Behind the Scenes of a Fractional Executive’s Journey
With over 25 years of experience across multiple sectors, Anna Perkins has built a career defined by variety, impact, and clarity. Based in London, UK, she is the founder of Coffee and Marketing and works as a Fractional CMO, partnering with organizations across tech, life sciences, medical devices, R&D consultancies, food & beverage, consumer brands, energy, industrial, trade, borders, and finance.i
Her mission is simple: help organizations cut through the noise, sharpen their focus, and deliver results that matter.
“A company gets 25+ years of experience and expertise without the commitment of a permanent hire. You can dial up and down what you need, when you need it. My clients know that I hit the ground running and deliver quickly across the marketing mix, while also being honest and unafraid to challenge when it drives growth.”
The Leap Into Fractional Leadership: Anna Perkin's Career Pivot
For Anna Perkins, choosing the fractional path was about designing a career that matched her strengths and her ambitions.
“I wanted a multi-portfolio career with variety and challenge. Fractional work lets me operate where I’m happiest, driving and implementing strategy, brand, and communications while working closely with leadership teams. It keeps me fresh and engaged. I learn from different sectors and bring those insights to every client I work with.”
Superpower in Action: Anna’s Strength as a Fractional Executive
Every fractional has a unique “superpower” they lean on. For Anna Perkins, it’s about bringing clarity and focus to ambitious organizations.
“Often, companies want to do too many things all at once. Stripping this back, focusing on organizational objectives, and delivering a clear plan that drives tangible results is what I do best, and what I enjoy most.”
Her ability to simplify complexity makes her a trusted partner for leadership teams navigating growth.
Breaking the Myths: What Fractional Leadership Really Looks Like
Like many in her field, Anna faces common misconceptions about the fractional role.
“People assume I have a lot of free time, or that I need to know every sector in detail. Neither is true. Being fractional takes time, effort, and the ability to apply transferable expertise in a way that accelerates results for each client.”
Far from being “part-time,” Anna embeds with teams, aligns with leaders, and becomes a catalyst for meaningful outcomes.
Wins That Define Their Fractional Journey
Anna’s impact is rooted not only in strategy but in the culture she builds with clients.
“I definitely share the success with those who help deliver it. I’m more likely to pass the praise down or across than accept it myself.”
This collaborative style creates stronger teams, more effective execution, and a sustainable growth engine for the businesses she supports.
Lessons from the First Few Months in Fractional Work
Anna emphasizes that experience is powerful, but it’s not enough, fractionals must remain agile in an ever-changing industry.
Anna's Advice for New Fractionals
“Keep up to date on what’s changing and where marketing is going. Experience is great, but you still need to operate in an industry that moves fast.”
Her advice to those considering a similar journey:
“It takes time and effort, but it’s worth it.”
Beyond the Resume: The Real Anna
Known for her straightforward and collaborative leadership style, Anna thrives on being the person who delivers exactly what’s promised.
“What you see is what you get. I’ll do what I say I will, and I’ll work alongside you to deliver the marketing strategy, plan, and supporting activities you need, as well as what you want.”
One Quote That Sums It All Up
“Making sense, bringing clarity, and driving focus, that’s how I help organizations move from over-ambition to tangible results.”
It’s this blend of clarity, collaboration, and multi-sector expertise that defines Anna’s approach to fractional leadership.
