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.

Fractional CMO, NED & Chair | Matthew Gaunt Associates

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The Founder

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

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The CEO

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

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The Chairman

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

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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).

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The Co-Pilot (Architect)

- Role: Board Advisor

- Focus: Profit growth and sustainability

- Deliverables: Commercial Performance Roadmap.

Customer Proposition Clarity.

Sharp lens on cost management.

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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, retail, food and private-equity-backed businesses — typically founder-led firms from around £10m turnover to larger organisations up to £200m — that want profitable growth, a stronger commercial engine, or a business made ready for investment or exit.

How does an engagement work?

Every engagement follows the same 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. It starts 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.