Fractional Commercial Director
Your Direct Route to a Better Business.
Boards and founders bring me into their B2B media, marketing, content and information businesses when growth has stalled, margins are under pressure, the commercial model is no longer fit for where the business needs to go next, or when they're building towards a sale and need the foundations to support it.
Typically, at a point of transition when instinct alone is no longer enough.
WHAT I DO WHEN I COME IN
I typically work on a fractional or interim basis at board or leadership level.
I start with eight questions. They sound simple. The answers rarely are.
Is this a good business to be in?
Who are we and what do we do?
What do your customers really think?
How good is your competitive position?
Where is revenue actually coming from and where is it being lost?
How do you increase profits quickly?
Is the commercial model fit for where the business needs to go next?
Is sustainability creating risk or opportunity for this business?
From there I help reset and rebuild:
Refine or reposition the proposition and market focus
Identify what to stop, start or restructure
Fix or simplify the revenue model
Improve pipeline, pricing and margin performance
Make investment recommendations in platform, systems and capabilities
Align leadership around commercial priorities
Embed responsible and sustainable business practices
WHEN I’M BROUGHT IN
Growth has stalled and no one is fully clear why
Margins are tightening despite solid revenue
The commercial model no longer fits the market reality
The leadership team is stretched or lacks commercial bandwidth
Customers, tenders or procurement expectations are shifting
The business needs experienced commercial leadership without a full-time hire
HOW I WORK
Fractional, interim or advisory, always at board or leadership level.
I work with a small number of businesses at any one time.
Engagements typically include:
Commercial strategy and redesign
Business model reset
Revenue and margin improvement
Operational simplification
Leadership and board support
Growth, transition or exit planning
No long contracts. No unnecessary complexity. Focused commercial execution.
COMMERCIAL SUSTAINABILITY
Sustainability only matters if it works commercially.
Most businesses don’t need another ESG framework. They need it embedded into how the business actually performs.
That includes:
Commercially realistic sustainability strategy
Procurement and tender readiness
Supply chain and operational resilience
Governance and regulatory alignment
Practical net zero planning
Commercial positioning that reflects market expectations
Sustainability is increasingly a driver of revenue, risk and competitiveness, not a separate agenda.
About me
I’m Gavin Miller and I’ve spent over 30 years leading commercial and operational change across media, publishing, entertainment and marketing businesses.
Former roles include:
Commercial Director, BBC Worldwide
Marketing Director, Universal Pictures
Managing Director roles across media and publishing businesses
I've led organisations through turnaround, restructuring, change, transition & transformation, commercial repositioning and growth.
I also hold a Cambridge University Sustainability Leadership qualification, which means I can connect commercial performance with long-term resilience and ESG expectations, something very few commercial directors can do.
Credentials
MBA, Durham Business School
Fellow, Chartered Institute of Marketing
Cambridge University Sustainability Leadership
