Crystal M. V.

I'm a fractional CMO. I step in as your senior marketing leader on a part-time basis, set the direction, lead the people doing the work and make sure marketing is producing results you can see.

Companies usually bring me in when they have marketers, freelancers or agencies in place and nobody senior steering them, when marketing and sales aren't on the same page, or when they're spending real money and can't say what it's producing.

What I do
• Marketing strategy and planning: quarterly and annual plans with clear priorities, owners and budget by channel
• Team leadership: managing in-house and remote marketers, freelancers and agencies, including one-on-ones, briefs and accountability
• Budget management: deciding what to grow, keep or cut, and moving money toward what works
• Sales and marketing alignment: a shared definition of a good lead, clean hand-offs and one set of numbers both teams trust
• Reporting: a simple monthly report on the metrics that matter, ready for your leadership team
• Hiring and vendor selection: scoping roles, interviewing marketers and choosing agencies
• Positioning and messaging: getting your website, sales materials and campaigns telling the same story

How I start
I begin by onboarding with leadership, auditing your marketing and meeting your team. I review your spend, channels, tools, website and reporting, and talk with your marketers, agencies and sales lead. From there I build a 90-day plan and the reporting to track it, then stay on monthly to lead it.

Results from my work
• For a consulting firm whose marketing I've led for more than six years: pipeline grew 3.7x and new clients per month more than doubled
• For a bookkeeping firm: new clients per month nearly quadrupled and the close rate rose from 28% to 51%
• More than seven years leading digital strategy for Daymond John's companies, including launches for three New York Times bestselling books

Background: MBA, a background in psychology, years of hands-on sales experience, and founding partner of a full-service marketing agency, so I've seen the work from every seat.

Send me a message with a little about your company and what your marketing looks like today.