Service // Fractional CMO
Marketing is a P&L. Treat it that way.
A fractional CMO with full P&L history brings discipline to your acquisition, retention and brand spend. Cut waste, lift EBITA, scale what actually compounds.
- 01.Marketing-to-revenue ratio is creeping up and no one can defend it.
- 02.Brand is fragmented across markets, agencies and channels.
- 03.Performance team is busy but not moving the needle on EBITA.
- 04.CAC, LTV and payback are debated more than they are measured.
- 05.Pre-sale due diligence requires a defensible growth story with numbers behind it.
- 01.End-to-end marketing P&L: SEO, SEM, social, affiliate, programmatic, CRM, brand.
- 02.Budget reallocation: zero-based, ROI-tested, quarter by quarter.
- 03.Team design: who, why, where. Hire, restructure, promote.
- 04.Country leadership: Country Managers and General Managers under one playbook.
- 05.Data-driven cadence: analysts embedded in leadership, decisions in writing.
- 06.Partnerships at scale: global sports, content and channel deals when they pay.
- >LeoVegas Group. Generated €50M incremental revenue under 12 months as CMO.
- >Cut marketing-to-revenue ratio from 40% to 30%, most efficient in company history.
- >Lifted EBITA by 18% on the same revenue base.
- >Led global sports betting partnerships with Inter and Manchester City F.C.
- >Hired, developed and promoted 50+ key marketing leaders across 10+ markets.
Beyond fractional CMO work I run executive consulting via Action Is Now and build Tenperzent, an AI-native engine for senior hires, so marketing, analytics and talent strategy stay connected to the same P&L thinking.
When should I hire a fractional CMO instead of a marketing agency?+
Hire a fractional CMO when marketing must be owned as a P&L line, not a spend line. Agencies execute channels. A fractional CMO sets the strategy, the budget, the KPI cadence and hires or fires the agencies underneath.
What do the first 90 days as a fractional CMO look like?+
Days 1 to 14: audit spend, funnel, team, tech and brand. Days 15 to 45: reallocation plan, KPI dashboard, first cuts. Days 46 to 90: new acquisition engine live, retention motion in place, monthly board pack running.
Which channels and stacks do you have hands-on P&L experience with?+
Performance across Google, Meta, TikTok, affiliates and programmatic. CRM and retention on Braze, Iterable and Customer.io. Attribution on GA4 plus warehouse-native models. Full brand campaigns from TV to influencer.
Do you only work with iGaming, or also SaaS, ecommerce and B2B?+
iGaming is the deepest track record, but the P&L engine translates to SaaS, ecommerce, marketplaces and regulated B2C. The rule stays the same: unit economics first, brand second.
How do you measure success for a fractional CMO mandate?+
Three numbers: incremental revenue, contribution margin, and payback period. Every quarter has a target for all three, agreed with the CFO before the engagement starts.