Everyone wants to know the number.
So here it is: UK fractional CMOs typically charge £600–£1,600 per day, or £3,000–£15,000 per month on retainer.
That’s a wide range. Let me break down what drives the variation, so you can budget properly and avoid overpaying.
Day Rate Breakdown
Day rates are the clearest way to compare fractional CMOs. Here’s what the UK market looks like in 2026:
| Experience Level | Day Rate | Profile |
|---|---|---|
| Entry-level (5–10 years) | £600–£800 | Former marketing director, first fractional role |
| Mid-level (10–15 years) | £800–£1,100 | Established fractional practice, proven results |
| Senior (15–20 years) | £1,100–£1,400 | Deep specialism, industry recognition |
| Specialist (PE/VC-backed, turnaround) | £1,300–£1,600 | Niche expertise, high-stakes situations |
Volume discount: Most fractional CMOs offer lower rates for higher commitment. A typical structure:
| Days per Month | Day Rate |
|---|---|
| 1–2 days | £900–£1,000 |
| 3–7 days | £850–£950 |
| 8+ days | £800–£900 |
Commit to more days, pay less per day. Makes sense.
Retainer Pricing
Most UK businesses prefer retainers over day rates. The predictability helps budgeting, and both sides benefit from ongoing relationships.
| Business Stage | Monthly Retainer | Typical Commitment |
|---|---|---|
| Advisory only (light touch) | £500–£1,500 | 2–4 hours/month |
| Early-stage/SME (<£2m) | £3,000–£6,000 | 1–2 days/week |
| Growth stage (£2m–£10m) | £6,000–£10,000 | 2–3 days/week |
| Scaling (£10m–£50m) | £10,000–£15,000 | 3–4 days/week |
| Large/complex | £15,000–£20,000+ | Near full-time |
The “advisory only” tier is worth noting. Some businesses need occasional strategic input, not ongoing leadership. A quarterly strategy session plus monthly check-ins might cost £1,000–£2,000/month. Good for businesses that already have strong execution but lack senior marketing thinking.
Geographic Variation
Location still matters, even in a remote-first world.
| Region | Day Rate Premium |
|---|---|
| London | +15–20% |
| Manchester, Bristol, Edinburgh | Baseline |
| Remote UK | -5–10% |
A £1,000/day CMO in Manchester might charge £1,150–£1,200 in London. Part of this is cost of living; part is proximity to enterprise clients who expect London presence.
Remote work has compressed this gap. Pre-2020, the London premium was 25–30%. Now it’s 15–20% and falling.
What You Get at Each Price Point
Price correlates with experience, but not always value. Here’s what to expect:
£600–£800/day (Entry-Level)
Pros: Affordable. Enthusiastic. Often brings recent in-house experience.
Cons: Learning the fractional model. Smaller network. May default to execution when they should be directing.
Best for: Businesses that need more marketing leadership than they have, but aren’t ready for a heavyweight.
£800–£1,100/day (Mid-Level)
Pros: Proven fractional track record. Good balance of strategy and pragmatism. Established agency relationships.
Cons: May be generalist. Might not have deep specialism in your industry.
Best for: Most SMEs. This is the sweet spot for capability vs. cost.
£1,100–£1,400/day (Senior)
Pros: Deep expertise. Strong reputation. Can handle board-level conversations. Wide network for hiring, partnerships, referrals.
Cons: Expensive. Might be overqualified for simpler needs. Less hands-on.
Best for: Businesses with real complexity — multiple products, international markets, VC backing, growth-stage challenges.
£1,300–£1,600/day (Specialist)
Pros: Specific expertise you can’t get elsewhere. PE/VC experience. Turnaround capability. Industry credibility that opens doors.
Cons: Very expensive. Possibly overkill for straightforward needs.
Best for: Specific situations — pre-acquisition positioning, board-mandated transformation, entering new markets.
The Hidden Costs (And How to Avoid Them)
The day rate or retainer is the headline number. Watch for these extras:
Expenses: Travel, accommodation, tools. Some CMOs include these in their rate; others bill separately. Clarify upfront.
Scope creep: The retainer covers 2 days/week, but they’re doing 3. Either the CMO is being generous (unsustainable) or you’ll get a surprise invoice.
Tools and subscriptions: If the CMO recommends new tools, who pays? Usually the business, but confirm.
Agency commissions: Some fractional CMOs take referral fees from agencies they recommend. Not necessarily bad, but you should know.
Minimum commitment: Some CMOs require 3–6 month minimums. Others are month-to-month. Longer commitments sometimes come with lower rates.
