Fractional CMO Services
for ambitious UK Businesses
Strategic marketing leadership without the full-time cost
Led by a Chartered Marketer and Fellow of the CIM, I help UK businesses grow with clarity, focus, and measurable results.
You don’t need a full-time Chief Marketing Officer. You need one who delivers.
I’m Simon Larkin, a Chartered Marketer (CMktr) and Fellow of the Chartered Institute of Marketing (FCIM) with more than 20 years of experience helping businesses grow through clear strategy, strong leadership, and measurable marketing performance.
Through Hiddn Marketing, I offer flexible Fractional CMO services for ambitious UK businesses that want senior marketing leadership without the overheads of a permanent role.
I’ve led marketing transformation across financial services, technology, real estate, e-commerce, and other complex, regulated sectors. I combine strategic vision with technical expertise, from CRM and automation to SEO, PPC, and performance analytics, to deliver results that matter.
Whether you’re in the North West or anywhere across the UK, I act as your Fractional CMO, providing hands-on, board-level marketing leadership designed to scale with your business.
Led by Experience. Grounded in Results.
I’ve spent more than two decades in senior marketing roles, building and rebuilding marketing functions under pressure, from international asset management firms and M&A brokers to technology brands and national consumer businesses.
That experience has shaped how I work. I know what it takes to move marketing from noise to performance. I bring focus, discipline, and the ability to make sense of complexity, fast.
I understand how marketing and data connect to commercial outcomes, and how to build the systems, people and processes that make it scalable.
I’ve delivered measurable impact for businesses across the UK and beyond, leading teams through periods of transformation, growth, and change. That’s what I bring to my Fractional CMO engagements: clarity, structure, and the confidence to move forward.
Strategic Marketing Leadership That Scales With You
As your Fractional Chief Marketing Officer, I operate as part of your leadership team. I bring senior-level marketing strategy, operational oversight and delivery expertise to help you scale sustainably.
This isn’t theoretical consultancy or agency oversight. It’s practical, experienced, hands-on marketing leadership that’s fully aligned with your commercial goals.
My Core Services
- Brand strategy and positioning
- Data-driven lead generation and funnel optimisation
- Performance-focused digital marketing campaigns
- PPC strategy, reporting, and ROI measurement
- CRM design, email marketing, and lifecycle automation
- SEO audits and website performance improvements
- Competitor benchmarking and market entry strategy
- Marketing team structure and capability development
Marketing That Drives Measurable Impact
Marketing should do more than generate awareness. It should create commercial momentum. Across my career, I’ve helped businesses deliver real results:
Improved lead conversion by over 40% through CRM redesign and automation
I led a full review and rebuild of a company’s CRM and data systems to address poor conversion and inconsistent communication. By re-engineering workflows, introducing automation, and mapping customer journeys, I improved both speed and relevance of marketing output. increasing lead conversion by more than a third within six months.
Reduced annual marketing spend by more than £200K through smarter resourcing and workflow design
In one organisation, I identified duplicated agency costs, inefficient approval chains, and resource gaps that slowed delivery. By introducing agile workflows, consolidating creative functions in-house, and improving vendor terms, I cut annual spend by over £200K while increasing campaign volume and quality.
Built high-performing in-house marketing teams across multiple industries
I’ve built and developed marketing teams that deliver consistently, from early-stage startups to established national brands. By focusing on capability, accountability, and workflow design, I’ve helped businesses move from reactive activity to a proactive, performance-driven marketing culture that sustains itself long after the initial transformation.
Delivered brand consistency and measurable ROI across complex, regulated markets
Working with multi-site and multi-region businesses, I’ve implemented brand frameworks and performance models that bring structure and consistency across every channel. The result is clear visibility, compliance alignment, and the ability to measure marketing impact at both local and board level.
Repositioned a legacy brand for growth during a competitive market shift
I led a strategic repositioning project that refreshed brand identity, messaging, and digital presence for a well-established company facing aggressive new entrants. By redefining the brand architecture, aligning the value proposition to audience needs, and launching a targeted digital campaign, the business regained market share and improved perception across key client groups.
Delivered digital transformation to modernise customer engagement and improve efficiency
I guided an organisation through the implementation of a new digital ecosystem, integrating CRM, automation, and analytics to replace outdated, manual systems. The project delivered significant time savings, improved customer experience, and provided real-time visibility of marketing performance for the leadership team.
Directed crisis communications during a period of financial and regulatory scrutiny
When a high-profile brand faced financial distress and investigation by regulatory bodies, I directed the full communications response. Working closely with leadership, legal, and compliance teams, I developed a controlled, transparent messaging strategy that maintained stakeholder confidence and stabilised public perception under intense media and political pressure.
That’s the value of a Fractional CMO: strategic clarity, commercial accountability, and execution that moves the needle.
Why Businesses Choose a Fractional CMO
Hiring a full-time marketing director or CMO isn’t always the right move. For many growing businesses, the need is strategic leadership, but without the fixed overhead.
That’s where I come in.
I bring the expertise of an outsourced Chief Marketing Officer or Fractional Marketing Director, providing the insight, structure and direction of a senior leader while remaining flexible to your scale and budget.
You get:
- Board-level strategy, without the full-time cost.
- Clear marketing direction and performance oversight.
- Immediate access to experience, frameworks, and networks.
- The ability to focus on growth, knowing your marketing is in safe hands.
This is senior marketing leadership on demand, your business, your goals, your pace.
If Any of This Sounds Familiar, I Can Help
- Your brand is growing, but your marketing isn’t keeping up.
- You need to reposition or refine your message.
- You want better lead generation or marketing that converts.
- You’re launching a new product or entering a new market.
- You want accountability, structure, and measurable impact.
- You need strategic marketing leadership, not another agency.
I can take the lead or support your existing team. Either way, I’ll bring direction, focus, and a practical plan for growth.
Real results. Real relationships.
Every engagement starts with a conversation. I want to understand your business, your goals, and your challenges.
I treat your business like it’s my own because your success is the measure of mine.
I’ve worked with founders under pressure, leadership teams navigating change, and boards that need evidence, not theory. The common thread? They all wanted clarity, focus, and marketing that delivers results.
