My experience spans over 15 years in Global Marketing, beginning with market launches for startups and evolving into leading the entire worldwide Marketing Strategy and optimization for Sony PlayStation. I speak 6 languages and have driven Revenue across 45 markets in the Americas, Europe, and APAC.

Large Scale International Expansion & Optimization

Later in my career I launched markets and restructured large accounts for E-commerce and B2B platforms, quickly scaling operations for retailers like River Island (launching in 3 markets across new channels) and RS Components where I spearhead PPC Strategy across 9 EMEA and Asian markets delivering double digit revenue growth across 500,000 products. I then expanded into all Marketing channels at Kokoon ($2M Kickstarter startup) where I launched in the UK, US, France, and Germany.

Optimizing Local Performance towards Global Strategy

At Decathlon, the biggest Sports retailer in the World, I maintained profitability while driving Revenue growth for the UK. I positioned the market as a top 5 Marketing Innovation leader, building a Council of 5 countries and becoming an International Advisor to all other territories. This established my leadership in scaling Global best practice beyond the UK within a Local Strategy Business model (no Global/Central team at the time).

Leading Global Strategy & $100M Budget

As Director, Global Integrated Marketing, Strategy & Operations at Sony PlayStation, I led Global + Local Revenue and Subscription growth successfully, acquiring 2 additional verticals in 2022 and 2023. I led the shift towards a bottom of the funnel centralized approach under the Global team that delivered significant cost savings at Business level across Owned and Paid Media and built and scaled the GTM planning motion globally for 100+ campaigns and 200+ stakeholders, including aligning 30+ Country Leads.

If you have any other questions, don't hesitate to reach out.

My expertise after 15+ years leading global operations with 200+ stakeholders, cross-functional teams of 50+ and budgets up to $100M/year, is mostly on Strategy and how to mobilise an organization to effectively execute it.

Although I have been the first hire in the Marketing team, worked in startups of less than 10 people and been able to build a Marketing function from scratch, most of my experience is from Series C+ to organizations with over 10,000 employees across the world.

Why hire a Performance Marketer that has executed hands-on keyboard in the past with a current focus on Strategy as a Fractional:

Data-driven decision-making

• Focus on quantifiable results: I lead team prioritization towards marketing activities that produce measurable outcomes. I am can interpreting complex data across channels because I have executed them hands-on in the past, and using it to guide strategy.

• Maximize ROI: Having developed Attribution modeling for Decathlon, dashboards enabling a 40% increase in subscription revenue for MasterClass and transformed Sony’s 9-figure Advertising budget forecast into a sophisticated finance tool, I can optimize marketing budgets to ensure the highest possible return on investment. This includes identifying underperforming channels and reallocating resources to areas that generate the most revenue.

Efficiency and speed

• Operational expertise: Coming from a hands-on background, I understand the day-to-day tactical operations of marketing. I can build the right systems and processes to create a scalable marketing "machine" and get high-impact strategies executed quickly.

• Agile and adaptable: As a Performance Marketers I am accustomed to working in fast-paced environments, rapidly testing hypotheses, and pivoting strategies based on data. This agility is crucial for adapting to constantly changing markets, new technologies, and evolving customer behaviors. Having worked with automation for 14+ years, this is especially relevant today with AI adoption.

Holistic business alignment

• Connects marketing to revenue: I can effectively communicate the value of marketing in terms that Executives and Finance leaders understand. I connect marketing metrics directly to financial outcomes like revenue growth and market share, and work closely and effectively with my Finance, Business Planning and Operations partners - able to maintain a <3% deviation from forecast target.

• Integrates across departments: The role of a Fractional Senior Marketer is deeply cross-functional, and a performance marketing background facilitates this. I am skilled at breaking down organizational silos to align marketing efforts with the objectives of sales, product, and finance to create a unified customer journey.

• Balances brand with performance: While driving short-term revenue, I also understand the importance of building long-term brand equity. I use data insights to inform creative storytelling, crafting engaging brand messages that also drive measurable business results.

Team leadership and development

• Empowers and mentors the team: A former hands-on marketer has a practical understanding of how marketing roles work. I can mentor junior team members and hire the right mix of generalists and specialists needed to execute strategy.

• Attracts talent: A Senior Marketing Fractional who has been in the trenches is often better at attracting and retaining talent because they speak the same language as the marketers they lead. I can build a high-performing team quickly by hiring skilled individuals from their network.

I have worked with 5 startups, from pre-seed to Series D.

