Growth strategy
A clear plan for where growth will come from, what to prioritise and what to stop doing, reviewed as the numbers come in.
Fractional CMO for e-commerce
Fractional CMO for growing e-commerce brands
Senior marketing leadership, part-time. I plug into your team, own the growth plan and do the hands-on work across your website, Meta ads, email and launches, without the cost of a full-time executive.
- 33xShopify revenue growth as a client’s Fractional CMO
- $250kIn a launch’s first month
- 100%Job Success
Is a fractional CMO right for you?
- You’re doing real revenue, but marketing still falls to the founder at night
- You have freelancers or agencies, but nobody owning the overall strategy
- Ad spend is growing faster than profit
- You’re planning a product launch or a move into a new market
- You need senior experience, but not a full-time executive salary
- You want someone who does the work, not just the slide deck
A fractional CMO gives you senior marketing leadership for a fraction of the cost of a full-time hire.
Most growing e-commerce brands don’t need a full-time Chief Marketing Officer yet, but they do need someone senior to set the direction, connect the channels and make sure every dollar of ad spend is working.
That’s the role I play. For one US triathlon brand, two-plus years as Fractional CMO took their Shopify revenue from $15k to over $500k and into new international markets. I work across strategy and execution, so nothing gets lost between the plan and the work.
What I take off your plate
CRO & website
Conversion rate optimisation, landing pages and UX, so the traffic you pay for turns into customers.
Meta ads
Creative strategy, campaign structure and scaling, with ads and landing pages built to work together.
Email & Klaviyo
Welcome, abandoned cart and post-purchase flows, plus campaigns that drive repeat revenue.
Launches & new markets
Product launches and go-to-market plans, from pre-launch hype to the first sales and beyond.
Team & partners
Hiring, briefing and managing freelancers and agencies, with reporting that shows what’s working.
How it works
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Deep-dive
I audit your marketing, data and funnel to find the biggest opportunities.
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Plan
We agree a focused growth plan with clear targets and priorities.
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Execute
I lead and do the work across site, ads, email and launches, week by week.
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Scale
We double down on what’s working and expand into new channels and markets.
Results
Shopify revenue
Fractional CMO for SLS3, a US triathlon brand: from $15k to over $500k and into new markets.
First-month launch
Fractional CMO and CRO consultant for Flavr Bottle’s e-commerce launch.
In 7 months
CRO, Meta ads and product design for Let’s Wander, from launch to $1 million in revenue.
Full product launch, US + EU
Incredible experience working closely with Dan to assist in the development and launch of my ecommerce brand. The task was complex and required a lot of creativity and understanding of Meta, Klaviyo, and general website CRO, but all were managed with efficiency and professionalism. The brand is already showing great signs of progress and we will certainly be requiring Dan’s assistance as we expand to new markets.
Strategy as well as execution
He immediately diagnosed some pretty major problems for our site, and created really thoughtful systems to improve our Conversion Rate. Also thanks to his experience in Marketing as a CMO he advised us on many other important aspects of our overall strategy. Since implementing his advice our email CR has improved ~30%.
Fractional CMO vs the alternatives
| Criteria | Fractional CMO | Full-time CMO | Agency |
|---|---|---|---|
| Cost | ✓ A fraction of a full-time salary | Full executive salary and benefits | Monthly retainer per channel |
| Seniority | ✓ 10+ years, hands-on | Senior, often less hands-on | Often handed to juniors |
| Strategy & execution | ✓ Both, across every channel | Strategy, needs a team to execute | Execution, usually one channel |
| Time to start | ✓ Usually a week or two | Months to recruit | Weeks of onboarding |
| Flexibility | ✓ Scales up or down with you | Fixed commitment | Locked into retainers |
Fractional CMO FAQ
What is a fractional CMO?
A fractional CMO is a senior marketing leader who works with your business part-time. You get the strategy, leadership and experience of a Chief Marketing Officer without the cost or commitment of a full-time hire.
How is a fractional CMO different from an agency?
An agency usually executes one channel, like ads or SEO. A fractional CMO owns the overall strategy, connects every channel and manages any agencies or freelancers you already have. I also do much of the hands-on work myself.
How much time do you spend with each client?
It depends on your stage and goals. We agree a set scope on our first call, and it can scale up for launches and back down once things are running smoothly.
How much does a fractional CMO cost?
Far less than a full-time CMO, because you only pay for the time and scope you need. Book a free call and I’ll recommend a setup that fits your budget and goals.
Do you work with brands outside Australia?
Yes. I’m based in Melbourne and work with e-commerce brands in Australia, the US, Europe and beyond, including US and EU product launches.
How quickly can you start?
Usually within a week or two. The first step is a free call to understand your business, followed by a deep-dive into your marketing and data.
Get senior marketing leadership without the full-time hire
Book a free call. We’ll look at your store and marketing together, and you’ll leave with clear next steps, whether we work together or not.
Also see: Shopify CRO consultant