CMO Consultant

As a CMO Consultant, 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.

Tip the see-saw in your favor & win the crowd

I’ve been working in the digital marketing field for over 15 years and as an independent consultant working with companies all sizes – advising on content marketing, google penalties, brand, audience development, technical SEO, digital PR, organizational design, and growth.

Let Me Be Your Fractional CMO for Retail

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What can I bring to your company when you hire me as a CMO Consultant

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?

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Experienced CMO Consultant

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

Who is Ross Kernez?

First and foremost I am curious. I am curious to understand what makes a search engine place one website above another.

What makes these vastly complex and nebulus algorithms tick? Some of my friends & colleagues will tell you I have an unbalanced curiosity/obsession.

I like to quote an unknown source in response: “Don’t judge people for the choices they make when you don’t know the options they had to choose from.”

When others ‘stamp out at’ 5pm and head to the bar. I head home to dig deeper.

I have been experimenting and learning with SEO for the past 15 years. In that time I have worked with numerous large businesses pushing them up the SERP’s and driving more traffic, conversions and most importantly gathering data to empower future improvements.

Mentor at ‘Starta Venture Capital’

Mentoring startups has put me in front of some incredible talent, it has allowed me to test my skills to the limit across a diverse marketplace. Founders are highly motivated and bright individuals mentoring them has been both an honor and an ongoing challenge. It perfectly compliments my other activities as it constantly tests and sharpened my skills set. Not to mention building my network.

Grace A.I

I was part of the team that built the search engine Grace AI that was powered by IBM. This was a fantastic experience to work with some great minds, this was another project that took me outside my comfort zone, tested my skills & exposed my weaknesses.

When working with a fractional CMO for the retail industry, you should expect a professional who brings a deep understanding of both retail marketing and consumer behavior. Retail is a fast-paced, highly competitive sector, where customer expectations and market trends change frequently. A fractional CMO in retail will have experience navigating these challenges and will help you develop marketing strategies that respond effectively to shifting customer needs and the competitive landscape.

The fractional CMO will focus on creating a strong brand presence that resonates with your target audience. In retail, this means ensuring that your brand communicates its value proposition clearly across all touchpoints, from physical stores to e-commerce platforms, social media, and advertising campaigns. You can expect them to work on refining your messaging and positioning, making sure that it speaks directly to your core customers while differentiating your brand from competitors.

Given the importance of data in the retail sector, your fractional CMO will use data-driven insights to inform decisions. This will involve analyzing customer behavior, sales trends, and campaign performance to create marketing strategies that optimize customer acquisition, retention, and overall sales. They will likely implement personalized marketing techniques, loyalty programs, and targeted promotions designed to increase engagement and build long-term customer relationships.

In addition to driving online marketing initiatives, a fractional CMO for retail will also ensure that your in-store experience aligns with your brand and supports broader marketing goals. This could include overseeing visual merchandising, promotions, and customer service initiatives to ensure a cohesive and seamless experience for your customers across both digital and physical environments.

Given the project-based nature of a fractional CMO, you can expect them to work efficiently and focus on high-impact initiatives. They will prioritize the most important areas for growth, whether that’s launching new products, improving your e-commerce strategy, or driving foot traffic to physical stores. Their ability to move quickly while delivering measurable results will help you remain competitive and agile in the ever-evolving retail landscape.

Ultimately, a fractional CMO for retail will bring the strategic leadership and expertise necessary to enhance your marketing efforts, drive customer engagement, and grow your brand, without the financial commitment of a full-time CMO.

What should you expect from your CMO Consultant

Here’s some feedback from someone who has worked with Ross

Joanne D.

Hiring a fractional CMO for our retail business was the best decision we made this year. They brought a deep understanding of the retail landscape, helping us refine our brand and reach new customers. Their data-driven approach was impressive, using insights from customer behavior and sales trends to create targeted campaigns that boosted both our online and in-store traffic. Even though they were part-time, their focus on driving results was clear, and we saw improvements in our customer engagement and overall sales within months. I highly recommend a fractional CMO for any retail business looking to elevate its marketing efforts.

