Adam Jones MCIM
Fractional CMO
Bold & Subtle gives founders the experience of having a commercially minded marketing co-owner inside their business.
I research, develop and lead marketing strategies, built around the belief that the businesses that create the most meaningful value for people have the greatest opportunity to create enduring value for themselves.
Featured Case Study
By combining deep customer understanding, disciplined strategy, fearless creative execution and constant commercial measurement, we helped turn a small independent kitchen and bathroom retailer into a £2m brand.
Our approach focused on creating more value, communicating it more effectively and building a brand people chose.
Cwtch Haus
Creating Your Home Together
IMPACT
3.41%
Marketing Investment as a percentage of revenue
£300k
→ £2m
Revenue Growth
£10 : £1
Gross profit generated per £1 of fully-loaded marketing investment
£29 : £1
Revenue generated per £1 of fully-loaded marketing investment
All marketing investment figures are fully loaded and include the cost of Adam's fractional marketing leadership.
865%
Gross Profit ROMI
Also Worked With
How I Help Businesses Grow
EMBEDDED · RETAINER
Fractional Marketing Leadership
I work inside your business as a commercially minded marketing partner, taking ownership of the thinking, direction and performance of your marketing.
I lead customer insight, strategy and planning, align marketing with your commercial priorities, guide internal teams and external partners, and build the structure and accountability needed to turn marketing into measurable, sustainable growth.
STANDALONE ENGAGEMENTS
Marketing Blueprint
A comprehensive review of your marketing, positioning and commercial performance. I identify where value is being missed, where activity is underperforming, and where growth is being held back. I turn those findings into a clear, prioritised roadmap for action.
Strategic Growth Projects
For high-impact marketing initiatives that need experienced strategic leadership. From rebrands and website transformations to campaign development and structural change, I bring clarity, direction and accountability from concept through to execution. Ensuring the work creates genuine commercial value, not just creative output.
Go-To-Market Planning
For businesses launching a new product, entering a new market or preparing for their next stage of growth. I combine market insight, positioning, messaging, channel strategy and execution planning to build a commercially grounded route to market. Designed to create demand, and deliberately build momentum.
What clients say
About Me
By the time I was in college, I knew that I wanted to build businesses. Marketing became my route into entrepreneurship. My logic at the time was: if I could learn as much as possible before starting something of my own, I’d give myself the best chance of succeeding.
After studying marketing at university, I spent my twenties learning inside some of Cardiff’s leading independent agencies. I supported Everglow following the viral success of Boaty McBoatface, worked on brand and digital strategy at Limegreentangerine, and by 25 was managing a £2 million advertising portfolio at S3 Advertising.
By 28, I wanted to put what I’d learned to the test somewhere I could take real ownership of the outcome. I saw that opportunity in my family business, Cwtch Haus.
I joined to lead the marketing, but my role quickly expanded to also lead operations, finance and commercial strategy. Over the following years, I helped grow the business from around £300k to £2m in annual revenue, while building a marketing model now generating £29 in revenue and £10 in gross profit for every £1 invested.
Cwtch Haus became the place where I could test, challenge and refine the ideas I’d been developing throughout my career. Over time, one central belief emerged:
The businesses that create the most meaningful value for people have the greatest opportunity to create enduring value for themselves.
At 32, I founded Bold & Subtle to bring that philosophy, experience and same level of ownership to other ambitious businesses.
Today, I work alongside founders who need someone who understands business, takes ownership of the strategy, and cares about the commercial outcome as much as they do.
Impact Delivered:
Cwtch Haus
Helped grow the business from £300k to £2m in annual revenue, while building a marketing model generating £29 in revenue and £10 in gross profit for every £1 invested.
Public Health Wales
Delivered a digital campaign that achieved a 12% conversion rate (4× the industry norm) winning The Drum’s Best Public Sector Campaign award.
National Farmers Union
Reframed the union as every farmer’s ally post-Brexit, contributing to a 60% YoY increase in new memberships.
University of South Wales
Delivered a £7:£1 ROI in student-recruitment spend and won CIM’s Best Integrated Campaign award.
Agency vs consultant vs fractional CMO
Agency
Best when you need specialist execution and additional delivery capacity.
Consultant
Best when you need external expertise, diagnosis or strategic direction.
Fractional CMO
Best when you need ongoing senior ownership of marketing strategy, performance and coordination.
What working together looks like
First 30 days
Audit, positioning review, priority roadmap.
First 90 days
Execution underway, early wins measured.
Ongoing
Embedded leadership, board-ready reporting.
Frequently Asked Questions
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A Fractional Marketing Lead provides senior-level marketing direction on a part-time basis. You gain strategic oversight, commercial alignment and accountability, without committing to a full-time hire. It’s designed for growing businesses that need structure and leadership, not just more activity.
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Both — depending on what the business needs. In some engagements, I operate purely at leadership level, setting direction and managing delivery through internal teams or agencies. In others, particularly during earlier stages or high-priority projects, I’ll also be hands-on to ensure momentum and quality. The structure flexes around what delivers the best outcome.
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Every engagement is tailored. Some businesses require a lighter strategic cadence; others need more involved leadership during growth or transformation phases. The level of involvement is agreed upfront and evolves as the business does.
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Engagements are structured on a rolling basis. However, meaningful impact requires time to implement foundations, measure performance and refine strategy. The focus is always on building sustainable progress rather than short-term activity.
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Typically founder-led or owner-managed businesses that have momentum but recognise that marketing needs more structure and senior direction to scale effectively.
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That’s not a problem. I can work directly with the founder, manage external partners, or help build internal capability where needed. The structure is built around your current stage.
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Success is defined against commercial objectives, not vanity metrics. That means clear KPIs tied to revenue contribution, pipeline quality, conversion performance and channel effectiveness. Marketing should be measurable enough that decisions feel informed, not instinctive.
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Yes — the Strategic Marketing Audit is a standalone engagement that gives you clarity and a roadmap. It’s often the best starting point.
Let’s work together.
Arrange an initial discussion to explore whether fractional marketing is the right fit for your business.
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