Fractional Leaders feat. Ewan Moore

In this blog, we catch up with Ewan Moore, a seasoned marketing professional with nearly two decades of experience in agency leadership and business development. Now working as a consultant and fractional leader, Ewan offers valuable wisdom for startups and scale-ups looking to scale with clarity and impact.

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

Hello! I’m Ewan Moore and I’ve been in the exciting, creative and fast-paced world of marketing and agency land for almost two decades.

My career started out in a small events and experiential agency as an Account Exec working on everything from Honda to Unite Students. I loved all of it, soaking up every opportunity to learn and interact with clients. Quickly realising there was a big wide world out there I moved roles to a larger agency group working in multiple agencies. In terms of roles I took a fairly standard route through account team structures eventually finding myself leading a team as a Senior Account Director delivering for Bentley across Europe. Along the way I had the opportunity to work with brands such Toyota, Lexus, Jaguar Land Rover, BMI Airlines, IRN-BRU, TESCO, Danone, Specsavers and UK Government.

Business development and growth quickly became part of my day-to-day, eventually leading me into several senior client relationship and growth roles. In my time in this world I’ve led pitches, run sales teams, enhanced many credentials and RFI documents, developed growth strategies, created campaigns, implemented CRM systems and helped deliver sustainable growth for several of the UK largest marketing agencies.

After nearly 20 years in the industry, I’m now a consultant and fractional leader who is enjoying supporting businesses, clients and teams navigate their unique challenges to market, communicate and grow.

More about me:

Website: https://mooremomentum.co.uk/

LinkedIn: https://www.linkedin.com/in/ewanmoore/

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

I really love seeing end results and tangible impact in everything I do from winning a pitch to growing revenue to seeing a campaign come to fruition and go live. I’ve been very fortunate in my career to celebrate success in agencies a fair amount and always with a great team of people around me.

Any time I can stand back and see a difference it makes me feel proud. Winning The Drum’s Business Development Team of the Year has to be up there – Huge team effort to really grow revenue across an agency group at UNLIMITED. I think my most recent role at Freshwater developing new business processes, propositions and strategies to deliver growth across the board makes me proud too. We achieved success in increasing the value of the pipeline, number of leads, new business conversion rate and ultimately an increase in new business revenue.

I think in terms of big client wins onboarding Bentley Motors and Barratt Developments PLC as retained accounts must stand out for me. Two pitch processes I was deeply engaged with for long periods of time that I then was fortunate enough to lead as client accounts too. Both stick in my mind as bringing together skills, people and energy across the agency to really smash it.

Other than that, probably getting to drive a Bentley Continental GT on ice in Switzerland and not crashing!

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?

I think it’s important to recognise that every business has different challenges and growth/scaling-up takes effort and a team all pulling in the same direction.

• Know your proposition/product(s) inside out – Who are you in the marketplace, what do you sell, to who, for how much and what can you deliver? What is your USP as a business? How do you celebrate or market what makes you different and make sure you have the confidence to sell that.
• Listen to your clients – They are already advocates and supporters of you! They will help you get better, achieve more and importantly sell for you.
• Talk to external experts – Advice, support and an external perspective can make all the difference. Sometimes you might not spot the obvious.
• Have a growth strategic plan – Once you’ve locked down who you are and listened to those around you, have a strategic growth plan of where you want to get to and how you are going to get there. Remember – keep it simple, keep it relevant and keep it ambitious, yet achievable.
• Communicate and update – Make sure the entire business and team around you are bought into the plan and know how to play their part. Regularly communicate and ensure success is shared.
• Brevity, clarity and impact – Three words to live by that will really help you scale-up and grow.

Lastly, my father gave me a piece of advice once when I was younger – “You’ve got to back yourself, because no one else is going to do it”. I think that applies here, there will of course be ups and downs but have the courage and conviction to go for it!

If you’re a business interested in hearing more about our Fractional Leadership offering you can:

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If you are a fractional leader and would like to be featured as part of the “Fractional Leaders” series please get in touch.