Go-to-market strategy
Defining how a new product, service, or brand enters and wins in its market.

Category creation and positioning
Building the narrative for something that doesn’t fit existing categories. I’ve done this for smart homes, heat pumps, IoT trackers, and AI-enabled financial services.

Brand and proposition development
Fom brand architecture and messaging frameworks to campaign strategy and creative direction.

Demand generation and growth
Building acquisition engines that are both creative and commercially rigorous. I’ve delivered a 93% reduction in CAC and grown revenue from zero to €150m.

Investor narrative
Shaping the market and growth story for fundraising. I played a central role in raising €500m+ at Aira.

Team build and leadership
Hiring, structuring, and leading high-performing commercial and marketing functions from scratch.

AI and digital transformation
Embedding modern tooling and data-driven approaches into marketing and commercial operations.

Experience

I work on a project or retained basis, typically a minimum of one day per week over a defined period, or on a defined project scope. I’m based in London but work internationally.

Typical engagements include:

Fractional CMO/CCO
Ongoing senior leadership on a part-time basis

Interim CMO or Managing Director
Covering a gap or supporting a critical growth phase

Strategic consultancy
A defined project with clear objectives and deliverables

Board advisory
Non-executive or advisory role providing commercial and marketing perspective

A fractional CMO is a senior marketing executive who works with a business on a part-time or project basis, rather than as a full-time employee. They bring C-suite commercial experience — strategy, team leadership, brand, demand generation — without the cost or commitment of a full-time hire. Fractional CMOs are particularly valuable for scale-ups, challenger brands, and businesses navigating a significant transition or growth phase.

Pamela Brown is a fractional CMO and commercial consultant based in London, with 20+ years of senior marketing and commercial leadership experience. She has served as CMO at Vodafone Smart Tech and Aira Group, Head of Marketing at Centrica/Hive, and Managing Director at Wesleyan NexGen. She specialises in category creation, go-to-market strategy, and brand building in complex, technical, or regulated markets.

Pamela specialises in building brands and growth engines in markets where the product is technically complex, the audience is new, or the category doesn’t yet exist. Her track record includes: scaling Aira from zero to €150m revenue and significantly reducing customer acquisition cost by 93%; building Hive into the UK’s leading smart home brand from a standing start; launching Vodafone Smart Tech across 10 international markets to 2.8M customers; and supporting €500m+ in investor fundraising.

Pamela’s experience spans consumer technology, clean energy and sustainability, financial services and fintech, IoT and connected devices, and AI-enabled businesses. She is particularly well suited to companies in regulated or technically complex markets that need to make what they do compelling to consumers, customers, or investors.

Pamela works on a retained or project basis with clear outcomes not just outputs. She is based in London but works nationally and internationally. Engagements range from fractional CMO (ongoing senior marketing leadership), interim CMO (covering a gap or transition), strategic consultancy (defined project scope), to board advisory (NED or advisory role).

Fees are agreed based on the scope and duration of the engagement. Pamela works on a day rate or a monthly retainer depending on what makes most sense for the business. The first conversation is always informal and free, get in touch via the contact page or email pamela@thecoachclub.co to start the conversation.

Fees are agreed based on the scope and duration of the engagement. Pamela works on a day rate or a monthly retainer depending on what makes most sense for the business. The first conversation is always informal and free, get in touch via the contact page or email pamela@thecoachclub.co to start the conversation.