FRACTIONAL CMO
Senior marketing decision ownership, without building a full-time function.
Embedded at leadership level to define priorities, make decisions, and remove ambiguity in growth and marketing.
Typically 3–9 month engagements.
Jukka-Pekka Spets
Decision ownership across growth and marketing, without building a full-time function.
THE PROBLEM
Most teams don’t lack activity.
They lack decision clarity.
Work is happening:
- campaigns are running
- channels are active
- teams are executing
But:
- priorities shift without clear logic
- decisions are delayed or diluted
- marketing lacks a single point of ownership
Result: resources are spent, but direction remains unclear.
THE ROLE
What this role actually does
- defines what matters and what doesn’t
- sets decision criteria across growth and marketing
- owns prioritisation across channels and initiatives
- aligns leadership on trade-offs and direction
- removes unnecessary work and duplication
HOW IT WORKS
Embedded, not advisory
This is not external consulting.
- part of the leadership team
- involved in real decisions, not recommendations
- accountable for clarity, not output volume
SCOPE
Focus areas
- growth and demand strategy
- channel and budget allocation
- CAC and efficiency decisions
- team structure and responsibilities
- decision cadence and governance
STRUCTURE
Engagement structure
- monthly retainer
- defined time commitment
- direct access to leadership
- integrated into existing team
No reporting layer. No parallel organisation.
WHEN THIS FITS
This is a fit if
- growth decisions feel fragmented
- marketing lacks clear ownership
- CAC is rising without clear cause
- multiple teams or channels require alignment
Not a fit if
- you are looking for execution
- decisions are already clear and stable
- the team does not want external decision ownership
If the priority is a defined diagnostic before committing to ongoing engagement, BDS + Advisory is the correct starting point.