What is a fractional CMO or fractional head of growth?
A fractional CMO is a senior marketing leader who works part-time for a company, usually on a monthly retainer, and owns marketing strategy, budget and results without being a full-time employee. A fractional head of growth, or fractional chief growth officer, is the same model focused on pipeline and revenue: acquisition channels, conversion, experiments and the systems behind them.
For most seed to Series B B2B companies the second is the better fit. You rarely need a brand-led marketing department yet; you need someone accountable for where the next 50 customers come from.
Fractional CMO for startups: when it makes sense
- You have paying customers but no repeatable channel. Founder-led sales got you here and will not get you to the next round.
- You are about to raise or just raised. Investors want a credible plan for pipeline, CAC and payback.
- You are not ready for a full-time CMO. A senior hire is a large fixed cost before you know which channels work.
- Your agencies need direction. You are paying for activity, not outcomes.
Not a fit: pre-product companies, consumer apps, or teams that want a strategy document without anyone to execute it.
How a fractional engagement works
| Phase | Focus | Outcome |
|---|
| Days 1 to 30 | Diagnose funnel, deals, spend and messaging; fix tracking | One agreed plan, budget and target per channel |
| Days 31 to 60 | Launch the two or three chosen channels | First pipeline signals and a weekly reporting rhythm |
| Days 61 to 90 | Double down on what converts, cut what does not | A repeatable motion and a decision on the next hire |
Scope, hours and price are agreed in writing before anything starts. Typical market rates are covered in the fractional CMO cost guide.
Experience behind the work
I am currently Growth Lead at Appear and take on a small number of fractional clients alongside that role. Before Appear I owned end-to-end go-to-market at Xylo AI, a fintech platform selling to financial advisors across North America, where pipeline grew 3x over six months. I led growth marketing at Tappstr in Amsterdam (organic traffic up 50%+) and ZEPCAM in Delft, drove growth at MetaWorks in Berlin, and worked with enterprise SaaS customer data at Chattermill in London.
I work with B2B SaaS, AI and fintech teams in the United States and across Europe, including the UK, Germany, the Netherlands, the Nordics, France, Spain, Ireland and Switzerland.
Fractional CMO FAQ
What is a fractional CMO?
A fractional CMO is a senior marketing leader who works part-time for several companies, usually on a monthly retainer, instead of as a full-time employee. They own marketing strategy, budget and results, and often build or manage the team, for a fraction of the cost of a full-time chief marketing officer.
What is the difference between a fractional CMO and a fractional head of growth?
A fractional CMO typically owns the whole marketing function, including brand, positioning and team. A fractional head of growth, sometimes called a fractional chief growth officer, focuses on pipeline and revenue: acquisition channels, conversion, experiments and the systems behind them. Early-stage B2B companies often need the second more than the first.
How much does a fractional CMO cost?
Published 2026 pricing guides put most fractional CMO retainers at roughly $5,000 to $25,000 a month, or $200 to $500 an hour for shorter advisory work, depending on hours, seniority and scope. I agree a fixed monthly scope in writing before any work starts. See the full breakdown in the fractional CMO cost guide.
Is a fractional CMO worth it for a startup?
Usually yes when you have paying customers and need senior marketing judgment, but cannot yet justify a full-time executive. It is less useful before product-market fit, when the main job is customer discovery, or once you have a large team that needs a full-time leader every day.
Fractional CMO vs marketing agency: which is better?
An agency executes a channel you have already chosen, such as paid search or content. A fractional CMO or head of growth decides which channels deserve budget, sets targets, and manages agencies and freelancers against them. Many companies use both: the fractional leader sets the plan and the agency executes part of it.
How many hours does a fractional head of growth work?
It depends on the scope agreed in writing. A typical engagement is a fixed number of days per month with a weekly working session, plus asynchronous work on the plan, channels and reporting. Scope is set in the first conversation and reviewed after 90 days.
Do you work alongside a full-time job?
Yes. I am Growth Lead at Appear and take on a small number of fractional and part-time clients alongside that role, which keeps my work current with what is working in B2B growth right now. Because capacity is limited, I agree scope, hours and response times up front.