↳ Fractional marketing leadership
Fractional CMO: a senior marketing director, for as long as you need.
A fractional CMO leads a company's marketing a few days a week and is accountable for results. An interim CMO covers a transition full-time. Either way, you get senior marketing leadership straight away, at headquarters or in a new market abroad, without the time and cost of an executive hire.
01 When it is needed
Six situations where it makes the difference.
It is not for everyone. It works when a company needs senior leadership now, but not yet, or no longer, a full-time marketing director.
- 01
The marketing director has left
You need continuity while you find the right person, without stalling projects and budgets.
- 02
The company has outgrown its marketing
Revenue has risen, marketing has stayed as it was: fragmented, reactive, without method.
- 03
A launch or a new market
A new product, channel or country, in Italy or abroad: you need someone who has already travelled that road.
- 04
A capable team without direction
Good people and agencies that execute, but nobody setting priorities, standards and measures.
- 05
Succession or reorganisation
New ownership, a generational handover or a new group structure needs marketing that is aligned, readable and measurable.
- 06
AI is changing the work
Processes, roles and tools have to be redesigned without losing control of the brand.
02 What the role covers
The role, in practice.
Strategy and plan
Defines or reviews positioning, objectives and the annual marketing plan, and presents it to the board with numbers and priorities.
Budget and priorities
Concentrates investment where it pays back most and stops what does not deliver results.
Team and suppliers
Leads the in-house team, selects and coordinates agencies and partners, sets briefs and quality standards, in every market.
Marketing and sales
Aligns marketing and the sales force on target customers, messaging, pipeline and tools.
Measurement
Introduces a KPI dashboard and a monthly steering meeting with the leadership.
People
Develops the team and, when the time comes, helps recruit the future in-house marketing director.
03 Formats
Fractional, interim or advisory?
Three ways to bring senior leadership into marketing, compared with hiring a full-time marketing director.
| Fractional CMO | Interim CMO | Advisory | Hiring | |
|---|---|---|---|---|
| Commitment | 1–3 days a week | Full-time | 1–2 meetings a month | Full-time |
| Typical duration | 6–18 months | 3–12 months | Ongoing | Permanent |
| Time to start | 2–3 weeks | 2–4 weeks | 1–2 weeks | 3–6 months of recruitment |
| Accountable for results | Yes, on agreed objectives | Yes | Indirectly | Yes |
| When to choose it | Growing and structuring marketing | Departures, transitions, critical launches | Strong management wanting a senior sounding board | A stable role with budget and team already defined |
The format also works across borders: for an Italian brand's first years in a new country, or for a foreign brand opening in Italy before it has a local marketing team. Fees are set out in a written proposal, per project or as a monthly retainer. For a broader view of every format, see marketing strategy consulting.
04 Getting started
From the first meeting to steady direction.
Confidential briefing
Objectives, constraints, the state of the team. Together we work out whether this is the right format.
45 minutesRapid diagnosis
Numbers, people, suppliers, current investments: where you stand and what is holding growth back.
2–3 weeksFirst 100 days plan
Objectives, budget, immediate actions and what to stop, agreed with the leadership.
1 weekOngoing direction
Time on site, team leadership, a monthly steering meeting and reporting to the board.
6–18 months
05 FAQ
Straight answers.
What is a fractional CMO?
A fractional CMO is a senior marketing director who works for the company a few days a week in a leadership role: setting strategy, leading team and suppliers, managing the budget and answering to the board for results. Unlike a consultant, a fractional CMO does not just advise: they take decisions and carry the responsibility for them.
What is the difference between a fractional CMO and an interim CMO?
A fractional CMO works part-time over a medium-to-long period, typically 6–18 months. An interim CMO works full-time to cover a transition: the departure of the marketing director, a reorganisation, a critical launch. Both can end with the appointment of a permanent in-house marketing director.
How much time does a fractional CMO spend with the company?
Usually one to three days a week, split between time on site, meetings with the team and remote work. The commitment is set at the start and reviewed every quarter according to priorities. For projects outside Italy, on-site days are concentrated around key decisions and launches.
Can a fractional CMO work across several countries?
Yes. A common case is an Italian brand opening a market abroad, or a foreign brand building its presence in Italy, without yet justifying a full-time marketing director there. The fractional CMO sets one direction across markets, coordinates local teams and agencies, and reports to headquarters. I work in English, Italian and French.
Will a fractional CMO work with our existing team and agencies?
Yes, that is the most frequent case. The fractional CMO leads your existing people and partners, raises their standards and steps in only where skills are missing. Where useful, the Bechis ADV network can be brought in, but it is not a requirement.
How is a fractional CMO's work measured?
Against objectives agreed at the start and a dashboard of a few KPIs, such as revenue from new customers, acquisition cost, share in key channels and awareness, reviewed every month with the leadership. Every quarter we check whether the level of commitment is still the right one.
06 Read more
↳ First step
Let's talk about
your next decision.
A confidential 45-minute briefing with your leadership team: goals, constraints, priorities. At the end I will tell you frankly whether and how I can help.