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Ross Kernez | Consulting

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Fractional VP of Marketing

Full Bio
Ross Kernez is a digital marketer, community builder, mentor, and author. He is the founder of NYC-based SEO Meetup, a group of 2900 marketing professionals who meet monthly to network and discuss the latest trends and happenings in the industry.
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Published: 07.11.2024
As a Fractional VP of Marketing, As your VP of Marketing Officer, I bring over 15 years of proven expertise in driving business growth through innovative and strategic marketing initiatives. Whether you're a small business, start-up, or mid-sized company, my services are tailored to meet your unique needs without the commitment and cost of a full-time executive.Gain access to top-tier marketing leadership without the overhead of a full-time hire. My extensive experience spans various industries, ensuring your business benefits from the latest marketing trends and strategies.
By working with me, you gain access to top-tier marketing leadership and the ability to implement advanced marketing strategies that are tailored to your unique business goals. My expertise covers a wide range of industries, enabling me to bring a fresh, adaptable perspective to each client. From omni channel marketing and brand development to demand generation and go-to-market strategies, I ensure that your business stays ahead of the curve, benefiting from the latest marketing trends and insights. Whether you're looking to enter new markets, boost lead generation, or enhance your overall brand presence, I can help craft and execute a strategic marketing plan that aligns with your business objectives.
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Fractional VP of Marketing

Fractional VP of Marketing
"If you can work with Ross, make it happen — you won't regret it!"
— Jennifer Anderson
Why Work With Fractional VP of Marketing

By partnering with me, you gain access to top-tier marketing leadership, empowering your business to implement cutting-edge strategies specifically tailored to achieve your unique goals. With over 15 years of experience, I bring a wealth of knowledge across various industries, enabling me to adapt seamlessly to the distinct challenges and opportunities your business faces. My approach is comprehensive, incorporating omni-channel marketing, brand development, and demand generation to ensure your business not only stays competitive but also thrives in an ever-evolving marketplace.

In addition to core strategies like lead generation and customer acquisition, I focus on enhancing brand equity, fostering customer loyalty, and optimizing the customer journey across multiple channels. My process is data-driven, ensuring that every decision made is backed by actionable insights, maximizing return on investment (ROI) and streamlining resource allocation.

Book A Call With Me

    Fractional VP of Marketing
    What can I bring to your company when you hire me as Fractional VP of Marketing?

    I find myself in a privileged position through hosting my SEO meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all are aware, unstructured data holds little to no value, akin to unmined gold lying dormant underground, awaiting to be discovered and valued.

    We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.

    Would you be interested in granting your attendees access to this repository of golden opportunities?

    Find out more
    Experienced Fractional VP of Marketing

    I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.

    I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.

    I have also been fortunate enough to participate in some more unique projects

    Fractional VP of Marketing
    Fractional VP of Marketing
    Who is Ross Kernez?

    With over 15+ years of experience, I specialize in building marketing systems that consistently attract and retain customers. My approach is rooted in meticulous processes, ensuring that every aspect of my work is efficient, scalable, and impactful. From complex tasks like SEO to comprehensive strategies, I design systems that minimize friction and cost while maximizing results.

    Ross is deeply involved in the marketing and tech community, mentoring startups at organizations like Techstars and Starta. He is known for his expertise in search engine optimization, digital marketing, and leveraging data analytics for marketing success.

