The Company:
We're partnering with a fast-growing, mission-driven health and wellness brand to help find them a Fractional CEO to cover a maternity contract (6-9 months). This role has the potential to turn into a longer-term GM role after this period
This is a scale-up FMCG brand, which exists to tackle a major nutritional gap in the modern diet by making effective, science-backed health nutrition more accessible and enjoyable.
Since launching, the company has achieved significant retail expansion, including nationwide distribution through major UK health and wellness retailers. It's also rapidly growing in independent health food stores, gyms and direct-to-consumer (DTC) channels, with strong year-on-year sales momentum and increasing investor interest.
The Opportunity
We are seeking an experienced Fractional CEO to provide senior leadership, commercial clarity, and execution focus over the next 6–9 months
This is a hands-on strategic role suited to a leader who has scaled consumer brands from start-up to scale-up and understands both retail and direct-to-consumer dynamics.
Responsibilities:
Lead and develop senior team (Sales, Ops, Finance, Marketing)
Establish robust performance reporting (monthly board-level reporting)
Lead expansion across channels (e.g retail, multiples, Amazon, DTC, international
Oversea marketing strategy across digital, retail activation, pR
Stakeholder management
Oversee planning and execution for Q3 & Q4 trading
Dependent on your background, you will be set clear strategic longer term project based objectives during your contract. These could include any of the below, but not all:
1. Commercial Acceleration
Refine and execute UK commercial strategy across Retail and DTC
Increase DTC contribution and performance
Identify and prioritise new channels (including international)
Strengthen marketing effectiveness and ROI
Evaluate and shape new market launch plans
Strategic new business
2. Operational & Financial Discipline
Improve stock management systems
Improve forecasting, margin management, and working capital control
Review supply chain and warehouse scalability
Build systems to support scale and category expansion
3. NPD Strategy Strategic Growth & Innovation
Clarify category positioning and long-term brand strategy
Validate NPD pipeline and commercial opportunity using category insight
Bring sharper category insight to innovation decisions
Identify long-term value creation levers
What We're Looking For
Experience
Proven CEO, GM, or CCO experience in a consumer health, wellness, or premium lifestyle brand
Track record of working in a scaling / startup environment
Deep experience across both Retail and DTC channels
Experience of upwards reporting to investors and shareholders with boards and, ideally, VC or growth investors
Comfortable in a hands-on, execution-focused environment
A good leader and people manager
Capabilities
Commercially sharp and data-driven
Strong financial literacy
Clear communicator with stakeholder gravitas
Able to balance strategic thinking with immediate execution
Comfortable working 3 days per week in a high-impact capacity
Ability to be in London 1-2 days a week