BIRDSONG MARKETING
WHO I'VE WORKED WITH
What is a Fractional Chief Marketing Officer (CMO)?
A Fractional CMO partners with organisations that need strategic marketing leadership but don’t require (or can’t justify) a full-time executive salary.
They provide high-level guidance across brand, messaging, positioning, campaigns, digital strategy, and team leadership, ensuring the organisation has clarity, direction, and a marketing engine that actually drives growth.
Fractional CMOs bridge the gap between strategy and execution: they set the roadmap, guide internal teams or suppliers, ensure consistency, and keep the organisation focused on the right priorities.
Marketing Impact by Numbers
Alison Jones,
Strategic Marketing Advisor
Calm, senior-level strategic marketing expertise tailored for Canberra’s unique landscape.
From consultancies to private health, professional services and specialist SMEs. I help leadership teams and founders cut through noise and make smart revenue-focused marketing decisions to build brands that grow consistently without chaos.
What's included when you work with a Fractional Chief Marketing Officer (CMO)?
Development of an overall marketing strategy and roadmap aligned to business goals
Complete audit of existing marketing efforts w/ SWOT analysis
Clarifying target audiences, customer segments, and ideal client profiles
Brand positioning and messaging strategy (story, value proposition, key messages)
Oversight of brand identity and consistency across channels
Go‑to‑market strategy for new products, services, or markets
Campaign planning and high‑level campaign design (offers, angles, channels)
Lead generation strategy across paid, owned, and organic channels
Funnel design and conversion‑rate optimisation for key journeys and landing pages
Content strategy (blogs, email, social, thought leadership themes)
Guidance on SEO, paid search, and paid social priorities
Email marketing and marketing automation strategy (nurture flows, sequences)
Marketing technology and CRM recommendations, and implementation oversight
Setting marketing KPIs, dashboards, and reporting cadence
Regular marketing campaign performance reviews and optimisation recommendations
Leadership and coaching for in‑house marketing staff
Clear direction for external suppliers (agencies, designers, videographers)
Budget planning and allocation across channels and campaigns
Support with board/founder reporting on marketing performance and ROI
Guidance on brand and campaign risk, including basic issues/crisis communications support
Why Partner With a Fractional CMO?
FAQs
What is the process when working with a Fractional CMO?
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What are the benefits of hiring a Fractional CMO vs. a full-time Marketing Director?
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How long does the engagement last with a Fractional CMO?
To achieve the best results, I recommend engagement for at least 6 months. This allows time for effective strategic development, initial implementation and measurement. Most clients remain on retainers for longer, as business needs develop.
Do you want pricing?
Have you got questions?
Contact me.
