Strategy
- — Problem diagnosis & business strategy
- — Market, customer & community research
- — Product development & pricing
- — B2B & B2C go-to-market strategy
- — Marketing effectiveness & coordination
Fractional CMO · Marketing Director · Facilitator
I help mission-driven organisations systemise their growth
Building the brand and marketing systems, and the shared understanding within teams, that let the mission thrive.
- Firstport
- Doconomy
- Woolkind
- Desana
- Intelligent Growth Solutions
- Edinburgh University
- Crisis UK
- Good Place Lettings
- Fairnergy
- Elevator UK
- Enough
- Rockstart
- StartCOOP
- Cool Farm
- Radix Group
- Mocean Energy
- Social Supermarket
Award-winning marketing leadership
2025
Marketing Director of the Year
Institute of Directors Scotland
Recognition for marketing leadership delivered end to end — the same work I do for organisations where the measure of success is mission progress, not just revenue.
Where I add the most value
Drawn from 16 years of building and leading mission-led businesses, these are the skills that I put to use in my work:
Brand
- — Brand strategy & identity
- — Segmentation, targeting & positioning
- — Brand architecture & risk management
- — Long-term brand building
- — Brand assets, including websites
Growth
- — Account-based & B2B marketing
- — North Star Metric & OKRs
- — Sales & marketing alignment
- — Growth marketing & experimentation
- — Product-led & community-led growth
Commercial leadership
- — Reporting to C-suite on commercial targets
- — Leading growth, marketing & brand teams
- — Marketing operations & project management
- — Income & business model diversification
- — Business development, partnerships & fundraising landscape
Facilitation
- — Workshop design & facilitation
- — Bringing multiple stakeholders to shared decisions
- — Systems and ecosystem thinking
- — Nonviolent Communication & servant leadership
- — Training ~2,000 marketers in alternative approaches to growth
Toolset
- CRM & sales:
- HubSpot, Pipedrive, Apollo
- Collaboration:
- Miro, Mural, Whiteboard tools
- Analytics & ads:
- Google Analytics, LinkedIn Ads
- Web & design:
- WordPress, Figma, Canva
- AI:
- Claude, AI agents, Website builders
Guiding people to shared answers
I facilitate brand, communications and marketing workshops with teams, boards and partners. Each one is designed around a clear output — a written vision, a map, a story, a plan — so the thinking carries on after the room empties.
The workshops I deliver
Ten sessions for teams, boards and partners — use the arrows to see them all.
The toolkit
Proven methods, chosen to suit the question in front of us.
- Theory U
- Three Horizons
- Iceberg Model
- Doughnut Economics
- Nonviolent Communication
- Ecosystem Mapping
- LEGO Serious Play
- Growth Mindset
Senior leadership, shaped to what you need
Any of these can be taken on fractionally, fixed-term or freelance — the engagement fits the stage you're at.
Fractional Chief Marketing Officer
Senior marketing leadership at board level: strategy, team leadership and reporting on commercial targets.
Experience: Zebra Growth (Co-founder / CMO, 2018–present)
Marketing Director
Own the marketing function end to end — brand, campaigns, operations and the people who deliver them. Marketing Director of the Year 2025, Institute of Directors.
Experience: Zebra Growth · Intelligent Growth Solutions programme
Brand & Communications Lead
Brand strategy, identity coordination and communications frameworks, from workshop to launch.
Experience: Gulp (Co-founder / MD, 2020–2025) · Good Place Lettings · Woolkind
Fundraising & Business Development Director
Income and business model diversification, partnerships and a working understanding of the fundraising landscape.
Experience: Board of Trustees, FirstPort · Investment Committee, Catalyst Fund by Firstport
Workshop Facilitator & Trainer
Designing and leading workshops, away days and accelerator modules on brand, growth and regenerative marketing.
Experience: Elevator UK · Firstport · Zebra Growth training
Working with private and third sector organisations
Private sector
- Purpose-led start-ups
- Climate-tech & agritech scale-ups
- B Corps and certified businesses
- Family businesses
- Sustainable food & drink brands
Third sector
- Social enterprises
- Charities
- Social investors & funders
- Accelerators & support organisations
- Community and civic organisations
- Firstport
- Doconomy
- Woolkind
- Desana
- Intelligent Growth Solutions
- Edinburgh University
- Crisis UK
- Good Place Lettings
- Fairnergy
- Elevator UK
- Enough
- Rockstart
- StartCOOP
- Cool Farm
- Radix Group
- Mocean Energy
- Social Supermarket
I work best with organisations tackling social, environmental and systemic issues.
