ADAM JONES MCIM

Fractional Marketing Director

I provide senior marketing director services & support, on a retainer or project basis.

I specialise in supporting founder-led brands scale sustainably, with a track record of driving growth through brand & digital transformation.

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Professional Credentials

Worked With

wELSH gOVERNMENT

University of South Wales

nATIONAL fARMERS uNION

dEVELOPMENT bANK OF wALES

Cwtch Haus

Public Health Wales

nATIONAL bOTANIC Garden of Wales

Chwarae Teg

My Services

Fractional Marketing Leadership

Acting as your embedded marketing lead, this is senior-level direction without the commitment of a full-time hire. I take ownership of strategy, planning and performance aligning marketing with commercial objectives, leading internal and external partners, and building the structure needed for scalable, predictable growth.

Strategic Project Leadership

For high-impact marketing initiatives that require experienced oversight, I lead projects from concept to completion. Whether it’s a rebrand, website transformation, campaign architecture or structural reset, I bring clarity, direction and accountability, ensuring the project delivers commercially, not just creatively.

Strategic Marketing Audit

A comprehensive review of your current marketing performance, positioning and infrastructure. This audit identifies what’s misaligned, underperforming or holding growth back. Delivering clear, prioritised recommendations and a practical roadmap for improvement.

Go-To-Market & Growth Planning

Designed for businesses launching a new product, entering a new market or preparing for their next stage of growth. This engagement delivers a structured, commercially grounded plan, defining positioning, channels, messaging and execution priorties to ensure momentum is built strategically, not reactively.

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Testimonials

  • "Adam’s insight into the world of customer experience, capturing data, and presentation is second to none. The work he does is hugely effective."

    Tony Cramp
    National Sales Manager, 1909

  • "Adam brings clarity and commericial structure to marketing. His ability to align strategy with measurable outcomes makes a tangible difference to performance and team focus"

    Martin Jones
    Founder & Director, Cwtch Haus

  • "The strategic oversight, accountability, and clarity Adam brought gave me so much confidence. It’s rare to find someone who can think big picture while also making sure things get done."

    Tom Phillips
    Co-Founder, Blackline Academy

About ME

I founded Bold+Subtle after transforming my family business. Leaving behind an agency career where I managed a £2 million ad spend portfolio, I stepped in as a hands-on leader and applied brand-led strategy across marketing, operations and finance. The result was a 7 figure business with net profit up 187% within two years.

That experience cemented my belief that brand is the most powerful driver of growth. Through Bold+Subtle I bring a hybrid approach, combining commercial strategy with creative direction, to help ambitious, founder-led businesses build brands that connect deeply and grow meaningfully.

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Impact Delivered:

Cwtch Haus
Strategic brand & marketing overhaul that lifted turnover 162%, profits 187% and lead generation 202% YoY.

National Farmers Union
Reframed the union as every farmer’s ally post-Brexit, driving a 60% YoY surge in new memberships.

University of South Wales
Delivered a £1:£7 ROI in student-recruitment spend and took home CIM’s Best Integrated Campaign award.

Public Health Wales
Delivered a digital campaign that achieved a 12% conversion rate (4× the industry norm) winning The Drum’s Best Public Sector Campaign award.

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Frequently Asked Questions

  • A Fractional Marketing Lead provides senior-level marketing direction on a part-time basis. You gain strategic oversight, commercial alignment and accountability, without committing to a full-time hire. It’s designed for growing businesses that need structure and leadership, not just more activity.

  • Agencies typically execute defined tasks. A Fractional Marketing Lead defines the direction, sets priorities, aligns marketing to commercial goals, and ensures every channel and supplier is working toward measurable outcomes. If agencies are involved, I lead and coordinate them to maximise performance.

  • Both — depending on what the business needs. In some engagements, I operate purely at leadership level, setting direction and managing delivery through internal teams or agencies. In others, particularly during earlier stages or high-priority projects, I’ll also be hands-on to ensure momentum and quality. The structure flexes around what delivers the best outcome.

  • Every engagement is tailored. Some businesses require a lighter strategic cadence; others need more involved leadership during growth or transformation phases. The level of involvement is agreed upfront and evolves as the business does.

  • Engagements are structured on a rolling basis. However, meaningful impact requires time to implement foundations, measure performance and refine strategy. The focus is always on building sustainable progress rather than short-term activity.

  • Typically founder-led or owner-managed businesses that have momentum but recognise that marketing needs more structure and senior direction to scale effectively.

  • That’s not a problem. I can work directly with the founder, manage external partners, or help build internal capability where needed. The structure is built around your current stage.

  • Success is defined against commercial objectives, not vanity metrics. That means clear KPIs tied to revenue contribution, pipeline quality, conversion performance and channel effectiveness. Marketing should be measurable enough that decisions feel informed, not instinctive.

  • Yes — the Strategic Marketing Audit is a standalone engagement that gives you clarity and a roadmap. It’s often the best starting point.

Do You Need A Fractional Marketing Lead?

There’s a stage of growth where you don’t need a full-time Marketing Director, but you do need leadership. Most businesses sit in this gap longer than they should.

Fractional marketing leadership is typically right for businesses that have grown, but marketing hasn’t matured at the same pace.

It may be the right fit if:

  • You’re generating consistent revenue but growth feels unpredictable

  • You’re still the default decision-maker for marketing

  • Your Marketing activity lacks cohesion or clear commercial alignment

  • Agencies or freelancers are active, but no one is truly accountable

  • You suspect opportunity is being left on the table

It’s unlikely to be the right fit if you’re looking purely for task execution or early-stage experimentation. Fractional leadership works best when a business is ready to build structure, accountability and a marketing function designed to scale.

Key Findings on Fractional Marketing Impact:

  • ROI and Efficiency: A study by the Marketing Agencies Association (MMA) found companies using fractional CMOs reported a 23% increase in marketing ROI within six months, with 68% reporting improved budget efficiency and a 31% reduction in wasteful spending.

  • Growth Rate: Research highlighted by Breakthrough3X shows that companies with a single, dedicated, customer-orientated leader (often a fractional CMO) achieve 2.3 times more growth than those with fragmented marketing responsibilities.

  • Cost Savings: Data from Deloitte shows companies using fractional marketing saved an average of 40% on marketing costs compared to full-time staff, allowing for reallocation of funds into growth-driving activities.

  • Market Adoption: The fractional executive market has seen 18% year-on-year growth, with the total number of professionals doubling between 2022 and 2024, indicating high adoption and success rates.

Let’s work together.

Arrange an initial discussion to explore whether fractional marketing is the right fit for your business.

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