Fractional CMO for Sports

As a Fractional CMO for Sports, 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

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What can I bring to your company when you hire me as Brand Development Fractional CMO

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 Brand Development Fractional CMO

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 sports company, you should expect a marketing leader who understands the unique dynamics of the sports industry. This includes both the emotional connection fans have with teams, athletes, or brands, and the business side of sports, which encompasses sponsorship deals, fan engagement, merchandise sales, and ticketing. A fractional CMO will focus on creating a marketing strategy that reflects your brand’s values while tapping into the passion and loyalty that sports fans exhibit.

The fractional CMO will likely work to enhance your brand’s presence across multiple platforms, ensuring that your messaging is consistent and resonates with your target audience, whether they are fans, athletes, corporate partners, or sponsors. Given the fast-moving nature of the sports world, they will develop marketing campaigns that respond quickly to opportunities, such as major events, partnerships, or trends. Expect them to help your company build long-term engagement with fans, not only driving one-time purchases but also cultivating loyalty through compelling content and interactive experiences.

Since sports marketing often involves sponsorships and partnerships, the fractional CMO will likely focus on strengthening these relationships. They will help position your brand as an attractive partner for sponsors, crafting campaigns that highlight the mutual benefits of such collaborations. Whether you’re working with athletes, leagues, or other companies, they will ensure that your marketing strategy aligns with these partnerships to maximize exposure and engagement.

Data-driven decision-making will also be a key aspect of their approach. Expect them to analyze fan behavior, engagement metrics, and sales data to optimize your campaigns for better results. They will help identify the most effective ways to reach your audience, whether through social media, digital platforms, in-stadium experiences, or merchandise promotions. Their goal will be to drive revenue, increase brand visibility, and build deeper connections with your audience.

Moreover, a fractional CMO will ensure that your brand stays competitive and relevant by keeping up with the latest trends in the sports industry, including digital innovations, fan experiences, and content marketing. They will bring a creative and agile approach, focusing on maximizing your marketing impact within the time they are engaged.

Overall, you can expect your fractional CMO for sports to deliver strategic leadership tailored to the unique demands of the sports world, enhancing fan engagement, strengthening partnerships, and driving business growth, all while maintaining flexibility in their role.

What should you expect from your Fractional CMO for Sports

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

Samantha E.

Hiring a fractional CMO for our sports brand was a game-changer. They immediately understood the dynamics of the sports industry and helped us build campaigns that resonated with our fanbase. Their approach to brand positioning and sponsorship activation was spot on, helping us secure new partnerships and strengthen existing ones. Despite being part-time, they felt fully integrated with our team and brought valuable insights that we hadn’t considered before. Our fan engagement numbers have improved dramatically, and our digital presence is stronger than ever. I would recommend a fractional CMO to any sports business looking for expert marketing leadership without the full-time commitment.

Taylor I.

We had an excellent experience working with a fractional CMO for our sports organization. They helped us redefine our marketing strategy, focusing on driving fan engagement through innovative digital campaigns and content. Their understanding of the sports fan psyche was impressive, and they crafted messages that really connected with our audience. They also played a critical role in expanding our sponsorship deals by creating campaigns that emphasized the value we bring to our partners. Although they worked with us on a part-time basis, their expertise and focus on results were comparable to having a full-time CMO. Highly recommended!

Evans G.

Bringing on a fractional CMO for our sports business was one of the best decisions we’ve made. They quickly grasped the unique challenges and opportunities in our market and built a marketing plan that helped us better engage with fans and sponsors alike. Their data-driven approach allowed us to refine our campaigns in real-time, improving both ticket sales and merchandise revenue. What stood out the most was their ability to keep up with the fast-paced nature of sports marketing while still delivering high-quality, strategic insights. Despite their part-time role, their impact was significant, and we couldn’t be happier with the results.

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 sports industry?

