Strategy
Your ideal customer profile, positioning and channel plan, built around where you'll get the biggest return.
Shoestring Fractional CMO
A fractional CMO, plus the team to execute.
Senior marketing leadership that ties every channel back to revenue, with a team underneath it doing the work. A full marketing department, without hiring one.
Sound familiar?
Marketing is happening, but nobody owns it. A few channels running, a couple of freelancers, a monthly report nobody reads, and no clear line from any of it to revenue.
A full-time marketing lead would cost $150K+ before running a single campaign. And you're not sure you need one full time anyway.
What you actually get
Most fractional CMOs hand you a strategy and leave you to find people to execute it. Ours comes with the team already in place.
Leadership
Someone senior owning the plan, making the calls and reporting to you.
Execution
Our team running the work underneath it, so the strategy doesn't stall at a slide deck.
How we work with you
We act as an embedded team inside your business. We don't just advise. We drive performance, manage delivery and adapt the strategy as your business changes.
Strategic oversight
Every engagement is led by senior marketers who align activity with business outcomes, so your whole funnel works toward clear, measurable goals.
Specialist delivery
Vetted specialists across content, video, automation, design and demand generation. Agency-quality work, without the agency bloat.
Visibility and accountability
Weekly updates, monthly performance reports and regular check-ins. You always know what's working, what's changing and what's next.
Simple, predictable pricing
Fixed monthly pricing means no surprises, so it's easier to manage budgets and stay in control as you scale.
What's included
Each engagement starts with an in-depth audit and a strategic roadmap. From there, our team leads and manages whichever of these your plan calls for.
- Fractional CMO and strategic oversight
- Multichannel lead generation
- Prospect warming and social selling
- Paid ads and SEO
- AI search visibility (GEO)
- Social media management
- Content writing
- eNewsletters
- Lead magnet creation
- Video creation and repurposing
- Podcast bookings
- Webinar-as-a-service
Meet your fractional CMOs
Led by founders who've built and scaled companies themselves, with the team behind them doing the work.
Emma Hoffman
Founder & CEO
A seasoned entrepreneur with over 15 years in B2B marketing. She has founded multiple ventures, including Blockbid, CofoundX and Classhopper, and specialises in brand-building, fundraising and strategic partnerships.
Jo-Ann Chan
COO & CFO
A Chartered Accountant with strategy experience from Unilever and fast-paced SaaS startups. She aligns financial strategy with marketing, so every campaign is creative, financially sound and focused on results.
The money
From $5,000 a month for a senior marketing leader plus the team to execute.
Three month minimum, because strategy needs a bit of runway to show results. Then month to month.
The honest bit. Our world is B2B and founder-led businesses. If that's you, we can add value fast. If it's not, we'll tell you.
Your first 90 days
Every business is different, but most first quarters follow this shape.
Month 1
Understand and plan
Audit what's running, find what's actually working, and build the plan.
Month 2
Launch and test
Get the priority channels live and test messaging fast.
Month 3
Optimise and scale
Cut what isn't working, scale what is, and agree the next quarter.
Common questions
How does a fractional CMO work?
A fractional CMO provides senior marketing leadership on a part-time basis. You get the strategic direction and execution you need, without the cost of a full-time hire.
How involved are you in our day-to-day marketing?
We act as an embedded team within your business: overseeing strategy, guiding execution and making sure all your marketing is aligned to your goals. We actively drive performance, manage delivery and adapt your strategy as your business evolves.
Why choose Shoestring?
Unlike traditional fractional CMOs, we don't just create strategies. We execute them. You get access to our full team and proven methods, tailored to founder-led businesses.
Is there a minimum commitment?
Yes. We ask for an initial three months, to build momentum and deliver results. After that, it's month to month.
Is a fractional CMO the right fit?
Book a 30-minute call. We'll tell you honestly, even if the answer is no.
Book a 30-minute call