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 · Monthly retainer

01 — 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, and marketing lacks a single point of ownership.

Result

Resources are spent, but direction remains unclear.

02 — 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

03 — 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.

Structure

Monthly retainer. Defined time commitment. Direct access to leadership. Integrated into existing team. No reporting layer. No parallel organisation.

Scope

Growth and demand strategy
Channel and budget allocation
CAC and efficiency decisions
Team structure and responsibilities
Decision cadence and governance

04 — Fit Assessment

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.