CONSULTING
HIRE ME AS A FRACTIONAL CMO
E‑commerce marketing consultant
E-commerce marketing strategy by the numbers
GROWTH DISCIPLINES
Marketing strategy
Scale what works and drop what doesn’t across your key channels
SEO & SEM
Get found amid the noise by customers who need you right now
Paid ads
ROAS demands ads that bite hard, so iterate until in the message sinks in
Content framework
Learn which words move your buyers and produce media at scale
Conversion optimization
Propel visitors from click to checkout using behavior psychology & UX design
Pricing & bundling
Push through checkout with finely-tuned pricing and AOV-busting bundles
Every growing business feels the symptoms of scale
You need a new strategy but you don't feel confident with the options
You aren't confident in your strategy because you have no evidence.
May I introduce the Evidence-led Growth method?
Simply put - it's how super-confident founders make fast business decisions. We run cheap in-market experiments before committing time or budget.
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Real marketing experimentation​​ — the kind that requires some patience and a lot of practice — is a method following strict rules. Teams identify an opportunity, develop a hypothesis, execute collaboratively and interpret results. Over time, those teams become expert at repeating that cycle quickly and compounding successive wins into predictable results.​
I live to teach teams how to ritualize this method into their weekly work.​
Discover
Uncover what drives your customer through research, behavior data and interviews
Validate
Design solutions to key customer issues and test directly in-market, fast
Optimize
Connect the dots and stack winning tactics to prove the result a final best-ever test
What's a fractional CMO?
I can't explain fractional work any better than Taylor Crane does on his fractional blog a ~5min read on the benefits, drawbacks, pricing and future of fractional CMOs.
For the simplest comparison of full-time CMOs with fractional CMOs:
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Focused on the fundamentals of your business stage — early, growth, and scale.
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A fraction of the cost compared to a hire (many fractionals invoice as consultants).
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The scope of a full time CMO to connect goals, strategy and tactical execution.
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Typically, fractionals come with a unique mix of learned tactic superpowers like search, ads, positioning or brand-building.
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Longer engagements mean a CMO’s attention is on your problems over the long view.
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End of cycle: fractional engagements end with either a full-time offer or a plan to onboard and support the right full-time CMO.
The right time to hire a fractional CMO for your business:
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Recent organizational change: re-establish operations and role clarity after a major hiring cycle or a leadership shuffle. Help lost team members find their place and purpose.
🔶 I rebuilt Intuit Canada's experimentation practice after their headquarters relocation.
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With a funding raise: show your new board their investment is protected with an articulate GTM and hiring plan run by seasoned leaders in (part-time) seats.
🔶 I hired and trained teams for two startups leading to Series A VC raises.
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3+ months sales stagnation: if sales haven't scaled and the usual response hasn't remedied the plateau, it's time for an outside expert's perspective.
🔶 I kickstarted marketing with a fintech client to develop all-new acquisition strategies.
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A competitive shift: the game has changed either with new entrants, new technology or old players taking radical new positions. You need to adapt the strategy.
🔶 I led Intuit e-commerce through a successful mid-year pivot facing a new competitor.
What I'm like to work with
Expand & refine
I hold a firm belief that growth happens in stages; growth and refinement. Most teams need help through transitions.
Judge of juniors
I've managed junior talent through every stage of my career. I'll hire and nurture talent with fewer <5yrs experience into stars.
Range before strange
I prefer to attempt a new growth plan with the same team given new skills. Hires can happen later if necessary.
How to stay friends
I've seen every kind of company culture. Most arguments are a symptom of not being heard. I teach teams active listening.
Empathy as an edge
I had to learn this skill. I'll show how psychological safety and trust can move a team into peak performance over the long run.
Double or drop
We'll have the hard conversations. Some activities need attention and some need to stop. There's a safe way to share this with teams.
I'm not for everyone
EXPAND <> REFINE
How I help teams do the best work of their lives
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Clarify team roles to re-establish pace and grace
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Organize team rituals for action, creativity and support
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Teach the Evidence-led method and tie it to strategy
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Set purposeful goals and performance measures
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Eliminate debate with decision and priority principles
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Nail early wins so the team trusts itself with larger goals