Fractional Marketing Director JO SHAILES
is this you…
When marketing feels busy but progress feels slow
Many growing B2B businesses reach a point where:
- Marketing activity is happening, but it is not driving a consistent pipeline
- The internal team is stretched or overly tactical
- Agencies are executing, but no one is truly leading
- Decisions are delayed because there is no clear owner at director level
That is where fractional leadership works.
I step in as your senior marketing lead — setting direction, making decisions, and creating a clear, workable plan your business can actually deliver.
What I do 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 who:
- Are B2B, technical or engineering-led
- 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
If you are looking for someone to “just do some marketing”, I am not the right fit.
If you want leadership, clarity and progress, this model works extremely well.
About me
I am a senior marketing leader with over 20 years’ experience working with B2B engineering, manufacturing and technical businesses.
I have led marketing strategy and delivery across complex, regulated and long-sales-cycle environments, helping businesses move from fragmented activity to clear positioning, structured execution and measurable growth.
Alongside my own client portfolio, I also operate as a fractional marketing director through The Marketing Centre, working at board level with mid-market organisations.
You work directly with me. I lead every engagement personally and bring in specialist support only where it adds value.
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.
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Reviews
I have worked with many professionals throughout my journey, but Jo is one of the most dedicatedprofessionals, willing to put that extra help whenever you need it.
Her expertise and skills within Marketing is considerable. Over the last years, she’s built a global marketing teamto support our operations globally with all marketing activities needed. (exhibitions, events, campaigns, web, social media….) Her work ethics are pristine, and she is easily adjustable to a given situation. Her contribution is valuable to the side, and I highly recommend Jo and would love to work with her again.”
Geir Otto Amundsen
Chief Executive Officer, Carbon Circle Holding AS