James McCracken, FCIM and founder of Frances & Kevin, has launched a six-week programme, From In-house to In Demand, designed to help experienced marketing professionals transition from traditional in-house roles to successful freelance and fractional careers.
The initiative follows McCracken’s own redundancy experience, which prompted him to build Frances & Kevin into a high-impact fractional CMO consultancy and marketing mentoring business. Since then, he’s been inundated with messages from in-house marketers seeking advice on navigating similar transitions.
“Redundancy gave me the unexpected push to go fully freelance. What surprised me most wasn’t the challenge—it was how many people were in the same boat, asking the same questions: How do I get started? How do I find clients? How do I price my services?” said McCracken.
From In-House to In Demand is his answer. Built for senior-level marketers ready to explore fractional work, the programme combines strategic training, practical toolkits, and personal mentorship. It’s designed to equip professionals with the confidence, structure, and clarity to pivot into freelance and interim marketing leadership.
A Response to a Shifting Market
With over 20 years of experience leading marketing functions across education, property, and training, McCracken has held senior roles, including CMO at Apprentify Group and Head of Marketing at Bruntwood. As a fractional CMO and freelance strategist, he had advised on marketing strategies for several brands, including Kirklees College, Hiring Hub, Eagle Eyed SEO, SFG Ltd, and Buzz Education. McCracken is also Chair of the Chartered Institute of Marketing (CIM) North West.
Why Now?
The rise of fractional marketing isn’t just a trend—it’s a solution. As more organisations look to tap into senior expertise without hiring full-time, Demand is growing for freelance marketing professionals who can plug in quickly and deliver results. Yet, for many in-house marketers, the path to becoming “client-ready” isn’t always straightforward.
“There’s a huge knowledge gap between being great at your job and knowing how to sell your services independently,” said McCracken. “That’s exactly the gap I want this programme to fill.”
What the Programme Covers
While the full curriculum will be revealed closer to the launch date, From Inhouse to In Demand is expected to cover:
- Positioning & personal branding as a fractional leader
- How to price, pitch, and package services confidently
- How to set up operations for a sustainable freelance practice
- Real-world case studies from McCracken’s consultancy experience
- Group mentoring & peer support for ongoing growth
Whether you’re facing redundancy, rethinking your career, or simply ready for more flexibility and ownership, this programme is designed to provide the clarity and momentum needed to start strong.
