Fractional CMO · Pricing guide · Updated
How much does a fractional CMO cost?
In the UK, a fractional CMO typically costs £3,000 to £12,000 a month, based on 2 to 6 days of work a month at day rates of roughly £700 to £1,800. A full-time CMO costs around £100,000 to £195,000 a year once employer costs are included, so a fractional CMO usually costs a fraction of that.
I'm Tristan Gillen, a fractional CMO based in Lisbon working with startups across the UK and Europe. This guide covers what the market charges, what drives the price, and how I price my own work, so you can budget before you talk to anyone.
Typical fractional CMO rates in the UK
| Pricing model | Typical UK range | Best for |
|---|---|---|
| Day rate | £700 to £1,800 per day (£2,000+ for the most proven operators) | Defined projects and workshops |
| Monthly retainer | £3,000 to £12,000 per month | Ongoing growth leadership |
| Light-touch / starter | £1,500 to £3,000 per month (1 to 2 days) | Early-stage startups, advisory |
| Equity or cash + equity | Negotiated | Pre-seed and seed startups |
Market ranges compiled from published UK pricing guides by Practicus and Lilach Bullock. Rates elsewhere in Europe vary widely by market and are often quoted in euros at similar or slightly lower levels.
Fractional CMO vs full-time CMO: cost comparison
| Fractional CMO | Full-time CMO (UK) | |
|---|---|---|
| Annual cost | ~£36,000 to £144,000 (at 2 to 6 days a month) | ~£100,000 to £195,000 fully loaded; more at larger companies |
| Time to start | Days to weeks | Typically months of recruitment |
| Commitment | Monthly, usually a 3 to 6 month minimum | Permanent hire, notice periods |
| Equity | Optional, usually small | Often a significant option grant |
| Best when | You need senior leadership, not yet a full-time role | Marketing is a large, permanent team needing daily leadership |
Read more on when to choose fractional vs full-time.
What drives the price
- Time commitment. Days per month is the biggest single factor.
- Strategy only vs strategy plus execution. A CMO who also runs campaigns, builds automations or manages agencies costs more than one who sets direction.
- Stage and complexity. Multiple products, markets or customer types take more time to get right.
- Team building. Hiring and managing a growth team adds scope.
- Track record. Operators with proven results at your stage charge more, and are usually worth it.
How I price my work
I keep it simple and agree the scope on a free 30-minute call first. For early-stage startups I offer cash, equity or a mix of the two.
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Advisory
Price on request
A monthly structured call, on-going growth strategy advice and business referrals.
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Fractional CMO
Price on request
Hands-on growth leadership, typically a set number of days per month.
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Workshops & projects
Price on request
Go-to-market workshops, team sessions and one-off growth projects.
Is a fractional CMO worth it?
It is worth it when the cost of not having senior growth leadership is higher than the fee: when you're spending on channels without knowing which ones work, when a generalist hire hasn't moved the numbers, or when you need to enter a new market. For example, at Eat Sleep Cycle a structured growth process drove over €1m in revenue in six months, and at LUX Rewards a focused B2B campaign closed a deal worth £2.5m.