What does a Fractional CMO actually do?

A Fractional CMO is an experienced marketing leader who joins your business 1-3 days a week to build the commercial engine. Unlike a consultant who delivers a deck and leaves, a Fractional CMO embeds with the leadership team to fix unit economics, build the marketing function and drive EBITDA growth.

What is the difference between a Non-Executive Director and a Board Advisor?

A Non-Executive Director (NED) is a formal Board member with statutory duties under the Companies Act and a fiduciary responsibility to all shareholders. A Board Advisor is an informal role with no statutory duties; the Advisor provides specialist input but does not vote on Board decisions.

When should a consumer business hire a Fractional CMO?

The most common triggers are: marketing spend is producing unclear returns; the business has grown beyond founder-led marketing instinct; a Private Equity exit is 18-36 months away; or the company needs to build a marketing function and a permanent CMO is not yet affordable or appropriate.

Non-Executive Chair, NED & Fractional CMO

Screen_Shot_2026-03-04_at_11-14-45_am-removebg-preview

The Founder

"Marketing is a black box. You are spending the money but can't see the return. Your team is reactive, not strategic"

Screen_Shot_2026-03-04_at_11-14-51_am-removebg-preview

The CEO

"Revenue is up, but profit is down. What are the levers I can pull? What about AI?"

Screen_Shot_2026-03-04_at_11-15-01_am-removebg-preview

The Chairman

"Do we have the systems, the data, and the AI governance to scale safely."

Screen_Shot_2026-03-27_at_12.10.56_pm-removebg-preview

The Builder (Fractional)

- Role: create the systems, processes and governance to deliver improved returns.

- Focus: Infrastructure & Stability.

- Deliverables: A Roadmap for growth.

Coach, teach or restructure the marketing team.

Install the "Truth Dashboard" (P&L tracking).

Screen_Shot_2026-03-27_at_12.10.59_pm-removebg-preview

The Co-Pilot (Architect)

- Role: Board Advisor

- Focus: Profit growth and sustainability

- Deliverables: Commercial Performance Roadmap.

Customer Proposition Clarity.

Sharp lens on cost management.

Screen_Shot_2026-03-27_at_12.11.02_pm-removebg-preview

The Governor (Board Advisor)

- Role: Non-Executive Director (NED) / Advisor

- Focus: Customer, Commercial and Digital. Risk Assurance & Governance

- Deliverables: Governance.

The AI Safety Policy -> Govern -> Pilot.

Mentoring the permanent CMO.

Frequently asked questions

What does Matthew Gaunt Associates do?

Matthew Gaunt Associates is the board advisory practice of Matthew Gaunt, a former board-level leader at Majestic Wine, Wickes and Hamleys. It provides fractional CMO leadership, non-executive directorship and board advice to UK consumer, retail and private-equity-backed businesses.

What is a fractional CMO?

A fractional CMO is an experienced chief marketing officer who works inside your business part-time, typically one to three days a week. You get board-level commercial leadership — strategy, team, systems and governance — without the cost or commitment of a full-time executive hire.

What does a non-executive director do for a consumer business?

A non-executive director gives a consumer business independent oversight and constructive challenge at board level: scrutinising strategy, protecting governance, and bringing outside commercial experience the executive team does not have. The right NED has delivered the results they are asked to judge.

Who does Matthew Gaunt Associates work with?

Ambitious UK consumer-facing businesses from £10m to £1bn turnover - retail, food, hospitality, leisure and consumer brands, from founder-led firms to private-equity-backed and listed groups. Matthew works with them in a range of ways: as fractional CMO (the Builder), as advisor alongside the CEO or CMO (the Co-Pilot), and as NED, Chair or board advisor (the Advisor).

How does an engagement work?

Fractional CMO and Co-Pilot engagements follow a four-phase method: Diagnose the commercial failure points, Co-Create the plan with your team, Embed by leading the execution hands-on, then Refine and hand over to permanent talent. Non-executive roles work differently. As Chair or NED, Matthew still embeds to learn the business, but the work is strictly hands-off - independent challenge and support as a critical friend, as a NED should be. Both start with a confidential 30-minute conversation.

Book an intro call ▸

Happy Clients

Fractional CMO, NED & Board Advisor for Consumer Businesses

I fix the commercial engine.

Bridging the gap between Boardroom Strategy and Operational Reality for consumer businesses.

Three Roles. One Commercial Problem.

The Founder

The CEO

The Chairman

"I partner with founders and boards to build a commercial engine that scales."

Three Roles. One Commercial Problem.

The Builder (Fractional)

The Co-Pilot (Architect)

The Governor (Board Advisor)

Frequently asked questions

What does Matthew Gaunt Associates do?

What is a fractional CMO?

What does a non-executive director do for a consumer business?

Who does Matthew Gaunt Associates work with?

How does an engagement work?

FORMER LEADER AT

Where to next

Pages

Contact me

Newsletter Sign-up