SERVICESFRACTIONAL CMO A head of marketing who can build what the plan needs.
I set the plan, run it with your team and agencies, and report each month on what moved.
As CMO at Oodles of Doodles, I ran the brand from can to checkout.
Oodles of Doodles makes low-sugar flavoured water for kids, in cans they can colour in, and I led its marketing across the UAE, the US and South Africa.
I ran the brand with agencies based in the UAE, the UK, Europe and the US, from the can artwork for all three markets to a limited edition with SpongeBob SquarePants.
Alongside events and community activations, I ran the DoodleACan competition, where people drew their own can and put it up for votes, and it brought in 600 entries.
I wrote the story and characters of the Doodleverse and reviewed over 60 illustrators' portfolios to find its artist, so every can carried a world kids could colour in.
I modelled the pricing for selling direct and launched the Shopify store in the UAE, with same-day delivery in Dubai.
The Klaviyo welcome flow and event capture I set up fed the store, and in the first three months after launch, Shopify sales rose 42%.
As your CMO, I'd own everything from the brand to the repeat order.
The time goes wherever the plan needs it that month, so the role covers a lot of ground. These are the parts of it, with the work behind each one where I can show you.
STRATEGY AND BRAND
GETTING CUSTOMERS
- Funnels from first visit to sale
- Paid social, influencer seeding and PROODLES
- SEO and AI searchNFT-INATOR
- Sites and landing pages built to convertINSERT AFFILIATE
- Retail sell sheets and Amazon and Walmart listingsOODLES
- B2B lead finding with AI fit-scoringOODLES
KEEPING THEM
RUNNING THE TEAM
- Agencies briefed and managed across regionsOODLES
- Illustrators and freelancers found and directedOODLES
- Working sessions with your team, on a set cadence
- AI workflows that take repetitive work off the teamAI WORKFLOWS
- A monthly report on what moved
As CMO, I took NFT-Inator to market, and it grew to $20k a month.
NFT-Inator let artists launch NFT collections in the browser without writing code. It was built at ProcessLabs, the studio I co-founded, where I designed the product and built its front end with another developer.
As CMO I set the brand strategy and positioning, and ran the marketing and the SEO and GEO that brought artists to it. It grew to 12,000 users and 15,000 projects, and creators have earned over $10M through it.
READ THE NFT-INATOR CASE
A HOSTED MINT PAGE, AND THE DASHBOARD BEHIND IT
When the plan needed a site or a tool, I built it myself.
At Oodles of Doodles I designed and built the region-aware main site, the headless Shopify store and the DoodleACan competition with its 3D can preview. For the sales side I built a retail and influencer sample platform, and a B2B lead finder that scores each prospect's fit with AI.
So when your plan needs a landing page, a change to the store, a tool for the sales team or an AI workflow, the person who wrote the plan can build it, in accounts you own.
A huge thank you to Callum who has put in serious work behind the scenes to bring our sites to life. The level of detail, creativity, and execution he builds with has been exceptional.
AN OODLES SITE AND ITS 3D ROOM OF CANS
At Insert Affiliate, marketing runs from search to a booked call.
Insert Affiliate lets iOS and Android apps run affiliate programmes, and I've worked with its team since 2025. Alongside the product work, I run its marketing across SEO and AI search, and redesigned the marketing site around one action, booking a call.
Search is one of the channels I run as a CMO, from Google rankings to the answers ChatGPT and Perplexity give. When it needs to be the main monthly work, the SEO and AI search page sets out how that runs.
THE SEO AND AI SEARCH PAGE
INSERT AFFILIATE: THE PRODUCT THE MARKETING SELLS
It suits brands with a product that sells and nobody owning the plan.
They're founders and growing brands that need senior marketing before they need a full-time hire, including brands launching in the Gulf.
A GOOD FIT
- Customers buy and come back, and there's no senior marketing lead
- You're paying agencies and nobody owns the plan they work to
- You're launching in the UAE or the wider Gulf
- You want every month reported against the number it was meant to move
- You're an agency that needs senior marketing on a client account
Customers buy and come back, and there's no senior marketing leadPROBABLY NOT
- You need a full-time head of marketing in the office every day
- You want social posts scheduled and nothing more
- The plan is set and nobody wants it questioned
Tell me what you sell, who works on the marketing now and what isn't moving, and I'll reply within a working day.
Every month ends with a report on what moved.
It starts with an audit and a written plan, and from then on it runs month by month against the number we agreed.
An audit of where the money goes
I look at where the budget and the team's attention go now: the channels, the agencies, the site, the email flows and the numbers behind each. Then I talk to the people who sell, and to customers where we can.
YOU END WITH
A written audit of where the money and time go, and what each returns.
A plan with a number and a budget
We agree the number the next quarter has to move, whether that's sales, sign-ups or repeat orders, then the channels, the budget and who does what, agencies included.
YOU END WITH
A quarterly plan with the number, the budget and an owner for each part.
Running it, month by month
I run the plan with your team and agencies: the briefs, the reviews, the launches and the decisions, at the cadence we agreed. Where the plan needs a page, a flow or a tool, I build it or brief whoever should.
