Fractional marketing strategy for growth-stage startups. Pipeline, not just more posts.

I step in when teams need senior-level support without adding a FTE.

Most often, I work alongside a CMO or Head of Marketing to unblock decisions, speed things up, and take work off their plate. In other cases, I partner directly with a CEO who knows content matters, but doesn’t want to personally referee every deck, blog post, or LinkedIn announcement.

In practice, this usually looks like:

• Content & narrative strategy – Clarifying what your business actually believes, then turning that into a clear, usable story. This includes positioning, core messages, and how your POV shows up across your website, campaigns, thought leadership, and sales materials.

• Process & workflow optimization – Spotting where content gets bogged down (too many reviews, unclear ownership, endless rewrites, etc.) and putting more workable systems in place so your team can move faster without cutting corners.

• Leadership & enablement – Acting as a senior partner to your marketing team. I mentor copywriters and marketers, set editorial standards, and help teams develop better judgment, not just pump out more output.

• Execution with context – Stepping in on launches, refreshes, executive content, and high-stakes narratives, while keeping the bigger picture intact so nothing becomes a one-off.

• Cross-functional alignment – Working closely with marketing, sales, product, and leadership so content supports real business goals — not just channel metrics.

• Scalability & continuity – Building AI-enabled content systems that hold up as you grow, so the story doesn’t reset every quarter or live only in one person’s head.

• Cost-effective senior support – Providing experienced content leadership at a fraction of the cost (which matters when you need clarity and momentum now, not after another hiring cycle).

A freelancer is a great fit when you know exactly what you need and just want someone to execute it. I’ve done that work myself, and still respect the role.

Freelancers usually come in once the brief is set. Fractional work happens a step before that, and sometimes the value of fractional work even shows up in what stops happening (i.e., fewer one-off assets built in isolation because no one’s looking across the whole system).

Agencies tend to deliver what’s scoped and then move on, which isn’t a flaw so much as the reality of that model.

Fractional leadership sits closer to the business. I’m listening to sales calls, noticing where prospects hesitate, paying attention to what leadership keeps re-explaining, and connecting that back to the story you’re telling and the content you’re producing.

For me, the work isn’t done when an asset ships. I don’t sit in your Monday pipeline standup or carry board pressure the way you do, but I’m close enough to the work that it’s more than deliverables in and invoices out.

That’s what you’re investing in: not just execution, but shared accountability for whether the work actually does what it’s supposed to do.

It really comes down to how involved you want your team to be.

In a done-for-you setup, I step in as an extension of your team. I handle the research and strategy, writing and editing, and the coordination required to get work from draft to final — and actually out the door. You’re still involved and giving input, but you’re not carrying the execution load.

In a done-with-you setup, your team stays closer to the work. You might be writing internally, testing formats, or building the muscle in-house, and I’m there to sharpen the thinking, tighten the narrative, and keep everything aligned (not full production).

Most teams land somewhere in in the middle, especially as needs evolve.

I don’t start with a questionnaire or a list of adjectives. I start by listening to conversations already happening, usually in a short working session where you’re explaining something you care about, reacting to an idea, or talking through a decision you’ve had to make recently.

I pay attention to where you speed up, where you hedge, what you repeat without realizing it, and what you refuse to say even when it would be easy. That’s your “voice.”

Then I write quickly and put something concrete in front of you. Not a “final,” but a real draft. Your reactions matter more than your edits. When you say, “I wouldn’t phrase it like that, but this part feels right,” or “I’d never say this, but I would say that,” the voice sharpens fast. One or two rounds like that usually gets us most of the way there.

What helps is that I’m not trying to make you sound smarter or more polished than you are. I’m trying to make the thinking you already do out loud land clearly on the page.

I’ve worked across B2B SaaS, HR tech, financial services, healthcare, and other categories. Take a peek at my LinkedIn. 👀

I’m comfortable with complex products, long sales cycles, and multiple stakeholders.

That said, industry familiarity is rarely the thing that makes marketing work or not work.

In my experience, what matters more, regardless of category, is whether your messaging sounds like you instead of a composite of competitors and whether the content your team is producing builds toward a POV.

My role is to help you articulate what’s genuinely distinct about your business, put it into language your buyers recognize immediately, and shape it into a system your team can reuse across channels, campaigns, and growth stages, not just a one-off narrative that looks good in a deck.

For most engagements, I start with a three-month retainer. That’s typically the right amount of time to get a team out of reactive mode and put a clear system in place.

I know you don’t have 90 days for a slow “discovery phase.” You’re underwater. You need things off your plate, not another deck about why things are hard. So the balance is always this: what can I take on immediately, where can I ship in the first week, and how do we do that while still building enough context to avoid repeating the same problems three months from now.

Workshops and team trainings are usually ad hoc, focused engagements. They’re designed to help teams upskill quickly, skip the learning curve, or get unstuck around a specific issue. If that’s all you need, we keep it tight, practical, and outcome-driven.

Packages usually fall between $4,000–$12,000 per month, depending on scope and level of involvement

Book a call or fill out the contact form and we can talk through what kind of support would be most useful right now. If it makes sense to work together, I’ll follow-up with a tailored quote.

I’m based in Toronto, Ontario, Canada, and happy to meet in person when it makes sense, whether that’s a working session, a planning conversation, or just getting out of Slack and into the same room for a bit.

That said, most of my work is done remotely, and I work comfortably with teams across North America and beyond.

This probably isn’t the right fit if what you need right now is pure execution. If you already know exactly what to say, how to say it, and just need someone to produce a high volume of assets on demand, a freelancer or agency partner will usually be more cost-effective.

It’s also not a great fit if you’re looking for someone to operate in isolation. This work depends on access — to leadership thinking, real conversations, sales feedback, and decision context. Without that, it risks turning into surface-level output.