Fractional Commercial Director for B2B businesses turning over £5m to £60m.
Helping SMEs fix stalled growth, protect margins and handle rising sustainability demands.
Berkshire · Surrey · Thames Valley
A clear plan for what to do next.
A 30-day assessment of business performance and commercial sustainability, giving you clear priorities for what to stop, start and change.
No long-term retainer. No open-ended consultancy. Just a rapid, practical review and clear next steps.
Business Performance
Where you make money: Uncovering what is profitable and what is not.
What customers value and expect: Aligning your proposition with real demand.
Strategic direction: Identifying which markets and customers to pursue, and checking whether your current proposition still fits.
Financial efficiency: Spotting where to save costs, where to invest and exactly what to stop, start or change.
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Sustainability & future fitness
Market demands: Understanding and fulfilling customer, RFP and tender requirements.
Commercial risk: Identifying and navigating ESG, climate-transition, operational and supply-chain risks.
Authenticity check: Ensuring your market claims perfectly match the evidence and what you actually do
Value creation: Identifying your true position in the value chain, adapting products and services, and understanding what it all means for future business value.
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I bring the two together to help you decide
what to stop, start and change.
My background is in commercial strategy, strategic marketing and running businesses, alongside more recent work and training in sustainability and responsible business.
Commercial realignment and proposition restructure | B2B Content. Reworked the commercial model and proposition, growing revenues to £6m and improving operating margin by £900k.
Commercial strategy and customer sustainability | Retail Marketing & Logistics. An 18-month advisory engagement covering customer RFP requirements, sustainability positioning and commercial strategy across internal teams.
Strategy and commercial audit | Global Online Publishing. Reviewed and repositioned the commercial model and value proposition for the next phase of the business.
Sustainability strategy and commercial roadmap | SA Brain. Developed a practical sustainability strategy that gave the leadership team a clear foundation and pathway for moving forward.
Responsible business workshop | German National Tourist Board. Ran a workshop exploring what sustainability means for marketing and how it can become part of a credible customer proposition.
Selected Track Record.
About Me.
I am a Commercial Director with more than 25 years’ operational and board-level experience in commercial strategy, marketing and running businesses.
My background includes Commercial Director at BBC Worldwide, Marketing Director at Universal Pictures and Commercial Marketing Director at Capital Radio Group, followed by Managing Director roles leading £2m–£10m B2B media, marketing, publishing, events and intelligence businesses.
Alongside that commercial experience, I have developed specialist expertise in sustainability and responsible business, helping organisations understand the commercial implications of changing customer expectations, sustainability requirements, risk and regulation.
Credentials & Frameworks: MBA · FCIM (Fellow, Chartered Institute of Marketing) · Cambridge Institute for Sustainability Leadership (CISL) · Carbon Literacy Facilitator · Future-Fit Accredited Advisor (In progress) · Course Director, CIM Sustainability & Marketing
Contact
Berkshire · Surrey · Thames Valley
Some Recent Client Testimonials
“I've worked with Gavin for the past two and a half years and have found him to be a truly inspirational leader. His expertise in running businesses (and turning them around!) is second to none. I have learned more from him about business strategy, commercial awareness and people management in the past two years than I have during my entire 17-year career in publishing.
CEO, Dialogue Content Agency
“What really sets Gavin apart is how well he gets both the sustainability world and the commercial one. That mix meant we ended up with a strategy that wasn’t just ‘nice to have’ but something people could get behind and deliver. He brought our teams along for the ride and helped us talk to clients about it in a way that felt honest, inspiring, and practical.
He made a big difference to our journey. I’m really glad we had him on board and I wouldn’t hesitate to recommend him to anyone looking to do sustainability properly." November 2024
-Group Managing Director, Retail Marketing & Logistics Company
“Gavin combines commercial thinking with practical sustainability expertise. He focuses on what sustainability means in real business terms rather than theory or ESG reporting.
He provided clear, actionable advice and a coaching style that helped us rethink how we approached the challenges we were facing. He also delivered a written strategy document that gave us a practical foundation and pathway for moving forward.
It was a strong mix of commercial clarity, practical sustainability insight and hands-on support.” May 2026
-Nick Payne, Managing Director SA Brain
"We had a brilliant workshop with Gavin – lots of fantastic insights and a whole new perspective on sustainability and marketing in a sustainable world."
-German National Tourist Board
