Fractional Head of Marketing / Fractional CMO | Sydney (In-Person)

• Location: Sydney (in-person required)
• Engagement: Fractional / Part-time (Contract)

About the Business

This is an established, multi-location retail business in the home renovation and building supplies sector. Physical showrooms drive the vast majority of revenue, supported by a growing but underperforming digital channel.

The business has a strong reputation, excellent customer reviews, and historically led its category - but digital capability has not kept pace with competitors or modern platforms.

They are now seeking experienced senior marketing leadership to modernise the function, stabilise execution, and bring clarity to performance.

The Challenge

Marketing activity is happening - but without structure, accountability, or measurable impact.

Key issues include:

• A prolonged ecommerce platform migration that has stalled progress and created commercial risk
• Weak social media presence despite a category rich in visual, high-engagement content
• An overstretched internal digital lead with no senior marketing support
• Offshore resources with unclear responsibilities and limited accountability
• An underperforming agency relationship with shifting metrics and no tangible growth outcomes
• No clear framework to measure digital impact on in-store revenue
• Limited understanding of AI, automation, and modern marketing technologies

This role exists to fix the system, not just run campaigns.

The Role

You will act as a Fractional Head of Marketing / CMO, providing hands-on leadership, strategic direction, and operational discipline across the marketing function.

This is not a remote advisory role. The business wants someone on the ground, working directly with internal staff, agencies, and leadership.

Key Responsibilities

Marketing Leadership & Strategy

• Own the overall marketing strategy across retail and digital channels
• Define clear objectives, priorities, and success metrics
• Translate business goals into executable marketing plans

Ecommerce & Digital Performance

• Take control of the ecommerce platform migration and force progress to completion
• Establish clear conversion, traffic, and revenue metrics
• Identify and fix data quality and tracking issues
• Introduce product reviews, CRO improvements, and SEO fundamentals

Team Management & Capability Building

• Coach and upskill the internal digital lead
• Create structure, accountability, and clarity across local and offshore resources
• Introduce proper workflows, deadlines, and ownership

Agency Oversight

• Audit current agency performance
• Reset KPIs around revenue, conversion, and commercial outcomes
• Decide whether to optimise, restructure, or replace agency relationships

Retail & Store Performance

• Help bridge the gap between digital marketing and physical store outcomes
• Develop practical ways to understand and influence store foot traffic
• Ensure digital activity supports showroom sales, not just vanity metrics

Technology, AI & Automation

• Identify opportunities to apply AI and automation across marketing operations
• Introduce smarter tools, platforms, and processes
• Keep the business current with emerging technologies and channels

What We’re Looking For

• Senior marketing experience in retail, ecommerce, or omnichannel businesses
• Strong understanding of ecommerce metrics, conversion optimisation, and digital performance
• Proven people-management experience — especially coaching junior or stretched teams
• Comfortable challenging agencies and holding them accountable
• Commercially minded, not brand-theory driven
• Genuinely up-to-date with AI, automation, and modern marketing tools
• Sydney-based and willing to work in person regularly
• Fractional mindset: practical, efficient, outcome-focused

Why This Role Is Interesting

• Established business with real scale and strong brand equity
• Significant upside from fixing fundamentals rather than chasing gimmicks
• Ability to make visible, meaningful impact quickly
• Direct access to decision-makers
• Long-term fractional opportunity rather than short-term project work

Engagement Details

• Fractional / part-time contractor engagement
• Local Sydney focus, in-person involvement expected
• Flexible structure based on availability and outcomes
• References required