· Onfido: Tech, Cybersecurity, SaaS, B2B, late stage startup, ~200 employees (acquired)

· MasterClass: Tech, EdTech, Education, B2C, late stage startup, ~100 employees

· Kokoon: Tech, Electronics, Wellness, Pre-Order, B2C, early stage startup, 10 employees (Philips partner)

· Intelligent Reach: Agency, MarTech, Automation, Media, B2B2C, early stage startup, 15 employees (acquired)

· Apartments in Barcelona: Hospitality, Travel, Tourism, B2C, early stage startup, 5 employees (acquired)

Yes, I have experience working with and targeting Small and Medium-sized Businesses (SMBs) across various business models, both by working for SMBs and by developing strategies where SMBs were the core audience.

Experience Working For SMBs

My earliest career and specific consulting roles involved helping smaller, high-growth entities establish and scale their marketing functions, often as the first or sole marketing hire. This provided me with the SMB perspective.

- I developed their first Marketing Strategy (0 to 1) for Kokoon ($2M KickStarter) and nearly doubled pre-order monthly sales within four months.

- As the first marketing hire reporting to the CEO for Apartments in Barcelona (Acquired Rental Company), I increased bookings significantly within six months and grew the marketing team to four.

Experience Targeting SMBs

Later in my career, I leveraged my operational and analytical expertise to directly capture and serve the SMB market at large scale and during strategic business transitions, and also led the target audience shift from SMB to Enterprise:

- As the European Clients Marketing Specialist for Intelligent Reach (MarTech Agency), I delivered significant revenue growth and marketing automation solutions for over 30 EMEA client accounts (SMBs and large retailers) with an e-commerce model. Here I learnt 90% of AI Agent technology (intelligent scraping, data structuring and enrichment, etc) that enabled me for technical projects for the rest of my career.

- I expanded to 500,000 products leading the PPC strategy for RS Components (B2B Wholesale Marketplace), the world's largest electronic components supplier. The audience here included thousands of small businesses, technicians, and repair shops. I managed nine markets, efficiently increasing Revenue and ROI.

- As a Consultant I was heavily involved in the pivot in audience strategy for Onfido (B2B SaaS Cybersecurity, acquired at $650M), turning around performance and shifting from a PLG motion to ABM, delivering a 110% increase in Enterprise Qualified Leads (EQLs). This led to a permanent Head of Growth offer.

I have consistently delivered 20-45% increase in revenue within 3-6 months across B2C, B2B, Retail and Agency.

Notable results in B2B SaaS for Onfido: with prior negative trend, reached 110% increase in Enterprise Qualified Leads year-over-year, resulting in Business revenues of 130% vs 2018. They have recently been acquired by Entrust for $650M.

*Please consider this is not a guarantee I can give to all my clients as each Business faces different challenges and circumstances.

To ensure a successful partnership, avoid investment waste and distractions from strategic work, focus on results rather than tasks.

• Define clear goals. Establish a specific and measurable "North Star" for a Fractional Senior Marketer to aim for. This allows them to focus their limited time on the most impactful activities.

• Set expectations upfront. Clearly define the Fractional's role (Scope of Work), their key responsibilities, and how often you will check in.

• Provide access and support. Treat them as an integral part of your leadership team by giving them access to critical data and insights for them to deploy the strategy you want them to execute. Ensure your internal team is ready to support the execution of the new strategies.

• Communicate effectively. Schedule regular check-ins within the hours agreed to discuss high-level strategy and review KPIs. This provides visibility without interfering in execution.

Of course. Please reach out and let me know what you are looking to solve for and/or services you'd like to know more about as well as the financial options you'd like to see from me.

I usually work on retainer and can provide a Basic, Standard, Premium format (Scope of Work) for you to be able to determine the best way forward considering the current business financial commitments, and the growth Goals you'd like to achieve. If you'd like to discuss alternatives, get in touch.

It's important to have a very clear P&L to understand if you have the level of budget that will make a Fractional hire a timely investment or not.

If you believe a Growth Marketing expert would outweigh the immediate financial strain, after reviewing the numbers and doing the relevant research on your specific circumstances, reach out.

The best conditions for a startup to hire a fractional senior marketer are:

• When you have secured initial funding and need to establish a marketing foundation but can't afford a full-time executive.

• After achieving initial product-market fit, a fractional can help build the necessary marketing foundation for further growth.

• For businesses at an inflection point needing to scale, pivot, or navigate rapid growth while developing a strong marketing infrastructure,

Why a Fractional Marketing expert:

• Cost-Effective Expertise: You get the strategic insight and experience of a senior leader without the significant expense of a full-time salary and benefits package, paying only for the hours or scope of work you need.

• Strategic Guidance & Alignment: Fractional marketers provide high-level strategy, align marketing efforts with overall business goals, and ensure tactical execution serves the bigger picture.

• Speed & Flexibility: They can be engaged quickly without long recruiting delays and can adapt their time commitment to fit your specific growth stage and needs.

• External Objectivity: Bringing an outside perspective, a fractional marketing expert can offer unbiased insights and help navigate internal politics to drive actionable improvements.

