I step in to lead the whole marketing function — setting the direction, building the right team and resources, leading execution, and connecting marketing to the business results that matter.
Most growing organizations don't have a shortage of marketing ideas or activity. There's a website to manage, content to create, campaigns to run, leads to generate, emails to send, data to track — and often some combination of employees, agencies, freelancers, and specialists doing the work.
The challenge is making sure all of it is working together toward the right goals.
That's my role.
I figure out what marketing should be doing based on where the business is trying to go. I establish the priorities, make sure you have the right people and resources to execute them, lead the work, and create accountability around whether it's actually producing results.
And when something isn't working, my job isn't just to recommend another marketing tactic. It's to understand why.
Turn business goals into clear marketing priorities so everyone knows what we're trying to accomplish, what matters most, and what we're not going to spend time and money on.
Figure out what capabilities you actually need and the smartest way to get them — whether that's using the people you already have, hiring internally, bringing in a specialist, working with an agency, or some combination of the above.
Give employees and outside partners the direction, context, feedback, and accountability they need so you're not left trying to coordinate everyone yourself.
Make sure messaging, channels, lead generation, conversion, customer experience, and measurement aren't operating as disconnected activities.
Define what success actually looks like, improve visibility into performance, and use what we're learning to make better decisions about where to focus next.
Marketing doesn't operate in isolation. So I don't either.
If you're generating plenty of leads but few of them become customers, we need to understand what happens after the lead comes in.
If advertising looks inefficient, we need to know whether we're measuring the right conversions and connecting them to actual revenue before deciding whether the ads are working.
If demand is growing but the business doesn't have the capacity to serve it, generating even more demand may not be the smartest priority.
If customers aren't sticking around, we need to understand what happens after acquisition — not just keep pouring more people into the top of the funnel.
I don't run every part of your business. But I do need to understand the parts of the business that determine whether marketing works — and the parts marketing affects.
That's how marketing becomes a driver of business growth, not just marketing activity.
This is an important distinction.
I'm hands-on where senior-level involvement adds value. I might dig into your data, develop strategy, work through positioning or messaging, map out a campaign, review your website, write or rewrite something important, evaluate an opportunity, or solve a problem alongside your team.
But you generally don't need your most senior marketing person spending their time managing Google Ads, designing graphics, building webpages, scheduling social posts, or handling every other piece of day-to-day execution.
My responsibility is to make sure the execution happens — and that the right people are doing the right work for the right reasons.
Maybe you already have a capable team that needs stronger leadership. Maybe you have one marketing person who's stretched too thin. Maybe everything is outsourced. Maybe the founder is still doing most of it. Maybe you need to hire. Maybe you need an agency or a specialist for one specific area.
We'll figure out the right model for where your organization is today and evolve it as your needs change.
You're not buying a block of my hours. You're getting someone accountable for making the whole marketing function work.
This is an ongoing leadership role, not a strategy project that ends with a presentation.
I become part of your team and stay close enough to the business to understand what's changing, help make decisions, keep priorities moving, and lead the people responsible for execution.
Regular working time with you and/or your team to make decisions, solve problems, review progress, and keep priorities moving.
Reviewing work, analyzing performance, coordinating with team members and partners, making decisions, and moving strategic priorities forward.
Providing direction and accountability for the employees, agencies, freelancers, and specialists responsible for execution.
Building a clear view of what's happening, what we're learning, where we're getting stuck, and what needs to change.
Stepping out of the weekly work to reconnect marketing priorities to business goals and decide what deserves attention next.
Because I'm helping lead a function, not delivering a predefined project and disappearing.
There's no three-month discovery phase before we start making things better.
From the beginning, I'm looking for opportunities to improve results: obvious gaps, wasted effort, measurement problems, missed opportunities, unclear responsibilities, quick wins, and things we simply need to stop doing.
At the same time, I'm developing the deeper understanding and systems that make those improvements sustainable.
Get inside the business — the goals, economics, customers, team, marketing, data, existing partners, what's working, and where things are getting stuck.
Identify immediate opportunities while establishing the larger strategy, priorities, measurement, responsibilities, and resources we need.
Get the right work moving, improve coordination and execution, establish better accountability, and start using real results to guide what we do next.
Marketing isn't something we finish. As the business changes and we learn what works, the strategy, priorities, team, and execution evolve with it.
Have one specific strategic problem to solve instead? A Focused Project may be a better place to start.
Explore Focused Projects →My engagements are structured around the level of leadership your organization needs rather than a bucket of hours to use each month. We'll establish a regular working cadence, and I stay involved between meetings to lead the work, review performance, coordinate with the people executing it, and keep priorities moving.
Both, but I'm not your outsourced production department.
I'm hands-on with strategy, analysis, problem-solving, messaging, planning, reviewing work, and other areas where my involvement adds value. For specialized or ongoing execution, I'll help make sure the right people are in place and lead their work.
No. Part of the job can be figuring out what your marketing organization should look like.
We can work with the people and partners you already have, identify gaps, and decide strategically when it makes sense to hire, outsource, or bring in specialized expertise.
Yes. If outside partners are part of your marketing system, I can provide the strategic direction, coordination, and accountability that helps their work connect to the larger business and marketing priorities.
An agency is typically hired to execute a particular area of marketing. As your Fractional CMO, I'm on your side of the table — deciding what the organization needs, setting priorities, determining where resources should go, and leading the internal and external people responsible for making it happen.
Fractional CMO work is ongoing because I'm helping lead the marketing function rather than completing a predefined project.
Engagements are month-to-month, so we continue as long as the relationship is creating value and makes sense for both sides.
That's completely fine. You don't need to diagnose the solution before reaching out.
We can start by talking about what's happening, what you're trying to accomplish, and where you're getting stuck. If Fractional CMO support isn't the right answer, I'll tell you what I think makes more sense.
You don't need to figure that out before reaching out. Tell me what's happening, what you're trying to accomplish, and where you're getting stuck. We'll start there.
Let's Talk →