LONDON - s4story -- As marketing becomes more complex and costly, growing businesses are increasingly struggling to access senior marketing expertise at the right stage. Founders and leadership teams often face difficult decisions around where to invest, what to prioritise, and how to structure marketing without committing to full-time executive hires too early. To address this gap, veteran global marketer Avnish Shah has launched Marketect Advisory, a fractional marketing and advisory practice designed to help organisations build, fix and scale marketing with clarity and ownership.

Marketect Advisory provides senior, hands-on marketing leadership on a flexible, fractional basis. The practice works closely with founders, commercial leaders and marketing teams across areas including marketing strategy, go-to-market planning, CRM and lifecycle marketing, team mentoring and AI readiness. Positioned as a marketing architect rather than a traditional agency, Marketect focuses on helping organisations design strong marketing foundations before scaling execution.

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The idea for Marketect Advisory was shaped in part by Shah's experience volunteering with community interest companies (CICs) and nonprofit organisations. While working with these teams, he observed that many purpose-led organisations face similar marketing challenges to commercial businesses, but often lack access to experienced marketing leadership due to cost constraints. This insight helped shape Marketect as a practice designed to balance commercial advisory work with targeted, fractional support for purpose-led organisations.

Marketect Advisory operates as a remote-first practice, working with businesses globally and allowing organisations to access senior marketing leadership regardless of geography. Alongside its commercial engagements, Marketect plans to support a limited number of nonprofits and CICs through subsidised, fractional leadership models, without positioning this work as charity or pro bono.

Shah brings over 15 years of marketing experience across fintech, B2B SaaS, loyalty, edtech and retail, spanning hands-on execution through to senior, commercially accountable roles. He has held leadership responsibilities across growth, CRM, product marketing and partnerships in fast-growing startups and large, matrixed organisations operating across multiple international markets.

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Marketect Advisory's first client is Megawatt (UK), a nonprofit focused on sustainability and energy education, where Shah has taken on a fractional CMO role to help establish strong marketing foundations for its next phase of growth and impact.

For more information, visit https://www.marketect.co.uk/