⎯ FRACTIONAL CHIEF MARKETING OFFICER SERVICES · UK
Your marketing team
is busy.
Your pipeline
is not growing.
There is a reason for that.
Fractional CMO leadership without the full-time cost. Embedded, accountable, and focused on one thing: commercial results that move your business forward.
TRACK RECORD
20+
Years of senior marketing leadership across SaaS, EdTech, professional services, and technology
300%
Average increase in monthly lead volume delivered for clients
1M+
B2B ARR supported through growth engine design and execution
Twenty years of marketing transformation.
Available to your business now.
Most marketing teams are working hard in the wrong direction. Aberdino brings the strategic clarity and hands-on fractional CMO leadership to change that quickly and without the cost of a full-time executive hire.
Fractional CMO · UK
Chartered Marketer · CMktr
MCIM · CIM Member
SOTA Framework
⎯ Fractional CMO services
Not just strategy.
Ownership of the outcome.
Fractional CMO and Commercial Growth Leaderships
Senior marketing leadership embedded in your leadership team. From CRM architecture and lead generation through to pipeline management, board reporting, and budget accountability. Owned, not advised.
Marketing Team Transformation
Repositioning your marketing function from a generalist team to a specialist structure with clear ownership, defined roles, individual training plans, and the accountability frameworks that make each person genuinely excellent at their area.
Marketing Function
Audit
A rigorous diagnostic of your marketing infrastructure, team capability, technology stack, and commercial output. Delivered as a prioritised action plan your team can execute immediately with or without ongoing Aberdino involvement.
Performance Management and PIP Support
Structured, documented performance improvement processes designed specifically for marketing functions. From January 2027, new employment legislation significantly increases the legal and financial risk of getting this wrong. Act now.
⎯ HOW IT WORKS
What a fractional CMO engagement
looks like in practice
01
Discovery and Diagnostic
Every engagement begins with a focused audit of your marketing function covering team, technology, pipeline, and commercial performance. Within two weeks, you have a clear picture of what is working, what is not, and what to prioritise.
02
Strategy and SOTA Planning
We build your marketing plan using the SOTA framework: Strategy, Objectives, Tactics, Actions. Every campaign, team initiative, and commercial decision is anchored to a measurable outcome. No activity for its own sake.
03
Embedded Execution
We lead the work alongside your team, not from outside it. From CRM configuration to campaign delivery, there is no task within the marketing remit we would hesitate to take on. You get a fractional CMO, not an advisor who disappears after the workshop.
⎯ ON THE HORIZON
What is coming.
And why it matters now.
The marketing landscape is shifting faster than most businesses are prepared for. These are the changes that will separate the businesses that grow from those that stall.
• EFFECTIVE 1 JANUARY 2027
The Employment Rights Act changes everything about performance management
From 1 January 2027, employees can claim unfair dismissal after just six months of employment, reduced from two years. The cap on compensation awards has been removed entirely, meaning a poorly managed dismissal now carries unlimited financial liability. If your marketing team has performance issues, the window to address them with properly documented, structured processes is now.
• HAPPENING RIGHT NOW
AI is restructuring marketing teams and most businesses are not ready
Generalist marketing roles are being compressed by AI tools that execute in seconds what once took days. The businesses winning right now are those that have repositioned their teams around specialist, high-judgment work: strategy, relationships, creative direction, while automation handles the execution layer. The question is not whether this affects your team. It is whether you are ahead of it or behind it.
• THE PERFORMANCE GAP IS WIDENING
Specialist marketing teams consistently outperform generalist ones
Marketing teams built around defined specialist roles with clear ownership, measurable accountability, and focused skill development consistently outperform generalist functions on every commercial metric. Most SMEs and scale-ups still run generalist marketing teams. This is a structural competitive advantage waiting to be captured.
Nina Alexander
Chartered Marketer · CMktr · MCIM · Founder, Aberdino
Nina Alexander is a senior marketing leader and fractional CMO with 20+ years of experience building commercial growth engines, transforming marketing teams, and delivering measurable results across professional services, SaaS, EdTech, and technology. She works directly alongside founders and leadership teams: embedded, accountable, and hands-on from day one.
S
Strategy
Where are you going, and why? Every fractional CMO engagement begins with a clear commercial direction anchored to your business goals.
O
Objectives
Specific, measurable outcomes that define success. Not vanity metrics but commercial results your business can feel in revenue, pipeline, and retention.
T
Tactics
The channels, campaigns, and initiatives selected because the evidence says they work for your specific market, audience, and stage of growth.
A
Actions
Day-by-day execution with full accountability. This is where strategy becomes results and where most marketing functions without senior leadership fall short.
⎯ The SOTA framework
A proprietary methodology
built on 20 years of practice
SOTA is the planning and execution framework developed by Nina Alexander across two decades of marketing leadership. It is the structural backbone of every Aberdino fractional CMO engagement, ensuring that every campaign, every team decision, and every pound of marketing investment is connected to a commercial outcome rather than an activity target.
SOTA has been applied across SMEs, scale-ups, and multi-location businesses in marketing functions ranging from a team of one to a distributed team of 25 across multiple time zones.
⎯ Engagement models
Fractional CMO leadership,
structured around your needs
A full-time Marketing Director costs between 90,000 and 140,000 pounds per year, fully loaded with employer NI, pension, and recruitment fees. Aberdino delivers the same level of seniority and commercial accountability on the days your business actually needs it.
Day Rate
Project work and diagnostics
Ideal for defined pieces of work: a marketing audit, a SOTA strategy workshop, a PIP design session, or a focused day of senior input alongside your team.
WELL SUITED FOR
- Marketing function audits
- Strategy and planning workshops
- Team assessment sessions
- One-off commercial diagnostics
- PIP design and documentation
MOST POPULAR
Monthly Retainer
Ongoing embedded leadership
Your fractional CMO, embedded in your leadership team on a consistent basis, typically one to three days per week. Minimum three-month engagement. Pricing discussed on discovery call.
Includes
- Full strategic and operational marketing leadership
- Weekly leadership team presence
- Team management and specialist development
- Board-level reporting and commercial accountability
- CRM, MarTech, and campaign oversight
- Ongoing performance management support
Transformation Programme
Fixed scope, defined outcome
A structured programme with agreed deliverables, a clear timeline, and a defined end state. Scoped individually based on the specific transformation required.
WELL SUITED FOR
- Full team restructure and role redesign
- SOTA framework implementation
- MarTech audit and migration
- Performance management infrastructure
- Post-acquisition marketing function build
All engagements begin with a no-obligation 30-minute discovery call. Pricing is transparent and discussed during that conversation.
Ready to talk about what is
holding your marketing back?
No pitch. No pressure. A 30-minute conversation to understand your situation and whether Aberdino is the right fit for your business.