    Here’s some feedback from someone who has worked with Ross
    Ross's impact as a Fractional VP of Marketing was transformative for our company. He brought a wealth of experience and a fresh perspective that revitalized our marketing strategy. His strategic leadership helped us refine our brand positioning and launch successful campaigns that drove substantial growth. Ross’s ability to adapt to our industry-specific challenges and provide actionable insights was invaluable. His role as a mentor to our marketing team also helped us develop stronger internal capabilities. The results speak for themselves, with increased engagement and a more effective marketing approach overall. Ross is an outstanding marketing leader who delivers results.
    — Laura Bennett
    Working with Ross as our Fractional VP of Marketing was a fantastic experience. His strategic insights and practical advice helped us navigate a crucial phase of growth. Ross took the time to understand our business thoroughly and developed a marketing strategy that aligned perfectly with our goals. His ability to lead and mentor our existing marketing team brought a new level of professionalism and focus to our campaigns. We saw significant improvements in our digital marketing metrics, and Ross's hands-on approach ensured that every strategy was executed effectively. We couldn't have asked for a better partner in our marketing efforts
    — Sophia Martinez
    Having Ross as our Fractional VP of Marketing has been a remarkable experience. His expertise in developing strategic marketing plans was evident from the start. Ross took a detailed approach to understanding our brand and market position, then crafted a strategy that was both innovative and practical. His involvement in executing key initiatives and managing our marketing team ensured that our campaigns were not only well-conceived but also well-executed. We saw immediate improvements in our lead generation and brand visibility. Ross’s ability to deliver high-level marketing leadership while remaining flexible and cost-effective made him an invaluable asset to our company.
    — David Lee
    Forget About Marketing Stress Behind
    My Process
    Let's Collaborate
    1. Describe your project
    2.Schedule a Call
    3. Develop Strategic High Level Plan
    4. Accountability on both sides
    Fractional VP of Marketing
    What should you expect from your Fractional VP of Marketing

    When engaging a fractional VP of Marketing, you should anticipate a dynamic and multifaceted role tailored to meet your company’s specific needs. A fractional VP of Marketing brings a wealth of strategic experience to your organization, functioning as a senior marketing executive without the full-time commitment and associated costs. Their role primarily revolves around crafting and executing high-level marketing strategies that align with your company’s overall goals. This strategic leadership means they will assess your current marketing initiatives, identify opportunities for growth, and develop a plan that drives your business forward.

     

    Expect a fractional VP of Marketing to deliver a customized marketing plan that addresses your unique challenges and opportunities. They will begin by conducting a thorough audit of your existing marketing efforts, market position, and competitive landscape. Based on this analysis, they will create a tailored strategy that fits your business objectives, whether that involves increasing brand awareness, generating leads, or preparing for a product launch. Their approach is highly personalized, focusing on aligning marketing activities with your specific goals and market context.

     

    In addition to strategic oversight, a fractional VP of Marketing may also engage in hands-on execution if needed. While their primary role is to provide strategic direction, they may step in to manage certain marketing campaigns, oversee content development, or handle operational aspects of marketing if your team requires additional support. This hands-on involvement ensures that the strategies they devise are effectively implemented and that immediate needs are addressed while working towards longer-term goals.

     

    One of the significant benefits of hiring a fractional VP of Marketing is the fresh, objective perspective they bring. Because they often work with a variety of clients across different industries, they offer insights that are free from internal biases and historical constraints. Their external viewpoint allows them to provide candid assessments of your marketing efforts, identify areas for improvement, and apply best practices from other sectors to enhance your strategy. This objective insight is valuable for making informed decisions and driving innovation within your marketing approach.

     

    When it comes to managing your existing marketing team, a fractional VP of Marketing plays a crucial role in leadership and mentorship. They will assess the capabilities of your current team, offer guidance to improve their skills, and provide strategic direction. This can be particularly beneficial if your marketing team lacks experienced leadership or is navigating a period of change. By mentoring your staff and helping to develop their skills, a fractional VP can foster a more capable and cohesive marketing department.

     

    Cost-effectiveness is another key advantage of working with a fractional VP of Marketing. Full-time VPs of Marketing can command high salaries, along with benefits and other compensation. A fractional VP offers a more affordable solution, providing access to senior-level expertise without the financial burden of a full-time position. This allows you to invest in high-level strategic guidance while managing your budget more efficiently.

    Topics that I can cover
    Brand Marketing
    Fractional CMO
    Content Marketing
    Email Marketing
    Programmatic Marketing
    Growth Marketing
    Paid Search Marketing
    Paid Social Marketing
    Marketing Strategy 
    Digital PR
    SEO Marketing
    Social Media Marketing
    FAQs

    What is a Fractional VP of Marketing?

