Fractional means I join your leadership team part-time and long-term - carrying the strategy, the team and the commercial outcome alongside you. Not a consultant who leaves a deck. A commercial leader who is in the Monday meeting.
The word gets stretched to cover everything from advisory calls to freelance campaign work. Here is what it means when I use it.
I embed in your leadership team one to two days a week for three to six months. I own a commercial outcome - a growth number, a market entry, a channel build - not a workstream. I sit in your leadership meetings, I manage your people, and I am accountable when the number misses.
What it is not: a fortnightly advisory call, a strategy deck with no execution attached, or an agency relationship. If what you need is advice rather than ownership, a workshop is cheaper and faster - and I will tell you that on the first call.
Part-time growth leadership for companies that already have a team and a product, and now need someone senior to own the commercial trajectory across Asia. I bring the LEGO and P&G playbook at a fraction of the cost of a full-time hire.
Built jointly with R Accounting Solutions. One growth brain and one finance brain, the same two people every time. Six modules covering strategy, AI adoption, sales, marketing, finance and HR - take one, or take all six.
Every figure below came from a job where I was accountable for it - not from an engagement where I advised someone else who was.
Most fractional CMOs are pre-AI thinkers with HQ-only experience. I run commercial P&L and implement AI hands-on - and I built businesses from zero in emerging Asian markets rather than managing them from a global head office. Corporate rigour from P&G and LEGO, startup speed from running my own company. Most candidates are one or the other.
Ambiguity here is the single biggest cause of a fractional engagement going wrong. We agree this in writing before I start.
| Decision right | Typically covers |
|---|---|
| I own | Growth strategy, marketing plan and budget allocation, channel architecture, the marketing team's priorities and performance |
| I recommend | Pricing, product roadmap trade-offs, senior hires, partnership terms, investment cases |
| I influence | Org design beyond commercial, capital allocation, board narrative, founder time allocation |
"Fast and clear decisions beat perfect but late decisions."
- One of the operating principles I bring into every engagementThe most useful first call is not about me. Tell me where growth has stalled and what you have already tried. I will give you a straight read on whether a fractional engagement is the right instrument - or whether something cheaper would fix it.
Straight into my calendar. Come with your current growth number and the one thing that is blocking it.
Pick a time →Operator notes on growth, AI and building businesses in Asia. Roughly monthly. No sequences, no pitch.