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Seasoned Fractional Chief Marketing Officer helping scaling, purpose-led businesses reach the next stage of growth. Currently fractional CMO for Global Expansion (GX). My approach begins with a 30-day audit to pinpoint ROI drivers, fix funnel inefficiencies, and build strategies that align directly with business goals. With senior leadership roles at eBay, Virgin Atlantic, and Sky, plus FinTech and regulated-sector experience at ClearScore and GX, I bring a rare blend of big-brand expertise and scale-up agility. Known for building and upskilling teams, aligning marketing with commercial strategy, and delivering high-impact results fast.…Seasoned Fractional Chief Marketing Officer helping scaling, purpose-led businesses reach the next stage of growth. Currently fractional CMO for Global Expansion (GX). My approach begins with a 30-day audit to pinpoint ROI drivers, fix funnel inefficiencies, and build strategies that align directly with business goals. With senior leadership roles at eBay, Virgin Atlantic, and Sky, plus FinTech and regulated-sector experience at ClearScore and GX, I bring a rare blend of big-brand expertise and scale-up agility. Known for building and upskilling teams, aligning marketing with commercial strategy, and delivering high-impact results fast.

Rebecca McKee

Fractional CMO, Brand Strategist, Marketing Strategist, +2

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Seasoned Fractional Chief Marketing Officer helping scaling, purpose-led businesses reach the next stage of growth. Currently fractional CMO for Global Expansion (GX). My approach begins with a 30-day audit to pinpoint ROI drivers, fix funnel inefficiencies, and build strategies that align directly with business goals. With senior leadership roles at eBay, Virgin Atlantic, and Sky, plus FinTech and regulated-sector experience at ClearScore and GX, I bring a rare blend of big-brand expertise and scale-up agility. Known for building and upskilling teams, aligning marketing with commercial strategy, and delivering high-impact results fast.…Seasoned Fractional Chief Marketing Officer helping scaling, purpose-led businesses reach the next stage of growth. Currently fractional CMO for Global Expansion (GX). My approach begins with a 30-day audit to pinpoint ROI drivers, fix funnel inefficiencies, and build strategies that align directly with business goals. With senior leadership roles at eBay, Virgin Atlantic, and Sky, plus FinTech and regulated-sector experience at ClearScore and GX, I bring a rare blend of big-brand expertise and scale-up agility. Known for building and upskilling teams, aligning marketing with commercial strategy, and delivering high-impact results fast.

Available to hire

Seasoned Fractional Chief Marketing Officer helping scaling, purpose-led businesses reach the next stage of growth. Currently fractional CMO for Global Expansion (GX). My approach begins with a 30-day audit to pinpoint ROI drivers, fix funnel inefficiencies, and build strategies that align directly with business goals.
With senior leadership roles at eBay, Virgin Atlantic, and Sky, plus FinTech and regulated-sector experience at ClearScore and GX, I bring a rare blend of big-brand expertise and scale-up agility. Known for building and upskilling teams, aligning marketing with commercial strategy, and delivering high-impact results fast.

Skills

Experience Level

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Founder | Fractional CMO at This Brand Works

February 1, 2021 - Present

Providing CMO-level brand and marketing leadership to scaling businesses. Recent Highlights Global Expansion (GX): Delivered a new marketing strategy producing 46 MQLs and 3 clients in 90 days; led a brand refresh and repositioning to stand out in a crowded global HR tech market. Other clients include: Hostelling International, Regent Seven Seas Cruises, Rated People, Tourhub, PCA Global.

Head of Brand & Partnerships at eBay

February 1, 2020 - February 1, 2021

Leading TTL activity including social, ATL & partnerships. Leading and coaching a team to deliver customer-centric campaigns with collaboration, agility and creative brilliance. Budget management £70m+. Presenting strategic plans to senior management in a clear, customer-centric and data-driven manner. Production of best in class creative; including video, digital and breakthrough media partnerships. Build data-driven media plans across TV, radio, digital Outdoor, Digital, Social, PR and onsite.

Freelance Brand Consultant at Self-employed / Various

April 18, 2020 - Present

Clients: ClearScore (scale up fintech with 10m users). Implementing global ways of working. Managing inter-agency global networks. Using test and learn, agile, data-driven methodology to find optimal channel mix to reach rapid growth (TV & Digital). Creation of global playbook; launches in India & Australia. TFL reviewed & implemented revised creative & media strategy.

Head of Brand at Sky

February 1, 2017 - March 1, 2018

Leading strategy, planning and TTL brand activity. Leading and coaching a team of 25. Execution of large-scale (budget £55m), stand-out 360 campaigns across TV, Digital, OOH, Radio, Print & Social. Managing media and creative (in house & external) agencies, including SLAs, annual SOWs and pitches. Own the brand positioning for Sky products ensuring that they have a clear, compelling and distinct purpose. Key achievements include redefining the Sky Q brand strategy and launching Sky Soundbox.

Freelance Brand Consultant at Monster Worldwide / Travelodge / Jack Wills / Expedia (Freelance Context)

September 1, 2014 - February 1, 2017

European brand re-launch for Monster Worldwide including strategy, ways of working & leading TV production process. Travelodge 2016 Brand £25m+ ATL campaign & media strategy. Leading production and activation of brand assets. Jack Wills marketing strategy in UK & USA.

Senior Marketing Manager at Expedia

June 1, 2012 - June 1, 2014

Leading planning, brand strategy and execution of marketing across EMEA. Responsible for £15m marketing budget. Building brand health and delivering insight-driven marketing campaigns to drive market share. Using attribution modelling and econometrics to determine ROI.

Global Campaign Manager at Virgin Atlantic

August 1, 2009 - June 1, 2012

Responsible for Virgin Atlantic brand activity across 13 markets. Implementing a global marketing process from local to a centralised global process. Management of global media, creative and digital agencies. Management of global creative brief from conception to delivery, including TV, print, OOH and digital assets, toolkit & guidelines.