Jacob S.

We had a fantastic experience working with a fractional CMO for our retail company. They quickly assessed our brand and helped us build a cohesive marketing strategy that aligned our physical stores with our online presence. Their expertise in understanding customer behavior really stood out, especially in crafting personalized promotions and loyalty programs that drove repeat business. Despite not being with us full-time, they brought the kind of strategic insight we needed to push our business to the next level. The improvements in our e-commerce performance and in-store traffic were immediate, and we couldn’t be happier with the results.

David W.

Working with a fractional CMO for our retail business was a game-changer. They helped us streamline our marketing strategy, combining digital and physical store efforts to create a seamless experience for our customers. Their ability to analyze customer data and adjust campaigns in real-time meant we could respond to trends quickly, and the results were evident in our increased sales and customer loyalty. Even though they worked on a part-time basis, their impact was substantial, focusing on the areas that needed the most attention. I would highly recommend a fractional CMO to any retail brand looking to grow without the expense of a full-time hire.

Objective and Unbiased Analysis

The core value of a digital marketing expert witness lies in their ability to provide objective and unbiased analysis for legal cases. This impartiality is essential for the integrity of the legal process, as it ensures that their testimony is credible and reliable. Objective analysis means that the expert witness examines all relevant data, facts, and evidence without allowing personal opinions or external pressures to influence their findings.

An unbiased expert witness offers a clear, fact-based perspective on complex digital marketing issues, which is invaluable in a courtroom setting. Their role involves scrutinizing digital marketing practices, campaigns, and analytics to determine compliance with industry standards and legal regulations.

Commitment to Professionalism and Ethical Integrity

Ethical integrity involves adhering to strict ethical guidelines and principles. This includes avoiding any conflicts of interest, ensuring that their findings and opinions are based solely on factual evidence and sound analysis. An expert witness must remain impartial, providing testimony that is free from personal or financial bias. Their role is to assist the court in understanding complex digital marketing issues, not to advocate for either party.

A digital marketing expert witness’s commitment to these principles is crucial, as their testimony can significantly impact the outcome of a case. By maintaining high standards of professionalism and ethical integrity, they contribute to a fair and just legal process, ensuring that their insights and opinions are respected and valued.

Topics that I can cover:

Search Marketing

Paid Search

Email Marketing

SMM Marketing

Fractional CMO

Just SEO?

Absolutely not, although i started in SEO, when I am a full stack marketer i realized that a good SEO strategy without a holistic understanding of marketing. Is like a funnel with holes in it. No matter how much traffic you drive through the funnel you will be leaking leads and wasting your resources.

I have garnered a solid understanding of digital marketing and how to juggle the many disciplines and allow them to fit and work together. I also have managed teams of freelancers and employees in the double digits. I love to help people manage their teams more efficiently.

FAQs

What is a Fractional CMO, and how does this role apply to the retail industry?

A Fractional CMO, or Chief Marketing Officer, is a senior marketing executive hired on a part-time or project basis to provide high-level marketing strategy and leadership. Unlike a full-time CMO, a Fractional CMO is brought in for a specific period or purpose, which allows businesses to access their expertise without the long-term financial commitment. The role of a Fractional CMO in the retail industry is particularly valuable due to the dynamic nature of retail, where consumer trends shift rapidly and competition is fierce.

Retail businesses, whether they operate physical stores, e-commerce platforms, or both, require a marketing leader who can navigate the challenges of customer acquisition, retention, brand positioning, and omni-channel marketing. A Fractional CMO brings the strategic vision necessary to manage these complexities and helps develop targeted campaigns that drive customer engagement and sales. Given the retail industry’s emphasis on customer experience and brand loyalty, a Fractional CMO is instrumental in crafting personalized marketing strategies that resonate with customers and encourage repeat business.

