Fractional CMO for Sports & Luxury Brands
Porter Wills provides fractional CMO leadership and strategic marketing direction for sports, entertainment and luxury brands. Based in London and working globally, the practice supports organisations that need senior-level marketing expertise without the cost or commitment of a full-time CMO.
With more than 15 years’ experience scaling high-growth sports and consumer brands, Porter Wills brings executive-level marketing leadership, commercial strategy, brand positioning, and performance systems that drive measurable revenue outcomes.
Typical engagements include fractional CMO retainers, embedded leadership during periods of accelerated growth, and focused marketing sprints for launches, market entry, or repositioning. The approach combines hands-on execution with board-level strategy, ensuring organisations build the marketing capability, clarity and accountability they need to grow.
Porter Wills has led marketing across global properties including Formula E, E1 Series, Run GP and major lifestyle brands, managing £25M+ in advertising spend and delivering campaigns reaching hundreds of millions of consumers worldwide.
Clients choose Porter Wills when they need senior marketing leadership that can diagnose commercial challenges, shape strategy, build systems, and deliver results with speed and precision.
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Min project size
$5,000+
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Hourly rate
$150 - $199 / hr
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Employees
2 - 9
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Locations
London, England
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Year founded
Founded 2024
1 Locations
- London , England
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Our Story
Porter Wills is a marketing leadership consultancy founded by Michael Porter, after fifteen years directing global marketing for major sports and luxury brands including Formula E, E1 Series and RunGP. We specialise in fractional CMO leadership and brand strategy for sports, luxury and high-growth consumer companies. Our work blends strategic clarity with execution discipline to deliver commercial outcomes.
Meet the Team
Michael PorterFractional CMO & Founder
Founder of Porter Wills. Former marketing director for Formula E and E1 Series. Leads fractional CMO engagements for sports, luxury and high-growth brands, specialising in positioning, go-to-market strategy and commercial growth.
What Sets Us Apart
Executive level marketing leadership
We operate as embedded senior leadership, combining strategy, execution oversight and commercial accountability.Specialist expertise in sports and luxury brands
15 years directing global marketing for properties like Formula E and E1 Series gives us category specific experience.Strategy with execution discipline
We don’t hand over a plan and leave. We own outcomes, build systems, lead teams and deliver measurable commercial impact.Locations (1)
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