    A fractional VP of Marketing is an experienced marketing executive who works part-time or on a contract basis with a company, providing strategic leadership and oversight for the company’s marketing efforts. Unlike a full-time VP of Marketing, a fractional VP works for multiple companies simultaneously, dedicating only a portion of their time to each. This allows businesses to gain the insights and expertise of a seasoned marketing leader without the expense of a full-time hire. Fractional VPs typically manage the overall marketing strategy, work on key initiatives, and oversee the marketing team or external agencies to ensure the execution of strategic objectives.

    Why Would a Company Hire a Fractional VP of Marketing?

    Companies often hire a fractional VP of Marketing for several reasons. First, many smaller businesses or startups may not have the budget to hire a full-time executive, but still need leadership in marketing to guide their growth. In these situations, a fractional VP offers a cost-effective solution, allowing the business to access high-level marketing expertise on a flexible schedule. Second, established businesses that are in transition—whether they are entering new markets, undergoing rebranding, or needing to scale their marketing efforts—can also benefit from a fractional VP. These executives bring a fresh perspective, often helping businesses navigate change or growth without the full-time commitment. Finally, companies that lack internal marketing leadership may hire a fractional VP to set the foundation for future marketing initiatives, giving the company the tools it needs to succeed in the long term.

    How is a Fractional VP of Marketing Different from a Consultant?

    While both fractional VPs of Marketing and consultants provide expertise, there is a distinct difference in how they operate within a company. A consultant typically works on a short-term project basis, providing advice and strategy on specific issues or challenges. They come in, offer their expertise, and leave once the project is complete. A fractional VP, on the other hand, is more integrated into the company’s daily operations. They work consistently with the business over a longer period, often several months or even years, and take on a more hands-on role in both strategy development and execution. They may lead meetings, oversee marketing campaigns, and manage marketing staff, making them a part of the company’s leadership team.

    What Kind of Companies Benefit from Hiring a Fractional VP of Marketing?

    Fractional VPs of Marketing are beneficial for a wide range of businesses, but they are particularly valuable for small to mid-sized companies, startups, and growing businesses that are in need of senior-level marketing guidance but cannot afford or do not require a full-time executive. These companies often need help developing and executing a cohesive marketing strategy, managing marketing teams, or launching new products and services. Additionally, businesses undergoing changes, such as those entering new markets or launching new products, can also benefit from the expertise of a fractional VP of Marketing. Established companies may also hire a fractional VP if they are experiencing growth pains and need someone with experience to help scale their marketing efforts.

    What Services Does a Fractional VP of Marketing Provide?

    A fractional VP of Marketing provides a wide range of services, depending on the company’s needs. These services can include developing and executing a comprehensive marketing strategy, managing marketing teams, overseeing brand development, and identifying growth opportunities. They may also lead digital marketing efforts, such as SEO, social media marketing, email marketing, and paid advertising campaigns. Fractional VPs often work closely with other senior executives to align marketing strategies with overall business goals and may serve as a liaison between the marketing department and other departments within the company. In addition, they may analyze and optimize marketing metrics, set performance goals, and ensure that the marketing efforts are delivering a strong return on investment.

    How Much Time Does a Fractional VP of Marketing Dedicate to a Company?

    The amount of time a fractional VP of Marketing dedicates to a company can vary depending on the company’s needs and the agreement between both parties. Some fractional VPs may work only a few hours per week, while others may dedicate a few days per month. The flexibility of the fractional model allows companies to scale up or down the amount of time their fractional VP spends with them, depending on their current projects or needs. For instance, during a product launch or major marketing initiative, a fractional VP may spend more time actively involved, while during slower periods, they may reduce their hours. This flexibility makes the role attractive to both businesses and marketing professionals alike.

    What Are the Benefits of Hiring a Fractional VP of Marketing?