Fractional CMO vs. Full-Time CMO: The Real Numbers
This is the comparison most businesses need.
| Cost Component | Full-Time CMO | Fractional CMO (2 days/week) |
|---|---|---|
| Base salary | £125,000–£180,000 | — |
| Employer NI (15.05%) | £15,000–£22,000 | — |
| Pension (5%+) | £6,000–£9,000 | — |
| Benefits (healthcare, car) | £5,000–£15,000 | — |
| Recruitment fees (25%) | £31,000–£45,000 (year 1) | — |
| Retainer/fees | — | £72,000–£96,000 |
| Total Year 1 | £182,000–£271,000 | £72,000–£96,000 |
| Total Year 2+ | £151,000–£226,000 | £72,000–£96,000 |
The fractional CMO costs 40–60% less. And that’s before considering:
- Flexibility: Scale up or down based on needs
- No equity dilution: Fractional CMOs rarely take equity
- Breadth of experience: They’re working with multiple businesses, seeing what works elsewhere
The trade-off: A full-time CMO is always there. Culture fits differently. They’re fully invested in one business.
For most SMEs under £20m revenue, the fractional model delivers better ROI.
How to Budget for a Fractional CMO
Here’s a practical framework:
Step 1: Assess your marketing maturity
- No marketing function: You need more days. Budget for 2–3 days/week initially.
- Some marketing but no leadership: 1–2 days/week might suffice.
- Strong team, need direction: Advisory (£1,000–£3,000/month) could work.
Step 2: Match to business stage
| Revenue | Suggested Budget |
|---|---|
| <£1m | £1,500–£3,000/month |
| £1m–£3m | £3,000–£6,000/month |
| £3m–£10m | £5,000–£10,000/month |
| £10m+ | £8,000–£15,000/month |
Step 3: Factor in ramp-up
The first 2–3 months require more time: understanding the business, auditing current state, building strategy. Consider a higher initial commitment that tapers down.
Step 4: Include execution budget
The fractional CMO directs. Someone still needs to execute. Budget for:
- Agency fees (£2,000–£10,000/month depending on scope)
- Or internal marketing hire (£35,000–£55,000/year)
- Or both
A common mistake: Hire a fractional CMO but allocate no execution budget. The strategy sits on a shelf.
Questions to Ask About Pricing
Before signing:
1. What’s included in the retainer?
Days per week, email/Slack access, team meetings, reporting — get specific.
2. What costs extra?
Travel, tools, out-of-scope projects, additional days.
3. What’s the minimum commitment?
3 months is reasonable for both sides. 6+ months might justify a discount.
4. How do we handle scope changes?
Growth often means increased need. What’s the process for adjusting the retainer?
5. What’s the notice period?
30 days is standard. Watch for longer lock-ins.
Is It Worth It?
The honest answer: It depends what you’re comparing to.
Vs. no marketing leadership: Almost certainly yes. Businesses without marketing direction waste money on random tactics. A fractional CMO at £5,000/month will likely save you more than £5,000/month in ineffective spend.
Vs. a marketing manager: Different job. If you need execution, hire a marketing manager. If you need strategy and direction, the CMO role is distinct.
Vs. a full-time CMO: For most SMEs, fractional delivers better ROI. Full-time makes sense when you need constant presence or when the business is large enough to justify the cost.
Vs. an agency alone: Agencies need direction. Without it, you’re paying for activity, not outcomes. The CMO provides the direction; the agency provides the hands. Most businesses find this combination more effective than either alone.
The market has spoken. Fractional executive demand has grown significantly, with the number of roles doubling since 2022. Businesses are finding value.
The question isn’t whether fractional CMOs are worth the cost.
It’s whether you can afford not to have marketing leadership.
FAQ
What’s the cheapest way to get fractional CMO support?
Advisory retainers start around £500–£1,500/month for light-touch engagement. You’ll get strategic input but not ongoing leadership.
Can I negotiate on price?
Yes, especially for longer commitments. A 6-month agreement might get you 10–15% off. But don’t cheap out — you get what you pay for.
Are there hidden fees I should watch for?
Expenses (travel, tools), agency commissions, and scope creep. Ask explicitly what’s included and what’s extra.
How do I know if I’m paying too much?
If you’re paying £1,200+/day for a CMO who’s mostly doing execution (writing content, posting social), you’re overpaying. CMO rates are for CMO work.
What’s the typical ROI on a fractional CMO?
Hard to generalise, but well-matched engagements typically see 3–5x return within 12 months through improved marketing efficiency, better conversion, and focused investment.
Related: Fractional CMO: The Complete Guide for UK Businesses
