Fractional CMO For Food and Beverage

As a Fractional CMO For Food and Beverage, 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 Brand Development Fractional CMO

As seen on

What can I bring to your company when you hire me as Fractional CMO For Food and Beverage

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 CMO For Food and Beverage

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 a food and beverage company, you can expect a marketing expert who understands the distinct challenges of this highly competitive and consumer-driven industry. They will begin by analyzing your brand’s current market position, identifying areas where your messaging, product visibility, and customer engagement could be improved. They will create a tailored strategy that reflects the unique needs of your target audience, whether it’s consumers, retailers, or distributors, focusing on brand awareness, product differentiation, and customer loyalty.

Their expertise will extend to navigating both traditional marketing methods and modern digital strategies, ensuring a comprehensive approach that includes social media, influencer partnerships, SEO, and content marketing. Expect them to leverage data and analytics to refine campaigns and improve customer acquisition and retention, as well as manage your brand’s presence across multiple platforms, including e-commerce and in-store promotions.

You can also anticipate that they will help you stay attuned to market trends, consumer preferences, and regulatory considerations in the food and beverage industry. Their leadership will guide your internal teams to ensure that the marketing initiatives are well-executed, aligning with your overall business objectives and allowing you to scale and grow efficiently. The flexible arrangement of a Fractional CMO will provide top-level strategic insights while maintaining budget control, allowing you to adapt and compete effectively in a fast-paced market.

What should you expect from your Fractional CMO For Food and Beverage

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

Harry F.

We hired a Fractional CMO for our food and beverage company, and the results have been incredible. They quickly analyzed our current marketing strategy and identified key areas where we could improve our brand visibility and engagement. Their knowledge of the industry helped us better understand consumer preferences and trends, leading to more targeted campaigns. They successfully integrated digital marketing with traditional strategies, which boosted our sales and brand recognition both online and in-store. The flexibility of having an expert on a part-time basis was perfect for our needs, and we’re already seeing measurable growth.

Mason O.

Our experience with a Fractional CMO for our food and beverage brand was outstanding. From the start, they demonstrated a deep understanding of our market and helped us refine our messaging to better resonate with our target audience. Their strategies for leveraging social media, SEO, and influencer marketing significantly increased our online engagement and customer loyalty. Additionally, their approach to managing our in-store promotions and aligning them with digital campaigns made a noticeable impact on sales. We appreciated their data-driven focus and the way they collaborated seamlessly with our internal team. They’ve truly helped us grow.

William N.

The Fractional CMO we hired for our food and beverage business has exceeded our expectations. They brought a wealth of industry-specific knowledge and helped us develop a marketing strategy that improved both our online presence and in-store promotions. Their ability to manage everything from social media and influencer partnerships to SEO and content marketing led to a strong boost in brand awareness and customer engagement. We saw an immediate difference in our sales performance, and their flexible approach worked perfectly for our budget. Their guidance and expertise have been a key driver in our recent growth.

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 food and beverage companies?

A Fractional Chief Marketing Officer (CMO) is a highly skilled marketing executive who works with companies on a part-time, temporary, or project basis, offering senior-level marketing expertise without the cost and commitment of a full-time hire. For food and beverage companies, the role of a fractional CMO is particularly valuable as it allows these companies to access strategic marketing leadership tailored to their unique needs, especially in an industry driven by consumer preferences, changing trends, and competitive markets. The food and beverage sector is known for its rapidly evolving landscape, with consumer tastes and preferences constantly shifting. A fractional CMO helps companies navigate this complex environment, ensuring that their marketing strategies are aligned with current trends while driving growth, brand recognition, and customer loyalty.

The role of a fractional CMO in food and beverage companies typically begins with a deep assessment of the company’s current marketing efforts. This involves evaluating brand positioning, analyzing marketing campaigns, assessing product visibility, and understanding customer demographics and buying behaviors. A fractional CMO will work closely with the company to identify strengths and weaknesses in their marketing strategy. This helps shape a targeted marketing plan designed to achieve specific goals, whether the company is looking to introduce a new product, expand into new markets, increase customer loyalty, or improve sales through digital and traditional marketing channels.

One of the most significant areas of focus for a fractional CMO in the food and beverage industry is brand development. In such a crowded and competitive marketplace, having a strong, recognizable brand is essential for success. Consumers are constantly exposed to new food products, beverages, and dining experiences, and it is critical for companies to stand out. A fractional CMO works with the business to refine and strengthen its brand identity, ensuring that its value proposition is clear and compelling to its target audience. This process includes defining brand messaging, refining the visual identity, and ensuring consistency across all touchpoints, from product packaging to social media content and advertising campaigns.