In the retail sector, companies often need to adapt quickly to changing market conditions, seasonal demands, and consumer preferences. A Fractional CMO is adept at creating agile marketing strategies that respond to these shifts, ensuring that the company remains competitive and can capture opportunities for growth. They may focus on areas such as enhancing the in-store experience, optimizing digital marketing, developing loyalty programs, and integrating customer feedback into the marketing strategy.

Because of the flexibility of the fractional model, retail businesses can bring in a CMO for specific projects, such as launching a new product line, improving the customer experience, or expanding into new markets. This allows the business to receive high-level marketing leadership without the full-time costs, making it an ideal solution for both growing retailers and established brands looking for fresh perspectives.

Why should a retail business consider hiring a Fractional CMO instead of a full-time CMO?

There are several compelling reasons why a retail business might choose to hire a Fractional CMO instead of committing to a full-time CMO. The most obvious advantage is cost savings. Retail businesses, especially smaller ones or those in the early stages of growth, may not have the resources to afford a full-time executive. A full-time CMO typically commands a high salary, along with benefits and other associated costs. By hiring a Fractional CMO, a retail company can access the same level of expertise and strategic leadership without the financial commitment of a permanent position. This cost-effective solution allows businesses to allocate resources more efficiently, investing in other critical areas like inventory, operations, or customer service.

Another reason to hire a Fractional CMO is the flexibility they provide. Retail businesses often experience fluctuating marketing needs depending on the season, product cycles, or market conditions. For example, during peak seasons such as the holidays or a major product launch, a retail company may require intensive marketing support. During quieter periods, the need for high-level marketing leadership may decrease. A Fractional CMO offers the flexibility to scale marketing efforts up or down depending on the business’s current needs, ensuring that the company receives the right level of support without paying for services it doesn’t require year-round.

A Fractional CMO also brings a fresh perspective and diverse experience to the table. These marketing leaders often work with multiple clients across various industries, giving them a broader understanding of marketing trends, tools, and strategies. Retail businesses can benefit from this wealth of experience, especially if they are looking to innovate or explore new marketing channels. A full-time CMO, while valuable for long-term consistency, may not always have the same level of exposure to different industries and techniques as a Fractional CMO who regularly works with multiple clients.

Additionally, retail businesses looking to undertake specific marketing projects—such as rebranding, entering new markets, or launching a new product line—can hire a Fractional CMO for the duration of the project. This focused approach ensures that the business receives the expert guidance it needs during critical periods, without committing to a long-term hire. Once the project is complete, the company can scale back its marketing leadership needs as appropriate, maintaining flexibility and control over its budget.

Lastly, many retail businesses today are operating in a rapidly changing digital environment. E-commerce has become increasingly important, and consumer behavior is shifting toward online shopping and mobile commerce. A Fractional CMO with experience in digital marketing can help retail businesses navigate this transition by implementing omni-channel marketing strategies, optimizing the customer journey, and using data-driven insights to drive sales and improve customer loyalty. This digital expertise is particularly valuable for traditional brick-and-mortar retailers looking to expand their online presence or for e-commerce businesses seeking to increase customer acquisition and retention.

What specific marketing challenges does a Fractional CMO address for retail businesses?

The retail industry presents unique marketing challenges, and a Fractional CMO is well-equipped to address these through strategic insight, creativity, and experience. One of the most significant challenges in retail is the need to create a cohesive omni-channel experience. Today’s consumers interact with brands across multiple platforms—whether in-store, online, or via mobile—and they expect a seamless and consistent experience across all touchpoints. A Fractional CMO helps retail businesses integrate their marketing efforts across channels, ensuring that their branding, messaging, and customer service are aligned. This might involve developing an e-commerce strategy that complements the in-store experience, implementing targeted digital advertising campaigns, or optimizing mobile apps to improve the customer journey.

Customer acquisition and retention are also major challenges for retail businesses, especially in an increasingly competitive marketplace where consumers have endless options. A Fractional CMO helps retail businesses identify their target audience, develop personalized marketing campaigns, and implement loyalty programs that encourage repeat business. By analyzing customer data and behavior, they can create strategies that appeal to both new customers and existing ones, driving long-term engagement and growth.

