Chris Lund

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About

Let's build marketing that works.

I'm Chris Lund. I've spent more than 25 years in marketing, agency-side and in-house. The most useful thing I've learned is that a marketing leader's first job is to make the link between marketing and revenue obvious to everyone.

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My story

The short version

2007 to 2014

Digital, telecoms and sports media

I started at an e-commerce agency in Paris, managing a major UK electrical retailer's account. I then ran online marketing for a telecoms and travel group, growing website traffic by 30% and conversion by more than 50%. From 2010 I was Senior Marketing Manager at a sports content and data business (now part of a global streaming brand), leading go-to-market, branding and PR across the UK and Europe.

2015 to 2022

Head of Marketing Success at a B2B technology marketing agency

Seven years leading strategy and execution for enterprise technology clients in networking, customer experience and analytics software. I doubled new-business leads within 18 months for a cloud contact-centre software provider, and acted as outsourced UK Head of Marketing for several US software companies.

2022 to 2025

Head of Marketing at an international legal technology provider

A member of the executive team, reporting to the COO and owning all UK marketing and PR. I built and led a team of five, managed a £1m annual budget and overhauled the CRM and marketing technology. Over that time the business grew revenue by 43% and its client base by 20%.

2025 to 2026

Head of Marketing at a PE-backed property technology group

I inherited a function with almost no lead generation and no tracking. Leading a team of four, I built demand generation from scratch, including Salesforce reporting from campaign to opportunity. Marketing went on to deliver over 100 MQLs and 25 SQLs a month, £750k of attributed revenue on a £500k budget, and forward pipeline of more than £4m. I was also a member of the company's AI steering council and led AI adoption across marketing.

Now

Fractional Head of Marketing

Working with a small number of B2B businesses at a time, bringing the same approach to each.

Qualifications

Experience, backed by formal training

25+

Years in marketing

Agency-side, in-house and freelance, developing and managing activities that support high business growth.

MBA

Imperial College Business School

A grounding in finance, strategy and operations that helps me talk to boards about marketing in commercial terms.

CIM

Postgraduate Diploma

Formal training in marketing principles, planning and practice from the Chartered Institute of Marketing.

Leadership philosophy

What I believe about marketing

Marketing has to earn its budget

Every pound should be traceable to something the business cares about. If I can't show what an activity contributed, I'd rather stop it and try something else.

Sales and marketing are one team

Most arguments about lead quality disappear once both teams agree what a good lead looks like and work from the same numbers. I get to grips with this early to minimise wasted time and budget.

Simple plans get done

A plan the whole team understands will beat a detailed strategy that nobody opens after launch day.

Leave things better than you found them

Fractional work only succeeds if what I build keeps working when I'm not in the room. That means sharing knowledge and coaching people to run things without me.

Management approach

How I lead teams

I've mostly led small teams with a lot on their plate, often covering several brands at once. What works for me is being clear about priorities and staying close to the work alongside the team, rather than managing from a distance.

I'd rather coach someone through a problem than take it off them. A good outcome for me is a team that needs me less by the end of an engagement than at the start.

Why fractional

A choice, not a stopgap

Most growing B2B businesses need senior marketing judgement for a day or two a week, not five. Paying for a full-time CMO before you need one rarely makes sense, and neither does hiring someone too junior to set the direction.

Working with a few clients at once keeps me sharp, because I see what's working in different markets and bring those lessons with me.

Tools I work with

Comfortable in the systems you probably already use

If you already have tools you're happy with, I'll work with them. If you're looking for guidance on what's best for your business, I provide that. Below are some of the tools I know best.

CRM and marketing automation

Salesforce

HubSpot

Dynamics 365

Lead scoring, campaign tracking and reporting that follows a lead from first touch to closed deal.

Analytics and reporting

Google Analytics

Understanding what visitors do on your site and joining that up with what happens in your CRM.

Websites

WordPress

Webflow

Site structure, landing pages, content and SEO/GEO, managed with in-house resources or with trusted specialists where needed.

AI & Productivity

Claude

Gamma

Used well, AI speeds up research, content creation, data analysis and everyday marketing processes, so work gets to market faster.

Let's talk about where your marketing is now.

A 30-minute call with no sales pitch. You tell me what's going on, and I'll tell you honestly whether I can help. If I can't, I'll try to point you towards someone who can.

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Chris Lund

Fractional Head of Marketing for B2B businesses. Based in Woking, Surrey.

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chris.lund@hotmail.co.uk