Two senior partners.
No layers.
No handoffs.
arx /ɑːrks/ n. (gen. arcis) Latin — citadel, fortress, stronghold, high ground.
We kept solving the same problem from different sides. Laura from strategy. Chris from technology. The businesses stuck in the middle — capable, ambitious, underserved — needed both at once. ARX is what happens when you stop handing that off and start building from the ground up.
Dr Laura
Cartwright
MCIM · Strategy, Growth Architecture
& Commercial Leadership
Laura is a senior marketing strategist and Fractional CMO with over 15 years experience spanning global commercial consulting, public sector, charity, B2B professional services and technology. She is MCIM accredited — the professional standard for senior marketing practice in the UK.
She specialises in building the commercial infrastructure that allows businesses to grow with direction — not by accident. Marketing strategy, growth architecture and the systems that make both stick.
SpecialismsBrand positioning · Messaging hierarchy · Channel prioritisation
Marketing infrastructure · Campaign architecture · Content systems
PR & partnerships · Conversion optimisation · Audit & diagnostics
Chris
Toyn
CRM Architecture, AI Integration
& Technical Delivery
Chris is a HubSpot-certified CRM implementation specialist and technical strategist with over 10 years experience in CRM build, marketing automation, AI integration and digital transformation. He is a Zoho Certified Partner and has delivered across HubSpot, Zoho, Pipedrive, Salesforce and custom builds.
He brings technical execution at the same seniority level as the strategy. No juniors at the implementation stage. The person who scopes the build is the person who builds it.
Technical capabilityWorkflow automation · AI integration · API builds · GDPR compliance
Zapier · Slack · Calendly · Zoom · Cisco · 40+ integrations
Laura came in as Fractional Marketing Director and helped us create a strategy to scale. She was key to identifying gaps, supporting and training our team, and helping Gravitate get to where we are.
Sam Newton FCCA
Co-Founder, Gravitate Accounting
Laura's strategic management of multi-million pound direct response marketing campaigns was stellar. Few people understand how to get results from marketing at this level — and Laura is one of those few.
James Teale
Direct Response Marketing
Chris brought deep technical expertise in HubSpot and the ability to translate business needs into smart, scalable solutions — always keeping the bigger picture in mind. He exceeded expectations on every front.
Amir Kashiba
Global Marketing Director
HubSpot has been a game-changer for our business. The benefits have far outweighed the costs. I would recommend it and Chris's help with implementation to anyone considering it.
Natalie Williams
Director, Construction Training Provider
What makes ARX different.
Senior and active
Both partners deliver the work. No figureheads. No junior teams underneath. The people who pitch the engagement are the people who do it.
Strategy + technology together
Built together from day one. Not strategy handed off after six weeks. Not a tech build without commercial context. One integrated engagement.
Full ownership transfer
Everything built belongs to the client. No lock-in. No IP retention. No dependency manufactured to protect recurring revenue.
No layers
Two senior partners. That is the team. No account managers. No project coordinators. Nothing between you and the people doing the work.
ARX is a partner-led advisory practice working with ambitious businesses across the UK and US that need senior marketing strategy, HubSpot CRM architecture and AI integration built together. We are based in Yorkshire. Both partners are active on every engagement.
Ready to talk?
No pitch decks. No lengthy discovery process.