David Mullins
Built regulated fintech to £100m+ scale. Now the most connected commercial operator in golf & sport.
15+ years turning early-stage and scale-up businesses into revenue engines — full P&L ownership, £100m+ budgets, 8:1 ROAS, and a network spanning fintech, golf, and sports media. Available for fractional CMO / CCO / Commercial Director engagements, and open to the right full-time leadership seat.
One operator, two proof points.
A regulated-fintech track record built from zero to nine figures, and a golf & sport commercial network built the same way — relationships, results, repeat business.
I've spent 15+ years building and running the commercial engine inside growth-stage businesses — not advising from the sidelines. As founding commercial lead at Quintessential Finance Group, I built the acquisition function from inception, managing a £12m budget and delivering 150% year-on-year revenue growth. As Founder & CEO of Affilitech Group, I owned full P&L across a £100m+ annual marketing and acquisition budget, acquiring 100,000+ high-value users a month at a consistent 8:1 ROAS inside FCA-regulated markets.
Over the past two years I've built the same kind of commercial engine inside golf and sport — as Founder & Managing Director of SmartGolfHub and General Manager Europe at Golf.ai. That means active relationships across the DP World Tour, LIV Golf, the PGA, The Legends Tour, leading golf creators, and premium DTC brands — and a growing reputation as one of the more visible commercial voices in golf marketing.
I now work as a fractional CMO / Commercial Director, brought in by boards and founders who need senior commercial leadership without a full-time hire — go-to-market strategy, partnerships, P&L discipline, and execution speed, in regulated and premium consumer markets alike. I'm also open to the right full-time executive appointment for the right business.
I'm also self-taught across the tools that actually ship the work: Meta & Google Ads, SEO, Google Tag Manager and tracking infrastructure, website coding and design, and applied AI in marketing workflows. That means I can set strategy and execute it — no waiting on a dev team or an agency to translate the plan.
Fractional commercial leadership, on demand.
Engaged as fractional CMO, CCO, or Commercial Director — typically at Executive or Board level.
Go-to-Market & Market Expansion
Product-market fit, channel strategy, and GTM execution — including UK, EU, MENA and US market entry — built for speed, from zero to scale.
P&L & Budget Ownership
Full commercial accountability across acquisition, marketing, and revenue budgets, with forecasting discipline.
Commercial Partnerships & Sponsorship
Sponsorship negotiation, brand collaborations, and partner networks across sport, tech, and finance.
Regulated Market Growth
Customer acquisition inside FCA-regulated, compliance-led environments — without slowing growth down.
Brand & Creator Ecosystem
Creator partnerships, narrative-led campaigns, and community-driven growth for premium consumer brands.
Hands-On Digital Execution
Self-taught in Meta & Google Ads, SEO, GTM/tracking, AI-driven marketing, and website coding & design — strategy that ships without an agency in between.
Experience
Founder and senior commercial roles across fintech, golf, and sports media.
Specialist golf marketing & commercial advisory across the UK, Europe, and the Middle East.
- Delivered end-to-end marketing and commercial strategy for clients including MyVicto Swiss Putters, CourseRev.ai, GolfManager, and Zest.Golf.
- Built creator partnerships with leading golf influencers (including Rick Shiels, Alex Elliott, Ricci Mandal, Liv Cooke and Hannah Davies), generating millions of combined impressions.
- Designed and led destination-aligned sales, pricing, and pipeline strategy for golf resorts and leisure/hospitality operators.
- Built one of the most engaged professional networks in golf marketing, spanning tour talent, broadcasters, tech founders, and media operators.
AI-powered golf technology platform.
- Led European expansion, product strategy, and commercial partnerships, including a strategic tie-up with La Cala Resort (Spain) and the launch of Golf.ai Verified.
- Built relationships across 40,000+ US golf courses, driving adoption of AI-led booking, scoring and rules-support tools.
- Led API integration discussions with the DP World Tour, LIV Golf and the PGA, and scaled Golf.ai's social footprint past 100,000 followers.
Regulated consumer finance & performance-led growth group.
- Built and scaled the business with full P&L accountability across a £100m+ annual marketing and acquisition budget.
- Acquired 100,000+ high-value users per month, generating £10m+ annual revenue at a consistent 8:1 ROAS.
- Built long-term partnerships with financial institutions, lenders, and law firms; developed real-time credit and eligibility platforms used by national law firms.
- Built and led senior teams across commercial, growth, operations, and compliance in a fully FCA/GDPR/ICO-regulated environment.
- Boshhh Mobile (Jan–Mar 2024) — led brand launch for a credit-building mobile network, supporting a £1m+ investment round from launch to revenue.
- Charles & Ivy (Mar–May 2022) — structured brand and marketing functions for a £20m-backed national e-commerce launch.
- Built a data-driven performance marketing agency; managed £10m+ annual ad spend and built affiliate revenue to £10m/year.
- Scaled the business from £150k to £1.6m monthly revenue within 12 months, leading a team of 20+ and 4 senior managers.
Joined at inception; built the commercial and acquisition engine from zero to scale.
- Managed a £12m annual acquisition budget, delivering 150% year-on-year revenue growth.
- Managed 200+ global affiliate partnerships, processing 25,000+ finance applications daily.
- Built the commercial function and growth reporting discipline that underpinned the business through this period; the company was later acquired for £100m.
2024 – 2025 at a glance
Where the relationships are.
A network built over 15 years, spanning regulated finance and the global golf ecosystem.
Sectors
Golf & Sport Relationships
Education
BA (Hons) Public Relations & Sports Science
University College of St Mark & St John, 1998 – 2001
Level 3 Certified Personal Trainer & Sports Massage Therapist
Beyond the Business
Competitive golfer with a working understanding of the sport's tours, technology, and commercial landscape. Coaches and manages two youth football teams. UK-based, operating across the UK, EU and UAE.
Common questions.
Who is David Mullins?
A UK-based Fractional CMO and Commercial Growth Leader with 15+ years' experience. He built Affilitech Group, a regulated consumer finance business, to a £100m+ annual marketing and acquisition budget, and now leads commercial strategy for golf and sport businesses including SmartGolfHub and Golf.ai Europe.
What does a Fractional CMO do?
A Fractional CMO provides senior commercial and marketing leadership to a business part-time or on an advisory basis, without the cost of a full-time executive hire. David works as a Fractional CMO / Commercial Director, covering go-to-market strategy, P&L ownership, partnerships, and hands-on execution.
What industries does David Mullins specialise in?
Regulated fintech and consumer finance, and golf, leisure and sport marketing — with additional experience across DTC, e-commerce, and AI-driven technology platforms.
How can I hire David Mullins as a Fractional CMO?
David is available for fractional CMO, CCO, and Commercial Director engagements, and open to the right full-time executive appointment. Reach him at david@dmullins.co.uk.
Let's talk commercial growth.
Available for fractional CMO, CCO, and Commercial Director engagements — and open to the right full-time leadership role.
Email David