The retail industry is also highly seasonal, with sales often peaking during specific times of the year, such as the holiday season or back-to-school shopping. Retailers need to capitalize on these periods of high demand while also maintaining steady sales during slower periods. A Fractional CMO brings the expertise needed to develop seasonal marketing campaigns that maximize revenue during peak times. They can also help retailers maintain visibility and engagement during off-peak periods through targeted promotions, product launches, or special events. This strategic approach ensures that the business maintains a consistent flow of customers and revenue throughout the year.

Another challenge in retail is brand differentiation. With so many competitors offering similar products, it can be difficult for a retail business to stand out. A Fractional CMO works with the company to clarify its unique selling proposition (USP) and develop a brand identity that resonates with consumers. This might involve refining the brand’s messaging, creating a visually cohesive brand image, or developing storytelling that connects emotionally with the target audience. By building a strong, recognizable brand, the Fractional CMO helps the retail business differentiate itself in a crowded market and attract loyal customers.

In addition to these challenges, retail businesses must also navigate the complexities of digital marketing. With more consumers shopping online, it’s essential for retailers to optimize their digital presence, from their website and social media profiles to their online advertising and email marketing campaigns. A Fractional CMO brings expertise in digital marketing, helping retail businesses improve their SEO, create compelling content, and engage with customers through social media. They also use data analytics to track the performance of digital campaigns and make adjustments as needed to ensure that marketing efforts are delivering results.

Finally, retail businesses often face challenges related to inventory management and supply chain issues. A Fractional CMO can work closely with other departments, such as operations and logistics, to ensure that marketing campaigns are aligned with inventory availability and supply chain capacity. This coordination helps prevent issues such as stockouts or overpromising on product availability, which can lead to customer dissatisfaction. By aligning marketing efforts with operational realities, the Fractional CMO helps create a smooth and efficient customer experience.

How does a Fractional CMO help retail businesses build their brand?

Building a strong, recognizable brand is essential for retail businesses looking to stand out in a crowded marketplace. A Fractional CMO plays a critical role in helping businesses define, develop, and communicate their brand identity, ensuring that it resonates with consumers and drives long-term loyalty. The process typically begins with a comprehensive brand audit, during which the CMO assesses the company’s current positioning, messaging, and visual identity. They then work with the leadership team to clarify the company’s values, mission, and unique selling proposition, ensuring that the brand’s identity aligns with its long-term business goals.

Once the brand identity is established, the Fractional CMO helps create a consistent brand message that resonates with the target audience. In the retail industry, where consumers have countless options, creating a brand that stands out is essential for attracting and retaining customers. The CMO ensures that the brand’s messaging is clear, compelling, and relevant to the company’s target market. This involves crafting a unique brand story, developing key messaging points, and ensuring that these messages are communicated consistently across all marketing channels, from in-store signage and packaging to digital ads and social media posts.

In addition to refining messaging, the Fractional CMO oversees the visual aspects of the brand, such as the company’s logo, website design, product packaging, and overall aesthetic. They ensure that the brand’s visual identity is modern, professional, and aligned with the company’s values and target audience. In retail, where first impressions are often made visually—whether through a store window display, a website, or a product on the shelf—having a cohesive and attractive visual identity is critical for attracting customers and building brand loyalty.

The Fractional CMO also helps retail businesses build their brand through community engagement and public relations. In today’s retail landscape, consumers are increasingly looking for brands that share their values and are active in the community. The CMO identifies opportunities for the company to engage with its community, whether through sponsorships, partnerships, or events. By positioning the company as a positive and valuable member of the community, the CMO helps build brand loyalty and trust among customers.

