The founder version—not the buzzword version.
13 October 2025
I’ve lost count of how many times I’ve heard, “Wait—what is a fractional CMO?”
Here’s the truth: it’s not a consultant. It’s not a part-time marketer and it’s definitely not another agency with a new acronym.
A fractional CMO is a hands-on marketing leader who embeds inside a company to run brand and growth like an operator—no full-time hire required.
I built Brand + Growth Co. for exactly that reason: to give founders and investors access to executive-level leadership, accountability, and execution—the kind most agencies talk about but rarely deliver.
You get all the benefits of a senior marketing leader (and often one with deeper experience than a full-time hire) at a fraction of the cost—and with someone who actually operates from the inside, not the sidelines.
Why founders bring in a Fractional CMO
Most founders come to me during inflection points—the moments when things are working, but not working efficiently.
Here’s what that usually looks like:
- Growth has plateaued or acquisition costs have climbed
- The marketing team feels busy, but results don’t match the output
- You’re scaling fast and need leadership before hiring full-time
- The story, creative, and performance data all live in silos
That’s where I come in.
What a Fractional CMO actually does (in practice)
1. I identify what’s working—and what’s not.
Deep audits across channels, creative, retention, and unit economics. Then I turn those insights into a roadmap for profitable growth.
2. I build structure around the brand.
Brand strategy, positioning, and messaging that fuel both creative and conversion. The goal: everything connects—story, spend, and customer experience.
3. I lead marketing like an in-house exec.
Running meetings, managing people, aligning departments. I’m part of the leadership team—translating strategy into clear execution across creative, lifecycle, paid, and retention.
4. I build teams that can scale without me.
Mentoring marketing leads, redefining roles, and helping founders know when to hire, outsource, or automate.
Why the fractional CMO model works
Because it’s not about having more people.
It’s about having the right leadership guiding the people you already have.
The fractional CMO model gives brands access to high-level strategy and execution—without the overhead of a full-time CMO or the detachment of an agency.
It’s flexible, embedded, and focused entirely on outcomes that compound—retention, LTV, and profitability.
In short: it’s not “less.” It’s precise.
Why I do this work
Before starting Brand + Growth Co., I spent years leading inside some of the biggest and fastest-growing brands—Victoria’s Secret, Express, Bath & Body Works—and later as CMO at Wantable, where we grew 220%+ and built an omnichannel engine from the inside out.
But the real magic wasn’t just the metrics.
It was building brands people believed in—brands that scaled because the team, the story, and the growth were all aligned.
Now, I help founders and investors do the same.
From rebrands and restructures to launching categories and building teams—I bring that same inside-operator energy to every engagement.
Learn more about my journey and experience here: My Story
The rise of fractional leadership
The world of executive work is shifting fast.
Startups and growth-stage brands no longer need to overhire to move forward—they need experienced leaders who can embed, lead, and build systems that scale.
According to Forbes, fractional executives are transforming early-stage growth by bringing high-impact strategy to brands that can’t yet justify full-time C-suite hires. It’s flexibility without compromise—and it’s quickly becoming the future of leadership.
What I focus on
Every engagement looks different, but it usually includes:
- Brand positioning & storytelling that drives demand
- Growth audits & channel strategy for DTC, B2B, and subscription brands
- Creative & performance reviews that connect art with ROI
- Lifecycle and retention systems that make revenue repeatable
- Team structure & leadership mentoring that unlock long-term scale
You can see how that translates into deliverables here: Services
The takeaway
Fractional doesn’t mean temporary—it means embedded and intentional.
I don’t just advise. I operate and build systems that keep growing after I’m gone.
That’s what I actually do as a fractional CMO.
And I’d love to help you identify if Fractional CMO or even Marketing Execution support could be a good fit for you or any other founder, leader, investor, marketing leader you know!
Contact me by emailing me at hi@brandgrowthco.co
Follow Along
For more founder POVs, frameworks, and brand strategy deep dives:
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