⎯ WHAT WE DO
Senior marketing leadership
that owns the outcome.
Every Aberdino engagement is hands-on. We sit inside your business, lead your team, and take accountability for commercial results — not just a set of recommendations left on a slide deck.
⎯ Service one
Fractional CMO &
Commercial Growth Leadership
Most SMEs and scale-ups reach a point where marketing activity is happening but commercial growth is not. Campaigns are running, content is being published, and the team is busy — but the pipeline is not filling and the numbers are not moving.
This is where a fractional CMO changes everything. Aberdino becomes your senior marketing leader: embedded in your leadership team, accountable to your commercial targets, and present in the room where decisions are made — without the cost, the commitment, or the risk of a full-time executive hire.
We take ownership of the full marketing function. That means strategy and planning, team leadership, budget management, agency relationships, CRM oversight, and board-level reporting. Not advice. Ownership.
WHAT THIS INCLUDES
- Embedded fractional CMO, typically one to three days per week
- Full marketing strategy built on the SOTA framework
- Lead generation engine design and optimisation
- CRM strategy, implementation, and automation oversight
- ABM and pipeline management to support commercial targets
- Budget management and agency or supplier oversight
- Board-level reporting with commercial accountability
- Weekly leadership team presence and cross-functional alignment
Delivered for clients
300%
Average increase in monthly lead volume through rebuilt acquisition systems
42%
Net profit increase in first 18 months for a professional services client
85%
Customer retention rate maintained through ABM and lifecycle strategy
“The difference between having someone who manages marketing and having someone who leads it commercially is not subtle. It changes every conversation at board level.”
Nina Alexander · Founder, Aberdino
How the transformation works
1 Team Assessment
We evaluate each team member individually: their strengths, their gaps, and where they could genuinely excel with the right focus.
2 Role Redesign
We map specialist roles to your commercial priorities, ensuring every position has a clear purpose and measurable output.
3 Transition & Training
We move each person into their new role with hands-on support, making sure the transition is structured and the individual is set up to succeed.
4 Embed & Sustain
We stay present through the settling-in period, making adjustments as needed until the new structure is working consistently.
Already have a marketing hire in mind?
Aberdino can support the full hiring process: writing the brief, assessing candidates, and onboarding your new team member into a structure that actually works from day one.
⎯ Service two
Marketing Team
Transformation
A generalist marketing team feels efficient until it is not. When everyone does a bit of everything, nobody owns anything. Quality becomes inconsistent, accountability becomes unclear, and the team works harder while delivering less.
Aberdino redesigns your marketing function around specialist roles — each team member owning a defined area with clear expectations, targeted development, and the tools to genuinely excel. The result is a team that is not just more effective but more motivated, because people thrive when they are doing work they are built for.
This is not just restructuring on paper. We train each individual into their new role, embed the accountability frameworks, and stay present through the transition to make sure it holds.
WHAT THIS INCLUDES
- Full assessment of your existing team: capability, confidence, and commercial contribution
- Specialist role design mapped to your commercial priorities
- Individual development plans for each team member
- Hands-on training delivered alongside day-to-day work
- Accountability frameworks and performance metrics per role
- Hiring briefs and recruitment support where gaps exist
- SOTA methodology embedded across the full team
⎯ Service three
Marketing Function
Audit
Before you invest more in marketing, it is worth understanding whether your current function is working — and if not, precisely why not.
The Aberdino Marketing Audit is a rigorous, independent diagnostic of your entire marketing operation. We examine your team structure, technology stack, acquisition channels, content, CRM, reporting, and commercial output — and we tell you exactly what is working, what is not, and what to do about it, in plain language without the consultancy padding.
The audit is delivered as a prioritised action plan: not a 60-slide presentation that sits in a folder, but a structured document your team can start executing from within the first week.
WHAT THIS INCLUDES
- Team structure, roles, and capability assessment
- Marketing technology stack: what you have, what you need, what to cut
- Acquisition channels: performance, efficiency, and opportunity gaps
- CRM health: data quality, automation, and pipeline visibility
- Content and thought leadership: output, quality, and commercial alignment
- Reporting and measurement: what is being tracked and whether it matters
- Budget allocation: where the spend is going and whether it is justified
What audits typically uncover
45%
Average reduction in MarTech costs after a full technology stack review and consolidation
150%
Conversion rate improvement after persona refinement and channel optimisation
60%
Of key workflows automated following a CRM and operations review
“Most businesses do not have a marketing problem. They have a clarity problem. The audit exists to remove the ambiguity and give you a clear picture of what to do next.”
Nina Alexander · Founder, Aberdino
Why getting this right has never mattered more
From January 2027, changes to UK employment law significantly increase the legal and financial consequences of a poorly managed performance process. The businesses that have the right frameworks in place now will be in a far stronger position than those that do not. We can tell you more on your discovery call.
Our approach to performance management
1
Establish the baseline — clear role expectations and measurable objectives agreed and documented from the outset.
2
Structured review — a consistent cadence of check-ins that tracks progress against objectives and surfaces issues early.
3
Formal process design — where performance is not meeting the standard, a documented improvement process with clear milestones and support.
4
Managed conclusion — whichever direction the process concludes, the outcome is handled professionally, fairly, and with full documentation.
⎯ Service four
Marketing Team Performance
Management
A high-performing marketing team is built on clear expectations, consistent accountability, and the kind of structured management that turns potential into measurable output. When those foundations are absent, performance issues compound — and addressing them without the right frameworks in place creates risk for the business and the individual.
Aberdino works with marketing directors, founders, and MDs to put those foundations in place. We design the performance infrastructure your team operates within: clear role expectations, measurable objectives, structured review cycles, and the documented processes that allow difficult conversations to happen constructively and with confidence.
When a team member is not meeting the standard — for whatever reason — we support the management process from the ground up. We design the framework, document each stage properly, and ensure that every step is handled in a way that is fair to the individual and defensible for the business.
WHAT THIS INCLUDES
- Role-specific performance frameworks with clear, measurable expectations
- Structured review and check-in processes embedded into the team rhythm
- Documentation design for every stage of a performance management process
- Manager coaching: how to have difficult conversations clearly and constructively
- Independent oversight of performance improvement processes from design to conclusion
- Guidance on outcomes: development, role change, or managed transition
⎯ Book a discovery call
Not sure which service
is right for you?
Most engagements begin with a 30-minute conversation. No pitch, no pressure — just an honest discussion about where your marketing is right now and what it would take to move it forward. From there, we will tell you clearly whether Aberdino can help and what that would look like in practice.
- 30 minutes: A focused conversation, not a sales call. You will leave with something useful regardless of whether we work together.
- No obligation: We will be direct about whether we are the right fit. If we are not, we will tell you.
- Transparent pricing: Engagement models and pricing are discussed openly on the call. No hidden fees, no surprises.