Chapter 0101Digital, early
Twenty-plus years of watching the internet change how brands earn attention — and learning to work with it rather than against it.
Will Graham — Strategy · Content · Creative · Digital Growth
Fractional Marketing& Content Director
Marketing à la carte. Based on your needs.
20+ years of Marketing within Outdoor Sports, Fashion, Food, Art and Tech Industries.Scroll
The short version_
Senior marketing thinking.Hands‑on execution.
Many growing brands don’t need another agency. They need someone experienced enough to understand the entire marketing picture, and hands-on enough to actually make things happen.
I work with brands as a fractional marketing and content director, bringing together strategy, creative direction, content production and digital marketing.
The goal is simple: make marketing more connected, more useful and more effective.
More about me →How I work_
One person connecting the pieces.
Four disciplines that usually live in four different places. They work better when one experienced person is responsible for how they fit together.
01
Strategy
Deciding what matters, and what doesn't.
- Marketing strategy
- Brand positioning
- Audience strategy
- Campaign planning
- Content strategy
- Digital roadmap
02
Content
Making the things people actually stop for.
- Video
- Photography
- Social content
- Campaign concepts
- Brand storytelling
- AI-assisted creative production
03
Growth
Putting it in front of the right people, and learning fast.
- Meta advertising
- TikTok & Google Ads
- Creative testing
- Campaign optimization
- Conversion strategy
- Analytics
04
Direction
Keeping every piece pointed the same way.
- Creative direction
- Marketing leadership
- Campaign direction
- Brand consistency
- External team management
- Agency & vendor coordination
The role_
A marketing director without the full‑time overhead.
A company may not need another agency. It may need someone senior enough to understand the business.
Someone who can identify what needs to change, build the strategy, direct the creative and work alongside the people actually executing it.
Plug in
Join your existing team as the senior marketing lead they report into.
Or run it
Act as your external marketing department, bringing in specialists as needed.
Where I usually get involved
- 01Ongoing marketing leadership
- 02Campaign development
- 03Content direction
- 04Paid media
- 05Creative direction
- 06Brand launches
- 07Digital strategy
- 08Marketing audits
- 09Short-term projects
Ways to work together
Experience_
20+ years between brands, pixels and powder.
Chapter 0101
Chapter 0202Snow & surf
Time inside action sports, where authenticity is the whole job and the audience can tell instantly when a brand is faking it.
Chapter 0303Behind the camera
Photography and video, not as a service line but as a way of thinking. Knowing what a shoot takes, what it costs and what it is actually for.
Chapter 0404Consumer brands
Campaigns, content and paid digital for established consumer and lifestyle brands — where creative has to earn its keep.
Chapter 0505Building things
Starting and launching businesses. Nothing teaches commercial reality faster than spending your own money on marketing.
Now06Fractional
All of it in one role: a senior marketing partner who can set the direction and still get hands-on.
Projects(48)
Selected work
Philosophy_
I don’t just make marketing. I connect it.
- ContentAdvertising
Content shouldn't exist separately from the advertising that distributes it.
- CreativeStrategy
Creative shouldn't exist separately from the strategy it's meant to deliver.
- WebsiteCampaign
A website shouldn't exist separately from the campaign driving people to it.
- PhotographyObjective
Photography shouldn't exist just because the brand needs new photos.
Everything should work toward the same business objective. That’s the job. Good marketing isn’t about doing more. It’s about knowing what matters.
Who I work with_
Built for brands with something worth saying.
I’m particularly suited to brands where:
- —visual identity matters
- —storytelling matters
- —community matters
- —digital marketing matters
- —the product needs to stand out
- Outdoor01
- Action Sports02
- Lifestyle03
- Hospitality04
- Wellness05
- Real Estate06
- Architecture07
- Consumer Brands08
- Adventure & Tourism09
