Senior marketing leadership, without the senior hire.
I'm Dan — a fractional CMO for B2B SaaS, EdTech and regulated-services companies. Fifteen years building marketing functions on the inside, including one from £250K to £7M ARR. I work with three or four founders at a time who need the thinking and the throughput, without adding a £150K line to the org chart.
"A very strong marketer with a great blend of strategic and tactical ability. Strongly recommend Dan."
Mark Ritson · Founder, Mini MBA in Marketing
Built brands inside
Selected work
The work behind the numbers.
2020 — 2024 / IMP Software
How I helped IMP Software take 45% of the UK market.
When I joined IMP Software in 2020, the company was at £250K ARR with no marketing function, no brand, and a category — local government finance software — that nobody outside the buyer set had heard of. Four years later, ARR was £7M, market share was 45%, and IMP was the category leader.
The work wasn't clever. It was disciplined. We picked a position the incumbents couldn't credibly take, built a content engine around it, and made sure every founder conversation, sales pitch and piece of marketing pointed at the same thing.
Brand first, then demand. Evidence over opinion. Ship every week.
Other work worth mentioning
02 / Cases
Equiniti — £1M in 6 months
Launched a new cyber security division to £1M revenue in six months. Built the proposition, the brand, the demand engine and the first sales pipeline.
Kinrock — two brands, one operator
Took over marketing for two B2B brands as a solo lead. Built an AI-augmented operating model that delivers the throughput of a seven-person team.
The differentiator
The reason I can deliver what used to take a team.
Most fractional CMOs sell strategy and outsource execution. The problem with that model is that execution is where strategies live or die — and the second your consultant hands the work to a freelancer or agency, the brand goes one way and the output goes another.
I run a structured AI operating system across content, SEO, campaigns, CRM and reporting. Seven specialised agents, standing briefs, an editorial workflow that ships every week.
It's the difference between a consultant who writes a plan and a consultant who runs the function.
For you, this means: the strategy you sign off is the strategy that ships. Deliverables don't depend on whether I'm having a good week. And you get the throughput of an in-house team at a fraction of the headcount cost.
Engagements
Four ways to work together.
Four engagement shapes. I work with three or four founders at a time, so we'll only proceed if it's a clear fit on both sides. Transparent pricing — no procurement gymnastics, no day-rate creep.
A marketing function that runs, reports and compounds.
For founder-led B2B companies between £1M and £20M ARR who've outgrown a marketing manager but can't yet justify a £150K hire. I run the function, sit in the board pack, and own the number.
- 2 or 3 days per week
- Strategy plus execution
- Team build-out (human + AI)
- Quarterly board reporting
A 6-week blueprint your team can actually run.
Positioning, ICP, messaging, channel plan, measurement framework. You leave with a playbook that gets used — not a 90-page deck that lives in a Drive folder nobody opens.
- Positioning + brand strategy
- ICP + buyer journey mapping
- Channel + content architecture
- 12-month growth roadmap
An extra senior brain, on call.
For marketing leaders and founders who don't need a full CMO but do need someone to think with when the stakes are high. Two working sessions a month, async access in between.
- 2× monthly working sessions
- Async Slack + email support
- Playbook + framework library
- 3-month minimum term
Something that doesn't fit a box.
Launches, audits, brand work, one-off projects, weird-shaped problems. Tell me what you need and I'll shape an engagement around it. Founder-friendly options on the table.
- Scoped to your goals
- Fixed-fee or day-rate
- Startup-friendly options
- Free 30-min scoping call
Principles
Less theatre. More throughput.
Most B2B marketing fails because nothing actually ships. Decks pile up, agencies overpromise, the team gets stuck between priorities, and twelve months later the founder asks where the pipeline is. My job is the bridge between the boardroom and the build.
Brand is the multiplier
Every short-term tactic compounds — or doesn't — based on the brand underneath it. We start there, always. Then we earn the right to talk about funnels.
AI is leverage, not a shortcut
I run a structured AI operating system across content, SEO, campaigns and CRM. It's why a solo consultant can deliver what used to take a team of seven.
Evidence beats opinion
Every recommendation is backed by data, customer research and category context. No pet theories. No "trust me, this worked at my last job."
