Fractional CMO for B2B and consumer tech companies. I turn scattered marketing tactics into growth engines that scale and compound: acquisition, retention, and monetisation working as one system.
Guy Fitzpatrick
Fractional CMO for B2B & Consumer Tech (Seed to Series C) | Prev. Mozilla, heycater! & Kitchen Stories
Berlin, Germany (+00:00 UTC) English, German, Frenchfrom Manchester, United Kingdom
Usually responds in 2 days
Free
Price per hour
15 min30 min
Time Blocks Available
5.00
1 reviews / 4 sessions
Tue
28
Next availability
Bio
Most startups and scale-ups know that finding the right growth levers can have an outsized impact on their business. The challenge is how to prioritise, build the right systems, and execute without burning through budget or team bandwidth, and without anyone senior owning the outcome. I'm a Fractional CMO for B2B and consumer tech companies (Seed to Series C). I've spent 15+ years solving this problem: turning scattered marketing tactics into coherent growth engines that scale and compound, with acquisition, retention, and monetisation working as one system. Business impact: → 10× revenue growth in 10 months at 65% lower cost per customer (B2B marketplace, heycater!) → 8× YoY ecommerce growth in under 12 months (D2C, Marbotic) → 115% of acquisition targets at 6× lower CAC through an integrated brand and performance campaign (Consumer tech, Mozilla) → 2× paid subscriber growth in under 2 months (Consumer tech, Kitchen Stories) → 4× sales-qualified leads at 50–90% lower cost per SQL (B2B scale-up, Join Program)
Expertise
Branding
I've built brand positioning and value propositions at every stage, from heycater!'s USPs to Mozilla's regional campaigns. Branding only works when it's tied to acquisition.
Building a team
I've built numerous marketing & growth teams over the last 10+ years ranging from 1-10 people. Happy to share my experience and act as a sparring partner.
Content marketing
Content built me 195% YoY organic traffic at one company and a full blog strategy at another. I treat content as a growth channel with numbers, not just a brand exercise.
Conversion rate optimisation
From landing pages to qualification funnels, I've driven measurable conversion gains at every company I've worked with. Small funnel fixes often beat big campaign spend.
Demand generation
I've built demand gen engines that delivered 4X qualified leads twice over, at heycater! and more recently for a B2B scale-up. Happy to look at your funnel with you.
Email marketing
Email marketing is the key to any successful marketing strategy and continues to be underestimated, both for acquisition and retention across B2C and B2B businesses.
Go to market strategy
I've built GTM strategies from scratch across B2B and consumer tech, from a marketplace's 10X revenue run to a D2C brand's 8X ecommerce growth. Happy to pressure-test yours.
Growth marketing
Do I have a solid growth strategy? Is my growth engine working? Have I identified the most impactful opportunities? Am I prioritising the right things? Growth is hard, especially if you are only focusing on tactics
Marketing automation
I've implemented HubSpot, Braze, and lifecycle automation across B2B and consumer products, connecting acquisition to retention instead of treating them separately.
PPC strategies
I've cut paid acquisition costs by 35 to 65% at multiple companies while growing lead volume, from Mozilla's SEM programme to heycater!'s campaigns. Efficiency over spend.
SEO
I've worked in SEO since 2009, when I started my career, and driven 195% YoY organic growth and record backlinks along the way. It compounds in a way paid never does.
Technology and tools
Semrush, HubSpot, Braze, Google Ads, GA4, I've used the full stack hands-on for over a decade, not just briefed a team to run it. Happy to talk tool selection and setup.
Toolkit
Google Ads
14 years of experienceI've run Google Ads campaigns since 2013 across B2B and consumer accounts, cutting acquisition costs by 35 to 65% at multiple companies while growing lead and install volume.
Google Analytics
18 years of experienceI've used Google Analytics daily since 2009 to track acquisition, conversion, and retention across every company I've worked with, from early SEO roles through to full growth engine builds.
Google Webmaster Tools
18 years of experienceI've used Google Search Console since 2009 (back when it was Webmaster Tools) to diagnose indexing issues and track organic performance, part of driving 195% YoY organic growth at one company.
Hubspot
3 years of experienceI've used HubSpot to build marketing automation and CRM workflows from scratch, most recently as the foundation for a B2B scale-up's lead generation and lifecycle campaigns.
Salesforce
6 years of experienceI've used Salesforce since my time at heycater!, managing B2B customer data and lifecycle campaigns to support acquisition and retention efforts across the sales funnel.
Semrush
12 years of experienceSemrush is a powerful tool for both SEO and paid search. It can help you to uncover opportunities and effectively monitor and research competitors. I've been using Semrush for a longtime and regularly recommend it.
