Why a fractional CMO or CCO might be the best investment your company makes

In today’s fast-paced and resource-conscious business environment, many companies, especially SMEs, scale-ups or mission-driven organizations, are discovering the benefits of hiring fractional executives to lead key functions like marketing and communications. Two roles that are increasingly in demand: the fractional chief marketing officer (CMO) and the fractional chief communications officer (CCO).

But what do these roles actually do and why are they pivotal for modern businesses?

What is a fractional CMO

A fractional CMO is a seasoned marketing executive who works with your business part-time, on a project basis or during specific growth phases. You get executive-level strategic thinking without the full-time cost.

A fractional CMO helps companies:

• Define and execute a marketing strategy aligned with business goals

• Oversee brand positioning and customer value propositions

• Manage internal marketing teams or external agencies

• Drive demand generation and performance marketing

• Ensure customer-centric storytelling and ROI-focused campaigns

• Align product, sales and marketing functions for growth

  
  

For many organizations, especially those not yet ready for a full-time CMO, this fractional leadership fills a critical gap between operational marketing and business strategy.

What is a fractional CCO

A fractional chief communications officer (CCO) brings senior-level expertise in all things communication—internal and external. This includes everything from media relations and corporate reputation to internal culture, stakeholder engagement and crisis comms.

A fractional CCO brings value by:

• Shaping the company’s narrative and core messaging

• Building trust with stakeholders (employees, customers, investors, media)

• Managing brand reputation and crisis situations

• Overseeing internal communications and change management

• Leading thought leadership and executive visibility

• Ensuring regulatory, ESG and corporate communications alignment

  
  

Much like a fractional CMO, a CCO offers strategic oversight and execution while being flexible and cost-effective.

Importantly, most fractional CMOs are also hands-on. In early-stage companies or lean environments, there often isn’t the budget to hire multiple specialists or external agencies. That’s why a strong fractional CMO/CCO not only develops the strategy but also rolls up their sleeves, delivering content themselves, managing digital campaigns, writing and distributing press releases, running social media, briefing and overseeing any agencies and building the marketing & communciations engine piece by piece.

They’re all-rounders: strategic thinkers who don’t shy away from execution. This agility is often a game-changer for startups needing to build momentum without overextending resources.

When to consider a fractional CMO or CCO

• You're growing but not ready (or can’t afford) a full-time executive

• You need to reposition your brand or product offering

• You're managing rapid change—mergers, scale-ups or restructures

• Your marketing or communications efforts feel fragmented or ineffective

• You're entering new regions or targeting new stakeholders

• You want senior leadership who can both advise and execute

Hiring a fractional CMO or CCO isn’t about cutting corners, it’s about making smart, scalable decisions. With the right strategic partner, your company can benefit from senior expertise that delivers clarity, cohesion and measurable results. And when marketing and communications work hand in hand, your business doesn’t just tell a better story, it becomes one.

Looking for support for your start-ups launch, looking to introduce a new business unit or product line or in need of support to help drive your reputation or lead generation? Let's talk!