Get on the tools
I don't just write the plan. I build the campaigns, ship the copy, fix the analytics, brief the designers. Strategy and execution under one roof.
Honest fit
Right for some founders. Wrong for others.
Three or four engagements at a time means I have to be honest about what works. Here's where I add the most value — and where you're better off with someone else.
A good fit if
- You're a founder or CEO of a B2B company between £1M and £20M ARR
- You sell something considered, regulated, or technical
- You've outgrown a marketing manager but a £150K CMO hire feels premature
- You want strategy and execution under one roof — not another agency deck
- You're prepared to ship, measure, and change your mind
Probably not if
- You need someone to manage an existing agency or run paid media in isolation
- You're pre-product or pre-revenue and looking for go-to-market validation
- Decisions need a committee of six and four weeks of pre-reads
- The brief is "do more of what we did last year, but cheaper"
- You're hiring someone to be the loudest voice in the room
In their words
What founders and CMOs are saying.
"Dan is a marketing superstar — with bags of energy, diligence and ambition. He developed our marketing strategy from scratch, whilst also driving our podcast series, new website and brand development."
"Dan is one of the brightest and bravest B2B marketeers I've had the pleasure to work with. His mission to up the quality of B2B marketing is admirable and much needed. Rock solid integrity."
"Dan's approach to B2B marketing and brand strategy is refreshing. He takes the time to listen first to understand context before delivering a plan. It's no coincidence Dan was around during our largest period of growth to date."
"Every marketing conversation I have with Dan has me nodding along in agreement. He gets it. His approach to brand marketing is on the money."
"Dan is an accomplished marketing strategist and a talented marketing leader. He has a pragmatic and can-do approach to everything. Beyond the hard skills, he's an absolute pleasure to work with."
"I was so impressed by their brand-first philosophy, depth of knowledge and experience, and informed and inspiring creative approach. I wouldn't hesitate to recommend them."
How it runs
From discovery to delivery.
Discovery call
30 minutes, no obligation. We talk through where you are, where you want to get to, and whether I'm the right fit.
Proposal & scope
One-page proposal within 48 hours: scope, timeline, deliverables, pricing. No legalese, no endless rounds.
Onboarding
Stakeholder interviews, customer research, competitor analysis, data audit. Everything I need to make decisions on evidence.
Delivery
Strategy work and execution run in parallel. Weekly check-ins, async updates, shared workspace. You see progress every week.
Iterate
Quarterly reviews, refined roadmap, KPI tracking. We adapt as the market and your business evolve.
Frequently asked
Questions you're probably asking.
Most engagements are with B2B SaaS, EdTech or regulated-services companies between £500K and £20M ARR — usually founder-led, often Series A or bootstrapped, always at the point where marketing matters and the team is too small to do it properly.
An agency sells you a team for a deliverable. I am the team, and I own the outcome. You get one senior brain sitting inside your business, accountable to the board, building a function that compounds — not a vendor invoicing monthly for retained services.
Fractional CMO engagements start at £2,500/month for two days a week. Strategy Sprints are fixed at £4,500. Advisory retainers from £650/month. No day-rate creep, no surprises.
I take a small number of new engagements each quarter. Typical lead time is 2–4 weeks from discovery call to kickoff. Urgent cases sometimes possible — just ask.
Yes — primarily UK and EU, with select North American clients. Remote-first by default, with in-person sessions for board meetings and offsites when it makes sense.
A structured set of seven specialised AI agents covering brand, content, SEO, campaigns, CRM, research and reporting — each with standing briefs, editorial workflows and quality gates. It's not "I use ChatGPT sometimes." It's a production system that lets one senior operator deliver the throughput of a small team.
30 minutes, no slide deck, no pitch. You tell me what's actually going on. I tell you whether I think I can help — and if I can't, I'll often point you to someone who can. No hard sell, no follow-up sequence.
Ready to build a B2B brand that compounds?
I work with three or four founders at any one time. If we're a fit, brilliant. If we're not, I'll tell you and point you somewhere better. Every enquiry gets a personal reply within 48 hours.
- 30 minutes. No slide deck. No pitch.
- You tell me what's going on. We'll know quickly if there's a fit.
- If we're aligned, you get a one-page proposal within 48 hours.