The rise of the fractional CMO
We have shared information about the rapid increase of interim roles for senior leaders, but there is another type of role taking off, too – the fractional CMO. The increased popularity of interim and fractional CMOs is easily explained by the last few years of economic instability and, moving forwards, they show no signs of slowing down as companies learn of the extraordinary impact these roles can offer.
What is a fractional CMO?
A fractional CMO is essentially a part-time senior leader who works on a contract or consultancy basis, coming into the organisation for typically no more than 2-3 days each week (in some cases no more than 12 hours a week) to offer a fresh pair of eyes, strategic insights, and operational ideas. The value-add they provide comes at a fraction of the cost of a full-time, permanent CMO and, for many businesses, there are clear reasons for working in this way.
Why recruit a fractional CMO?
To maximise on budget where resources are limited, and businesses are forced to work in a lean way. A fractional CMO can provide high impact solutions in a short amount of time.
To solve specialist problems that are proving challenging to solve internally. Perhaps systems need to be overhauled or teams need to work more effectively – a fractional CMO, being one step removed from the corporate culture and internal politics, can be a real asset to help with the most critical problems.
To boost growth opportunities through a fresh pair of eyes and bring new energy can be just what a business requires. While there will always be the need for a full time, permanent CMO, or equivalent, a short-term boost can really make the most of growth opportunities.
To offer niche expertise within a new market or to build new partnerships. Fractional CMOs bring their experience into businesses that are seeking to diversify or build partnerships and just need that niche expertise for a brief period of time.
To provide interim support while a full-time, permanent CMO is recruited or during parental leave or illness. The interim CMO is a safe pair of hands to hold the reins during that period and can even help with the recruitment process for a permanent hire.
To share economies of scale, much like an agency. When fractional CMOs work with several companies, there are often opportunities to benefit from joint media buys or even to build partnerships, combining ideas and talent.
In the current economic climate, a fractional CMO might be just what you need.
If you’re looking to hire for interim or permanent senior leadership roles, or if you’re ready to make your next career move, get in touch to see how we can help you or connect with us/send a message on LinkedIn.
With warmest regards,
the Suzie Walker Executive Search team
Suzie Walker Executive Search is a firm of specialist headhunters with an expert team recruiting interim and permanent senior leaders for B2C and B2B2C marketing and digital roles in FTSE 350 and private equity-backed companies. Find out how we can support you by connecting with a Consultant below.