Fractional Chief Marketing Officer (QLD)

An established Australian water filtration business with over 20 years in the industry is looking for a Fractional CMO to help lead its next phase of growth. The business has recently pivoted its focus toward whole home water filtration systems - a high-consideration, competitive category - and needs a strategic marketing mind to cut through the noise and build a scalable approach to customer acquisition.

The Context

The business is founder-led and family-run, with a strong product foundation and genuine market credibility. They're currently active across email, social, video content, Google ads, Meta ads, and SEO - with an external agency managing the paid and SEO side. The internal team is capable and motivated, but they're at the point where they need a senior strategic hand to take ownership of the bigger picture: what are we doing, why are we doing it, and is it actually working?

Geographic focus has been deliberately narrowed to select launch markets, with a clear plan to replicate and roll out nationally once those markets are proven.

The Role

This is a strategic oversight role, not an execution one. You'll come in, assess the full marketing picture, and help set the direction. You'll manage and coordinate the existing agency relationship, help shape the content and video strategy, and build a nurturing framework that supports what can be a 3–12 month consideration cycle for buyers in this category. After an initial strategy phase, this would transition into an ongoing advisory capacity.

What You'll Be Responsible For

• Developing and owning the marketing strategy, with a clear eye on cost of acquisition and return on spend
• Managing the relationship with the existing paid media and SEO agency - ensuring the right levers are being pulled
• Building a lead nurturing framework suited to a longer sales cycle
• Providing strategic direction on content, video, and UGC creator activity
• Identifying what's working, what's not, and where the budget should actually be going
• Helping educate and align senior stakeholders on modern marketing approaches and growth strategy

What We're Looking For

• Proven experience in a CMO or senior marketing leadership role
• Strong understanding of direct-to-consumer marketing and longer sales cycle nurturing
• Experience in a competitive, crowded consumer category — home improvement, health, sustainability, or similar is a strong advantage
• Comfortable working in a founder-led environment where trust and relationships matter
• Someone who can lead the strategy without needing to own every piece of execution
• Based in or near Toowoomba is preferred, but the right person will be considered regardless of location

Why This Role

This is a business with a solid foundation, a clear growth vision, and a genuine gap at the strategic level. The product is good, the team is engaged, and the market opportunity is real - it just needs the right person to make the marketing work as hard as the rest of the business. If you've helped a consumer brand find its footing in a noisy market and built the systems to scale, this is worth a conversation.