A Fractional CMO, or Chief Marketing Officer, is a senior marketing executive who works on a part-time or project-based basis, offering high-level marketing strategy and leadership without the long-term commitment or cost of a full-time CMO. This role is particularly useful for businesses and organizations in the sports industry, where marketing needs can fluctuate depending on the season, events, or partnerships. The sports world is fast-paced and highly dynamic, often requiring marketing initiatives to respond quickly to new developments such as tournaments, sponsorship deals, or the rise of new players and teams.

For a sports brand, a Fractional CMO brings a deep understanding of how to connect emotionally with fans, build brand loyalty, and drive engagement across multiple platforms. Sports marketing is about more than selling products or services; it’s about creating an experience that resonates with passionate fans who are deeply invested in teams, athletes, and events. A Fractional CMO in the sports industry understands these unique dynamics and helps build marketing strategies that align with the energy and emotion inherent in sports.

Sports organizations, leagues, teams, and businesses in the sporting goods or apparel sectors need to create authentic, exciting marketing campaigns that engage fans while also driving revenue through ticket sales, merchandise, and sponsorships. A Fractional CMO helps sports brands strike this balance, crafting strategies that emphasize brand values, capitalize on fan loyalty, and foster long-term relationships with key audiences. Their expertise is particularly valuable during key moments such as game days, product launches, or major events when the eyes of fans, sponsors, and media are all on the brand.

Since they are working on a part-time basis, a Fractional CMO focuses on high-impact marketing initiatives that can deliver quick results. They often step in during critical periods, like a team’s rebranding effort, a league’s expansion into new markets, or when a business is launching a new sports product. This flexibility makes them an ideal solution for sports organizations that need strategic leadership but do not require a full-time CMO on staff year-round.

Why should a sports organization or business hire a Fractional CMO instead of a full-time CMO?

There are several compelling reasons why sports organizations or businesses might choose to hire a Fractional CMO rather than committing to a full-time CMO. The first reason is cost efficiency. A full-time CMO demands a significant salary, along with benefits and other associated costs. For many sports organizations, especially those with fluctuating marketing needs based on the season or event calendar, the expense of a full-time executive may not be justified. A Fractional CMO offers the same level of strategic marketing expertise at a fraction of the cost, allowing the organization to allocate resources more efficiently. This is particularly valuable for sports startups, minor leagues, or smaller teams that may not have the budget for a full-time marketing executive but still need high-level leadership.

Flexibility is another key advantage of hiring a Fractional CMO. Sports organizations often have marketing needs that vary depending on the season, specific events, or the performance of teams and athletes. During the off-season, the need for intense marketing leadership may decrease, whereas during major events or the lead-up to a new season, the need for strategic marketing may intensify. A Fractional CMO can be brought in for specific projects or critical periods, providing expert guidance without the long-term commitment. This allows the organization to scale its marketing efforts up or down based on current needs, ensuring that resources are allocated where they are most needed.

A Fractional CMO also brings a breadth of experience from working with multiple clients, often across various industries, including sports, entertainment, and media. This exposure to diverse marketing strategies and trends is particularly beneficial for sports organizations looking to innovate or explore new ways to engage fans. A full-time CMO, while valuable for long-term consistency, may not have the same level of exposure to different industries and approaches as a Fractional CMO, who is constantly learning and adapting to new trends and best practices. This diversity of thought and experience is especially valuable in the sports industry, where staying ahead of trends and fan engagement strategies is critical.

Additionally, sports organizations are increasingly competing not only with other sports teams but with the broader entertainment industry for fan attention. A Fractional CMO brings a fresh perspective, helping sports organizations think creatively about how to position themselves in this competitive landscape. Whether through digital marketing, fan engagement, or sponsorship activations, a Fractional CMO can offer innovative strategies that keep the brand relevant and exciting to fans.

For organizations that already have a marketing team in place, a Fractional CMO can step in as a mentor and leader, providing guidance and helping to refine marketing processes. This is particularly valuable for teams or leagues that are growing and need help scaling their marketing efforts. A Fractional CMO can bring senior leadership experience to the team, ensuring that marketing initiatives are aligned with the organization’s broader goals and that the marketing team is functioning as effectively as possible.

