Your strategy needs a technical partner, not another contractor.

I work with fractional CMOs to build the measurement, experimentation and digital capability their clients are missing.

The strategy is clear. The execution layer isn’t there.

Most fractional CMO engagements hit the same wall. The client’s digital setup can’t support what you’re recommending and there’s nobody with the right skills to fix it.

The client has no resources

You’re working with a small business where you are effectively the entire marketing function. There’s no team to hand work to, no technical capability in house and no budget to hire it permanently.

You don’t have a team

You’re operating solo. You can see exactly what needs building but you’re not going to do the implementation work yourself. You need someone you can brief once and trust to deliver.

The client’s team has no time

There’s a marketing team but they’re heads-down on campaign delivery and day-to-day output. Nobody has the capacity to take on an analytics rebuild or run a structured experimentation programme alongside everything else.

What you need is someone who understands your strategy well enough to build the right thing underneath it.

Here’s what I can build for your client

Analytics implementation

If the tracking is broken, everything downstream is wrong. I implement and audit analytics setups across GA4, GTM, Segment, Adobe Analytics and Amplitude. That means the right events firing, the right data flowing and a setup you can actually make decisions from.

Experimentation

I design, implement and analyse A/B tests using Optimizely, VWO, SiteSpect, AB Tasty and AB Smartly. You get tests that are statistically valid, clearly documented and tied to a business outcome. Not tests that get called early because someone got impatient.

Reporting and analysis

I turn raw data into something a client can act on. Dashboards in Looker Studio, GA4 or custom builds, backed by SQL where the data needs proper interrogation. You get something that shows what’s working, what isn’t and why. No spreadsheet archaeology. No charts that need a decoder ring.

Website development

For smaller clients where the site itself is the problem, I can build or rebuild in WordPress. If you’ve already mocked something up in an AI tool like Lovable or v0, I can take that design and build it properly in WordPress — giving the client a site that’s fast, trackable, SEO-ready and easy to manage content in without needing a developer every time.

How we work together

Every engagement looks a little different. Some CMOs brief me directly and take the output to their client themselves. Others bring me into the room for presentations or workshops. Some prefer I stay in the background entirely. I’m comfortable with all of it. We agree the arrangement upfront and it can flex as the engagement develops.

What an engagement looks like

Week 1	Discovery — You brief me on the business problem the client is trying to answer. I review what data exists, where it lives and whether it’s in a usable state. You get a plain-language summary of what’s possible and what isn’t.
Week 2	Plan — Based on what’s there, I map out the approach. That might be a Looker Studio dashboard pulling from GA4, a SQL query against their database or a recommendation to fix the tracking before we go any further.
Weeks 3–4	Build — I build the reporting solution. Everything is documented so the client’s team can use it without me in the room.
Week 5	Handover — I walk you through what’s been built, what it answers and how to maintain it. Depending on the engagement, I can present directly to the client team as well. Optional retainer available for ongoing analysis and reporting support.

“Her ability to confidently and easily explain intricate digital platforms is truly rare.”
– Jack Smyth, Strategy Director, Slingshot Media

Who this is for

You’re a fractional CMO operating solo. You take on clients between 10 and 100 staff who need serious marketing leadership but can’t justify a full-time hire to deliver it.

You know exactly what needs to happen. The problem is getting it built. You’ve handed work to the client’s internal team and watched it sit in a backlog for six weeks. Or you’ve ended up doing technical work yourself because nobody else could, and suddenly you’re configuring GA4 instead of advising the board.

You need someone you can brief once, trust to deliver and not have to chase. Someone who understands what you’re trying to achieve well enough to make good decisions without you in the room for every one of them.

Common questions

How do I engage you?

The easiest way is to book a call using the link on this page. Tell me what you’re walking into and I’ll tell you straight whether I can help. If it’s a fit, I’ll turn around a plain-language scope within a few days.

How do we work together?

Flexibly. Some CMOs brief me directly and take my output to the client themselves. Others bring me into the room for presentations or workshops. Some prefer I stay in the background entirely. We agree the arrangement upfront and it can change as the engagement develops.