Wordpress
17 years of experienceI've managed and built websites on WordPress since 2010, including content and blog strategies that drove record organic traffic at several companies I've worked with.
Experience
- Built and established the Marketing and Growth department within Kitchen Stories, focused on driving organic user acquisition, retention and monetisation of desktop and mobile app users - Lead ten-person team including SEO, CRM, PR, social media, content marketing, community & B2B marketing, and successfully implemented agile marketing methodology - Developed value proposition & launch strategy for the revamped premium app subscription ‘Kitchen Stories Plus’ leading to >2X paid subscriber growth within two months of launch - Built growth model and business plan for ‘Kitchen Stories Plus’ as part of business case Implemented lifecycle strategy along user journey leading to >25% engagement YoY - Led marketing launch & development of ecommerce strategy for Kitchen Stories’ spice mixes and recipe book collection, and oversaw key partnerships with Jamie Oliver and Get Voila - Key member of the Strategy Team, responsible for setting company OKRs and prioritising roadmap in close collaboration with Product Engineering, Creative and Sales
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- Led marketing and growth, focused on driving B2B customer acquisition and retention Increased monthly qualified leads by 4X and oversaw 10X revenue growth within 10 months - Launched exploratory expansion campaigns in the UK, Denmark, Austria, and Switzerland - Optimised paid campaigns reducing CPAs by >65% whilst increasing monthly leads by >300% Implemented customer lifecycle campaigns and promotional email campaigns to drive retention Established brand values, company positioning, and vision to better communicate USPs - Drove product improvements to optimise key landing pages and customer qualification funnels Established content strategy and revamped blog to drive record organic traffic
CateringB2B- Led digital marketing, focused on driving B2C ecommerce growth and brand awareness - Managed three-person team, and successfully implemented agile marketing methodology - Launched a GTM strategy that led to 8X ecommerce revenue growth YoY through optimising digital marketing channels, brand development and scaling paid acquisition - Spearheaded redesign and relaunch of website, and subsequent migration to Shopify - Implemented customer lifecycle campaigns and promotional email calendar to drive sales
e-learningToysAppsConsumer ApplicationsMobile apps
- Led integrated marketing in Europe, focused on user B2C acquisition and retention across all marketing channels as to drive desktop and mobile app growth in Europe - Managed six-person cross-functional team including creative, events, social and comms Developed 360 marketing campaigns in Germany & responsible for seven-figure media budget Led the launch of a fully integrated regional campaign from concept to execution - Spearheaded development of media plan, key messaging & visuals, production of online & offline assets, events plan, and led production agency & media agency collaboration - Campaign resulted in 3.5M+ video views, 7%-point increase in brand perception, exceeded user acquisition goals (115%), and lowered CAC by 6X (versus comparable US campaign) - Led global performance marketing project focused on increasing ROI of Tier 1 campaigns (US, CA, DE, FR & UK) and expansion to 24 further international markets - Developed SEM optimisation program that led to 20% improvement of ROI over 6 months
InternetWeb BrowsersBrowser ExtensionsAppsMobile appsDesktop AppsConsumer Applications
- Led B2B acquisition marketing in Europe targeting customers in Germany, France and the UK - Managed a highly motivated three-person cross-functional team - Developed an SEO content and outreach strategy that led to record organic traffic (195% YOY growth), social shares, PR placements and relevant backlinks - Significantly improved performance marketing campaigns through continuous optimisation leading to increased conversions and a 50% YoY reduction in avg. acquisition costs in Europe - Responsible for growing global partnerships with companies such as Kickstarter & Udacity
graphic designWeb designUX Design- Led international B2C performance marketing, leveraging paid and organic channels to grow user base across desktop, mobile apps & connected devices - Managed six-figure media budget encompassing online and offline cross-channel campaigns - Developed & launched TV ad campaigns from concept to execution in the US, UK, Germany, Switzerland & Austria driving over 100k incremental app installs within specific KPI targets - Lowered avg. paid acquisition costs by 35% within 6 months through extensive optimisation Drove highly targeted paid acquisition leading to 1M+ new users over 6 months
VideoVideo AdvertisingVideo Streaming
- Led B2B digital marketing to drive global brand awareness and lead generation of customers - Increased online monthly leads by 162% (combining SEO, SEM, Display & Retargeting) - Conducted in-depth usability & CRO analysis, and implemented conversion improvements Devised On-Site SEO improvements leading to a 65% increase in monthly organic traffic
e-learningEdTechEducationEdutainment