What I do: Fractional marketing director for UK SMEs, specialising in brand identity, strategy, website design, and content for professional services, tech, and other B2B sectors.
Where I am: I am based in Docklands, East London, and I work with clients across the UK and beyond. I generally work remotely, so geography is not an issue.
Why fractional: You get strategic marketing expertise when you need it, without the commitment or cost of a full-time marketing director.
How long: Over 20 years working with businesses from the British Heart Foundation and Microsoft to dozens of SMEs across sectors.
About Marc Bates
Two types of client:
I work with established businesses that need strategic direction - rebrands, repositioning, and websites that aren't working hard enough. These companies usually have marketing happening, but it needs to be more strategic.
I also work with new and emerging businesses that need everything built from scratch - brand, website, content, design, the lot. These are usually funded startups or new ventures with great ideas but no marketing support. They need help getting their presence right.
Two ways to work together:
Fixed-price projects for defined outcomes - brand development, website builds, repositioning work. We agree the scope and price upfront, then deliver in manageable phases over 6-12 weeks.
Ongoing support on a day-rate basis - as little as one day per month for essential work like social media management, content updates, or staying ahead of AI search and SEO changes. You get strategic marketing expertise when you need it, without full-time commitment.
My approach
Strategy first
Strategy first: Because cosmetic changes don't fix positioning problems. We start by clarifying what we're solving, who needs to hear it, and what makes them care.
Options, not mandates
There are several ways to tackle most marketing challenges. I show you what I've seen work, we figure out what fits, and move forward from there.
Direct collaboration
I work with you directly, not through account managers. When projects need specialists - video, complex development, events - I bring in trusted partners.
AI search & what it means for your marketing
AI-powered search tools — ChatGPT, Perplexity, Google's AI Overviews — are changing how businesses get found. They don't just rank pages; they judge which businesses genuinely know what they're doing and are worth recommending.
That changes the brief across everything I work on. A brand needs to be clear and consistent enough for AI to understand what a business does and who it's for. A website needs to demonstrate real expertise, not just describe services. Content needs to answer real questions, not chase keywords.
This isn't a separate specialism — it runs through every project. It's also why the fundamentals matter more than ever: strong positioning, honest messaging, and content that earns its place.
Marc provided a no-nonsense approach to content development. He always recommended straightforward, practical solutions that enhanced functionality and audience comprehension. He presented technical detail in a way that was clear and easy for our customers to access, and offered a very cost-effective service."
George Stavrinidis, CEO, Lone Worker Solutions, Cadence Performance, and CycleCadence
Marc's background
Before going solo in 2014, I spent 20+ years in publishing and content production. I started in advertising at East Midlands Newspapers and Emap, and studied Design at Winchester School of Art.
I've worked with organisations including the British Heart Foundation, the Department for Education, Microsoft, and the Institute of Design. Plus dozens of SMEs across supply chain management, training, consultancy, biotech and pharmaceuticals, specialist services, retail, automotive services, technology, and hospitality.
That breadth means I've seen what works across sectors, sizes and budgets — and I bring that perspective to every project.