Good intentions need good systems. I build the growth and brand systems that let a mission thrive — so income is steadier, the story is clearer, and the people doing the work can focus on the change they exist to make. As co-founder of a Certified B Corp and co-initiator of the Regenerative Marketing Movement, I hold myself to the same standard.
- years leading growth
- 16
- years leading growth
- projects delivered
- 200+
- projects delivered
- marketers trained
- ~2,000
- marketers trained
Selected work
Five spotlights across start-ups, scale-ups, social enterprises and accelerators.
Purpose-led start-up
Woolkind
Bringing regenerative values to life through brand and digital design.
Facilitated purpose workshops to uncover why the brand exists, then wrote the brand story and positioning and led delivery of a unified brand system and Shopify platform.
Benefits
- Coherent regenerative brand system
- Unified storytelling across web and packaging
- Scalable digital infrastructure for long-term growth
New product · commissioned by Crisis UK
Good Place Lettings
Redefining relationships between landlords, tenants and agents.
Facilitated workshops across several organisations to clarify mission, audiences and key messages, then developed the brand strategy and coordinated the visual identity.
Benefits
- Distinctive visual identity rooted in purpose
- Strategic communications framework
- Digital and print templates for in-house use
Scale-up expanding globally
Intelligent Growth Solutions
51:1 ROI and £26m in new business over two and a half years.
Led the largest account-based marketing programme of my career, driving EU go-to-market expansion and closer sales and marketing alignment for an agritech pioneer.
Results
- 51:1 return on investment
- £26m in new business generated
- Stronger positioning and sales–marketing alignment
Large social enterprise
Firstport
A clearer, more confident position as a responsible social investor.
Workshops defined audiences, personas, a North Star and three pillars — transparency, responsibility and support — then became a go-to-ecosystem approach and a connected content system.
Delivered
- Advocate Hub and The Entrepreneurs' Guide to Social Investment
- Quote-led content system and 50+ video clips
- The Catalyst, a seven-episode podcast series
Accelerator workshop delivery
Elevator UK
An eight-session regenerative and ethical marketing module.
Planned, designed and facilitated a module for the Impact Programme cohort, from regenerative business and impact goals to a North Star metric and ethical risk register.
View the module sessions
- Regenerative business
- Goal setting with impact
- Personas & empathy maps
- Ecosystem mapping
- Holistic value propositions
- Regenerative North Star metric
- Partnerships as growth levers
- Growth experimentation
- Ethical risk register
Outcomes
- Practical tools to integrate impact with performance
- A collaborative peer space — collaboration over competition
- “Fantastically informative and engaging” — participant
View my full portfolio
A fuller picture of the brands, campaigns and workshops behind the work above.
Open the portfolioWhat Elevator UK said
“Lee Fitzpatrick, co-founder of Zebra Growth, has been a remarkable addition to our Impact Programme at Elevator.”
His dedication to social and environmental justice, paired with his extensive entrepreneurial experience, has brought significant value to our cohort.
His collaborative spirit and emphasis on knowledge sharing have fostered a supportive ecosystem, enabling startups to navigate complex challenges effectively.
His commitment to driving positive impact makes him an exceptional leader and a true asset to any initiative aimed at fostering meaningful change.
His expertise in regenerative business models and strategic growth marketing has empowered fellow participants to rethink their approaches and achieve sustainable growth.
The contributions have elevated our programme, providing participants with the tools and confidence to implement regenerative marketing strategies.
We are grateful for Lee’s participation and look forward to seeing the continued impact of his work with Zebra Growth.
In their words
A few testimonials from people I've worked with.
“I’ve known Lee for about a decade. He has a rare character, bringing both innovative and practical on one hand, and reflective and deep on the other”
“The workshop was extremely enriching and inspiring, it made me re-assess my entire thinking process. I am beyond grateful for you Lee, this has opened up a new dimension on a personal and business level.”
“His thinking goes beyond traditional best practice and addresses the fundamental drivers of success behind people & the importance of investing in positive and socially conscious culture within your business”
Trained and accredited
Level C brand strategist
Certified ABM practitioner
Mini MBA in Marketing
Ready to give your mission the growth system it deserves?
Whether you need a fractional CMO, a marketing director for a fixed term, or a facilitator for your next workshop, start with a short conversation.