Commercial Director for SME Media, Marketing and B2B Companies.
Interim & Fractional
Reviewing revenue. Improving margins. Fixing business models. Refining market strategy. Sustainability included.
I come in when things are stuck, fragile or changing — and you need a commercial grown‑up to steady the ship and reset the model.
Starting with just 8 questions — to help fix your revenues, margins, markets and business models.
1. What business are you really in?
Clarifies your market, who you really compete with and what customers are actually buying — stopping drift and mis‑positioning.
2. Where do you make money?
Shows which customers, products and channels generate profit and cash — so you know what to grow, fix or cut.
3. How strong are you versus competitors?
Identifies where you can win — and where you can’t — so decisions are based on advantage, not hope.
4. Is this a good business to be in?
Reveals structural risks (pricing pressure, regulation, sustainability, market decline) before they damage the business.
5. What do customers think?
Exposes why customers buy, stay or leave — sharpening proposition, pricing and retention.
6. What about competitors?
Shows where rivals are stronger or weaker — helping you avoid losing battles and focus on winnable ground.
7. How can profits and cash‑flow improve quickly?
Identifies fast, practical ways to increase cash, margin and stability — funding the next phase and reducing risk.
8. How can sustainability create commercial advantage?
Shows where sustainability affects revenue, cost, risk or reputation — turning ESG from a burden into a commercial lever.
I’m Gavin Miller, an interim and fractional Commercial & Marketing Director who steps into media, marketing and B2B companies for 3–12 months to stabilise revenue, strengthen margins, rebuild commercial models and integrate sustainability where it adds value.
I’m not a consultant — I operate inside the business as part of the leadership team, with clear accountability and commercial outcomes.
I’ve done this three times as MD (Lick Creative, Archant Dialogue, Ultima Media) and in senior roles at BBC Worldwide and Universal Pictures. My work is direct and practical: audit, diagnose, fix — and build the systems so the business keeps performing long after I leave.
I also bring deep sustainability and ESG expertise — rare in commercial operators. I help businesses commercialise sustainability: turning purpose into profit and building sustainable commercial models that drive revenue, reduce risk and improve competitiveness.
I work with founder‑led scale‑ups, group‑owned companies and SMEs in media, marketing and B2B services.
Available for 3–12 month engagements.
MBA (Durham) | FCIM | Cambridge Institute for Sustainability Leadership | BSI Net Zero | CGI (ESG)
How I Work
3–12 Month Engagements (Interim or Fractional)
Part‑time (2–4 days/week) or full‑time interim, depending on need and budget.
Revenue Model Analysis
Business and Market Positioning
Sales, Marketing & Audience Strategy
Margin and Cash-flow Improvement
Customer & Pipeline Health
Rebuild Commercial Engines, Models and Operations
Sustainability integration Opportunities
Who I Work With
Media Companies
For media owners and content businesses (£5m–£30m) where revenue has plateaued, margins are under pressure or the commercial model needs rebuilding. I diagnose what’s stuck, fix it, and set up the systems so you can scale. Sustainability included.
Marketing Companies
For marketing agencies and B2B marketing services companies that need commercial leadership — but don’t want or can’t justify a full‑time Commercial Director. I fix what’s stuck, rebuild the commercial engine and strengthen client retention, pricing and new business.
Sustainability‑Led B2B Businesses
For B Corps, circular economy ventures, green tech and purpose‑driven B2B companies where the mission is strong but the commercial model needs work. I bring the commercial engine: revenue models, pricing, margin management and how to commercialise sustainability without compromising purpose.
When to Call
✓ Revenue is stuck or declining
✓ Margins are eroding despite stable revenue
✓ The commercial model needs fixing or rebuilding
✓ Sustainability needs integrating into commercial strategy
✓ You’re going through a transition and need senior commercial leadership
✓ You can’t afford (or don’t want) a permanent Commercial Director
Current & Recent Engagements.
Retail Sales & Marketing Agency
Commercial sustainability strategy across field sales, marketing and client propositions.
Drinks Business
Commercial risk & double materiality → ESG and supply-chain strategy → leadership decision support.
Financial Services Client
Supply-chain sustainability review → commercial sustainability strategy → implementation.
Publisher & Content Marketing Agency
Revenue growth, margin review, repositioning and productised services.
ABOUT
I bring 25+ years of senior commercial leadership, including MD, Commercial Director, and Marketing Director roles at BBC Worldwide, Universal Pictures, and SME media & marketing businesses.
I combine commercial expertise with practical sustainability experience — helping leadership teams systematically work through core strategic questions while embedding sustainability where it adds value.
Qualifications
MBA | FCIM
Cambridge Institute for Sustainability Leadership
Course Tutor, Sustainable Marketing (CIM)
BSI Net Zero Certified
Corporate Governance Institute (ESG)
Carbon Literacy Training Facilitator
“What really sets Gavin apart is how well he gets both the sustainability world and the commercial one. That meant we ended up with a strategy that wasn’t just ‘nice to have’ but something people could actually deliver.”
MD, Retail Sales & Marketing Agency
“I wish I’d known then what I know now about how ESG and sustainability really affect marketing, operations and reputation. It has made a world of difference.”
MD, Retail Business
“We had a brilliant workshop with Gavin – lots of fantastic insights and a whole new perspective on sustainability and marketing in a sustainable world. The course sparked a lot of conversations within the team and will definitely shape our approach to sustainability in our future campaigns.”
German National Tourist Board
“Gavin is consistently helpful, knowledgeable, and a pleasure to work with. He’s helped us to get started with clarity about sustainability and what this means in practice, well beyond carbon footprints. Thought-partnership in these early stages has been invaluable.”
Saskie Dorman, NHS Palliative Care Consultant
“His expertise in running businesses — and turning them around — is second to none.”
Zoe Francis-Cox, CEO, Dialogue Content Agency
“Fremantle Media hired Gavin Miller for his expert skills and strategic mindset to help the company form, develop and deliver its Children’s brand strategy. In addition Gavin has presented to the division on the changing media landscape and how to align our strategy to best drive profits given such change.
David Bealing, Commercial Director Freemantle UK
Ready to Get Started?
Book a free 45-minute discovery call to discuss your business, commercial and sustainability goals and find the right programme for your business.
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gavin@gavinmiller.co
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07884 000 848