Lastly, a Fractional CMO allows sports organizations to focus on specific marketing challenges without the long-term commitment of a full-time hire. Whether the organization is struggling with fan engagement, sponsorship sales, digital marketing, or brand positioning, a Fractional CMO can offer targeted solutions that address these challenges head-on. Their ability to work quickly and efficiently ensures that the organization gets the results it needs without the need for a long-term, full-time role.

What specific marketing challenges does a Fractional CMO address for sports organizations or businesses?

Sports organizations and businesses face a unique set of marketing challenges, and a Fractional CMO is well-equipped to address these through strategic insight, creativity, and experience. One of the primary challenges in sports marketing is fan engagement. Sports fans are passionate, loyal, and deeply invested in their favorite teams, athletes, or sports brands, but keeping them engaged requires a continuous effort. A Fractional CMO helps sports organizations build marketing campaigns that resonate emotionally with fans, leveraging the connection between fans and their favorite sports or athletes to create compelling content, interactive experiences, and community-driven initiatives. Whether it’s through social media, content marketing, or fan events, the CMO ensures that fans feel connected to the brand year-round, not just during game days or major events.

Another significant challenge is building and maintaining strong sponsorship relationships. Sponsorships are a crucial revenue stream for many sports organizations, and the ability to attract and retain sponsors is essential for long-term success. A Fractional CMO helps sports organizations craft marketing strategies that highlight the value of sponsorship opportunities, ensuring that sponsors see a clear return on investment. This might involve creating co-branded campaigns, developing unique sponsorship activations, or using data analytics to track and showcase the impact of sponsorship deals. The CMO ensures that both the sports organization and its sponsors benefit from the partnership, fostering long-term relationships and ensuring repeat business.

The sports industry is also highly competitive, with teams, leagues, and businesses vying for the attention of fans, sponsors, and media. Differentiating a sports brand in this crowded marketplace can be difficult, particularly when many competitors are offering similar products or experiences. A Fractional CMO works with the organization to identify its unique selling points (USPs) and develop marketing strategies that clearly communicate what sets the brand apart. This might involve refining the brand’s messaging, emphasizing the emotional connection between fans and the team, or highlighting the brand’s commitment to community involvement or innovation. By building a strong, recognizable brand, the CMO helps the sports organization stand out and attract loyal fans and sponsors.

Digital marketing is another area where sports organizations often face challenges. With more fans consuming sports content online and engaging with teams through social media, having a strong digital presence is essential for any sports brand. A Fractional CMO brings expertise in digital marketing, helping sports organizations optimize their online presence, whether through social media, SEO (search engine optimization), or paid digital advertising. They ensure that the brand is visible across all digital platforms and that fans can engage with the content in real-time, driving both fan engagement and ticket or merchandise sales.

Ticket sales and merchandise revenue are also critical areas where sports organizations need effective marketing strategies. A Fractional CMO helps sports organizations develop targeted marketing campaigns that drive ticket sales, whether for individual games, season tickets, or special events. This might involve using data to identify key audience segments, creating personalized marketing campaigns that appeal to specific fan groups, or implementing digital marketing strategies that increase online ticket sales. The CMO also works to increase merchandise revenue by developing campaigns that showcase new products, emphasize team loyalty, and create excitement around exclusive merchandise offerings.

In addition to these challenges, sports organizations must also navigate the fast-paced nature of the sports industry. Games, events, and player performances can change quickly, and marketing strategies need to be adaptable in order to capitalize on new opportunities. A Fractional CMO helps sports organizations stay agile, ensuring that marketing campaigns are flexible and can be adjusted in real-time to respond to new developments. Whether it’s celebrating a major victory, promoting a star player, or responding to a critical moment in a game, the CMO ensures that the brand’s marketing efforts are always aligned with the current moment and can engage fans at the right time.

How does a Fractional CMO help sports organizations build their brand?

