Fractional CMO · CMO on demand
Marketing leadership for brands ready to grow, when you need it
Your marketing is pulling in every direction. An agency waiting on your feedback, a newsletter running late, social handled between meetings. Plenty of motion, not much traction.
Let’s talkThat’s where a fractional CMO comes in. Senior marketing leadership that makes the calls, shapes the strategy, and keeps the work moving.
The definition
What a fractional CMO actually is
CMO stands for Chief Marketing Officer, your head of marketing, the one who drives both the strategy and the execution.
“On demand”, or “fractional”, means you get that senior level a few days a month. You pay for the experience, when you need it. A full-time equivalent runs past $150,000 a year, before benefits.
I bring 20 years of marketing leadership. I start by understanding your market and where you’re really stuck, then I set the direction and keep the work moving.
Who it’s for
You’re wearing too many hats. Marketing deserves its own.
For SMEs and organizations that have outgrown a piece-by-piece approach. Revenue is climbing, marketing should keep pace, but there isn’t the volume to justify a full-time VP.
I work mostly in service, tourism, hospitality, retail and restaurants, where customer experience and brand decide everything.
What I do
Four fronts, based on what you need
Brand strategy & positioning
I get you to the core of what makes you hard to replace. Clear positioning, sharper messaging, a brand people recognize right away.
Voice & content
Newsletter, LinkedIn, blog, SEO and AIO content, in French and English. Consistent visibility, built around your expertise and what your audience cares about.
Integrated marketing plan
One plan that connects your channels, budget and goals, with clear priorities and a timeline.
AI without losing your voice
I put AI to work on your content without flattening what makes you recognizable. More output, still unmistakably you.
And I stay for the execution. A strategy that never leaves the deck won’t grow your business.
The comparison
Fractional CMO, in-house director or agency
Three ways to run your marketing. They don’t play the same role.
| Option | What you get | The catch |
|---|---|---|
| In-house director | A dedicated person, full-time | High cost, one perspective, slow to hire |
| Agency | Execution and hands on deck | Great at tactics, rarely your strategic direction |
| Fractional CMO | Senior direction and execution, part-time | You have to be ready to hand over the wheel |
A fractional CMO gives you the strategic distance of a senior director with the flexibility of an outside engagement.
The investment
What it costs
The model is simple: a monthly retainer, sized to the days you need. You scale up when things move, down when they quiet.
You pay a fraction of a director’s salary, for experience most SMEs couldn’t bring in full-time.
The right moment
When to bring in a fractional CMO
- You’re launching a brand or reworking your positioning.
- Your marketing team is busy, but running without clear direction.
- You want to bring in AI without sounding like everyone else.
- You’re carrying marketing yourself, on top of your real job.
If any of these sound like you, we should talk.
Why Sortie67
National-brand experience, applied to your reality
20 years in marketing leadership, in places where you have to deliver. I’ve led teams, managed budgets and run campaigns with a direct line to sales and awareness. Across sport, retail, restaurants, tourism and consumer products.
Strategic distance, practical judgement
The perspective to see the whole trail, and the hands to keep things moving. Strategy and execution, from one person.
A brand that’s hard to replace
I get to the core of what sets you apart, and find the words so people recognize you right away.
A voice that stays yours
More output with AI, still unmistakably you. My playground, my edge.
Based in the Laurentians, I work across Quebec, Canada and the US, in French and English.
Big-brand thinking. Real-world traction.
Frequently asked
What people often ask me
What’s the difference between a fractional CMO and a marketing consultant?
A consultant advises, then steps back. A fractional CMO steps in: making the calls, steering your team and partners, and owning the outcome.
How much time per month?
It depends on your stage. Usually 2 to 6 days a month. We shape it together.
Do you replace my team or work with it?
I work with it. I set the direction, raise your team’s game, and bring in the right partners where needed.
What regions do you cover?
Based in the Laurentians, I work across Quebec, all of Canada and the US, remote or on site depending on the engagement.
French and English?
Both. Strategy and content in both languages.
What is Sortie67 and where is it based?
Sortie67 is the professional name of Julie Bazinet, a senior fractional marketing consultant (on-demand CMO). She's based in the Laurentians, Quebec, and works across Canada and the US, in French and English.