Kelli Ponting
Chief Marketing Officer
Fractional CMO | Commercial Growth & Marketing Strategy
About
Kelli Ponting works with businesses and franchise networks to drive growth through practical, commercially focused marketing. As a fractional CMO, she combines strategy with hands-on execution across digital, brand and customer acquisition, leveraging technology and data to ensure marketing is aligned to real business outcomes.
She has founded, built and sold businesses, with ownership experience across retail, ecommerce and professional services, including building and exiting a multi-million dollar marketing agency. Her client experience spans a diverse range of sectors, from blue chip and regulated organisations including Telstra, Aussie Home Loans and Anytime Fitness, through to small business franchisees across QSR, health and beauty, and trade and personal services.
She holds an MBA, along with qualifications in branding, leadership and education.
Experience
Portfolio Roles
Owner / Co-Owner / Consultant (2024 – Present)
Operates as a fractional marketer and advisor, co-founder of a sports tech start-up, ensuring skills remain current and commercially grounded.
Office Furniture Company
Owner (2024 – Present)
Purchased an Australian-owned ecommerce office furniture retailer, focusing on marketing and strategic oversight while pursuing other professional opportunities.
The Marketing Lab
Founder & Managing Director (2017 – 2024)
Founded and grew a specialist marketing agency into a multi-million-dollar operation, serving major clients before selling the business successfully.
More Marketing
General Manager (2014 – 2016)
Led business operations, grew the team, implemented processes, and achieved consistent revenue growth, recognized as a QLD State Finalist in the Telstra Business Women’s Awards.
POS POS
Partner Services Manager / IBM Vendor Manager (2010 – 2014)
Established a new business unit, managed IBM brand growth, and won the 2011 IBM Asia Pacific Award for Distributor Excellence.
Dutton Cycles
Owner / Business Manager (2007 – 2012)
Launched and operated a successful family bicycle retail store, winning national awards in the cycling industry.
Ingram Micro
IBM Brand Manager (2007 – 2010)
Managed the IBM portfolio, conducted training, and received awards for distributor excellence.
Qualifications
MBA (2017)
AIB
Key Industries
Software & Tools
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