Fractional CMO & Strategic Advisor

THE INVERSIVE

I help founders and leadership teams shape brand, product and go-to-market strategy — then oversee execution so it actually ships. Senior marketing leadership, with a commercial focus.

Start a conversation Selected work

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What I cover

Disciplines

Brand & Commercial Strategy

Positioning, narrative and commercial architecture for businesses that need to mean something before they can sell something.

Product Marketing

Turning what gets built into something a market understands, wants and will pay for.

Market Intelligence

The evidence behind the decision — pricing, channel behaviour, retail movement and customer sentiment.

Campaign & Creative Direction

Campaigns, films, photography and editorial, directed by someone accountable for the commercial outcome.

Lifecycle & CRM

First-party data, owned audiences and the programmes that turn a single purchase into a relationship.

All services

Worked with

Selected work

Case studies

A closer look at the brands, platforms and campaigns I've led, and the commercial thinking behind them.

Atomicon01

Ideas That Live

A pulp-era creative identity and portfolio platform for an event promotions studio.

BrandCreative DirectionWeb PlatformCMS

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Empirics · Link Group02

Empirics Brand Strategy

Empirics is part of the Link Group of companies. The engagement covered brand positioning and a marketing strategy built on the truths and values at the heart of the business.

strategyInsights

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A bare plaster wall in raking daylight, a slim vertical recess lit warm gold

Maton Guitars03

Maton Owner App

A direct-to-owner app built on the same record that registers the guitar.

MobileDTCLifecycle

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Maton Heritage Electrics04

The Golden Era Relaunch

The go to market strategy, repositioning and relaunch of Maton's much loved electric guitars.

Brand StrategyProduct LaunchHeritageContent

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View all work

How I work

A short, deliberate path from evidence to launch.

Every engagement starts with evidence and can be taken all the way through to a go to market strategy and launch. Measurable, profitable results.

Evidence

Market, category and customer intelligence before a single idea is drawn.

Position

The strategic line the brand can own and defend commercially.

Direct

Brand, product and content briefed and overseen to a single standard.

Compound

Systems and reporting that keep the work improving after I step back.

20 years

Across agency, in-house and founder-led roles

Fractional

Senior leadership without a full-time hire

End to end

Strategy set, then overseen until it ships

Get in touch

Let's talk about what you're building

Tell me where the business is heading and what's in the way. I'll come back with a straight view on whether I can help, and what that would look like.

Start a conversation hello@millerstgeorge.com

The problem

Most businesses don't need a bigger marketing team. They need a clearer decision.

Strategy stalls when nobody senior owns it. Positioning drifts, the roadmap and the story stop agreeing, and campaigns get judged on activity instead of outcome. I close that gap — sitting where strategy, product and revenue decisions actually get made.

Missing

Senior ownership

Marketing runs without anyone accountable for the strategy behind it.

Missing

A clear position

The business does good work but can't say plainly why it wins.

Consequence

Activity over outcome

Campaigns get measured on output because nobody agreed the goal.

Consequence

Strategy that stalls

Good thinking is signed off, then never makes it into market.

Testimonials

What people say

Mark's performance in creating a brand positioning and marketing strategy for Empirics was impressive. Mark took the time to truly understand our business and our clients and drew out the truths and values that lie at the very heart of what we do — resulting in a brand positioning that the whole company is proud of and buys into every day. The marketing and PR schedule that Mark arranged for us to promote our business to our target audience has also been successful and has provided a solid basis we can use for years to come. Mark was so proactive and well organised throughout the whole process — we felt in safe hands all the way and have ended up with a great result!
Darrell Ludowyke
CEO · Empirics
Mark was terrific at providing clear creative direction at the beginning of the project and worked seamlessly with our team. Mark's input was instrumental in shaping the final product and helping our agency win the 2019 Philadelphia Art Director's Annual Louix Award for Best Trade Booth Design. Mark is a tireless and flexible leader for the Maton Guitars marketing team. He has great strategic instincts that help him to solve the big creative challenges in a decisive manner.
John Avondolio
Partner, Director, Client Engagement · Shiny Agency
I have continued to work with Mark across two different organisations. He is a creative thinker who is solution-focused and driven. His passion for his work and industry is reflected in the professional relationships and networks he has built. He has a strong sense of corporate social responsibility and work ethic that makes him an absolute pleasure to work with.
Dilhani Rebera
Associate Director, Cultural Equity & Inclusion · Arts Centre Melbourne
“MARK’S WORLD-CLASS STANDARDS TRANSLATE INTO TANGIBLE RESULTS, AND THE INTERNATIONAL RECOGNITION HE HAS GAINED IS WELL DESERVED.”
IAN YOUNG
BOARD MEMBER ASSOCIATION FOR MANUFACTURING EXCELLENCE (AME)
IT’S REFRESHING TO WORK WITH SOMEONE AUTHENTIC AND GENUINE. MARK HAS ALWAYS BEEN PROFESSIONAL, HELPFUL AND WAS INTEGRAL IN THE COLLABORATION BETWEEN COOPERS BREWERY AND MATON GUITARS.
BRETT FREEMAN
COOPERS BREWERY
“MARK CREATED A HIGHLY PROFITABLE PARTNERSHIP. HE OFFERED ABOVE AND BEYOND SUPPORT AND CUSTOMER SERVICE. WITHOUT MARK'S ASSISTANCE AND SKILLS MY BUSINESS WOULD NOT HAVE REACHED ITS GOALS.”
ROB OLSEN
VP SALES · ADAM HALL - U.S.A
MARK WAS AN EXCELLENT ASSET TO THE PLANNING DEPARTMENT AT MCCANN. WE WORKED TOGETHER VERY CLOSELY AND HIS ABILITY TO THINK LATERALLY AND TELL A STORY WAS VERY COMPELLING AND INSIGHTFUL. I WOULD HAVE NO HESITATION IN RECOMMENDING MARK.
ADAM DOHERTY
PLANNING DIRECTOR McCANN MELBOURNE
“FROM OUR FIRST MEETING I FELT MARK WOULD BE AN EXCELLENT PARTNER TO WORK WITH. SINCE THAT INITIAL MEETING MARK HAS WORKED VERY CLOSELY WITH ME TO HELP BUILD AN EXCEPTIONALLY PROFITABLE BUSINESS MODEL.”
RICK COX
FOUNDER/DIRECTOR · DCM DISTRIBUTION U.K