What is a Fractional CMO, Anyway?

I recently updated my LinkedIn headline to “Fractional CMO,” and it sparked questions. Not hundreds. Just a few. But the right kind of questions—from people I’d genuinely love to work with.

It made me realize that what I do, and why I do it, deserves a proper explanation. So here it is.

A change of Hearts

A few years ago, I thought I had it all figured out. I started my career in advertising, working with iconic brands like Coca-Cola and BMW. It was everything you’d expect—big ideas, big campaigns, big names. But over time, something felt off. For all the energy and creativity, it started to feel like just slogans and media plans.

I wanted more. Real market impact.

That’s when Hivebreed was born. The promise was clear: no slogans, just marketing that works. And yet, as we grew, I noticed something. Even when we were delivering great work, the impact was limited. We were always the outsider. An external partner with boundaries set by engagement agreements.

Do more, lose money. Do less, leave value on the table. It was never enough.

Don’t get me wrong—I’m not canceling the entire agency and consulting industry. Far from it. Sometimes, having external teams for specific needs is exactly what a business requires. We do this at Hivebreed every day. But big impact? That’s different. It needs real input. Skin in the game. Full immersion. Big steps demand big engagement.

And that’s hard to achieve when you’re not truly in.

Making myself obsolete

So I made myself obsolete at Hivebreed and stepped into a single brand—Foody.

This wasn’t marketing theory anymore. It was a battlefield. The food delivery market was relentless, a war fought on every front—data, operations, branding, customer experience. It wasn’t about nice ideas or clever campaigns anymore; it was about survival, growth, and winning.

I learned how to strip marketing down to its core: measurable, tangible impact. Numbers weren’t just metrics—they were the heartbeat of the business. Every decision, every action, had to drive results. No fluff. No wasted effort. Just relentless focus and execution.

It was here that I understood what marketing could truly achieve when it’s fully integrated into a business. It wasn’t just about selling—it was about transforming.

When I returned to Hivebreed, I brought those lessons back with me. But I also realized something profound: the way I approached marketing had to change. It wasn’t enough to stay on the outside anymore. To create real impact, I had to go deeper.

Enter the Fractional CMO

This isn’t just consulting with a fancy title. It’s stepping into a business like I own it. Sitting in the standups. Knowing the numbers inside-out. Breaking down silos across departments. Connecting the dots that others can’t.

A Fractional CMO isn’t about being a full-time leader on a part-time basis. It’s about owning a fraction of the responsibilities—but owning them fully. Laser-focused. Strategic. Designed to deliver a specific outcome.

For me, it’s about helping you take your next big step.

Right now, my cap is 3 brands. Actually, it’s 2 out of 3.

Why? Because real focus matters. My energy, knowledge, and experience are all-in for the clients I take on. Meanwhile, my team at Hivebreed—marketers who are sharp, relentless, and simply exceptional—handle execution. From performance marketing to branding, they’re the kind of team that gets results.

Together, we make things happen. Fast. Efficient. No drama.

But here’s the thing. Sometimes, projects grow into something bigger.

We call it a partnership for growth. A deeper engagement, where we build the future of your brand together. Where the impact goes beyond campaigns or metrics.

This journey isn’t just about marketing. It’s about growth.

For the companies I work with. For me, my team; personally and professionally.

Every day brings new challenges, new lessons, and new opportunities.

What will tomorrow bring?

Maybe it’s you.