John Lyons
Fractional CMO
Treats B2B marketing as a commercial function, accountable for revenue, profit and future demand.
About
John Lyons has spent more than 25 years in B2B marketing across retail, technology and professional services. He is a Fellow of the Chartered Institute of Marketing, and Technology for Marketing named him the ninth most influential marketer of 2026. He also hosts the Bin Juice podcast.
Through his company, Human Hatstand, he works as a fractional CMO, mainly for B2B technology and professional services firms. He treats marketing as a commercial function, accountable for revenue, profit and future demand.
He grew LEGO's loyalty programme sixfold, delivered record turnover as CMO of the agency ...Gasp!, and took Integral's fourth quarter from 20% below target to a record. His past clients also include Deutsche Bank and Manchester United.
One conversation
Fifteen agencies. One call.