How do the finances work?

I work on a day rate or fixed project price depending on the scope. I can invoice you directly or the client, whichever works for the engagement structure. Payment terms are 14 days.

What is a fractional product generalist?

Most specialists go deep in one area. I work across the intersection of user experience, technology and business strategy. That means I can understand the full shape of a problem and connect the pieces rather than just solving my corner of it. In a world where AI can do a lot of jobs, the person who can bring multiple parts of the problem together is more useful than someone who only knows one piece of the puzzle.

How much experience do you have with analytics?

Ten years implementing and auditing analytics across GA4, GTM, Segment, Adobe Analytics, Amplitude and others. I’ve led tracking strategy for businesses including Wisr and RedBalloon, covering everything from initial implementation through to full measurement framework design.

How much experience do you have with experimentation?

Seven years designing and leading experimentation functions. I’ve run programmes at Bupa, Deep Blue Company and RedBalloon, across 250+ experiments delivering $70 million in incremental revenue. I design programmes built around learning, not just chasing wins.

How much experience do you have with reporting and data analysis?

Twelve years across agencies and in-house roles, covering customer lifetime value, retention, conversion and customer behaviour analysis. I’ve worked across multiple verticals and know how to get usable answers out of messy data.

How much experience do you have with website development?

Eighteen years across PHP, JavaScript, CSS, HTML and WordPress. I’ve built everything from small business sites to complex digital products. I don’t just build what I’m given — I review designs for SEO and accessibility gaps before I start and fold those improvements into the build.

What happens at the end of the engagement?

Everything is handed over cleanly. The client owns what was built, documentation is in place and I walk you and the client team through how to use and maintain it. If ongoing support makes sense, I offer a retainer for continued development, analysis or reporting.

How long before you can start?

Usually within one week of an agreed engagement. Get in touch early if you have something coming up and I’ll let you know availability.

How do you use AI in your workflow?

I use AI to review code, support customer research and generate analytics artefacts. Your data is never shared in a way that trains models. If your client works with sensitive data I can work without AI entirely or in line with their existing company policies.

Got an engagement coming up?

Tell me what you’re walking into. I’ll tell you whether I can help and how. No commitment required.

Book a call

Tell me what you’re walking into and I’ll tell you whether I can help.

Pick a time

or drop me a message

Weeks 1–3	Roadmap — You bring me everything you know: the customer, the question you’re trying to answer and your strategic hypotheses. I identify where the knowledge gaps are and design an experimentation roadmap. Each strategic hypothesis gets three functional hypotheses. Each functional hypothesis gets three tests. You also get a clear decisioning framework so nobody calls a test early because the numbers looked good on day four.
Weeks 4+	Build and run — I can implement and run the tests myself or work alongside the client’s in-house developers and analysts. Duration depends on site traffic and the scale of changes being tested. Some programmes run for weeks. Some run for months.
End of engagement	Review — Did we answer the original question? Did the process work? What did we learn? This isn’t just a results readout, it’s a record of what the client now knows about their customers.

Week 1	Discovery — You brief me on what the client needs and what exists today. I review the current site and identify what’s blocking marketing performance. If you’ve already got a design from Lovable, v0 or a designer, I review it for accessibility and SEO gaps before a line of code is written. You get a plain-language summary of recommended enhancements and we agree scope.
Weeks 2+	Build — I build in WordPress. Duration depends on the size of the site and complexity of the behaviour required. Clean, fast and built to the agreed spec with accessibility and SEO recommendations folded in.
1 week (post-build)	Tracking and SEO — Analytics and event tracking implemented and verified. On-page SEO, metadata, structured data and site performance reviewed and addressed. The site is ready to market from, not just ready to look at.
Final week	Review — You and I review before anything goes to the client. Feedback addressed, tracking verified, content ready.
Launch and handover	Go live — Site goes live. I walk you and the client team through how to manage content without needing a developer. Optional retainer for ongoing development and maintenance.