Fractional Growth marketing Leadership
Senior growth leadership. Without another full-time executive hire.
Your business may already have marketing activity, sales capability, agencies or an internal team. But as the business grows, more activity is not necessarily the answer. What may be missing is experienced senior leadership connecting marketing to the commercial plan.
From £3,500 + VAT / month
The role
What is a Fractional Marketing Director?
A Fractional Marketing Director is an experienced senior marketing leader who becomes part of your business for a proportion of the month — operating much like an employed Marketing or Growth Director would.
The role is embedded, accountable and commercial. It is not simply external marketing advice.
- Joining leadership discussions
- Shaping the growth strategy
- Setting marketing priorities
- Aligning marketing with sales
- Leading internal marketing resource
- Directing agencies and specialist suppliers
- Reviewing performance
- Challenging investment decisions
- Reporting against commercial outcomes
Growth vs Marketing Director
Why BlueberrySkye puts growth at the centre
The terms are often used interchangeably, but sustainable B2B growth depends on marketing, sales, proposition, customer insight and commercial priorities working together — not marketing operating in isolation.
Where should growth come from?
Which customers should we prioritise?
Why should they choose us?
How do we create more of the right opportunities?
Where is the sales and marketing journey breaking down?
Which activity deserves investment and which doesn't?
How do we measure progress in a way the leadership team actually values?
How it compares
Fractional director vs agency vs consultant
Agency
- Engaged to deliver a specialist service
- Paid media, PR, creative, content, digital, SEO
- Executes what they are briefed to do
- Works to their own scope and deliverables
- Accountable for their output
Fractional Growth Director
- Sits on your side of the table
- Decides which activity matters and where budget goes
- Briefs and manages agencies and suppliers
- Leads people and challenges priorities
- Accountable for commercial progress
The Growth Director provides leadership. Specialists provide execution.
Consultant
- Brought in to diagnose a problem or complete a project
- Produces recommendations
- May leave the business to implement
- Limited ongoing accountability
- Project-based engagement
Is this right for you?
When fractional growth leadership works best
You have marketing activity but no senior marketing leader
Good execution resource does not automatically create a growth strategy. A Fractional Growth Director provides the senior layer that sets direction, manages priorities and ensures resources are working towards meaningful commercial goals.
Sales is carrying too much of the growth burden
Marketing should make selling easier. Fractional leadership can help build stronger demand generation, targeting, proposition, nurture and pipeline support around the sales organisation.
Marketing is busy, but its commercial impact is unclear
Events, content, paid media and agencies can create a great deal of activity. If the leadership team still struggles to answer "what is marketing actually contributing?" — there may be a measurement, strategy or alignment problem rather than an activity problem.
Your business has reached an inflection point
New investment, entering a new market, launching a new proposition, moving from SMB to enterprise, repositioning, or preparing for acquisition. The marketing approach that built the business may not be the one required for its next stage.
You are recruiting senior marketing leadership
Recruiting the right Marketing Director can take months. A Fractional Growth Director can establish priorities, measurement and sales alignment before the permanent leader arrives — so they inherit momentum rather than spend their first quarter diagnosing the problem.
You need senior expertise, but not five days a week
A business may genuinely need director-level marketing capability while only requiring that capability for part of the month. Fractional leadership allows you to match seniority to need.
Areas of responsibility
What a Fractional Growth Director actually does
Every engagement is different, because the growth constraint is different.
Growth strategy
Translate the commercial plan into clear growth priorities and marketing objectives. Identify where future growth should come from and what needs to change.
ICP and segmentation
Clarify the customers the business should prioritise. Understand buying groups, needs, triggers and commercial opportunities.
Positioning and proposition
Make sure the organisation can clearly explain what it does, who it is for, why it matters, why it is different, and why somebody should act now.
Pipeline and demand generation
Develop a structured approach to creating demand and opportunities — campaigns, ABM, events, partner marketing, content or digital depending on the business.
Sales and marketing alignment
Create shared priorities between teams. Improve definitions, lead management, handover, targeting, messaging, campaign readiness and reporting.
Go-to-market strategy
Support new products, markets and propositions with a clearer commercial launch plan.
Team and agency leadership
Provide senior direction to existing marketers, agencies and specialist suppliers — helping them work against clearer priorities.
Performance and measurement
Build useful reporting around the metrics that actually matter: qualified pipeline, conversion, customer acquisition, campaign influence and revenue contribution.
How it works
Start with a focused 90-day engagement
New fractional leadership engagements begin with an initial three-month commitment. This gives enough time to properly understand the business, identify the growth constraints, establish priorities and begin creating measurable change.
Month
1
Diagnose
Get underneath the business
- Commercial objectives
- Historic growth
- Customer base and ICP
- Proposition and competitive environment
- Sales process and pipeline
- Marketing activity and team capability
- Agencies, technology and budgets
Month
2
Prioritise & build
Turn diagnosis into a focused growth plan
- Priority audiences
- Positioning and GTM priorities
- Campaign plan and sales alignment
- Pipeline strategy
- Resource requirements and agency briefs
- KPIs and reporting framework
Month
3
Activate & optimise
Priority activity begins to move
- Priority activity launched
- Performance reviewed
- Processes embedded
- Initial assumptions tested
- Leadership team gains visibility of progress
- Next stage agreed
After the first 90 days
No assumption that every organisation needs the same level of support forever
At the end of the first 90 days we agree what the next stage requires. Some businesses continue with an embedded Fractional Growth Director. Others reduce support once the strategy and team are established. Some recruit permanently.
12-month commitment
Longer commitments = lower monthly rate
6-month commitment
Longer commitments = lower monthly rate
Flexible rolling agreement
Longer commitments = lower monthly rate
Introductory engagement
Start with a focused 90-day engagement
Diagnose the growth challenge, establish priorities, put measurement and leadership around marketing — then decide what ongoing support makes sense.
Initial 90-day engagement
£3,500
to £4,250 + VAT per month
- ~4–5 days senior leadership per month
- Strategic work and leadership meetings
- Remote collaboration and agreed face-to-face time
- No surprise hourly charges within agreed scope
- Final proposal agreed after discovery call
You are buying senior leadership and accountability, not a timesheet.
Strongest fit
Who is it designed for?
BlueberrySkye's Fractional Growth Director service is particularly suited to established and growing B2B organisations. It is most effective where there is enough commercial activity to lead, but where additional senior growth leadership would materially improve focus and performance.
- B2B SaaS
- Technology
- HCM / HR technology
- Professional and technology-enabled services
- Established SMEs and scale-ups
- Businesses with an existing sales operation
- Businesses with some marketing resource in place
- Organisations preparing for their next stage of growth
Honest answer
Who might not need a Fractional Growth Director?
Fractional leadership is not automatically the right answer. If what your business mainly needs is specialist delivery resource — daily social media, graphic design, website administration, CRM administration, high-volume content or PPC execution — then you probably need that rather than a senior fractional leader.
Equally, if the business is extremely early-stage with no established proposition, sales capability or execution resource, it may be premature to add director-level marketing leadership.
"We would rather tell you that on the first call than sell you something you do not need."
Does this sound familiar?
You do not need to decide whether you need a Fractional Growth Director before speaking to us
That is what the first conversation is for. We will look at where the business is trying to get to, what marketing currently looks like, where growth appears to be getting stuck, and whether senior fractional leadership would genuinely help.
If it would, we can discuss what a 90-day engagement might look like. If it would not, we will tell you.
Senior growth leadership from £3,500 + VAT per month
No hard sell. Just a commercial conversation about what your next stage of growth requires.