Fractional CMO.For technical foundersFor technical foundersFrom story to system
Make your
product
easy to buy.
When marketing starts becoming a constraint, I help work out what is holding growth back, decide what needs to change first and fix it with you.
Signs you’ve outgrown founder-led marketing
Every deal still needs you in the room
Explaining the product yourself won the first customers, but it doesn’t scale past your own calendar.
Your product is ahead of its story
Competitors with weaker technology win deals because buyers understand them faster.
You raised, and now someone wants a pipeline number
Growth came through your network and founder-led sales, and now the board expects it to be measurable.
The
underlying
problem
Marketing is being asked to scale before the positioning, story and path to buying are clear. Trying to solve that with more activity just sends more people into a journey that isn’t ready to scale yet.
How I fix it
Every deal still needs you in the room
Make the story work without you
I turn what currently lives in your head into positioning, sales material and a story other people can use without you having to explain it every time.
Your product is ahead of its story
Make the product easier to understand
I define who should care, why it matters and how to explain it, then make sure the website, deck and sales conversations all tell the same story.
You raised, and now someone wants a pipeline number
Make pipeline measurable
I work out where growth is actually breaking, put the right measurement in place and focus the team on the activity most likely to move it.
How we start
The 30-day pilot
CHF 3,000
We agree a fixed scope around the marketing problem that matters most and focus on what can realistically move in 30 days.
You leave with a clear 90-day plan and one agreed workstream live.
- 01
Start with 15 minutes
Show me what you’ve built, where marketing is stuck and what needs to happen next. I’ll tell you what I would tackle first.
- 02
Prove it in 30 days
We agree one fixed scope for CHF 3,000 and focus on the problem that matters most right now, with something real going live before the month is over.
- 03
Decide what comes next
After the pilot, you can run it internally, keep me close or bring me in as your fractional CMO.
The first 90 days
Day 30
Clarity
You know what blocks growth
and what to do first.
Positioning is agreed.Day 60
Market
Buyers hear one story everywhere.
Pipeline is measurable.Day 90
Rhythm
Marketing runs without you chasing it.
You know what works and
what the team needs next.
Selected work
Fractional client, Insurtech AI
One
story
before scaling demand
True Aim
+True Aim
True Aim had a working AI product, but no coherent commercial narrative holding the company together.
Before pushing harder on acquisition, I ran a narrative workshop, built the messaging and positioning foundation, and gave the website, sales and future demand work one clear story to work from.
"The narrative finally holds together across everything we do." Reuben John, Co-founder
×Head of Marketing, DeFi
23k+
users and #1 in its category
Drop Protocol
+Drop Protocol
Drop was competing in a crowded category where product utility alone wasn’t enough to build preference.
I developed Drop’s brand universe and made the narrative the thread across incentives, gamification and product launches, so each initiative reinforced the same wider story rather than operating as a separate campaign.
Drop scaled to 23k+ users, more than $50M TVL and the largest liquid staking protocol on the Interchain.
×Head of Marketing, Bitcoin DeFi
A new
category
from stealth to $8M
Structured / maxBTC
+Structured / maxBTC
Structured was taking a new Bitcoin yield product out of stealth in a market where the category was still fragmented and hard to trust.
I built the brand and category narrative around making Bitcoin productive: real BTC yield in a liquid, composable format. That story carried through maxBTC positioning, thought leadership and GTM from stealth to public beta.
maxBTC reached $8M in early deposits.
×Questions founders ask
I take senior ownership of marketing without you hiring a full-time CMO. I set priorities, make the key decisions, stay close to execution and bring in specialists where they add leverage.
Both. I set the direction and work on the things that need to exist first. That might be positioning, sales material, a launch, a campaign or the systems behind it. When specialist execution makes more sense, I work with the right person rather than pretending one marketer should do everything.
Yes, if lead volume is actually the problem. I look at whether enough of the right people are finding you, whether they understand why you matter and whether they move once they do. If reach is the constraint, we build acquisition. If the leak is later, we fix that first.
That’s often a good setup. I give them the priorities, positioning and decisions they need to execute well, while I take responsibility for what should happen and in what order.
Complex products are where I’m most useful. I’ve marketed everything from liquid staking and Bitcoin yield products to AI for insurers. Expect a lot of questions at the start. I won’t simplify the product before I understand it.
Part of my role is working out what marketing setup the company actually needs. That includes what I should own, where a specialist makes sense and which role should eventually become permanent.
| Fractional CMO | Full-time CMO | Agency | Junior marketer | |
|---|---|---|---|---|
| Right when | You need senior ownership before the function is full-time | Marketing already needs a permanent executive and team | Strategy is clear and you need specialist capacity or production | Someone senior already sets direction |
| Sets the direction | Yes | Yes | Within its mandate | No |
| Can build the function from zero | Yes | Yes | Usually not the job | Not without senior support |
| Works hands-on | Yes, directly or with your existing team | Depends on stage and team | Within the agreed brief | Yes |
| Builds and manages the team | Yes | Yes | No | No |
| Best long-term role | Build the function until the next structure makes sense | Permanent marketing leadership | Specialist partner | Execution inside an existing function |
Fractional CMO
- Right when
- You need senior ownership before the function is full-time
- Sets the direction
- Yes
- Can build the function from zero
- Yes
- Works hands-on
- Yes, directly or with your existing team
- Builds and manages the team
- Yes
- Best long-term role
- Build the function until the next structure makes sense
Full-time CMO
- Right when
- Marketing already needs a permanent executive and team
- Sets the direction
- Yes
- Can build the function from zero
- Yes
- Works hands-on
- Depends on stage and team
- Builds and manages the team
- Yes
- Best long-term role
- Permanent marketing leadership
Agency
- Right when
- Strategy is clear and you need specialist capacity or production
- Sets the direction
- Within its mandate
- Can build the function from zero
- Usually not the job
- Works hands-on
- Within the agreed brief
- Builds and manages the team
- No
- Best long-term role
- Specialist partner
Junior marketer
- Right when
- Someone senior already sets direction
- Sets the direction
- No
- Can build the function from zero
- Not without senior support
- Works hands-on
- Yes
- Builds and manages the team
- No
- Best long-term role
- Execution inside an existing function
I make complex products commercially clear.
12+ years in marketing across gaming, fintech, crypto and AI. I’ve built positioning, GTM, launches and growth systems for technical products from early stage through scale.
I turn what founders know about the product into what buyers need to understand to act, and I stay close enough to the work to make sure it ships.
Based in Zürich. Working with a small number of companies at a time.
Show me
what you’ve
built.
Let’s have a first conversation to see what needs to become clearer and where marketing should focus next.
Book a 15-minute call