Fractional brand director · London / Asturias

Brand strategy from first principles. A brand operating system powered by AI.

I'm Maxim Fernandez, a fractional brand director for businesses growing fast enough to need someone senior on brand but not ready to hire one.

I start with the fundamentals: what's slowing growth, who the brand is for, and the position you can credibly claim. Then I build that into a brand operating system - the guidelines, tools and AI workflows your team uses every day - so the work stays on-brand as you scale, and the numbers show whether it's working.

20 years leading brand at Treatwell, Dott and Unobravo, and on the agency side at Dentsu Creative for Sony, Honda and L'Oréal. Fractional, sprints, or ongoing advice.

Contact

hello@
maximfernandez.com Book a first call

Case studies available on request.

Clients

Treatwell
Unobravo
Dott
Sony
Honda
L'Oréal
Lidl
Enterprise Rent-A-Car
The Very Group
William Grant & Sons

You might be here if

Sound familiar? It usually means brand hasn't kept up with growth.

It's what a plateau looks like from the inside, not a sign of failure.

01

Nobody can say what's actually driving growth.

I run the diagnosis first and set up how we'll measure it, so we know what's working before we touch the tactics.

02

Performance spend goes up every quarter, and CAC goes up with it.

I fix what's underneath rising CAC: a brand that isn't pulling its weight in the funnel.

03

You've launched in three markets, and each one looks like a different company.

I build one brand system that flexes across every market you launch in.

04

Brand is treated as a cost, and you need the case made in numbers the business accepts.

I tie brand to business growth in the numbers finance already tracks.

05

Your team is using AI to make more, faster, and it's all starting to look the same.

I build the brand into the tools your team uses - guidelines, prompts and AI workflows - so you keep the speed and the output still looks and sounds like you.

Ways of workingFull details →

What it looks like in practice.

Which engagement fits depends on how far the problem's already been diagnosed. The goal is the same either way.

01

Fractional

Senior brand leadership without a full-time hire. I work out what's slowing growth, set the strategy, build the brand operating system, and lead the team that makes the work.

Length · 6–12 months

02

Sprint

An eight-week diagnosis and strategy reset for scale-ups about to spend without a position behind it, ending with a blueprint for the brand operating system.

Length · 8 weeks

03

Advisory

A second opinion from a senior brand operator on the big brand calls, before they get expensive to unwind.

Length · Monthly

04

Bespoke

If none of the above fits, we scope one that does.

Length · Scoped

First call

One call to find out if this is even a brand problem.

Bring whatever you've got, half-formed is fine. The first conversation is about working out whether fractional brand work is what's missing. If it isn't, I'll say so.

Book the first call