Marketing leadership
Fractional CMO and marketing leadership
When marketing needs senior direction, I help leadership teams decide what matters, where to invest, and how to organize the work. The starting point is your business goal, the team you have, and the decisions that need an owner.
When this support makes sense
The founder still owns every marketing decision
Marketing questions wait for one person, and the team works from instructions rather than a plan.
Activity has outgrown the plan
Channels, agencies and campaigns have multiplied, but nobody can say which ones matter most or why.
The team needs a senior partner
Capable marketers need someone to set priorities, review the work and represent marketing with leadership.
A launch or new stage changes the priorities
A product launch, new market or funding round means the existing plan no longer fits.
What we would work on
Positioning and audience priorities
Decision
Which customers and which message come first.
Possible artifact
A positioning brief.
Business use
One story for sales, product and marketing.
A business-aligned marketing plan
Decision
Which business goals marketing is accountable for.
Possible artifact
A quarterly priorities document.
Business use
The team knows what to do and what to stop.
Channel and budget decisions
Decision
Where to invest, where to test and what to cut.
Possible artifact
A budget allocation with review points.
Business use
Spend follows evidence rather than habit.
Team and partner direction
Decision
Who owns each part of the work.
Possible artifact
Roles and briefs for staff and agencies.
Business use
Fewer handoffs and clearer accountability.
Reporting and learning
Decision
Which measures should inform the next decision.
Possible artifact
A short leadership report.
Business use
The plan improves with each cycle.
How I approach the work
01
Understand the business and its constraints
Goals, customers, team, budget and what has already been tried. I meet the people who own the numbers.
02
Agree on priorities and ownership
We decide what marketing will focus on, who owns each decision and how leadership will review progress.
03
Direct execution and review the evidence
I work with the team and partners on the work itself, then use results to adjust the plan.
Hours, meeting cadence and contract length are set once the scope is agreed.
Experience behind the recommendations
My recommendations come from leading marketing inside companies and from building one. I led marketing and sales at Bross Group, ran marketing as VP at Ajubeo, co-founded Cast Influence, and held an embedded brand role at Arcade1Up. Agency recognition belongs to Cast Influence as a team.
Director of Marketing & Sales / Jan 2012 – Jan 2016
Bross Group
VP Marketing / Feb 2016 – Apr 2017
Ajubeo
Co-founder & CEO / 2017 – present
Cast Influence
Head of Brand, Infinity Game Table / Mar 2022 – Nov 2024
Arcade1Up
Questions about working together
How does fractional leadership differ from an agency engagement?
Fractional leadership is senior judgment inside your team: setting priorities, directing people and partners, and answering to leadership for the plan. An agency engagement delivers defined programs. If a need is better served by Cast Influence’s agency team, I will say so.
Can you work with our existing team?
Yes. The aim is to give your marketers and partners clearer direction, not to replace them.
Where does PR fit?
PR is one part of the plan, useful when credibility or visibility affects a business goal.
PR expertiseWhat should we bring to an initial discussion?
Your business goals, how the team is set up today and the challenge you most want to solve.