    There are several key benefits to hiring a fractional VP of Marketing. First and foremost, businesses gain access to experienced marketing leadership without the cost of a full-time executive. This allows businesses to invest in high-level expertise while saving on salaries, benefits, and other costs associated with hiring a full-time employee. Another benefit is flexibility; companies can scale the role up or down as needed, which is ideal for businesses that may experience fluctuating marketing needs. Fractional VPs also provide an outside perspective, which can help businesses see challenges and opportunities that they may have overlooked. Additionally, they often come with a network of industry contacts and resources that can benefit the business.

    How Much Does a Fractional VP of Marketing Cost?

    The cost of hiring a fractional VP of Marketing can vary significantly based on the individual’s experience, the scope of work, and the amount of time they are expected to dedicate to the company. On average, a fractional VP of Marketing might charge anywhere from $150 to $300 per hour, though some may charge more depending on their expertise and the complexity of the project. Some fractional VPs work on a retainer basis, which might range from $5,000 to $15,000 per month, depending on the level of involvement required. While this may seem like a significant investment, it is often far less expensive than hiring a full-time VP of Marketing, which could cost upwards of $200,000 per year in salary alone, not including benefits.

    How Does a Fractional VP of Marketing Work With an Existing Marketing Team?

    A fractional VP of Marketing typically works alongside an existing marketing team, providing leadership and direction. They may assess the current team’s capabilities and identify areas for improvement or development. They can also help train and mentor junior staff, ensuring that the team is aligned with the company’s overall marketing strategy. In many cases, the fractional VP acts as the bridge between the marketing team and the company’s senior leadership, ensuring that the marketing department’s efforts are aligned with business goals. They can also oversee external vendors, such as advertising agencies or freelancers, to ensure that all marketing initiatives are cohesive and contribute to the company’s overall objectives.

    How Long Should a Company Engage a Fractional VP of Marketing?

    The duration of a company’s engagement with a fractional VP of Marketing can vary depending on the company’s needs and the scope of work. Some businesses may hire a fractional VP for a specific project, such as a product launch or rebranding initiative, and end the engagement once the project is completed. Others may retain a fractional VP on an ongoing basis to provide continuous marketing leadership and oversight. Many businesses find that engaging a fractional VP for at least six months to a year allows them to see significant results and fully integrate the VP’s strategies into their operations. The relationship can continue indefinitely if the business continues to benefit from the fractional VP’s expertise.

    What Should a Company Look for When Hiring a Fractional VP of Marketing?

    When hiring a fractional VP of Marketing, companies should look for several key qualities. First and foremost, the individual should have a proven track record of success in marketing leadership roles, with experience in both strategy and execution. They should also have experience in the company’s industry or a similar field, as this will allow them to understand the business’s unique challenges and opportunities. Strong communication and leadership skills are also essential, as the fractional VP will be working closely with both the marketing team and senior leadership. Finally, companies should look for someone who is flexible and adaptable, as the role of a fractional VP often requires them to juggle multiple responsibilities and shift priorities as needed.

    How Do You Measure the Success of a Fractional VP of Marketing?

    Measuring the success of a fractional VP of Marketing can be done in several ways, depending on the company’s goals. One of the most straightforward ways to measure success is by looking at key performance indicators (KPIs) related to marketing, such as website traffic, lead generation, conversion rates, and return on marketing investment (ROMI). Additionally, companies can evaluate the success of specific marketing campaigns or initiatives that the fractional VP has led. Other metrics, such as brand awareness, customer engagement, and market share, can also provide insight into the impact of the fractional VP’s efforts. Ultimately, the success of a fractional VP of Marketing should be measured by the business’s ability to achieve its marketing and growth objectives.

    A fractional VP of Marketing can provide immense value to businesses looking for experienced leadership without the full-time commitment. With their ability to bring fresh perspectives, lead teams, and execute strategies that drive growth, fractional VPs are an excellent option for companies at various stages of development. By understanding the role and its benefits, businesses can make informed decisions on whether this flexible, cost-effective marketing solution is the right fit for them.

