Services
Who I work with
Brands
Founders, CEO
CMOs and marketing leaders who need additional support
Mid-level or junior marketing teams
Investors
PE, VC, Angels, Family offices
Incubators & accelerator programs
I provide support and mentorship across your portfolio
Consulting firms
Strengthen your offering by adding the credibility of a marketing leader with operational experience; an expertise business leaders can relate to.
How it works
Flexibility
The service I offer is very flexible and tailored to you needs.
Part-time
It’s usually strucuted around an agreed number of days per week (most commonly 1 to 4 days / week).
Fees
It can be a) a daily rate, b) a fixed fee agreed upfront based on deliverables c) a contingent fee based on performance metrics.
Methodology
The service is always tailored to the situation. My recommendation is to start with an investigation phase, an audit to:
Understand your business model, its unit economics, and how this influences marketing investments decisions (including P&L analysis)
Analyse your LTV (Customer Lifetime Value) to CAC (Customer Acquisition Cost) ratio and CAC payback time at contribution margin level
Analyse the performance of your past and current marketing activities (data-led approach)
Understand your customer’s and target audience’s needs and motivations (customer-led approach). This can be based on existing insights and/or additional customer research
Conduct interviews with key team members to identify problems and opportunities
Services
1. Marketing Strategy
LTV/CAC ratio analysis and optimisation
Value proposition and product-market fit enhancements
Market, customer & competitor research
Pricing & discounts strategy and testing
Brand positioning and messaging
2. Marketing Capabilities
Budget management and forecasting
Marketing tech stack audit & recommendation
Capabilities assessment & recommendation
Team management, coaching and training
Agency & freelancers selection &management
3. Customer Acquisition
Targeted marketing campaigns: SEM, SEO, Google Shopping, Paid Social, Influencers, TV, Out of home (OOH), Direct marketing (leafleting, door-to-door, events)
Performance tracking and analytics: conversion attribution, marketing mix modeling, Google Analytics.
Experiments & optimisation: creative optimisation, AB testing of creative and messaging, channel mix optimization, campaigns analysis and optimisation
4. Customer Loyalty
CRM tech stack assessment & implementation
Email campaigns, Marketing automations, SMS, Push notifications
Upselling, cross-selling, basket abandonment, win-back, customer engagement and churn prevention programs.
Customer segmentation and personalisation of communications
Loyalty programs
Predictive churn & LTV modeling
5. eCommerce
Website improvements & SEO
Conversion optimisation: AB testing
Merchandising, promotions
New product & feature development
User journeys, sign-up flow, cancellation flow
6. International expansion
From the US to Europe or from the UK to Europe
Market research (consumer and competition)
Go to market strategy & plans
Localization
Partnerships and local marketing activities
Discover the benefits of hiring a fractional CMO
