary, budgets don’t support a full-time executive salary, or project scopes simply don’t justify it.
As Sheila Kloefkorn said in a Forbes interview:
“COVID accelerated the shift from traditional advertising to digital. With this shift came rising costs and complexity in digital advertising for business owners. Companies increasingly need guidance to navigate pandemic-driven changes. During the pandemic, companies that worked with fractional CMOs had the expertise they needed – skills that went far beyond digital marketing – helping them survive through such a difficult time.”
Why Choose a Fractional CMO?
- Senior expertise without fixed costs
A fractional CMO allows companies to access the know-how and leadership of an experienced executive without bearing the costs of recruitment and full-time hire. It’s high-level collaboration – at a sustainable cost. - Strategy + Execution Combo
The fractional CMO builds a marketing strategy aligned with the CEO’s vision and takes responsibility for its execution. They stay for a fixed period and give the CEO back valuable time. - Medium to long-term engagement
Fractional CMO contracts typically start at three months and can extend based on the company’s needs. The partnership is tailored, designed to support strategic growth over time. - Embedded in the organisation
A fractional CMO becomes part of the company, engaging with the team, forging connections, and supporting the CEO. They offer presence, flexibility, and direct feedback on their performance – from within. - Leadership & team development
They lead and support the marketing team, guide decision-making, and build new teams when necessary. They maximise existing internal and external resources and foster junior talent through continuous, two-way knowledge exchange. - Continuous learning
Through exposure to varied industries, projects, and business models, the fractional CMO is constantly learning – and brings this dynamic value back into every organisation they work with.
Why a Fractional CMO Is Strategic for UK SMEs
In the UK, there are around 5.5 million small and medium-sized enterprises with fewer than 250 employees*. In many of these businesses, the CEO is also the founder – someone who has built the company from the ground up.
Often, due to lean structures, these CEOs juggle multiple roles: managing staff, handling sales strategy, overseeing admin – and marketing too.
That’s where a fractional CMO makes a real difference: the company gains senior marketing expertise at a fraction of the cost, significantly easing the CEO’s workload. They provide the marketing leadership needed to achieve strategic goals – without the financial and operational burden of hiring a full-time executive.
Resources:
- WSJ: Companies’ Top Marketers See Value in Part-Time, Fractional CMO Jobs
- *Official Statistics | Business population estimates for the UK and regions 2024
