Fractional CMO

Overview

The organization is a fully remote, small distributed team and a long-established online training provider specializing in accounting and small business software education. It offers certification and team training packages plus ongoing subscriptions. Most customers are small business owners and "reluctant bookkeepers," with a smaller share of professional bookkeepers. Traffic is driven primarily by organic search, and the company has strong first‑party data but limited in-house marketing expertise.

The company is seeking a fractional CMO to set marketing strategy and optimize the funnel ahead of peak season in the coming months.

Responsibilities

• Audit current marketing performance across paid search, organic search, and the recently rebuilt website. Identify quick wins and longer-term opportunities.
• Improve website conversion and checkout completion with measurable uplift targets.
• Analyze existing customer and funnel data to guide strategy and spending decisions.
• Evaluate and, where appropriate, launch or test new channels (e.g., LinkedIn, YouTube, social) and advise against channels that don't fit the customer base.
• Build lifecycle marketing and funnel strategies for the core small business audience and the professional bookkeeper segment.
• Plan and execute a campaign to capture upcoming seasonal demand.
• Coach and guide a non-marketing team, and establish repeatable best practices and reporting.

Qualifications

• Proven experience as a fractional or in-house CMO or senior marketing leader, ideally having developed marketing from scratch at small or mid-sized companies.
• Strong performance marketing skills: paid search (Google/Microsoft), SEO, and conversion rate optimization.
• Experience working with B2C or SMB audiences and direct-to-consumer online training, education, or subscription models; experience with financial or accounting-adjacent products is a plus.
• Data-driven approach with the ability to turn existing data into a clear, evidence-led strategy.
• Experience building social and professional network presence and turning those channels into conversions.
• Strong communicator who can work with a non-marketing team and provide honest, ROI-focused recommendations.
• Self-directed and comfortable in a fully remote environment, with approximately 15–25 hours per week of availability.