What is a Fractional Marketing Director?
A fractional marketing director is an experienced part-time contractor tasked with strategizing, planning, and leading the marketing initiatives of the company. They will often work with a few different companies simultaneously, spending a fraction of their time on each client.
Typically creative and high energy, fractional marketing directors enjoy the variety of setting marketing plans in motion, working with c-suite executives, and coaching less experienced marketers.
A great fractional marketing director will have reached a high level of expertise in marketing. They will understand nuances of how all the marketing channels fit together and will be able to plan and execute marketing campaigns that lead to steady growth.
As experts and strategists, fractional marketing directors will typically be comfortable developing an in-house marketing department or building a freelance network of service providers. They also are typically adept at increasing collaboration and team communications internally and externally.
What Are the Responsibilities of a Fractional Marketing Director?
Fractional marketing director typically: .
Set and implement marketing goals
Set a marketing budget
Perform market research
Create a marketing strategy
Define the messaging and positioning for the company
Set campaign goals, launch, and analyze the campaign
Optimize based on the data for continuous improvement
Coach, train, and guide the company’s marketing team
Public relations and communications functions may also be a part of the responsibilities
Characteristics of an Exceptional Fractional Marketing Director or Chief Marketing Officer
A great fractional marketing director or CMO will also serve as a trusted advisor for the organization. As a candid source of feedback, they keep a high level view of the direction of the company, revenue operations, sales, and all aspects of the company that can impact growth.
Exceptional professionals will have high emotional intelligence, drawing on the strengths of others, empowering the team to collaboratively achieve goals.
How a Fractional CMO Fits in to the Organizational Strategy
A fractional CMO will work less hours per week than a full time employee and will function as a leadership member of the company. By functioning like an employee, they are closer to the leadership and are invested in the success of the company. Since they’re careers aren’t tied directly to the company, they are more likely to continue delivering candid feedback and adjust their own roles based on the needs of the company.
Who does a Fractional Marketing Director Oversee?
If the company is large enough to have a dedicated team, the fractional marketing director will oversee the existing marketing or communications team. If one does not exist, the director may piece together freelancers or other part time employees to take on parts of marketing responsibilities. The fractional marketing director oversees these positions and delegates to them clearly and effectively.
For companies just getting started or who need stable leadership to build out their marketing efforts, choosing a fractional marketing director allows them to leverage their budget effectively and access the talent and experience of a seasoned marketing expert.
Work with a Fractional Marketing Director
If you’re interested in working together or hiring Margaret as your fractional marketing director, please get in touch here.