     

    What Makes a Fractional VP of Marketing Unique Compared to Hiring Full-Time Staff?

    A fractional VP of Marketing stands apart from full-time staff in several ways, most notably in terms of flexibility and cost-efficiency. Full-time VPs of Marketing often require a six-figure salary plus benefits, including healthcare, bonuses, and retirement contributions. This financial commitment can be overwhelming, especially for small and mid-sized companies. A fractional VP, on the other hand, delivers high-level expertise without these long-term financial obligations, allowing businesses to invest their resources elsewhere. Additionally, full-time staff can be limited in their perspectives and may get too close to the company’s internal operations to offer fresh, objective insights. A fractional VP often works with multiple clients across different industries, giving them a broader view of marketing trends and strategies. Their ability to see patterns and leverage best practices from other sectors can prove invaluable for a company seeking innovation and growth.

    How Does a Fractional VP of Marketing Align with a Company’s Vision and Goals?

    One of the most important roles of a fractional VP of Marketing is aligning the marketing strategy with the overall vision and long-term goals of the company. This process starts with a thorough understanding of the company’s mission, values, and target market. A fractional VP of Marketing doesn’t operate in a vacuum; they work closely with CEOs, founders, and other executives to ensure that marketing efforts support larger business objectives. Whether the company’s goals include penetrating a new market, improving customer retention, or launching a new product, the fractional VP’s job is to create and execute marketing strategies that directly contribute to those goals. Regular meetings with company leadership allow the fractional VP to stay aligned with evolving business needs and make necessary adjustments to the marketing plan.

    How Do Fractional VPs of Marketing Handle Brand Development and Positioning?

    A critical responsibility for many fractional VPs of Marketing is helping companies develop or redefine their brand identity. This is especially important for businesses going through growth or transformation phases, where they need to sharpen their messaging to stand out in a crowded marketplace. The process typically begins with an in-depth brand audit, where the fractional VP assesses the company’s existing branding, customer perceptions, and market positioning. They then guide the company through creating a cohesive and compelling brand story that resonates with their target audience. This may include refining the company’s mission statement, tagline, visual identity, and core messaging across all marketing channels. Moreover, the fractional VP ensures that the brand is consistently communicated through all customer touchpoints, whether through digital marketing campaigns, social media, or customer service interactions.

    What Role Does a Fractional VP of Marketing Play in Digital Transformation?

    As companies increasingly move their marketing efforts online, digital transformation becomes a key area where a fractional VP of Marketing can make a substantial impact. Many traditional companies may struggle to fully embrace digital tools and platforms, and this is where fractional VPs bring their expertise. From revamping a company’s website to optimizing its online presence through SEO and content marketing strategies, fractional VPs of Marketing have the technical know-how to lead digital transformations. They also ensure that a company’s digital marketing efforts are measurable, setting up analytics platforms like Google Analytics or marketing automation tools to track customer engagement and conversions. Beyond the technical side, a fractional VP of Marketing helps shift the company culture toward a digital-first mindset, encouraging staff to embrace new ways of interacting with customers and driving sales through online channels.

    How Does a Fractional VP of Marketing Build and Manage Marketing Teams?

    One of the core responsibilities of a fractional VP of Marketing is to manage and grow the marketing team. In many cases, they are brought on board to fill the gap left by the absence of senior leadership in marketing, meaning they often take on the role of interim CMO or marketing director. They assess the strengths and weaknesses of the existing team, identifying areas where additional talent may be needed or where existing team members may benefit from further training and development. Fractional VPs of Marketing frequently act as mentors to junior staff, offering guidance and insight from their years of experience. If there are gaps in the team, the fractional VP may take the lead on hiring new talent, from digital marketers to content creators or SEO specialists. They also ensure that team members are aligned with the overall marketing strategy and are working toward common goals.

    How Do Fractional VPs of Marketing Help with Product Launches?

