Frequently Asked Questions

I work as a fractional CMO and strategic marketing partner for growth-stage brands.
My core focus areas are:

• Fractional CMO leadership and marketing strategy

• Brand positioning and storytelling

• Analytics, measurement, and dashboards

• Performance and paid channels (primarily Meta and Google)

• Conversion and funnel efficiency

In plain terms: I help you figure out what to do, where to spend, and how to measure it, then guide your team and partners so the plan actually gets executed.

I’ve worked with 50+ companies, from small founder-led brands to Fortune 500s. I do my deepest work with:

• Premium DTC brands selling physical products

• Healthcare, telehealth, and behavioral health organizations

• Complex B2B and service businesses with longer sales cycles

If your business is roughly in the $5–50M revenue range and needs marketing to be accountable to numbers, we’re probably a good fit.

I’m not an agency in the “we’ll handle everything for a retainer” sense, and I’m not just an ad operator.

• I come in at the CMO level – owning the strategy, roadmap, budgets, and performance conversations.

• I’m analytics-first – I care deeply about unit economics, attribution, and what actually drives profit, not just channel vanity metrics.

• I’m also a storyteller – I’ve spent my career working on positioning, brand narrative, and messaging that creative teams can actually use.

When you already have agencies or freelancers, I often:

• Set the strategy and guardrails

• Align creative and performance to the same story

• Hold everyone accountable to clear goals and dashboards

When you don’t, I can help you assemble the right mix of people without turning into a full-service agency.

I lead the work personally, but I don’t try to be everything.

My lane is:

• Strategy and positioning

• Analytics and measurement

• Channel and budget strategy

• Campaign and funnel efficiency

For highly technical or production-heavy tasks, I partner with trusted specialists (at a lower rate than mine), such as:

• Tracking / tagging / CAPI / GA4 and CRM implementations

• Design, video editing, and creative production

• Marketing ops and automation build-outs

You get a senior owner, plus access to specialists where needed, without paying CMO rates for engineering or editing work.

Most work starts in one of a few ways:

• Fractional CMO & ongoing support – part-time CMO leadership, owning roadmap, budgets, and performance reviews.

• 90-Day Growth Roadmap – deep dive into data, channels, margins, and funnel with a clear 90-day plan your team can execute.

• PPC & channel audits – Meta/Google structure, targeting, creative, and funnel sanity check with a prioritized list of fixes.

• Analytics & attribution audits – tracking and measurement review with a simple dashboard and measurement plan.

• Brand & messaging sprints – clarify positioning, key messages, and content pillars so performance and brand are aligned.

We can start small (diagnostic call or project) and grow into a deeper engagement if it’s a good fit.

I work on a mix of hourly and fixed-fee projects, depending on what you need.

Because I separate:

• My time (strategy, analytics, performance decision-making), and

• Specialist time (tracking engineering, heavy production, etc.),

I don’t throw out a one-size-fits-all rate without understanding:

• Your business model and goals

• Current channels and spend

• How much technical work vs strategy/workflow/leadership you actually need

After a short discovery call and a peek under the hood, I’ll recommend a structure that makes sense (e.g., fractional CMO retainer, 90-day project, or defined audit).

No—and you should be very cautious of anyone who does before they’ve audited your:

• Industry and competitors

• Unit economics and LTV

• Customer personas

• Current tracking and spend

“Good” CAC/ROAS is completely contextual. A healthy CAC for a DTC add-on product, a pediatric practice, and a high-value law firm are not even in the same universe.

I do:

• Set clear targets once I understand your economics

• Use benchmarks and past experience as guardrails

• Report honestly against those targets and adjust the plan accordingly

My focus is building a growth system that makes sense for your numbers, not hitting someone else’s hero metric.

Usually in three steps:

1. Intro call (20–30 minutes) – quick overview of your business, goals, channels, team, and where things feel stuck.

2. Light audit or diagnostic – enough access to your analytics and ad accounts to see what’s really happening.

3. Proposal – a clear recommendation for a starting engagement (and what not to do yet), with scope and pricing.

If it’s not a fit, I’ll say so and, when possible, point you in a better direction.

This varies by client, but common ones include:

• Analytics & tracking: GA4, Tag Manager, server-side tracking, CAPI

• Ads: Meta, Google Ads, Performance Max, search, shopping, YouTube, Pinterest Ads, TikTok, Direct Mail, OOH, CTV

• Email & CRM: Klaviyo, HubSpot, Mailchimp, and client-specific CRMs

• Dashboards: Looker Studio, Tableau, and simpler spreadsheets where appropriate

If you’re using something different, that’s usually fine—as long as we can get clean, reliable data out of it.

A few things that are not my lane:

• Content studio (daily social posting, in-house video editing, etc.), but I have excellent references/referrals

• Ultra-tactical ad operations with no strategic input

• Working in situations where leadership has no interest in data or measurement

• Crypto and/or any highly speculative or illegal industry