Unlock Growth

Interim / Fractional CMO support for direct-to-consumer
PE-backed businesses

James offers a flexible and collaborative approach to support PE houses and portfolio company managements, speeding up investment and sale processes. Effective as a “gap filling” Interim CMO and supporting recruitment of a permanent marketing function.

Speak to me

Experience & Expertise

Flexibility & Scalability

Low

Risk

Product

What I Offer

Fast

With experience delivering results quickly, I'm able to support PE-backed business to grow quickly, while working off legacy systems and processes.

Flexible

Available at short notice from a few days per month to 3 days per week, I'm an effective "gap-filling" solution to slow growth issues.

Experienced

Having delivered double and triple digit growth in multiple businesses, I can apply my experience and expertise to lead your marketing function.

Due Diligence

Having developed the Alders Score, a measure of marketing capability, I'm able to aid the DD process head of investments and identify quick wins in existing portolios.

Our Approach

James' experience

James is a C-suite marketer and marketing coach having held roles in leading healthcare businesses, such as Optegra, Xmedical and The Dermatology Partnership, and famous ecommerce brands, such as Moonpig and Photobox.

He has worked agency and client side. With a strong focus on delighting customers and maximising profitable growth, James takes a 360 approach, balancing strategy and tactics with the latest thinking, technology to deliver profitable growth for his clients through better and more cost-effective customer acquisition.

James has worked with over 80 senior marketers to help them understand and deliver growth marketing, develop their funnel, learn how to optimise for profit and deliver growth for their businesses.

✅ Rapid growth
✅ Fast delivery

✅ Consolidation of buy and build

✅ System consolidation and working across multiple platforms

✅ Recruitment and development of marketing functions

As part of the senior management team, I built a marketing team and call centre that quickly recovered a 90% drop in performance of the biggest clinic, improving conversion rate from 24% to 45%. Alongside leading all marketing for the existing clinics, I also launched two new clinics to the market, plus three new services within the clinics in response to customer demand and market opportunity. Additional achievements include:

168% increase in bookings over a five week period
350% increase in performance for a new investment into the group
410% increase in performance of digital channels for a separate new investment into the group

Led a team of nine to exceed budgeted figures for bookings (surgery appointments) with no incremental investment, delivering continuous YoY growth each month. I broke previous records of performance:

19% YoY growth against highest ever performing month
YoY growth for 17/18 H2 was 31%
delivered over 100 bookings in a day three times (in 2016 100 bookings was a weekly target)

This was all delivered against the backdrop of moving the whole marketing team from Guildford to North London, recruiting a new team.

Joined the senior management team to lead the business through its diagnostic and Covid-19 testing propositions, moving the proposition to a preventive healthcare business, including a full rebrand, consumer proposition and offering. This included the purchase of a GP business to support the proposition.

As well as launching multiple products and services to national and international consumers, we launched a significant B2B service that was used by many providers, including Boots.

Additional achievements include:

Introduced a new SEO strategy, delivering an additional 175k visitors (96%) and £47k in monthly revenue.
New PPC and Paid Social approach, which included significant improvements in ROAS and CPA, reduced wasteful spend by up to £100k per week, and built a scalable and repeatable model.
Built a CRM system and approach that delivered highly profitable results, reduced overall acquisition costs and delivered over £40k of incremental income per month.
Developed a CRO process for the business to follow, delivering an increase in sitewide conversion rate by 4pp.

Our Experience

Testimonials

James is good-humoured, smart, detailed, fair, and was thorough in his expectations and objectives. This clarity made it easy for my team and I to excel in our work. I've been in hundreds of meetings with as many marketers, and James stands out to me as being one of the rarer types who is very clear about what he's trying to achieve.

Alex Minchin, Managing Director, Zest

Let's talk

If you're interested in chatting, please feel free to contact me at james@aldersgroup.co.uk or book a meeting.

My CV

Click the document to download my current CV.

Interim / Fractional CMO support for direct-to-consumer PE-backed businesses