Fractional vs Full-time
Fractional isn't always the right call. Here's how to tell.
Most fractional sites pretend full-time is never the answer. It often is. This page is the honest version: where each model wins, where it falls down, and how to decide before you commit budget.
Side by side
Three ways to lead marketing, honestly compared.
| Dimension | Fractional HoM | Full-time HoM | Agency |
|---|---|---|---|
| Typical cost | £2.5k–£12k / month | £120k–£180k all-in | £8k–£25k+ / month |
| Seniority of person doing the work | 20+ years, hands-on | Varies with budget | Senior in pitch, juniors in delivery |
| Time to impact | 2–4 weeks | 3–6 months (hire + ramp) | 4–8 weeks |
| Commitment | Rolling, 6–12 months typical | Permanent, notice + severance | 12-month contracts common |
| Owns the numbers | Yes, alongside you | Yes | Rarely. Owns activity, not outcomes |
| Best stage | Seed–Series B, or pre-hire | Series B+ with proven GTM | Specific channel execution |
| What you give up | Full-time presence in standups | Speed, optionality, cost | Strategic ownership |
Figures are UK market ranges based on roles I've seen, hired into, and benchmarked against in the last three years.
Hire full-time if
A permanent leader is the right answer.
- 01You have product-market fit, repeatable pipeline, and the next hire is genuinely about scale rather than direction.
- 02You can attract and afford a £130k+ operator and absorb a 3–6 month ramp before they ship anything material.
- 03Marketing leadership needs to be in every standup, sales call and exec session, not two or three days a week.
- 04You have an existing marketing team of 3+ that needs full-time line management.
Fractional is the right call if
You need senior judgement now.
- 01You're between £1m and £15m ARR and the marketing strategy is unclear. You need senior judgement before you commit to a hire.
- 02You've burned budget on agencies or junior hires and want someone who'll own the outcome, not just the activity.
- 03You need a senior operator now, not in six months, and you want to see results before locking in a permanent salary.
- 04You're preparing to hire a full-time Head of Marketing and want the function in good shape before they walk in.
What fractional isn't
Three things people get wrong about it.
"Fractional" has been used to mean a lot of different things over the last few years, most of them unhelpful. For the avoidance of doubt:
Myth
It's a part-time junior
A fractional Head of Marketing is a senior operator, typically 15–20+ years in, choosing to work across two or three businesses rather than one. The seniority is the point.
Myth
It's just consulting with a different name
Consultants advise. A fractional HoM owns the strategy, runs the team, and is accountable for the numbers. The work ships.
Myth
It's cheaper because you get less
It's cheaper because you only buy the senior layer. Not the cost of a full-time salary, equity, benefits, and the team that usually surrounds the role.
Still not sure?
Start with an introductory call.
A 30-minute conversation to share what you're working on and explore the right shape together. If fractional isn't the right fit, I'll tell you, and where I can, point you to someone who is.