Building a strong, recognizable brand is essential for sports organizations looking to attract fans, sponsors, and media attention. A Fractional CMO plays a key role in helping sports organizations define, develop, and communicate their brand identity in a way that resonates with their target audience.

The first step in building a sports brand is developing a clear and compelling value proposition. Sports organizations need to articulate what makes their team, league, or brand unique and why fans and sponsors should choose them over competitors. A Fractional CMO works closely with the organization’s leadership to identify its core strengths, values, and differentiators. Whether it’s a deep connection to the local community, a history of winning, or a commitment to innovation, the CMO helps the organization develop a value proposition that highlights these elements and ensures that the brand’s messaging reflects its unique position in the market.

Once the value proposition is established, the Fractional CMO helps create a consistent brand message that resonates with fans and sponsors. In sports, where passion and loyalty are critical, the messaging needs to be clear, relatable, and focused on the emotional connection between fans and the team or athletes. A Fractional CMO ensures that the brand’s messaging speaks directly to the fan experience, emphasizing the excitement, pride, and sense of community that comes with being a supporter of the team or brand.

In addition to refining messaging, the Fractional CMO oversees the visual aspects of the brand, such as the organization’s logo, team colors, and overall aesthetic. They ensure that the brand’s visual identity is modern, professional, and aligned with the team’s values and target audience. This is particularly important in sports, where visual identity plays a key role in creating a strong connection between the brand and its fans. From team merchandise to stadium signage to social media posts, the CMO ensures that the brand’s visual identity is consistent and reinforces the emotional connection between the fans and the team.

The Fractional CMO also helps sports organizations build their brand through content marketing and community engagement. Content marketing is an effective way for sports organizations to showcase their brand’s personality and engage with fans. A Fractional CMO helps develop a content strategy that includes social media posts, videos, behind-the-scenes content, and fan stories that highlight the team’s culture, values, and achievements. By providing fans with exclusive, engaging content, the CMO helps build a deeper connection between the brand and its audience, fostering loyalty and excitement.

Community engagement is another important aspect of brand building for sports organizations. Fans often have a strong connection to their local team, and engaging with the community is essential for building and maintaining that loyalty. A Fractional CMO helps sports organizations engage with their community, whether through sponsorships, events, or partnerships with local organizations. By positioning the team or brand as a valuable member of the community, the CMO helps build trust and loyalty among local fans.

Public relations also play a key role in brand building for sports organizations. A Fractional CMO helps manage the organization’s reputation by developing effective communication strategies that highlight the team’s achievements and respond to any negative publicity. They work with media outlets, influencers, and other stakeholders to ensure that the organization’s message is communicated clearly and positively. This proactive approach to public relations helps build a strong, positive brand image that resonates with fans, sponsors, and media alike.

How does a Fractional CMO manage marketing budgets for sports organizations?

Managing a marketing budget effectively is critical for sports organizations, which often operate in a competitive environment with fluctuating revenue streams. 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 sports organization. A Fractional CMO conducts a thorough analysis of the organization’s goals, audience, and industry to determine where marketing efforts should be focused. This might include digital marketing, social media, content creation, sponsorship activation, or traditional advertising. By concentrating resources on the channels that offer the greatest potential for success, the Fractional CMO ensures that the organization 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 organization 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 fans, the Fractional CMO ensures that the organization 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 sports organization might not otherwise be able to leverage.

How does a Fractional CMO integrate with an existing team in sports organizations?

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

For sports organizations 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 sports organizations 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 organization’s existing structure, a Fractional CMO is skilled at working across departments and collaborating with other key stakeholders, such as sponsorship, sales, and event management teams. By ensuring that marketing efforts are aligned with the organization’s broader business objectives and collaborating effectively with other teams, the Fractional CMO helps drive the organization’s overall success.

In conclusion, a Fractional CMO for sports organizations offers businesses a cost-effective, flexible, and strategic solution for their marketing needs. Whether an organization 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 sports industry. With their deep understanding of the sports market and their ability to integrate seamlessly into existing teams, a Fractional CMO helps organizations thrive in an ever-evolving marketplace.

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