The Story of How &Marketing Built Our Fractional CMO Business.
How &Marketing Built Our Fractional CMO Business
My journey to creating a thriving Fractional CMO business has been anything but typical. Instead, it was a series of strategic pivots, hard-won lessons, and a growing frustration with how traditional marketing leadership just wasn’t keeping up with the pace of modern business. I spent years in the trenches of large corporations, learning the ins and outs of strategy and leadership. But the higher I went, the more I felt stuck in slow-moving bureaucracy. The market was shifting fast, but decision-making wasn’t. Innovation felt like an afterthought. And I knew there had to be a better way to bring real marketing leadership to companies that needed it most.
That frustration became the catalyst for something bigger: a business model offering senior-level marketing expertise without the overhead of a full-time hire. Below I’ll share how that transformation happened, the lessons learned along the way, and why the Fractional CMO model is more relevant than ever for companies looking to grow.
From Corporate Climber to Entrepreneur
Like a lot of CMOs, my background started in the corporate world. Sales at General Mills. An MBA. A P&G internship. Then a seven-year stretch at General Electric, where I worked my way up, navigating the complexities of a multinational enterprise. I learned a ton—strategy, leadership, big-picture thinking. But the more I saw, the more I realized traditional corporate structures were slowing everything down.
So I jumped into boutique strategy consulting. Smaller teams, faster impact. I worked with companies on marketing strategy and innovation, competing with firms like McKinsey, Bain, and BCG. It was exciting, and I honed my skills in business development and market positioning. But after four years, I hit a wall. I had spent my career helping companies elevate their marketing, yet I realized I didn’t have deep hands-on experience in digital marketing, a skill set quickly becoming non-negotiable in the modern business landscape.
That’s when the real shift happened.
Jumping Without a Parachute
Determined not to have a career without mastering digital marketing, the trend of my chosen career field, I made a bold move: I left my job without a clear plan. At first, I wasn’t trying to build a business. I was just trying to learn. I took on any digital marketing project I could get through my network—social media, email marketing, SEO, copywriting. You name it, I said yes. It was less about strategy and more about survival.
But somewhere along the way, my scrappy solo hustle turned into something bigger. Without meaning to, I had launched a small marketing agency. We handled both strategy and execution, and while the business was profitable, it was also a grind. Managing employees, juggling client demands, and constantly chasing new business wasn’t sustainable. It certainly wasn’t scalable. Something had to give.
Then the pandemic hit. And on day one, we lost a major recurring client. It was the kind of moment that could’ve killed the business. But instead of retreating, we doubled down. Worked nonstop. Got plenty lucky. And not only did we survive, we came out stronger. We refined our services, got more selective with clients, and rebuilt with a focus on profitability, not just revenue.
That pressure cooker forced us to rethink everything, and then another lightbulb went off.
My Lightbulb Moment: The Fractional CMO Model
Around mid-2022, I stumbled upon the term “Fractional CMO” and realized this was exactly what I was already doing, but I hadn’t branded it that way or charged accordingly. It was a major lightbulb moment. Instead of running a traditional agency, I restructured the business around high-level strategic marketing leadership. We shifted from an execution-based model to a strategy-first approach, targeting mid-market companies that needed senior marketing expertise but weren’t ready for a full-time CMO.
I also noticed an emerging trend: a wave of highly experienced marketing executives looking for more flexibility. Many had grown tired of corporate politics but didn’t want to start an agency or freelance alone. I saw an opportunity to build a community of elite fractional CMOs, providing them with infrastructure, support, and business development opportunities.
Building the Fractional Community and Scaling the Model
Fast forward to today, and we now have a thriving network of 50+ fractional CMOs. We focus on two core areas:
- The Community: A “third place” for the top fractional CMOs. Like Starbucks, but for elite marketing professionals who want to maintain their independence. We offer mastermind groups, training sessions, guest speakers, and resources to help them succeed.
- Business Development & Matching: We invest heavily in demand generation to find the right clients for our fractionals. Our team qualifies leads, matches them with the right experts, and facilitates engagements.
Lessons Learned & The Future of Fractional CMOs
Through this journey, I’ve learned a few key lessons:
- Branding and Positioning Matter: The most significant shift in my business came when I rebranded from a marketing agency to a Fractional CMO model. How you position your expertise makes all the difference.
- Community is Everything: The solo consultant life can be lonely, but building a network of like-minded professionals creates value for everyone involved.
- The Market is Evolving: More companies are realizing that fractional executives offer the expertise of a full-time leader without the overhead. At the same time, the talent pool is diversifying, with specialists emerging in areas like demand generation, product marketing, and paid search.
Looking ahead, I see the fractional model only growing. Companies need strategic guidance without committing to full-time hires, and experienced marketers want flexibility and meaningful work. We’re at the forefront of this shift, building a model that works for both sides.
For me, this journey has been about building a business and creating a career that aligns with my values, my family, and my passion for marketing. I wouldn’t trade it for anything.
Curious About Our Journey & What Drives Us?
At &Marketing, we’ve built our business on a foundation of strategic marketing leadership, a passion for growth, and a commitment to helping companies thrive. From embracing the Fractional CMO model to building a community of top-tier marketing experts, our story is about making an impact without the corporate red tape.
Learn more about who we are and why we do what we do: Visit Our About Us Page.
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