Flexible Leadership: The Rise of the New CMO

In an age of disruption, the role of Chief Marketing Officer (CMO) has been disrupted too.

Historically, a CMO has been responsible for shaping an organisation's brand identity, crafting marketing strategies, and driving revenue growth. A recent article by McKinsey & Company advises that marketing departments responsibilities have expanded well beyond this remit.

Successful CMOs must now also be change makers - unifiers that support the long term vision of a company while delivering short term results in turbulent market conditions. They're now required to deliver transformation alongside growth - and do more with less.

Adding to market dynamics and the additional capability required of the role, companies also face the perpetual challenge of balancing resource allocation while striving for growth. 

The need for specialised expertise can often outstrip available resources, budgets and timing. Therefore the historical model of hiring a full-time Chief Marketing Officer (CMO) may not align with many company requirements.

How can this gap in the market be addressed?

Enter the Fractional Chief Marketing Officer (FCMO) - they offer businesses a flexible leadership solution that provides access to top tier talent without the commitment (or expense) of a full-time hire.  

Understanding the FMCO vs. CMO

At its core, a FMCO is a seasoned marketing executive who offers their expertise and leadership on a part-time, project or on-demand basis. 

Unlike a traditional full-time CMO, who’s employed by a single company and oversees its entire marketing strategy, they work with multiple clients simultaneously, providing strategic guidance, insight, and execution across a range of marketing initiatives.

The skills required to be an effective FMCO may vary based on the size, industry and lifecycle of a business. 

However, broad capability and senior management experience, coupled with consulting expertise across a range of business types and size are desirable.

The Difference Between a Marketing Consultant and FMCO

While both roles bring strategic marketing expertise, the scope, accountability, and level of leadership involved differ significantly.  

Marketing consultants are often brought in to solve specific problems, develop targeted strategies, or provide specialist insight — such as launching a campaign, conducting a brand audit, or refining messaging. Many also offer implementation support depending on the agreement.

In contrast, a Fractional CMO is a part-time executive who leads the marketing function and is accountable for performance and ROI. They work alongside the CEO and senior team, managing internal and external resources to align marketing with business goals.

A FCMO connects strategy with delivery - building capability, guiding teams, and ensuring execution supports the broader commercial vision.

Roles and Responsibilities of the FCMO

1. Strategic Planning & Execution

   FCMOs work closely with their clients to develop comprehensive marketing strategies that integrate brand and demand, tailored to their unique goals and objectives.  

2. Financial Stewardship

   FMCOs need to have the financial skills to get the balance right between investment in growth strategies and expense minimisation. This is achieved through budget management, effective resource allocation (see point 3 below), cost control and responsiveness to changes in market conditions.  

3. Resource Optimisation

   Adept at optimal resource allocation, FMCOs ensure that budgets, agents or suppliers are utilised efficiently to maximise return on investment (ROI). They also build and manage marketing teams and collaborate with key stakeholders to drive outcomes.

4. Specialised Marketing Expertise

   Due to their extensive experience, FMCOs often bring specialised expertise in specific areas of marketing and communications. Their focused skill set enables them to provide targeted solutions tailored to the unique needs of each client, driving greater effectiveness and efficiency in marketing initiatives.

5. Flexibility & Scalability

   One of the key advantages of the FMCO is the flexibility it offers. Candidates therefore need to have a broad skillset and be agile to changing requirements. Effective FMCOs need to hit the ground running - and be able to seamlessly switch between strategy and execution.

6. Collaborative Leadership Style

   In instances where a company is in high periods of growth/transition or experiencing a temporary gap in leadership, a FMCO can step in to provide interim management and continuity until a permanent solution is found. Unification and collaboration across the company during these times is key. The FMCO should be adept at nurturing relationships for effective leadership.

7. Measurement & Demonstrating Value

   Actively defining and measuring against clear KPIs is key to FMCOs to optimise their efforts to deliver better outcomes. Being adept at integration of data and analytics and the ability to illustrate marketing attributed revenue is key.

8. Creative & Visionary

   While analytical tools are often viewed as essential for any contemporary marketer, there are now indications of an imbalance. According to the Deloitte 2023 Global Marketing Trends Report, organisations may now lack the creativity needed to meet the challenges of the modern business world, due to lower emphasis on creative skills among CMOs and in the C-suite - in short - creativity is still key.

9. Navigating Complexity with Clarity

   FCMOs must also have a sound understanding of purpose, sustainability, governance, technology, legal and regulatory changes as well as other market trends. They must be adept at balancing short and long term objectives. 

