WHAT IS FRACTIONAL CMO
A Fractional CMO, or Chief Marketing Officer, is an experienced marketing professional brought to an organization on a part-time basis to help set strategic direction and orchestrate marketing implementation using internal and external resources. Their wealth of experience in marketing strategy, branding, and advertising, and can help companies develop and execute successful marketing campaigns that generate revenue and growth.
Fractional CMOs are particularly useful for small to medium-sized businesses that may not have the resources to hire a full-time CMO, but still need expert guidance to elevate their marketing efforts. They provide an objective perspective on a company’s marketing efforts, identifying areas for improvement and implementing effective strategies to drive growth. In addition, fractional CMOs can help businesses stay up-to-date with the latest trends and best practices in marketing.
WHAT DOES THE FRACTIONAL CMO DO FOR YOUR ORGANIZATION?
Strategic
Planning
Brand
Management
Marketing
Campaigns
Analyzing
Data
Budget
Management
Team
Management
WHY THIS MODEL WORKS
- The average salary of a CMO is between $208,000 to $375,000 plus the cost of implementers.
- Many business owners lack the knowledge or experience in marketing, so they are hesitant to hire a CMO because they don’t know what to tell them to do.
- Cost of a fractional CMO is a small fraction of what you would pay someone full-time. Implementation can be done on demand, thus saving you even more money
Foundations
- Strategy
- Market Dominating Strategy
- Policies, Procedures
- Trust, Expertise, Education
More Leads
- Referral Systems
- JV & Alliances
- Publicity & PR
- Direct Mail
- Advertising
- Digital Marketing
- Other
More
Conversions
- Compelling Offer
- Scripts
- Initial Close Rates
- Follow-up Close Rates
- Drip Campaign
More
Transactions
- Sales Team
- Appointments
- Additional Products & Services
- Increase Frequency of Purchase
- Downsell
- Reactivate Former Customers
More Profits
- Bundling
- Upsell & Cross-Sell
- Increase Longevity of the Buying Relationship
- Increase Price
MEET YOUR FRACTIONAL CMOs
PAT WHALEN
Your fractional CMO is Pat Whalen, Founder & CEO of Extension Marketing and is one of Canada’s most preeminent marketing and sales experts. Extension Marketing is a new breed of marketing agency that works with some of Canada’s best-known brands.
Prior to starting Extension Marketing, Pat was a senior-level marketing and sales executive in the sports industry. As the EVP and Chief Marketing Officer for the Ottawa Sports and Entertainment Group (OSEG), the ownership group behind the Ottawa Redblacks, the Ottawa 67’s Hockey Club and the Ottawa Fury professional soccer club, he oversaw the sales and marketing efforts for all three teams.
Prior to OSEG, Pat was the President and CEO of the Ottawa 67’s Hockey Club where he took the organization from last in attendance in Canadian junior hockey to first. He also spent time with the Ottawa Senators as the Director of Sales.
MARK JAMIESON
Mark Jamieson brings over 25 years of experience in sales and marketing, helping organizations across Canada and internationally grow through strategic, data-driven digital initiatives. He is the CEO of WSI eStrategies, an award-winning digital marketing agency based in Ottawa, and a co-author of WSI’s 3rd Digital Minds book: A Strategic Approach to Connecting & Engaging with Your Customers Online.
Mark specializes in search engine optimization (SEO), paid advertising, digital strategy, LinkedIn training, and social media marketing. He has worked with clients including the Government of Canada, international embassies, and large private-sector organizations across North America and abroad.
MARK JAMIESON
GILLIAN TODD-MESSINGER
Gillian Todd-Messinger is a seasoned marketer with 30 years of experience guiding integrated marketing strategy and leading high-performing teams. Known for her client-first mindset and collaborative leadership style, Gillian oversees strategic planning and delivery across all client accounts, ensuring that every engagement is grounded in business goals, data, and brand alignment.
Her global agency background includes senior roles in Toronto, Shanghai and Beijing, where she led campaigns for major brands including Unilever, Johnson & Johnson, Pepsi, Ford, and Nestlé. Gillian has brought that same strategic discipline to social issues marketing, digital strategy, and corporate communications to both public and private sector clients in Ottawa.
