Fractional CMO
Senior marketing leadership, without the full-time hire.
Strategy, direction, coordination, and accountability for organizations whose marketing needs a leader more than it needs more activity.
What I do.
I set the direction, decide what’s worth doing, hold vendors and teams to it, and report on what moved. Strategy comes before technology, and the best medium is the one that works. That includes the ones few marketers still know how to run, like direct mail.
When to call
When an organization calls.
A leave backfill
A marketing leader is out on maternity or medical leave, and the work can’t stop.
Partial coverage
Someone already does part of the work. You need senior direction above them.
Many vendors, no single leader
Agencies and platforms are running, but nobody senior is making them work together.
How I work
Know. Plan. Execute. Measure.
Know
Know yourself. Know your client. Know your audience. Temet nosce.
Plan
Strategy, not technology. Start with a plan, not a website.
Execute
The best medium is the one that works. Start simple.
Measure
Measure. Adjust. See what works, and do more.
Leadership and execution
Leadership is a different job from production.
Marketing leadership
Decides what to do and why, sets budgets and priorities, and answers for the results.
Agency execution
Produces the work. It’s valuable, and it’s better when someone senior is directing it.