Fractional CMO and Marketing Director services that make an impact
Providing strategic direction and operational excellence tailored to your business.
You get years of experience and expertise, condensed into just one day per week – delivering high-value leadership and skills at a fraction of the cost.
Flexible. Focused. Fully invested in your success
Sometimes ‘Just Doing More’ isn’t the answer
You’re already doing marketing.
You might have a small team, maybe working with an agency or two.
You’re running campaigns, getting some enquiries, and you’re doing alright with your sales conversion.
But it’s not delivering what you really need – or it’s not happening fast enough.
Doing more of the same won’t get you what you want.
It’s not about effort – it’s about direction.
Smarter strategy. Stronger leadership. Better execution.
Your business is now too big for DIY marketing or to wing it – but you’re not quite ready for that full-time executive hire just yet. That’s exactly where a fractional CMO or Marketing Director is the ideal solution.
Mark Hull, founder of Once or Twice, works as a fractional marketing leader embedded in your business – typically one day a week (could be more or less depending on need). He brings strategic clarity, marketing direction, and hands-on delivery to help drive growth at pace, without the cost or commitment of a full-time hire.
Why you need to work with us – the Once or Twice difference.
You’re a Once or Twice business. You don’t sell Fast Moving Consumer Goods, and your products or services are bought very infrequently. You may provide a one-off purchase, or it could be that your customer commits to you for a while, but the fact is they may only ever make that purchase commitment just once or twice in their lifetime.
That changes the game.
To win a customer when you have just one chance requires a specific approach to marketing – one that we specialise in.
We know how to:
- Truly understand your market and customer to shape smarter strategy
- Reach your audience before they’re in-market, and stay memorable until they are
- Generate interest and capture attention at the right moment
- Build trust quickly with customers who’ve no experience in your category
- Support complex, emotional, high-consideration buying decisions with dynamic and individual sales programmes
- Balance long-term brand growth and short-term commercial performance
- Track what works, optimise what doesn’t, and hold marketing to account for performance
- Develop your marketing team, technology, and processes for ongoing success
Mainstream marketing strategy and tactics don’t translate easily to Once or Twice businesses, and applying them blindly can waste budget, damage trust, and miss the mark.
That’s why you need a specialist.
That’s why you need Once or Twice.
What will a Fractional CMO actually do for you?
This isn’t just advice. And it’s not just another outsourced marketing project.
A Fractional CMO or Marketing Director does everything a full-time senior leader would do – just condensed into a flexible, high-value model that fits your business. 100% of the value, for 20% of the cost.
That means taking full ownership of your marketing strategy and delivery – bringing focus, direction, and leadership across every area of your marketing function, which could include
- Digital strategy and campaign planning (e.g. SEO, PPC)
- Effective implementation and utilisation of AI
- Website development and content creation
- Brand positioning, messaging and creative direction
- Marketing campaign design and execution
- Lead generation and conversion funnel optimisation
- Email marketing, automation and CRM integration
- Social media and multi-channel engagement
- Marketing technology – selection, set-up, and effective integration
- Managing agencies, freelancers and suppliers
- Internal team structure, recruitment and leadership
- Coaching and mentoring in-house marketing teams
- Running customer and market research
- Budget planning and ROI tracking
- Reporting, analysis, and performance optimisation
Whether you know exactly what you want or feel unsure about where to start, a Fractional CMO brings the clarity, structure, and action needed to move your business forward.
What Once or Twice brings to your business
✅ Executive Expertise
25+ years of senior marketing leadership across FTSE-listed businesses, PE-backed ventures, and ambitious SMEs.
✅ Specialist Knowledge
Proven systems, processes, and marketing best practice designed specifically for Once or Twice businesses.
✅ Ongoing Support
Not just a project consultant – an embedded, strategic partner within your team.
✅ Flexible Commitment
Support that scales with your needs. No long-term contracts, no fixed overheads.
✅ Proven Leadership
Clear, confident direction for your internal team and external partners.
✅ Trusted Network
Access to a curated circle of top-tier creatives, agencies, and specialists – ready when you need them.
Call us now on 0330 1333 462 or book a free consultation online to see how we can help you.
Frequently Asked Questions
What is a Fractional CMO or Marketing Director?
A senior marketing leader who works part-time in your business – typically 1–2 days per week – to provide strategic direction, team leadership, and delivery oversight without the full-time cost.
What’s the difference between a Fractional CMO and a Marketing Consultant?
A Fractional CMO is a part-time member of your leadership team. They’re embedded in your business, providing ongoing strategic direction, managing delivery, and being accountable for results – just like a full-time CMO or Marketing Director, but on a flexible, cost-effective basis.
A Marketing Consultant, on the other hand, typically comes in to offer advice or provide short-term project support. They may recommend strategy or improvements, but they’re not usually responsible for day-to-day implementation.
Once or Twice can provide marketing consultancy services too – You can see all the services we provide on How We Help
How quickly can you start?
One of the big benefits of going fractional is that there is no time consuming recruitment process or waiting for lengthy notice periods. In most cases, once an agreement is in place we could start within a matter of days.
What size businesses do you work with?
Mainly small to mid-sized businesses or scale-ups that are growing, restructuring, or looking for senior-level guidance before hiring full-time.
Do I need to have an existing marketing team?
No – we can help build your capability from the ground up, or step in to lead and elevate your existing team.
Can you work alongside agencies or freelancers
Yes – we often work as the bridge between founders, in-house teams, and agencies to keep everything aligned and accountable.
What makes you different from other Fractional CMOs?
Most fractional CMOs apply the same playbook to every business. We don’t. We specialise in Once or Twice businesses – where trust, timing, and decision-making are different. We bring the behavioural insight, brand-building expertise, and performance focus needed to succeed when there’s no second chance – and the experience to adapt strategy and frameworks specifically for these unique challenges.
How much does a Fractional CMO cost?
The cost will vary depending on the commitment required, but you could expect to pay between £800-£1,200 per day.
What you will not be paying is any recruitment fees, national insurance, holiday, sickness or any other benefits normally associated with a full time executive employee.
How do we get started?
Book a free 30-minute call to explore your goals and challenges. There’s no pressure – just a chance to see if the model’s a fit.
Let’s make sure your marketing and sales are ready to win
When the stakes are high and the timing matters, you need more than just marketing activity – you need senior-level direction, strategic clarity, and the confidence that everything is being done the right way.
A Fractional CMO or Marketing Director gives you all that – without the overhead or commitment of a full-time hire.
With Once or Twice, you get specialist leadership, decades of experience, and a marketing partner who’s fully invested in your success.
Let’s talk about how it could work for your business.
📅 Book a Free Consultation
No pressure. Just a conversation to understand what you need, and whether we’re the right fit.
Call us now on 0330 1333 462 or book a free consultation online to see how we can help you.
