Fractional CMO · Working with B2B Businesses & FinTech
Marketing that isn't working isn't always a marketing problem.
I find the real issue, and lead the work to fix it.
If you're a founder, a CMO, or a leadership team responsible for marketing, from early-stage start-ups to established businesses, one of these will sound familiar.
Your marketing isn't delivering what it should, and you're not sure why.
You have a team, a budget, and activity. But the results aren't there, and every attempt to fix it just adds more noise. What you need isn't more execution. You need someone who can find the actual problem and get the work moving in the right direction.
You need a second opinion before a significant decision.
Positioning change. A new GTM approach. Pressure-testing a proposition in the same or an adjacent market. An outside perspective from someone who's been in the same rooms changes what you see.
You have a leadership gap that needs filling now.
Your CMO has left and finding the right replacement takes time. The gap between one leaving and the next arriving is where momentum is lost. Someone senior in place from day one takes the pressure off the search and means the incoming CMO inherits a function that's been kept moving forward.
Three decades inside B2B businesses and FinTech.
Senior roles at Microsoft, Workplace from Meta, and Bizagi, across product marketing, category creation, and growth. That shapes a commercial mindset: I think about what marketing does to revenue, not just to awareness.
Six years of fractional and advisory roles.
Working directly with FinTech and B2B businesses across that time. The model is proven. I know how to be effective without the structure of a permanent role, and clients know what to expect.
From diagnosis to results, in the shortest time.
Diagnosis is step one. The harder part is getting from that diagnosis to results the business can measure, closing the gap between strategy and execution. That's what the engagement is structured around.
Find out what's really wrong.
If your marketing isn't doing what it should, the first step is working out why.
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