I'm a fractional B2C CMO.
I'm Daniel Fox. I run the marketing function for established consumer businesses, typically $3 to $12M, that sell a considered, high-ticket purchase. The whole practice sits on one question: why consumers buy. Every strategy, channel, and dollar decision is downstream of getting that answer right.
What the role covers
A fractional B2C CMO is a chief marketing officer who leads the marketing function for a consumer business part-time, at executive level, with accountability for the revenue number. The engagement is a leadership role: I author the strategy, decide where the budget goes and why, direct the agencies and freelancers already in motion, and stand behind what the function produces. You get the caliber of leader a $300,000 hire would buy, sized to what your stage actually needs.
The depth underneath is what makes that credible. I've personally run every layer of the function: content, search, paid, email, creative, and the measurement that proves any of it. That history is how the strategy stays buildable, and how vendors get direction from someone who's done the work they're quoting.
The lens: why consumers buy
A high-ticket consumer purchase is a person spending household money on something they'll live with. They research for weeks, build a shortlist you never see, and commit when something makes them confident enough to choose. That moment of choice runs on feel and trust as much as on features, and it's where these businesses are won.
My work starts there. Before the channel plan, before the creative, I get to a working answer on what your buyer is actually weighing, what builds their confidence, and which story earns the shortlist. I call the discipline behind it projective empathy: reading the customer's decision from inside their life instead of from inside the company. Positioning, content, search, and paid all get pointed at that moment, which is why they compound instead of scattering.
This is also why the B2C label matters. B2C here means your buyer is a person rather than a procurement department: a custom home, a wellness program, any considered purchase a real person researches before choosing. Selling to that buyer is its own discipline, and it's the one I've spent my career in.
Who it fits
Established, profitable consumer businesses, typically $3 to $12M, that have outgrown referral-and-marketplace luck. Usually there's real spend already moving every month, an agency or a few freelancers doing activity, and no senior person deciding whether it's the right work. The owner is carrying the marketing decisions on top of running the company, and wants it handled by someone accountable rather than added to their plate.
One filter, because it saves us both time: this works for owners who want a leader to hand the function to and a number that leader answers for. If the search is for the cheapest possible option, the fit probably isn't there yet, and I'll say so early.
Curious what this looks like for your business?
A short conversation about your market, your buyer, and whether the fit is there. I'll tell you either way.
Start a conversation