Is a FCMO Right for Your Business?

Determining whether to engage a Fractional CMO depends on several factors, including the company's stage of growth, budget constraints, and specific marketing needs. Here are some scenarios where hiring a FCMO might be particularly valuable:

• Startups to Scale-Ups

As businesses move beyond the startup phase into rapid growth, they face new complexities -  scaling operations, expanding into new markets, optimising marketing ROI, building teams, and preparing for funding rounds or exit. A Fractional CMO provides senior-level marketing leadership without long-term overheads, helping scale-ups seize growth opportunities with clarity, operational discipline, and strategic precision.

• Small to Medium-Sized Enterprises (SMEs)

SMEs typically face the dual challenge of limited budgets and the need for professional marketing leadership. As they grow, pivot, or enter new markets, the strategic input of a Fractional CMO can be transformative. Whether it’s enhancing brand positioning, building internal capability, or implementing scalable systems, a FCMO provides targeted leadership to support sustained, profitable growth.

• Specialised Projects - Government & Corporate

Larger organisations embarking on specific initiatives - such as rebrands, digital transformation, international expansion, or new market entries benefit from the specialised knowledge and agility a Fractional CMO provides. By plugging into a business when needed most, they offer fresh insights and proven frameworks to drive successful execution and measurable results.

• Periods of Growth and Transformation

  During times of rapid growth or transformation, businesses must scale with intention - balancing short-term deliverables with long-term equity and financial outcomes. This often calls for a review of the market, brand strategy, revenue models, and stakeholder alignment, along with a renewed focus on evolving customer needs and expectations. 

 Without the right leadership and structure, organisations risk internal misalignment, cultural breakdowns, customer disconnect, and a lack of strategic clarity - all of which can compromise performance and long-term value. 

• Interim Leadership Needs

For organisations experiencing leadership transitions, parental leave cover, or restructuring, a Fractional CMO can step in to ensure continuity and momentum. This temporary yet strategic guidance helps businesses navigate change without losing sight of long-term marketing and brand objectives.

What Makes a Great Fractional CMO?

Not every marketer is suited to the demands of a fractional leadership role. 

Here’s what to look for:

• Strategic and Commercially Focused — Balances big-picture vision with practical execution, always linking marketing activities to ROI, growth, brand equity and company value.

• Analytical and Insight-Driven — Uses data and insights to shape strategy, optimise performance, and clearly demonstrate marketing’s business impact.

• Culturally Aligned with Executive Presence — Integrates quickly into leadership teams, adapts to company culture, and influences at founder, Board, and executive levels.

• Resilient, Agile, and Decisive — Navigates change, ambiguity, and competing priorities with composure, clarity, and strong decision-making.

• Purpose-Led and People-Centric — Aligns brand and marketing strategy with long-term sustainability goals while mentoring internal teams and building capability.

• Broad Industry experience as a FCMO - including different organisational types and stages of growth.

A Final Note: The Importance of Adequate Tenure

While a Fractional CMO can deliver highly targeted support, achieving meaningful business outcomes requires more than short-term advisory input.

Strategic planning, brand building, revenue growth initiatives, and team capability development all take time to diagnose, implement, and optimise.

Short engagements (say 4-8 weeks) may be suitable for audits or workshops, but sustainable impact typically requires a longer tenure aligned to business priorities (typically starts from 3-6 months). Setting a realistic timeframe ensures that the Fractional CMO has the opportunity to deliver measurable results that contribute to the company’s long-term value.

Conclusion

In an increasingly competitive business landscape, the role of marketing has never been more critical. 

However, for many companies, hiring a full-time CMO may not be feasible or practical. FCMOs enable companies to access top-tier marketing talent without the commitment of a full-time hire. 

Whether you're a startup looking to gain a competitive edge or an established SME seeking to optimise your marketing efforts, engaging a FMCO can be a strategic investment that pays dividends in driving business growth and success.

About the Author

Awarded internationally, Katrina Savell is a seasoned FCMO (Fractional Chief Marketing Officer) renowned for her leadership expertise, strong track record and passion for developing businesses as a force for good. With extensive experience in executive and consulting roles, she has excelled in steering marketing and communications strategies across diverse sectors, from startups to multinationals. Skilled in managing the C-suite and engaging business owners, Katrina's collaborative approach has consistently yielded impactful results, elevating brands, driving growth, and making a positive difference in the world.