What a fractional CMO does
A fractional CMO works 1–3 days per week as your senior marketing leader. They set strategy, manage agency relationships, own the marketing budget, build the team, and report to the CEO/board. They don't write blog posts or manage ad accounts — they lead the people who do.
When to hire one
You need a fractional CMO when: you're spending £5k+/month on marketing but nobody's owning the strategy, you're between full-time CMO hires, you're pre-Series A and can't justify a £120k+ salary, or your marketing is a collection of tactics without a coherent plan.
Cost comparison
Full-time CMO in London: £100–£180k salary + equity + benefits. Fractional CMO: £3,000–£8,000/month for 1–3 days/week. Agency retainer: £2,000–£10,000/month depending on scope. A fractional CMO is typically 60–70% cheaper than a full-time hire.
Fractional CMO vs agency
An agency executes. A fractional CMO leads. They're complementary, not competitive. The best setup for most London scale-ups: a fractional CMO to own strategy and manage vendors, plus an agency (like Meridian) to execute SEO, PPC, content, and creative.
Red flags when hiring
They want to replace your agency instead of working with them. They can't show revenue attribution from previous roles. They've never managed a budget above your spend level. They only want strategy — no willingness to get hands dirty in month 1.