YOU END WITH
Work shipped each cycle, with the briefs and decisions written down.
A monthly report, then the next quarter
Every month you get a short report on what moved, what it cost and what changes next. At the end of each quarter, the plan is rewritten from what the numbers showed.
YOU END WITH
A monthly report, and the next quarter's plan.
The cadence is set to the brand's stage, from weekly working sessions to a set number of days a month, and we review it each quarter as the plan changes.
Everything runs in your accounts, so I can hand it all back.
I work in the stack the brand already runs wherever it does the job, and every engagement comes with these three things.
- One number, every month We agree the number the plan has to move, and each monthly report shows it beside the spend, so you can see what every channel returned.
- Accounts in the brand's name Ad accounts, Klaviyo, Shopify, analytics and every brand file sit in the brand's name, and agencies and freelancers work through access you control.
- Ready to hand over Briefs, plans and decisions are written down where your team can find them, so a full-time hire can pick it all up from their first day.
WHAT I WORK IN
- Klaviyo
- Email journeys from the welcome flow on, with the site events that trigger them.
- Shopify
- The store, its pricing, bundles and offers, and the data on what sells.
- Search Console and analytics
- Where search and the site are measured, and where each monthly report starts.
- The ad platforms
- Meta, Google and the rest, in accounts the brand owns, whether your team, an agency or I run them.
A monthly role with a clear brief, and a plan you can hold me to.
IN A FRACTIONAL CMO ROLE
- An audit of the channels, the spend and the team
- Positioning and brand direction
- A quarterly plan with a number and a budget
- The funnel from first visit to sale
- Email journeys and retention
- Search, including SEO, AEO and GEO
- Agencies and freelancers briefed and managed
- Working sessions with your team
- A monthly report on what moved
I price the role per month after the first call, because the cost depends on the brand's stage and how many days the work needs. Before we start you get the scope, the cadence and the monthly fee in writing, with the reasoning shown.
The ad accounts, the email and analytics data, the brand files and every asset stay in the brand's name, with agencies and freelancers working through them.
If the plan is to hire a full-time head of marketing, I hand over to them when the brand is ready, with the plan, the accounts and every report in place.
Three ways to work with me
FRACTIONAL CMO
Your head of marketing, monthly
The monthly role: the plan, the team and agencies, and a report on what moved, on a cadence set to the brand's stage.
PROJECT
A launch or a campaign
A defined piece of work, such as a market launch, a rebrand or a campaign, with a clear scope and a fixed price, planned and run end to end.
FOR AGENCIES
Senior marketing in your team
I work inside your agency as senior marketing and build capacity on a client account, white-label or credited, by project or by month.
What people ask before the first call
If yours isn't here, ask it in your first message.
THE ROLE
What does a fractional CMO do?
It's the job of a head of marketing, done for part of the month. I set the plan and the budget, run the team and agencies against it, and report every month on what moved. At Oodles of Doodles, where I was CMO, the job covered the brand in three markets, its agencies, events, the Shopify store and the Klaviyo flows.
How is it different from an agency?
An agency is paid to deliver the work it sells. As your CMO I own the plan across every channel, decide which work goes to which agency or freelancer, and judge it all against the number we agreed. Agencies you already use can stay on, with briefs that come from one plan.
Will you work with our agencies and team?
Yes, and much of the role is exactly that. At Oodles of Doodles I briefed and managed agencies based in the UAE, the UK, Europe and the US for design, influencer seeding, PR, radio and social. Your team gets clearer briefs and someone senior to take decisions to.
Do you run paid ads?
Yes, when the plan calls for them. I've run paid ads for my own companies and for Oodles of Doodles: about $5k a month while growing NFT-Inator, and about $10k a month across ads and creators at Oodles. The budget is set against the number the plan has to move, and I run the campaigns myself or brief whoever does.
COST AND TIME
What does it cost?
It depends on the brand's stage and how many days a month the role needs, so I price it after the first call. Before we start, you get the scope, the cadence and the monthly fee in writing, with the reasoning shown.
How much of your time do we get?
That's set to the brand's stage, from weekly working sessions to a set number of days a month, and it's agreed in writing before we start. We review it each quarter, so it can step up for a launch and come back down after.
How long do engagements run?
The plan is written a quarter at a time, and the role carries on for as long as it's moving the number. If the plan is to hire a full-time head of marketing, it ends with a handover to them.
AND THE BUILDING
Can you build what the plan needs?
Yes, and I've done it as a CMO before. At Oodles of Doodles I built the main site, the headless Shopify store, the DoodleACan competition, a sample platform and a B2B lead finder with AI fit-scoring. When your plan needs a page, a store, a tool or an AI workflow, I can build it or scope it for your developers, and the Websites, Platforms and AI workflows pages cover that work.
Who's running your marketing right now?
Tell me what you sell, who's working on it and the number that isn't moving. The first step is a thirty-minute call about all three.
CURRENTLY AVAILABLE FOR NEW PROJECTS