Building Without a Blueprint? Emma Blackmore’s Marketing Wake-Up Call
Shlok Kabadi
The Architect Behind Great Tourism Experiences | GM, Mayurangan Group | Founder, Junnar Tourism Helpdesk
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The Problem with Perfection
In a world obsessed with overnight success stories, we rarely hear about the bumps, bruises, and failures that pave the road to greatness. We see the titles, accolades, and achievements, but behind every victorious entrepreneur is a story of resilience, reinvention, and learning.
Welcome to The Learning Curve, a newsletter dedicated to building a community of learners and leaders by exploring the lessons that have shaped today’s top professionals. Each issue, we uncover the pivotal mistakes, lessons learned, and career-defining moments of senior leaders.
Recently, we had the privilege of sitting down with Emma Blackmore , a Fractional CMO whose journey is a powerful testament to the opportunities that can emerge from adversity. In our conversation, Emma shared the turning points that shaped her career, from losing her job during the pandemic to becoming a strategic leader across multiple industries. Her insights are a must-read for any professional looking to turn setbacks into stepping stones.
Meet Emma Blackmore: A Twist of Fate That Changed Everything
In 2020, when the COVID-19 pandemic brought the world to a standstill, many industries were hit hard, and marketing was no exception. Emma, then a senior marketing director at a London-based agency, was among the many professionals who lost their jobs as clients pressed pause on their campaigns. It was a moment of uncertainty—one that forced her to make a life-changing decision.
“It was terrifying. My role disappeared overnight, and the job market was bleak,” Emma recalls. “I could have gone out and looked for another job, but something told me that it was time to take control of my own path.”
Rather than rushing back into the corporate world, Emma decided to use the opportunity to explore a new model of working. She became a Fractional CMO, a role that allowed her to work part-time with multiple companies, offering strategic marketing leadership without the full-time commitment.
“Becoming a Fractional CMO wasn’t part of my original plan, but it ended up being the best decision I could have made,” Emma explains. “It gave me the flexibility to work across different industries and businesses, allowing me to build a career on my own terms.”
Fractional CMO: A Role for a New Era
The concept of a Fractional CMO is still relatively new but rapidly gaining popularity, especially among startups and small to medium-sized enterprises (SMEs) that need high-level marketing expertise but aren’t ready to commit to a full-time executive.
In her role, Emma collaborates with companies’ leadership teams to develop marketing strategies, oversee execution, and help drive growth. From fintech startups like Snowfox to family-owned businesses like Harper Fine Dining, Emma’s portfolio is diverse.
“Every business I work with is unique, and that’s what I love about this role. One day I might be rebranding a tech company, and the next I’m helping a fine dining service navigate their market. It keeps things fresh and challenging,” she says.
For companies, the appeal of hiring a Fractional CMO like Emma is clear: they get access to a wealth of experience and strategic oversight without the cost or long-term commitment of a full-time hire.
The Architect of Strategy: Building Foundations Before Tactics
One of the key insights Emma brings to her clients is the importance of strategy before execution. As a Fractional CMO, she isn’t just focused on delivering quick wins; she emphasizes building a solid foundation first.
Emma explains her approach with an analogy that she often uses when working with new clients:
“I almost see ourselves as architects. Right, so you have different clients who have different types of houses they want built. They know what house they want, but they don’t know how to get there. One might say, ‘I want a log cabin in the woods,’ and another, ‘a glass house by the sea.’ But often, you come into these businesses and they’ve already started building on floor one, without the blueprint in place. If you want marketing tactics, go find someone who’s going to deliver tactics. But if you want a structure that stands, you need a plan.”
For Emma, the real value of a Fractional CMO lies in laying out the blueprint—the strategy that guides every marketing decision. Without it, companies often waste resources on disjointed tactics.
“The foundation is everything. Without a plan, no matter how much you invest in marketing, it won’t hold up,” she notes.
Key Lessons from Emma’s Journey
Emma’s transition into this role wasn’t just about adapting to new professional challenges—it was about embracing change, learning from mistakes, and refining her approach to leadership and marketing. Here are a few of the most significant lessons she’s learned along the way:
Leaning Into Change: A Leadership Lesson in Reinvention
Emma’s leadership style wasn’t born out of corporate manuals or years of managerial training. It was forged through the crucible of change. When she transitioned to becoming a Fractional CMO, Emma had to learn how to lead in a completely new way—juggling the needs of multiple companies while staying true to her own vision.
“One of the hardest lessons I learned was how to set boundaries,” Emma says. “Companies hire you as a fractional leader, but often expect you to deliver the same results as a full-time employee. Learning to manage those expectations, while still delivering high value, was crucial.”
But the challenges didn’t stop there. Loneliness became an unexpected hurdle. Working with multiple companies in different capacities, often remotely, left Emma missing the camaraderie of a traditional office environment.
“There were days when I felt completely isolated,” Emma admits. “You don’t have the usual office banter, the in-person energy that comes from working with a close-knit team. It’s something I had to adjust to as I learned to thrive in this more independent role.”
Advice for Aspiring Leaders
For those looking to follow a similar path, Emma’s advice is simple but powerful: “Don’t be afraid to take risks. Sometimes, the greatest opportunities come from the most unexpected places.”
She also emphasises the importance of continuous learning. “I’ve worked in many industries, and I’m always learning something new. Whether it’s about customers, markets, or leadership, there’s always room for growth,” she says.
When asked what advice she’d give her younger self, Emma points back to the importance of embracing uncertainty.
“If I could tell my younger self anything, it would be to lean into the twists and turns. Change is inevitable, but it can also be the most exciting part of your career,” she reflects.
Final Thoughts: Building a Career from Setbacks
Emma Blackmore’s journey is a reminder that setbacks are not the end—they’re part of the process. From losing her job to becoming a Fractional CMO, Emma has shown that embracing change, learning from setbacks, and taking risks can lead to a more fulfilling and dynamic career.
At The Learning Curve, we believe that every professional’s journey is a learning opportunity. Each setback is a stepping stone, each mistake a lesson. Stay tuned for more stories of leaders like Emma!
Until next time,
What if your marketing strategy could go from good to extraordinary?
Emma Blackmore , whom you’ve come to know as a leading Fractional CMO with over 15 years of experience across London, New York, and Stockholm, is ready to take your business to new heights.
Here are four surprising ways Emma can elevate your marketing game:
Are you ready to collaborate with a marketing leader who can seamlessly integrate with your team? Reach out to Emma today and unlock the potential you never knew was there!
Building a sellable portfolio:)
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