Marketing leadership for companies serving families and caregivers
I'm a Fractional CMO who works exclusively with mission-driven companies and practices serving families, parents, and caregivers — leading your marketing, not just advising.
The right marketing help is hard to find in this space
You’ve probably tried some version of this before. An agency that ran campaigns but couldn’t connect them to your business goals. A consultant who handed you a strategy deck and disappeared. A junior hire who needed more direction than you had time to give.
This space makes it harder. Whether you’re a FamTech startup, a therapy practice, or a mission-driven brand serving families — you’re rarely marketing to just one audience. You might be speaking to a parent, a clinician, an HR director, or a caregiver all at once, each with different motivations and different definitions of trust.
And the families you’re trying to reach are stretched thin — overwhelmed, short on time, and filtering out most of what hits their inbox or feed. Getting through requires precision, not volume.
Senior marketing leadership — at whatever level you need it
Most founders and practice owners don’t need more marketing opinions — they need someone with real experience who will show up, think strategically, and be accountable for outcomes. That’s what I bring to every engagement, whether it’s a single focused session or ongoing embedded leadership.
The level of involvement looks different depending on where you are — a focused clarity session, a comprehensive strategy engagement, or a fully embedded fractional CMO relationship. But the approach is the same: a senior marketing perspective, clear priorities, and accountability for moving things forward.
Across every engagement, that means:
- A senior marketing perspective on your biggest challenges and opportunities
- Positioning and messaging that earns trust with families and caregivers
- A strategy tied to real business outcomes — not just marketing activity
- Clear priorities so your time and budget go toward what will actually move the needle
- Accountability for results, not just recommendations
Three ways to work together
Marketing Clarity Session
A focused 60–90 minute conversation around your most pressing marketing challenge. I follow up with a written set of recommendations and next steps. Fast, focused, and immediately useful.
Strategy Sprint
A comprehensive 3–4 week engagement that delivers a complete marketing strategy — positioning, messaging, channel priorities, a 90-day roadmap, and budget recommendations. Everything you need to move with confidence.
Fractional CMO engagement
Embedded marketing leadership on an ongoing basis — custom-scoped to exactly what your company needs. Strategy, execution oversight, vendor management, and full accountability for growth.
Built for mission-driven companies and practices marketing to families and caregivers
Health, mental health & wellness
You’re helping families with some of the most personal decisions they’ll ever make — and your marketing has to reflect that. The challenge is communicating real value in a way that builds trust and credibility without oversimplifying what you do.
Caregiving & life-stage support
From fertility to elder care, your customers are navigating high-stress, high-emotion moments. Finding the right tone — empathetic without being clinical, clear without being salesy — is one of the hardest marketing problems in FamTech.
Parenting, education & child development
Parents are drowning in advice and options. If you’re building something genuinely valuable, the challenge isn’t doing more marketing — it’s figuring out how to stand out in a sea of noise without becoming part of it.
Family finance & decision-heavy platforms
Your product helps families make important financial decisions — but if people understand what you do and still don’t convert, the problem isn’t awareness. It’s confidence. That’s a messaging and trust problem, and it’s solvable.
Three steps — straight to the point
Book a free 30-minute call
We talk about what you're building, where you're getting stuck, and where marketing could move the needle. No pitch — just an honest conversation.
Get a recommendation that fits
Based on what I hear, I'll map out which type of support makes sense — from a focused strategy engagement to ongoing Fractional CMO work.
A clear proposal — no surprises
Transparent scope, transparent pricing. If it's the right fit, we get started. If the timing isn't right, you'll have a proposal ready for when it is.
Champion Partner
I chose this space because the marketing here is genuinely hard to get right
I didn't start here by design. Early in my consulting work I took on a few clients in the family and caregiving space — and they turned out to be some of the best client relationships I've had. The work felt meaningful in a way that's hard to manufacture.
That led me to start the Founders in Full podcast, where I've had dozens of conversations with FamTech founders and practice owners building for families, parents, and caregivers. Those conversations confirmed what I already suspected: this space has real complexity, real stakes, and a genuine need for marketing leadership that understands both.
So I went all in. I joined FamTech.org as a Champion Partner — which deepened my connection to the community and the founders building inside it. And I expanded my focus to include therapy and counseling practices, where the same dynamics apply: families making high-stakes decisions, trust that has to be earned, and marketing that has to reflect the weight of the work.
I focus exclusively on this space — not because it's a niche that looked good on paper, but because the work pulled me here.
More about Dan and my approach →What clients are saying
The family & caregiving marketing webinar series
Practical sessions on the marketing challenges FamTech founders actually face — from reaching overwhelmed families to building AI workflows for lean teams. Sign up to get notified of upcoming sessions and access to past recordings.
No spam. You'll hear from Dan directly when the next session is scheduled.
- Marketing to Overwhelmed Families & Caregivers
- AI Workflows for FamTech Teams