Fractional Digital Marketing Leadership
Fractional digital marketing leadership is senior leadership on a part-time or interim basis. I own the roadmap, the KPIs and the delivery across your web, content and campaign work. I direct your teams and agencies until the function is stable or your full-time hire starts.
Fractional digital marketing leadership means I take ownership of your digital marketing function for an agreed number of days each week or month. You avoid the cost and commitment of a full-time executive. I set the priorities, write the roadmap, define the KPIs and direct the people and agencies doing the work. You get a leader who has run websites, content programs and multichannel campaigns for brands including UnitedHealth Group, Polaris and Bio-Techne.
I approach the role the way I worked at UnitedHealth Group. There I owned the website roadmap, prioritized projects by impact, resources and business objectives, and translated them into requirements for development teams. Business goals come first. From there I build a prioritized backlog, a KPI framework reported through analytics, and a cadence of planning and review, so decisions rest on evidence rather than on whoever asked most recently.
I work inside your team, not beside it. That means joining the standups, writing the briefs, reviewing the work and taking responsibility for what ships. Your designers, writers, developers and agencies keep their roles and get clearer direction and faster decisions. When I step back, the processes, documentation and reporting stay behind, so the function keeps running under whoever owns it next.
What fractional leadership includes
Marketing Roadmap
A sequenced roadmap of web, content and campaign initiatives, each ranked by impact, resources and business objectives, with an owner, its dependencies and the business decision it supports written down.
KPI Framework
A definition sheet for every metric that matters: what it measures, where it comes from in Google or Adobe Analytics, the direction it should move and who reviews it each month.
Prioritized Backlog
A single groomed backlog of briefs for design, content and development, each with acceptance criteria, so your teams always know what is next and why it was chosen over the alternatives.
Workflow and Governance
Documented intake, review, approval and publishing workflows, including the legal, regulatory and brand review steps, so work moves without waiting on a meeting to decide who signs off.
Agency and Vendor Briefs
Scopes, creative briefs and review criteria for the agencies and freelancers you already use, plus a plain scorecard for judging what they deliver against what was agreed at the start.
Executive Readout
A monthly report for leadership that connects channel performance to leads and pipeline, states what changed, what I decided and why, and what I need from the business next.
How I take on the role
Assess the current state
I review the channels, the website, the analytics setup, the team and the vendors already in place, and document what is working, what has stalled and what is missing.
Set direction and KPIs
We agree on the business goals the marketing function must serve, then I translate them into a roadmap, a KPI framework and a reporting cadence that leadership signs off on.
Run the operation
I take ownership of planning, prioritization and delivery, writing briefs, running reviews and keeping design, content and development teams moving against the backlog every week.
Hand off or scale
As the function stabilizes I document the processes, coach the people who will own them, and either step back to an advisory role or help you define the full-time hire.
Where this comes from
I have owned digital roadmaps, programs and KPIs from the inside. At UnitedHealth Group I owned the website roadmap and developed and managed programs across email, social, display, SEO and SEM. I defined KPIs reported through Google and Adobe Analytics, led process re-engineering across cross-functional teams and directed creative services. At TN Marketing I ran subscription web communities and led acquisition and retention. As an independent consultant I translate business goals into technical briefs, prioritized backlogs and content governance, managing delivery across design, content and development teams.
See my experienceWow. I was continually floored with how talented Brittany is. Her knowledge of SEM and SEO is on a level far beyond her title. She was always willing to lead, teach, and manage. Those are 3 traits that often escape people in the SEM/SEO role. You'll find yourself fortunate if you get the chance to work with Brittany.
Modernizing brands, transforming organizations and building world-class teams
Senior to Brittany at Colle+McVoy
Frequently asked
What does a fractional digital marketing leader actually do?
I run your digital marketing function on a part-time or interim basis: setting priorities, owning the roadmap and KPIs, briefing teams and agencies, and reporting results to leadership. The difference from a consultant who advises is that I take responsibility for delivery. The difference from a full-time hire is scope and cost, since you pay only for the days you need.
How much of your time does a fractional role take?
A set number of days each week or month, agreed at the start and sized to the function. An interim role covering a vacancy usually needs more days than an ongoing oversight role where a team is already in place. We revisit the schedule and the scope as the operation stabilizes.
Will you work with our existing agencies and freelancers?
Yes. I have worked in agency roles earlier in my career and directed creative services at UnitedHealth Group. I write the briefs, set the review criteria and hold vendors to scope, so you get more from the budget you already spend.
What happens when the engagement ends?
You keep a documented operation: the roadmap, the KPI framework, the backlog, the workflows and the reporting. I plan the handoff from the start, coaching the person who will own the function or helping you define the role and evaluate candidates for the full-time hire. The engagement can also taper to an advisory cadence rather than ending outright.
Related services
Multichannel Campaign Management
A campaign only works when every channel points at the same audience, the same offer and the same page. I plan, launch and run multichannel campaigns so your email, search, social and display behave as one program with one set of results.
Learn moreLead Generation Programs
A lead generation program is more than a form on a page. I design the offer, the capture path, the tracking and the handoff to sales as one system, so the leads you count are leads your team can actually work.
Learn moreWebsite Roadmaps and Requirements
A website roadmap is a set of decisions about what gets built, in what order and why. I write the roadmap, the requirements behind each item and the acceptance criteria that tell everyone when the work is done.
Learn moreLet's talk about leading your digital marketing
Tell me what the function looks like today, who is on the team and what the business needs from marketing this year. I will tell you whether a fractional role fits and what the first months would cover.