Fractional CMO: Growth & Unit Economics (B2C)
Location: London / Hybrid (High-Trust B2C Services)
️ Engagement: Fractional (typically 3 days per week)
The Mission: From "Growth at any Cost" to a 3:1 Profit Machine
Our client is a high-growth, purpose-led B2C brand that has successfully disrupted a traditional, high-stigma professional services market. Having built a powerful brand with significant market share, they are now entering a critical new chapter: The Profitability Pathway.
We are looking for a heavy-hitting Fractional CMO to lead the transition from a pure acquisition model to a commercially disciplined, data-led engine. Your mandate is clear: bridge the gap between "brand soul" and "unit economics," with the goal of reaching a 3:1 ROI by 2027.
️ The Role:
This is a hands-on operator role for a leader who is as comfortable in a unit-economics spreadsheet as they are defining a brand narrative. You will not just "set strategy"—you will build the measurement systems and drive the weekly decision-making rhythms that dictate where we spend, scale, or stop.
Key Accountabilities:
️ Commercial Cockpit: Implement a pragmatic measurement framework tracking CAC by channel, payback periods, and contribution margins.
Efficiency Optimisation: Transition the paid acquisition strategy (especially high-intent Search) to meet strict 2:1 LTV:CAC guardrails.
Scalable Distribution: Reduce reliance on paid channels by strengthening referral engines, brand-led content, and leveraging a major Tier‑1 financial group ecosystem.
♻️ Lifecycle Mastery: Shift the focus from "new customer only" to LTV growth through retention, cross‑sell, and referral loops.
Capability Building: Mentor and upskill the internal Head of Marketing to lead a commercially accountable, high‑performing function.
The Success Profile:
You are likely a former VP of Growth or CMO from a "high‑trust" B2C sector (e.g., FinTech, HealthTech, or LegalTech) who has successfully navigated a company through a profitability pivot.
Data Disciplined: You treat a marketing budget like an investment portfolio. You find "dashboard theatre" frustrating and prefer actionable data.
Sensitive Sector Experience: You understand the nuances of marketing a service that involves high emotional stakes and long consideration cycles.
⏱️ Fractional Expertise: You know how to land, audit, and influence quickly within a part‑time structure.
️ Straight‑Talking: You are uncomplicated and authentic, capable of challenging founders while maintaining an obsession with quality.
✨ Why this role?
Impact: Own the commercial transformation of a brand that genuinely changes lives.
Ecosystem: Gain unique exposure to a wider financial group’s resources and distribution.
⚖️ Flexibility: A high‑impact fractional role designed for a senior operator with a portfolio career.
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