COMMERCIAL DIRECTOR

B2B Media, Publishing & Marketing.

Fractional · Projects · NED

I help B2B media, publishing and marketing businesses fix what’s not working in P&L, revenue, strategy and operations and to build a more sustainable commercial model, on a fractional, interim or advisory basis.

Hello, I’m Gavin Miller and I’ve spent 25+ years working across B2B and B2C media, publishing and marketing, from commercial and marketing roles through to senior leadership positions at BBC Worldwide, Universal Pictures, Archant Dialogue and Ultima Media.

I now work as a Fractional Commercial Director with businesses that are underperforming, stuck, or resetting how they grow.

What I do

I help leadership teams quickly understand:

  • what business you are in

  • how the business actually makes money (and where it’s leaking)

  • what to stop doing

  • where to invest in new markets (revenue, audiences, products)

  • what customers think

  • what needs to change in operations to improve performance

I also help businesses bring sustainability into commercial decision-making, not as a standalone initiative, but as part of how growth, clients and operations are managed.

Credentials

MBA (Durham) | Fellow, Chartered Institute of Marketing | CIM Course Tutor | Cambridge Institute for Sustainability Leadership | Future-Fit Accredited Advisor (in progress)

01 | Fractional Commercial & Marketing Director

I embed directly into your business on a retained basis, owning the commercial engine, driving revenue growth, fixing what’s broken, and building what’s missing.

Best for: B2B media, marketing, and content businesses needing senior commercial leadership without the full-time cost.

Format: Retained, part-time (typically 1–2 days per week)

02 | Coaching, Advisory & NED

Strategic counsel for founders, CEOs, and boards needing an experienced commercial voice. Independent, objective, and grounded in 25 years of real business experience, not theory.

Best for: Leadership teams navigating commercial transformation, revenue model change, or go-to-market strategy.

Format: Flexible retainer or ad hoc

What I Cover

Every mandate is different. But all of them follow the same arc: commercial foundations first, everything else second.

Business Foundations

  • Clarifying what business you’re really in

  • Understanding where you make money

  • Benchmarking against competitors

  • Gauging customer perception

  • Identifying profit and cash flow improvement opportunities

Revenue & Commercial Strategy

  • Diagnosing broken revenue models

  • Identifying growth opportunities without adding cost

  • Pricing, proposition, and competitive positioning

  • New revenue streams and market expansion

Commercial Operations

  • Sales structure, process, and performance

  • Marketing and demand generation

  • Team capability and commercial culture

  • Data, audience, and platform infrastructure

  • P&L ownership and margin improvement

The image shows the logo of The German National Tourist Board
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Berkshire Vision logo with a multicolored circular design and the text 'Berkshire Vision Supporting The Visually Impaired'.
The Ultima Media logo with white and gray text on a black background.
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BBC Worldwide logo on a gradient purple and pink background.
Universal Pictures logo with globe and bold text
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