Fractional brand direction focused on one thing: growth.

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 work out what's actually holding growth back, set the strategy, and build the team that makes the work.

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.

Book the first call

Brands I've worked with

Case studies available on request — get in touch

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.

Nobody can say what's actually driving growth.

I run the diagnosis first, so we know what's actually working before we touch the tactics.

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.

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

I build one brand system that can flex across markets, not a patchwork per country.

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.

A team is shipping work, and nobody has set the direction it's shipping in.

I set the direction first, so the output compounds instead of falling flat..

Everyone in your category says the same thing, and nobody can tell you apart.

I find the position only you can credibly claim, and build the brand system around it.

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

I point AI at clearing the busywork, so the team's time goes into the ideas that drive growth.

Ways of working

See full details →

What it looks like in practice

The shape changes depending on how far the problem's already been diagnosed. The goal underneath it doesn't.

Fractional

Senior brand leadership without a full-time hire, working out what's holding growth back and building the team that makes the work.

Shape

6–12 months

Sprint

An eight-week diagnosis and strategy reset for scale-ups about to spend without a position behind it.

Shape

8 weeks

Advisory

A senior brand operator in your corner for pressure-testing decisions before they get expensive to unwind.

Shape

Monthly

Bespoke

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

Shape

Scoped

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 actually what's missing, not pitching you a package. If it isn't, I'll say so.

Book the first call