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- Tasks: Lead the transition to a data-driven marketing strategy for a high-growth B2C brand.
- Company: Purpose-led B2C brand disrupting traditional markets.
- Benefits: Flexible fractional role with significant impact and exposure to financial resources.
- Why this job: Transform a brand that changes lives while enjoying a flexible work environment.
- Qualifications: Experience as a VP of Growth or CMO in high-trust B2C sectors.
- Other info: Opportunity to mentor and build a high-performing marketing team.
The predicted salary is between 80000 - 100000 ÂŁ per year.
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"âyou 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 Tierâ1 financial group ecosystem.
- Lifecycle Mastery: Shift the focus from "new customer only" to LTV growth through retention, crossâsell, and referral loops.
- Capability Building: Mentor and upskill the internal Head of Marketing to lead a commercially accountable, highâperforming function.
The Success Profile: You are likely a former VP of Growth or CMO from a "highâtrust" 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 partâtime structure.
StraightâTalking: 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 highâimpact fractional role designed for a senior operator with a portfolio career.
Chief Marketing Officer (Fractional) employer: Practicus
Contact Detail:
Practicus Recruiting Team
StudySmarter Expert Advice đ¤Ť
We think this is how you could land Chief Marketing Officer (Fractional)
â¨Tip Number 1
Network like a pro! Get out there and connect with industry folks on LinkedIn or at events. You never know who might have the inside scoop on that perfect fractional CMO role.
â¨Tip Number 2
Show off your skills! Create a personal website or portfolio showcasing your past successes in growth and unit economics. This is your chance to shine and demonstrate how you can bridge brand soul with data-driven decisions.
â¨Tip Number 3
Prepare for those interviews! Research the companyâs current marketing strategies and think about how you can help them transition to a profitability pathway. Bring actionable ideas to the table; theyâll love your proactive approach!
â¨Tip Number 4
Apply through our website! Weâre all about making connections, so donât hesitate to submit your application directly. It shows youâre serious and gives us a chance to see your enthusiasm firsthand.
We think you need these skills to ace Chief Marketing Officer (Fractional)
Some tips for your application đŤĄ
Show Your Data Savvy: Make sure to highlight your experience with data-driven marketing strategies. We want to see how you've used metrics to drive growth and profitability in previous roles, especially in B2C sectors.
Be Authentic: We value straightforward communication, so donât be afraid to show your personality in your application. Share your unique approach to bridging brand narrative and unit economicsâthis is your chance to stand out!
Tailor Your Application: Take the time to customise your CV and cover letter for this role. Weâre looking for someone who understands the nuances of high-stakes marketing, so make sure to reflect that in your written application.
Apply Through Our Website: For the best chance of success, apply directly through our website. It helps us keep track of applications and ensures youâre considered for this exciting opportunity!
How to prepare for a job interview at Practicus
â¨Know Your Numbers
As a potential CMO, you need to be comfortable with data. Brush up on key metrics like CAC, LTV, and ROI. Be ready to discuss how you've used these figures to drive marketing strategies in the past.
â¨Showcase Your Strategic Mindset
Prepare to talk about your experience transitioning from acquisition-focused strategies to profitability-driven models. Have examples ready that demonstrate your ability to balance brand narrative with unit economics.
â¨Understand the Emotional Stakes
Given the sensitive nature of the B2C services market, be prepared to discuss how you've navigated high-stakes marketing scenarios. Highlight your understanding of customer emotions and long consideration cycles.
â¨Demonstrate Your Mentorship Skills
This role involves upskilling others, so think about how you've mentored teams in the past. Share specific instances where you've built capability within a marketing function and the impact it had on performance.