marketing that matters
marketing doesn't always make sense,
but neither do customers, using a science-backed, integrated approach can drive results.
most marketing is a clarity problem
Marketing spend without a clear and coherent strategy is just noise with a budget attached.
The truth is, it didn't start that way. Most growing businesses accumulate a version of this over time: a dated website designed for who they used to be, messaging that drifted as the team changed, uncoordinated campaigns that ran because someone requested them, and no clear connection between any of it with actual business objectives.
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From the inside, things look busy, but was not always effective. That's the gap where most marketing investment quietly disappears, especially for those companies outsourcing to multiple vendors.
With over 25 years of marketing, branding, strategy, and expertise to your business, I can help you align your business objectives with customers and budget.​
makes it make sense
Before strategy, before tactics, before a single dollar is spent: clarity. This means getting underneath the surface of what your business is, who your customer actually is, and what your marketing needs to accomplish. Most businesses skip this step. It is the most important one.
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Audit of existing marketing, messaging, and brand positioning
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Objective alignment between marketing, sales, and business goals
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Customer insight and decision-making analysis
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Identification of gaps, overlaps, and wasted spend
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Clear brief that everything downstream is built from
planning + strategy
A marketing strategy is not a calendar of campaigns. It is a set of deliberate choices about where to compete, how to position, and how to allocate resources for maximum return. Combined with an executable annual plan, it gives your team something to actually work from.
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Annual marketing strategy development
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Market positioning and competitive analysis
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Channel prioritization and budget allocation
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Campaign planning and messaging framework
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KPI setting and measurement structure
leadership and support
For businesses that need a senior marketing mind in the room on a sustained basis. This goes beyond strategy documents and includes active leadership of your marketing function, whether that means managing an internal team, directing external agencies, or building the marketing infrastructure from scratch.
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Fractional CMO engagement, retained or project-based
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Team leadership, coaching, and capability building
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Vendor and agency coordination and accountability
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Board and executive-level marketing counsel
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Cross-functional alignment with sales, product, and operations
brand strategy
Brand is not a logo. It is the set of associations your customer carries about your business, formed at every touchpoint whether you designed them intentionally or not. Brand strategy is the work of making those associations deliberate, consistent, and commercially useful.
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Brand positioning and architecture
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Messaging hierarchy and tone of voice
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Visual brand direction and identity (designed in-house, not briefed out)
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Brand guidelines and team alignment
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Brand extension and evolution planning
behavioral marketing
Standard marketing assumes customers make rational decisions. Behavioral economics proves they do not. Integrating behavioral insight into strategy and design produces measurably better outcomes because it works with how people actually think, not how we wish they did.
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Behavioral audit of existing marketing and customer journey
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Choice architecture and decision-making optimization
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Message framing and loss aversion-informed positioning
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Social proof and trust signal strategy
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Conversion-focused behavioral design across channels
vendor coordination
Most businesses work with a collection of outside specialists: a PR firm, a paid media agency, a content team, a web developer. Without senior marketing leadership overseeing the whole, these vendors optimize for their own scope rather than your overall objective. I coordinate and hold them accountable to the strategy.
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Agency briefing, onboarding, and expectation setting
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Vendor performance review and accountability
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Integrated campaign coordination across all suppliers
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Budget oversight and contractor spend optimization
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Single point of strategic leadership across all channels
knowledge beyond oversight.
Most fractional CMOs hand off creative work to agencies or freelancers and hope for the best. The strategic intent gets diluted in the handoff, the brand voice drifts, and suddenly, your marketing looks like it was made by three different companies.
...Because it was.
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My background in design means I can apply, or use a discerning eye to maintain the consistency and coherence that businesses build brand strength from.
one size does not fit all
fractional CMO
You get a senior marketing leader integrated into your business on a defined schedule.
This covers everything from annual planning through to weekly tactical decisions, team leadership, vendor management, and board reporting.
The most comprehensive engagement and the one that produces the most sustained, compounding results.
Typically structured as 8 to 30 hours per month depending on business size and stage.
strategic consulting
A specific marketing challenge with a defined output: a market entry plan, a brand repositioning, a marketing audit, a communications strategy, or an annual plan. You get senior-level thinking applied to a specific problem, on a timeline that works for your business.
Engagements range from a single strategy session to a multi-month project.
strategic advisor
For businesses that have a marketing team but want a senior outside perspective on a regular basis. Useful during high-stakes decisions, before major launches, during leadership transitions, or when you want an experienced check on the direction your team is taking.
Available on a monthly advisory retainer or as-needed basis.
marketing audit
A focused assessment of your current marketing, brand positioning, customer journey, and spending. The output is a clear, prioritized picture of what is working, what is not, and what needs to change first. A useful starting point before committing to a larger engagement, and valuable as a standalone exercise for businesses that simply want to know where they stand.
by the numbers:
50-75%
total cost savings versus full-time hires and various contractors.
Fractional CMOs salary alone is a fraction of the cost, not to mention the additional benefits and technical costs.
As a fractional CMO for an international company, I helped them save over 50% on contractor spend while increasing their visibility and effectiveness.
40-60%
Faster results than newly hired full time marketing executives
*Tomwarman​
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As your Fractional CMOs and/or marketing consultant, you'll gain top-level experience, strategic leadership, and a sharply focused professional, focused and incentivized to produce results.
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25+ years
Of professional marketing experience, through various economic impacts, locations, and industries.​
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My experience expands through Aviation, Oil and Gas, Finance and small business.
Ive executed on local, nationwide and worldwide marketing.
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look beyond funnels at the bigger picture.
Imagine having the expertise you need in a budget that allows your company to grow. Its not too good to be true, its the reason fractional has been growing - it makes sense.
I am a multi-versatile marketing and design specialist with an uncanny curiosity for how and why we think the way we do. I bring over 25 years of marketing experience for large and small, local and worldwide businesses.
I have fuelled my knowledge at schools like Wharton, Harvard, the University of London, and the University of the Arts.
I would welcome the chance to work with you.
Frequently Asked CMO Questions
As the workplace changes, businesses change, the fractional CMO role has bridged the need for organizations to have a dedicated professional with a stronger mutual commitment than a consultant.
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The consultancy option remains a viable choice for businesses on a project by project basis.