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Fractional CMO for B2B Companies and Agencies

Marketing not reeling in enough business? ​I help fix that.

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Huw Waters Fractional CMO

Hi, I'm Huw Waters.

I run Tight Lines, a UK-based consultancy, working as a Fractional CMO / Interim Marketing Director with B2B companies, consultancies, and agencies across the UK and Japan.

​I step in when marketing isn’t delivering what you need, which in most cases looks something like this:

 

  • No marketing function or leadership

  • Lots of activity everywhere, but poor results

  • Leads coming in, but not the right ones

  • Agencies delivering work without impact

  • A website that looks fine but doesn’t convert

  • Sales blaming marketing, marketing blaming sales

  • A sense that growth should be happening faster than it is

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That’s what I fix, build, or lead.

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​That might mean sharpening your positioning, improving how you talk about what you do, cutting what isn’t working, or getting everything pulling in the same direction by leading your marketing function.

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My aim is simple - marketing that drives business now and strengthens your brand over time.

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Services

Fractional CMO & Interim B2B Marketing Support

I work with business founders, leaders, CEOs, and owners when they don’t have a marketing function, or when their marketing isn’t delivering - turning it into something that brings in more business.

Fix What’s Not Working

When something feels off, but you can’t quite see why.

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  • digging into what’s actually happening across your marketing

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  • working out where things are breaking down

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  • identifying what to fix, and what to stop

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You suddenly get a clear view of what needs to change.

Build The Foundations

When you need your marketing to actually hold together.

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  • getting clear on how you’re positioned, and what sets you apart

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  • sharpening how you talk about what you do and what you offer

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  • setting a focused plan you can actually follow

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You'll start to see everything working together, not in isolation.

Lead Your Marketing

When you need someone  to lead your marketing day-to-day.​

 

  • aligning, mentoring, and managing your team and agencies

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  • making sure work turns into results, not just activity

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  • setting clear direction and priorities

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Your marketing becomes consistent and commercially-focused.

“Huw is not only a great Welshman (who happens to speak fluent Japanese) but also a fantastic Head of Marketing who not only delivers above his weight in brand positioning but also in driving valuable client interactions and conversations. I loved my time working with Huw and would recommend him highly.”

Giles Hughes, Chief Revenue Officer at Kelp

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Download Your 90-Day Marketing Reset Guide

A practical 90-day roadmap for B2B teams who want sharper direction and measurable growth.

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