Fractional Marketing Director JO SHAILES
How I help as a Fractional Marketing Director
Create strategic clarity
Define your ICPs, value propositions, priorities and success measures so marketing effort is focused on the right opportunities, not noise.
Build momentum and pipeline
Put structure, cadence and accountability in place so marketing starts contributing to commercial outcomes, not just activity reports.
Align brand, marketing and sales
Ensure your positioning, messaging and go-to-market activity support how your business actually sells and grows.
Reduce decision load for the MD
Take ownership of marketing decisions, trade-offs and prioritisation, freeing up leadership time while increasing confidence in direction.
Underneath this leadership, I work hands-on where it accelerates progress and bring in trusted specialist support where it makes sense.
How I work
How fractional marketing leadership works
Fractional is not “part-time marketing”. It is senior leadership, applied proportionally.
Typically:
- I start with a short audit to understand the commercial reality, not just the marketing symptoms
- We agree on clear objectives, priorities and success measures
- I embed with your leadership team, remotely or on-site
- We establish a regular cadence, clear reporting and decision-making rhythm
- Support scales up or down based on your stage, appetite for pace and internal resources
You get director-level thinking and accountability, without the cost or risk of a permanent hire.
This works best for businesses that:
- B2B companies
- Have ambition to grow, but need a clearer marketing direction
- Want senior input, not junior execution
- Value structure, evidence and calm decision-making
- Are not ready — or do not need — a full-time Marketing Director
About me
I am a commercially driven Marketing Director with more than 20 years’ experience leading strategic marketing across global B2B organisations. I began my career in data, analytics and database management before progressing into senior marketing leadership roles at GE Oil & Gas and later Trelleborg, where I became Vice President of Marketing with global responsibility for nine business units.
At Trelleborg, I led a major brand transformation, consolidating multiple global businesses into two externally facing brands. I implemented marketing automation and digital platforms, reduced reliance on external agencies, built and led a high-performing in-house team, and delivered measurable commercial impact — including €24m in campaign-generated sales leads and record-breaking ROMI. My focus was always on aligning marketing tightly with commercial strategy and revenue growth.
Since 2021, I have operated as a fractional and interim Marketing Director through The Marketing Centre. I work with owners and MDs of B2B businesses who know marketing matters but need clarity, structure and leadership rather than just campaigns. My work spans strategic planning, brand positioning, go-to-market strategy, digital transformation and sales enablement. I have led successful market expansions, product launches, rebrands and marketing restructures, consistently delivering stronger positioning, increased lead generation and improved revenue performance.
I am a Fellow and mentor of the Chartered Institute of Marketing (CIM) and combine strategic leadership with hands-on execution. My goal is simple: to ensure marketing sits at the board table and operates as a commercial growth engine, not a cost centre.
Considering fractional marketing leadership?
If you are weighing up your options — full-time hire, agency support or fractional leadership, a short conversation will help you decide what is right for your business.
There is no sales pitch. Just a clear discussion about your situation and whether this model fits.