What is a Fractional CMO? A senior marketing leadership layer on a part-time basis, instead of a full-time VP of Marketing. Sets strategy and goals, controls budget, manages vendors and connects marketing to revenue and profitability. At SFB, delivered personally by Shay Cohen.
Senior marketing leadershipfor companies that need direction, control and results
A Fractional CMO gives your company a senior marketing leadership layer, even when a full-time VP of Marketing isn't justified. Delivered personally and directly by Shay Cohen, connecting management, teams, vendors and business data.
lead gen
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About Us
A senior marketing leadership layer, delivered personally by Shay Cohen
When there are many channels and vendors but no one owning the full picture, marketing scatters. We step in as a senior leadership layer that connects strategy, budget, vendors and business data toward one direction.
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Running several channels and vendors?
We'll own the full picture: strategy, goals, budget allocation and coordination across everyone.
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Before hiring a VP of Marketing?
We'll provide senior marketing leadership part-time, without the cost and commitment of a full-time hire.
Trusted by leading brands
Platforms
Google AdsGoogle AnalyticsGoogle Tag ManagerShopifyFacebookTikTokYouTubeLinkedInWordPress
Complementary services
Strategy and growth services that strengthen this activity and grow the result from the same budget.
A lot of marketing activity is not the same as direction.
When no one owns the full picture, every channel pulls a different way. The CMO's job is to connect it all to one business goal.
When a company needs a Fractional CMO
When there are several channels and vendors but no single senior owner of the full picture, when marketing feels disconnected from business goals, or when you need senior strategic leadership without the cost of a full-time hire.
The difference between a company whose marketing works and one where it's merely busy is usually the leadership layer. Without a senior person looking at the full picture, deciding priorities and connecting marketing to sales and finance, even a large budget can scatter with no result. That's exactly the gap this service fills.
Fit
When it fits, and when it fits less
Fits
- Existing marketing activity and several channels
- A meaningful marketing budget
- A need for a senior layer to connect it all
Fits less
- A business with no existing marketing
- A very limited budget
- A need for one-off execution only
Responsibilities
Areas of responsibility
Quarterly and annual marketing strategy
Goals and KPIs
Budget allocation across channels
Connecting marketing, sales and finance
Managing and coordinating vendors
Oversight of campaigns, creative, site and CRM
Marketing management meetings
Work plan and priorities
Support for entering new markets
Metrics
The metrics that guide decisions
CAC
Customer acquisition cost
LTV
Lifetime value
ROAS
Return on ad spend
Margin
Profit margin
The Process
How we work with management
- 01
Onboarding & diagnosis
We study the company, goals, activity and vendors, and find where marketing is disconnected.
- 02
Strategy & plan
A quarterly and annual strategy, goals and KPIs, and budget allocation by priority.
- 03
Management & oversight
Coordinating vendors and teams, management meetings and oversight of campaigns, creative, site and CRM.
- 04
Analysis & decisions
Analyzing CAC, LTV, ROAS and margins, and turning them into clear decisions.
Under management
What comes under management
Strategy
A clear quarterly and annual direction
Budget & metrics
CAC, LTV, ROAS and margins
Vendors & teams
Coordination across everyone
Goals
KPIs connected to revenue
FAQ
Questions about the service, answered here
Yes. The strategic leadership is delivered personally and directly by Shay Cohen, with management.
Campaign management runs a channel. A Fractional CMO is a layer above it all: strategy, budget, vendors and revenue.
No. It manages, directs and coordinates your existing team and vendors, rather than replacing them.
No. It fits companies with existing activity and a meaningful budget.
Set by the company's needs - management meetings, a work plan, oversight and analysis. Defined together at the start.
Solutions
Ready to take your brand to the next level?
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No salespeople - directly with Shay