Fractional CMO

How this work runs in practice

A typical engagement starts with a diagnostic — what the marketing operation is actually being asked to do, what is getting reported, and whether any of it connects to revenue. From there the work is sometimes restructuring the team, sometimes writing a replacement RFP and scoring vendor responses, sometimes setting up the KPI and escalation structure that makes the existing team more effective.

The work draws on time spent on both sides of the agency relationship — running retainer work across paid search, paid social, email, and CRO, and selecting and managing external partners as an operator. That dual perspective tends to make engagements practical: avoid the extremes of sacking everyone on day one or defending indefensible spend, and focus on decisions that hold up at the operating table.