    Product launches are high-stakes moments for companies, and a fractional VP of Marketing can provide the leadership needed to ensure success. From initial market research to developing a go-to-market strategy, a fractional VP oversees the entire process. They work closely with other departments, such as sales and product development, to create a comprehensive launch plan. This plan might include pricing strategies, promotional campaigns, public relations outreach, and digital marketing efforts, such as paid advertising and social media campaigns. Fractional VPs understand the critical timing and coordination that goes into a successful launch, ensuring that all elements come together seamlessly. Their expertise in managing these types of campaigns can be especially valuable to smaller companies that may not have the internal resources to handle such an important task.

    How Does a Fractional VP of Marketing Adapt to Industry-Specific Challenges?

    Different industries come with their own unique marketing challenges. A healthcare company may face strict regulatory requirements, while a tech startup might need to move quickly to capture market share in a competitive space. One of the advantages of hiring a fractional VP of Marketing is their ability to adapt to these specific challenges. These professionals often have experience across multiple industries, allowing them to tailor strategies that are both compliant with industry standards and effective in driving results. For instance, a fractional VP working with a financial services company would understand the importance of trust and security in customer messaging, while a VP in the fashion industry might focus more on branding and consumer trends. The ability to switch gears and apply industry-specific knowledge is what makes fractional VPs such valuable assets for companies looking to break through industry barriers.

    What are the Challenges of Working with a Fractional VP of Marketing?

    While there are many advantages to hiring a fractional VP of Marketing, there are also challenges to consider. One of the primary concerns companies have is the limited availability of a fractional VP, as they are typically balancing multiple clients. This means businesses must have realistic expectations about how much time the VP will be able to dedicate to their needs. Clear communication and well-defined scopes of work are essential to overcoming this challenge. Additionally, because fractional VPs are not full-time employees, some businesses may struggle to fully integrate them into the company culture or view them as a long-term solution. However, most fractional VPs work hard to build strong relationships with their clients, ensuring that they are seen as integral members of the team, even if they are not physically present every day.

    How Does a Fractional VP of Marketing Measure the Effectiveness of Marketing Strategies?

    Measurement is a critical part of any marketing strategy, and fractional VPs of Marketing take a data-driven approach to assess the effectiveness of their initiatives. They begin by identifying key performance indicators (KPIs) that align with the company’s business goals. These might include metrics such as website traffic, lead generation, social media engagement, conversion rates, and return on ad spend (ROAS). Fractional VPs ensure that proper tracking mechanisms, such as Google Analytics or CRM systems, are in place to gather data and assess performance. Regular reporting and analysis are essential to their role, and they frequently present these findings to company leadership to demonstrate the return on investment (ROI) of their marketing efforts. If certain strategies are underperforming, they use this data to make informed adjustments and optimize campaigns for better results.

    Can a Fractional VP of Marketing Help with International Marketing Expansion?

    For companies looking to expand internationally, a fractional VP of Marketing can be an invaluable resource. Entering new markets requires a deep understanding of local consumer behavior, cultural differences, and regulatory requirements. Fractional VPs with experience in international marketing can help companies navigate these complexities. They may conduct market research to identify target demographics, adapt marketing messaging to resonate with local audiences, and ensure that all marketing efforts comply with local laws and regulations. Additionally, they might assist in identifying local partners or influencers who can help the brand establish credibility in new markets. A fractional VP can provide a roadmap for international expansion that minimizes risks and maximizes opportunities for growth.

    How Can a Fractional VP of Marketing Impact a Company’s Growth?

    A fractional VP of Marketing can have a significant impact on a company’s growth. By providing strategic leadership and guiding marketing efforts, they can help businesses reach new customers, enter new markets, and increase brand awareness. They can also identify growth opportunities that the business may not have considered and help the company develop and execute strategies to capitalize on those opportunities. Additionally, a fractional VP can optimize the company’s existing marketing efforts, ensuring that resources are being used efficiently and that marketing initiatives are delivering a strong return on investment. Over time, the guidance and expertise of a fractional VP can lead to increased revenue, improved market positioning, and long-term growth.