Digital marketing is another critical aspect of the food and beverage industry, and a fractional CMO helps companies develop and implement a robust digital marketing strategy that maximizes online visibility, drives traffic, and converts leads into loyal customers. A well-optimized website is crucial, serving as the central hub for a company’s digital marketing activities. The CMO ensures that the website is user-friendly, easy to navigate, visually appealing, and optimized for search engines. In the food and beverage industry, where consumers often research products, read reviews, and make purchases online, having a website that provides relevant information and a seamless experience is essential.

Search engine optimization (SEO) is a key component of any digital marketing strategy, and a fractional CMO helps ensure that the food and beverage company’s website is optimized to rank well in search engine results pages (SERPs). This involves researching the relevant keywords that consumers use when searching for food and beverage products or services and incorporating these keywords into website content, meta tags, and product descriptions. By improving SEO, the CMO helps increase the company’s visibility, ensuring that it ranks higher in search engine results when potential customers search for related products.

In addition to organic SEO efforts, paid advertising plays a significant role in digital marketing for food and beverage companies. A fractional CMO helps create and manage pay-per-click (PPC) advertising campaigns on platforms such as Google Ads, Facebook, Instagram, and other relevant social media platforms. These campaigns are designed to target specific audiences based on demographics, location, interests, and behaviors, ensuring that the ads reach potential customers who are most likely to purchase the company’s products. The CMO tracks and optimizes these campaigns to ensure they deliver the best possible return on investment (ROI), using key performance metrics such as click-through rates (CTR), cost per click (CPC), and conversion rates.

Social media marketing is an indispensable tool for food and beverage companies, as it allows businesses to engage directly with consumers, showcase their products, and build brand loyalty. A fractional CMO develops a social media strategy that aligns with the company’s overall marketing goals, ensuring that the right platforms are used to engage with the target audience. In the food and beverage space, social media platforms like Instagram, Facebook, Twitter, and TikTok are particularly powerful for showcasing products, sharing recipes, promoting special offers, and creating a community of loyal followers. The CMO ensures that the company’s social media content is engaging, visually appealing, and aligned with the brand’s voice and messaging. Social media is also a key platform for user-generated content, where consumers share their experiences with the company’s products, further building brand credibility and trust.

Email marketing is another important channel for food and beverage companies, particularly when it comes to nurturing customer relationships and driving repeat purchases. A fractional CMO helps develop email marketing strategies that engage with customers and encourage them to take action, whether that’s making a purchase, signing up for a newsletter, or visiting the company’s website to learn more. Email marketing can also be used to deliver personalized offers, promote seasonal products, and keep customers informed about new launches or events. The CMO ensures that email campaigns are optimized for open rates, click-through rates, and conversions, using data analytics to continually refine the strategy for better results.

Content marketing is another area where a fractional CMO can help food and beverage companies build trust and engage with their audience. By creating valuable, relevant content, such as blog posts, videos, recipes, or behind-the-scenes stories, the company can provide its audience with useful information while also building brand authority. A content marketing strategy might include creating how-to guides for cooking with the company’s products, producing videos that showcase the origins of the ingredients, or highlighting the company’s commitment to sustainability or ethical sourcing. The CMO works with the company to develop a content strategy that aligns with its brand values and goals, ensuring that the content resonates with the target audience and drives engagement.

Lead generation is a key focus for any marketing strategy, and a fractional CMO plays a critical role in helping food and beverage companies generate high-quality leads that convert into customers. In the digital space, lead generation often involves creating compelling offers, such as discount codes, free trials, or downloadable recipes, that encourage website visitors to provide their contact information. The CMO helps develop lead generation campaigns that target the company’s ideal customers, using a combination of digital ads, landing pages, email sign-up forms, and social media promotions to drive conversions. Once leads are captured, the CMO ensures that the company has the right tools in place, such as customer relationship management (CRM) software and marketing automation platforms, to nurture those leads and guide them through the purchasing process.

Customer retention is just as important as customer acquisition, and a fractional CMO helps food and beverage companies develop strategies to keep their customers engaged and loyal. Retaining customers is often more cost-effective than acquiring new ones, and loyal customers tend to make repeat purchases and recommend the brand to others. The CMO works with the company to create loyalty programs, personalized offers, and ongoing communication strategies that encourage repeat business. This might involve sending regular email updates with exclusive discounts for returning customers, offering rewards for frequent purchases, or creating engaging content that keeps customers excited about the brand.