• Team Building & Infrastructure: They can help build your internal marketing infrastructure, provide training and coaching to existing teams, and guide the development of necessary marketing systems.

• Strategic Oversight for Agencies: If you work with external marketing agencies, a fractional marketing consultant provides the necessary strategic direction and internal oversight to ensure those efforts are effective and aligned with your goals.

Additional considerations:

• Mindset: View the engagement as a long-term investment, not a short-term tactical project. Consider the ROI.

• Clear Objectives: Be clear about your goals, priorities, and expected outcomes to ensure the fractional's efforts are focused and impactful.

• Finding the Right Fit: Understand if you need a "thinker" (strategic advisor) or a "doer" (hands-on leader) to find the right resource who matches your specific needs.

My entire philosophy is built on ensuring that the value I provide is sustainable long after my engagement ends.

My approach is structured around three key phases:

Phase 1: High-Impact, Low-Effort Audit

My first priority is to quickly identify the most impactful, lowest-effort opportunities for your team. Within the first two weeks, I'll assess your current marketing function to find immediate wins that will have a tangible impact on your KPIs.

For example, I'll audit your existing tech stack to identify underutilized tools that can be automated to immediately free up team bandwidth. Or, I'll analyze your current marketing channels to pinpoint low-hanging fruit for conversion rate optimization. The goal is to get a quick win on the board that proves the value of this partnership and builds momentum.

Phase 2: Building Sustainable Systems

Once the initial wins are implemented, my focus shifts to creating a robust, long-term framework. This is where your team's education and empowerment become my top priority. I'll transform our initial recommendations into a repeatable playbook for your team. This playbook will cover everything from data-driven decision-making and forecasting to process automation and strategic planning.

By building these systems, I ensure that the growth isn't dependent on my presence. Your team will have the tools, knowledge, and processes to continue executing and scaling the marketing function past my time.

Phase 3: The Knowledge Transfer and Transition

The final phase is all about a seamless transition. I will provide hands-on coaching and mentorship to key members of your team, ensuring they are fully comfortable with the new systems and tools. I can also help you with a hiring plan to fill any gaps in your team.

My goal is to be a strategic partner who builds a marketing engine that runs on its own, well beyond my engagement.

A Fractional CMO (Chief Marketing Officer) is an experienced, senior-level executive who works with a company on a part-time, temporary, or contract basis to lead the marketing function. They provide the strategic direction, operational oversight, and executive mentorship of a full-time CMO without the cost or long-term commitment.

1. What is a Fractional CMO?

A Fractional CMO (or CMO for Hire, CMO Consultant, Interim CMO or Part-Time CMO) is a seasoned marketing leader, typically with 15+ years of experience at the Director or VP level, who is engaged on a flexible retainer. They serve as the highest-level marketing authority within a company, delivering executive vision and oversight for a fraction of the time (e.g., 10 to 20 hours per week) and cost of a permanent hire. They are often sought by mid-sized firms, hyper-growth startups, or companies in transition.

2. Who hires a Fractional CMO?

Startups / Mid-Sized Firms

Needs senior strategic guidance immediately but cannot afford or does not yet need a $300k+ full-time executive salary.

Companies in Transition

Needs a proven leader to stabilize the team and bridge the gap after a VP departs, or while searching for a permanent CMO Interim (Temporary CMO).

Specialized/Global Growth

Requires expertise in niche areas (e.g., DTC B2B CMO, Subscription Ecommerce CMO) or rapid International Expansion into new markets (Global Fractional CMO).

3. Key Services provided by a Fractional CMO

A Fractional CMO's services are focused on high-impact strategy and measurable results:

• Strategic Oversight: Developing the 12-month marketing strategy, defining KPIs (LTV/CAC), and aligning marketing efforts with the company's financial goals.

• Performance & ROI: Driving performance-first marketing and ensuring tangible revenue impact across all channels (Paid Media, SEO, Content).

• Team Leadership: Managing, structuring, and mentoring the existing marketing team and providing the framework for scaling the function, often including the hiring and vetting of the next full-time CMO.

• Operational Excellence: Building scalable playbooks and integrating automation to increase team efficiency, output, and GTM velocity.

4. Geographic relevance

A Fractional CMO's expertise is easily deployable across regions, making them highly relevant in major business hubs:

• CMO NYC / Fractional CMO New York: Serves the highly competitive tech, finance, and media sectors in New York City, focusing on localized B2B and DTC strategies.

• CMO London / Global CMO London: Leverages the city's status as a gateway to European and international markets, specializing in Global Fractional CMO Service and multi-market expansion.

• Global Fractional CMO: Offers experience in 45+ markets, managing complex, multi-lingual, multi-cultural campaigns across the Americas, EMEA, and APAC.