Public relations is another key component of brand building in the retail industry. A Fractional CMO helps manage the company’s reputation by developing effective communication strategies that highlight the company’s achievements and respond to any negative publicity. They work with media outlets, influencers, and other stakeholders to ensure that the company’s message is communicated clearly and positively. This proactive approach to public relations helps build a strong, positive brand image that resonates with customers, investors, and other key stakeholders.

In addition to external brand building, a Fractional CMO also plays a role in aligning internal stakeholders with the brand’s identity and values. This involves ensuring that employees understand and embrace the company’s brand, as they are often the ones delivering the customer experience. By fostering a strong internal brand culture, the CMO helps ensure that the brand is consistently represented across all touchpoints, from customer interactions in-store to online customer service.

How does a Fractional CMO manage marketing budgets for retail businesses?

Managing a marketing budget effectively is crucial for retail businesses, particularly those operating in a competitive environment where margins can be tight. A Fractional CMO brings the expertise needed to allocate resources efficiently and ensure that marketing efforts deliver a strong return on investment (ROI).

The first step in managing the marketing budget is identifying the most effective channels and strategies for the business. A Fractional CMO conducts a thorough analysis of the company’s target audience, goals, and industry to determine where marketing efforts should be focused. This might include digital marketing, content creation, social media, public relations, or traditional advertising. By concentrating resources on the channels that offer the greatest potential for success, the Fractional CMO ensures that the company is not wasting money on ineffective or low-impact campaigns.

Once the most effective channels are identified, the Fractional CMO allocates the budget accordingly. This involves setting aside funds for each marketing initiative, ensuring that resources are distributed in a way that maximizes impact. The Fractional CMO continuously monitors the performance of each campaign, adjusting the budget allocation as needed to ensure that the company is getting the best possible ROI.

In addition to managing the marketing budget for ongoing campaigns, a Fractional CMO is skilled at identifying cost-effective marketing opportunities. Whether through leveraging digital tools, negotiating with vendors, or finding creative ways to engage with the audience, the Fractional CMO ensures that the company is getting the most value for its marketing spend.

Lastly, a Fractional CMO’s ability to work across multiple industries and companies means they have a broad network of contacts and access to resources that can lead to cost savings. For example, they may have relationships with media outlets, influencers, or service providers that allow them to secure better deals or access exclusive opportunities that a company might not otherwise be able to leverage.

How does a Fractional CMO integrate with an existing team in retail businesses?

One of the key strengths of a Fractional CMO is their ability to integrate seamlessly with an existing team, regardless of the company’s size or structure. In many cases, the CMO will work closely with the company’s leadership to understand the business’s goals, challenges, and marketing needs. From there, they develop a marketing strategy that aligns with the company’s broader objectives and integrates with the existing team to execute that strategy.

For retail businesses that already have a marketing department, the Fractional CMO often takes on a leadership role, providing guidance and mentorship to junior marketers. They help ensure that the marketing team’s efforts are aligned with the overall strategy and that processes are optimized for efficiency and effectiveness. In this capacity, the Fractional CMO acts as both a leader and a collaborator, working closely with the team to identify opportunities for growth and improvement.

For businesses that do not yet have a marketing team, the Fractional CMO may take on a more hands-on role, managing all aspects of marketing from strategy development to execution. They may also assist in building the marketing team by recruiting talent, developing training programs, and establishing marketing processes that support long-term growth.

Regardless of the company’s existing structure, a Fractional CMO is skilled at working across departments and collaborating with other key stakeholders, such as sales, product development, and customer service. By ensuring that marketing efforts are aligned with the company’s broader business objectives and collaborating effectively with other teams, the Fractional CMO helps drive the company’s overall success.

In conclusion, a Fractional CMO in retail offers businesses a cost-effective, flexible, and strategic solution for their marketing needs. Whether a company is navigating rapid growth, refining its brand identity, or looking to build a stronger community presence, a Fractional CMO provides the leadership and expertise necessary to achieve success in the competitive retail industry. With their deep understanding of the retail market and their ability to integrate seamlessly into existing teams, a Fractional CMO helps businesses thrive in an ever-evolving marketplace.

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