In the food and beverage industry, where visual appeal plays a significant role in marketing, product packaging is another key area where a fractional CMO can provide valuable guidance. The packaging of a product is often the first point of contact a consumer has with a brand, and it needs to communicate the brand’s values, quality, and positioning. A fractional CMO helps companies design or refine their packaging to ensure it is eye-catching, functional, and aligned with the overall brand identity. This might involve working with graphic designers and product development teams to create packaging that stands out on store shelves while clearly communicating important product information such as ingredients, nutritional facts, and certifications (e.g., organic, non-GMO).

Trade marketing is another important area of focus for food and beverage companies, particularly those that rely on retailers, distributors, or foodservice channels to sell their products. A fractional CMO helps develop trade marketing strategies that ensure the company’s products are well-represented and promoted in retail stores, online marketplaces, and through distribution partners. This might involve creating point-of-sale materials, developing promotional campaigns for retailers, or working with distributors to ensure that the company’s products are available in the right locations. Trade marketing is essential for ensuring that the company’s products are visible and accessible to consumers, both online and in brick-and-mortar stores.

In addition to external marketing efforts, a fractional CMO also helps food and beverage companies align their internal teams around the marketing strategy. Effective marketing requires collaboration between multiple departments, including product development, sales, and customer service. The CMO ensures that all departments are aligned with the company’s marketing goals and that everyone understands their role in executing the strategy. This might involve leading strategy meetings, communicating key performance indicators (KPIs), and setting clear expectations for how each department contributes to the overall marketing objectives.

Data analysis and performance measurement are critical components of any successful marketing strategy, and a fractional CMO helps food and beverage companies track and analyze key performance metrics to measure the effectiveness of their marketing campaigns. This includes tracking website traffic, conversion rates, social media engagement, email open rates, and the ROI of paid advertising campaigns. By analyzing this data, the CMO can identify what’s working, what’s not, and where adjustments need to be made. This data-driven approach ensures that the company’s marketing efforts are continually optimized to deliver better results and improve overall business performance.

For food and beverage companies looking to expand into new markets, a fractional CMO plays a crucial role in developing market entry strategies. Whether the company is looking to enter new geographic regions, launch a new product line, or target a different customer segment, the CMO helps develop a marketing strategy that supports these growth initiatives. This might involve conducting market research to identify opportunities and risks, developing localized marketing campaigns to resonate with the target audience, and adapting the company’s messaging to appeal to the specific needs and preferences of the new market. By carefully planning the market entry strategy, the CMO helps minimize risk and maximize the potential for success.

For food and beverage companies that are navigating significant changes, such as mergers, acquisitions, or rebranding efforts, a fractional CMO provides the leadership needed to manage these transitions smoothly. These types of changes can disrupt a company’s marketing efforts, but with the right strategic guidance, they can also present opportunities for growth. A fractional CMO helps companies navigate these changes by developing a communication plan that keeps customers, employees, and other stakeholders informed and engaged. The CMO ensures that the company’s messaging is clear and consistent throughout the transition, helping to maintain trust and minimize disruption.

In the food and beverage industry, regulatory compliance is another key consideration, and a fractional CMO helps ensure that all marketing efforts comply with relevant regulations. Depending on the product, food and beverage companies may need to adhere to specific labeling requirements, health claims regulations, or certification standards, such as organic or non-GMO certifications. The CMO works closely with the company’s legal and regulatory teams to ensure that all marketing materials, packaging, and product claims comply with these regulations, helping to avoid potential legal risks and build trust with consumers.

Crisis communication is another area where a fractional CMO can provide invaluable support to food and beverage companies. In this industry, companies may face crises such as product recalls, foodborne illness outbreaks, or negative media coverage. A fractional CMO helps develop crisis communication plans to ensure that the company is prepared to respond effectively to these challenges. The CMO ensures that the company’s messaging is clear, transparent, and aligned with its values, helping to mitigate the impact of the crisis and protect the company’s reputation. By managing communication during a crisis, the CMO helps maintain trust with customers, distributors, and stakeholders.

In conclusion, a Fractional Chief Marketing Officer for food and beverage companies provides the strategic leadership needed to develop and execute comprehensive marketing strategies that drive growth, build brand recognition, and deliver measurable results. Whether the goal is to optimize digital marketing efforts, increase customer loyalty, expand into new markets, or improve product visibility through trade marketing, a fractional CMO brings the expertise and flexibility needed to achieve success. With a data-driven approach, the CMO helps businesses prioritize marketing initiatives, maximize ROI, and continuously improve their marketing efforts. Through a combination of creative strategies, digital marketing expertise, and industry knowledge, a fractional CMO helps food and beverage companies achieve long-term success and growth in an increasingly competitive and dynamic marketplace.

Additional menu