Fractional Leaders feat. David Kilkelly

In this ‘Fractional Leaders’ blog, we chat with David Kilkelly, whose career spans academia, agency leadership, and strategic consulting. From founding a successful content agency to guiding scale-ups, David shares insights on impactful marketing and sustainable growth.

Can you please introduce yourself and your journey to becoming a Fractional Leader?

I began my professional journey in media and communications at the University of Sussex, where I taught communications and media production at both undergraduate and graduate levels for over a decade. In 2014, I transitioned into the professional sector by founding BlinkBack, a content creation company. We specialised in campaigns, content marketing, and social media for a diverse range of clients across the southwest and the UK, including the National Trust, Greene King Breweries, the Environment Agency, Great Western Railway, Visit Exeter, and Stephens Scown.

Let’s talk impact, what achievements are you proud of the most?

During this time, I not only marketed my own B2B business but also helped these organisations develop strategic, marketing-focused content. For example, I spearheaded a campaign for Stephens Scown that reached hundreds of thousands of people and doubled their revenue. I also led a complex, multilingual project for the Environment Agency, funded by the EU, which spanned two years, multiple countries, and diverse audiences. recently, I decided to formalise my expertise by earning a distinction in Digital Marketing and Campaign Strategy from the Chartered Institute of Marketing. Today, I work as a freelance consultant, partnering with a variety of SMEs in professional services and beyond, helping them navigate their marketing challenges with creativity and strategic insight.

Based on your work with start-ups and scale-ups, do you have any pieces of wisdom you could share with businesses in scale-up mode?

As businesses transition from startup to scale-up mode, it’s crucial to understand that marketing extends far beyond digital metrics. In the early stages, it’s easy to get caught up in online tactics, but the fundamentals must be in place first. When scaling up, marketing begins to intertwine with various aspects of the business, such as customer service. A great customer experience can fuel advocacy, generate testimonials, and drive referrals—elements that are often more cost-effective than acquiring new customers. Ultimately, scaling up successfully means thinking about the entire customer journey and ensuring that every touchpoint reinforces your brand. By broadening your view of marketing to include customer relationships and service excellence, you can build a loyal customer base that supports sustainable growth.

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