FRACTIONAL CMO
Experienced marketing leadership for F&B and hospitality at a fraction of the cost
What is a Fractional CMO?
Fractional positions have been growing in popularity because companies can get a seasoned executive at a lower cost. Unlike consultants who devise a strategy and leave the team to execute it, fractional leaders are part of the team. I would stay on to oversee the execution, its results, and continue to tackle other issues and areas of growth.
Industry Specialties
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Restaurants
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CPG
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Hospitality
Meet Katie
I’m Katie Wollrich, a marketing executive with experience at large corporations, privately-held companies, and start-ups. I know how to both drive topline sales and also manage costs to the bottom line.
My career started on the advertising agency side before going to brand. I’ve always had a passion for strategy, creative, and digital media. I love process, but I’m comfortable in the gray, having been the first to hold four newly created positions.
I have a proven track record of successfully leading cross-functional teams, developing award-winning advertising campaigns, and generating sales in competitive markets.
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Wendy's
Led cross-channel campaigns and developing compelling/unifying advertising strategies across television, internet platforms, media outlets, influencers, merchandise, public relations, activations, and sponsorships.
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Zevia
Led the brand & social team to build and amplify the company’s overall brand strategy, position, and voice.
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McDonald's
Strategy and campaign development for McCafé, Monopoly, Hamburger, and McRib.
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Joella's Hot Chicken
Second largest hot chicken brand in the country. Led brand expansion from six to 19 locations. Launched delivery and loyalty program.
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21c Museum Hotel
Launched the largest location for the franchise in Chicago
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Angad Arts Hotel
Oversaw all marketing efforts for the boutique hotel including launching a new website, eCommerce, email, activations, and public relations.
Services
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A fractional Head of Marketing engaged on your business for about 10 hours per week to solve the big marketing problems
Deploys the Functional Marketing® Framework to build out marketing strategy, establish KPIs and reporting, define positioning → delivered after the first 30 days
Leads team in the execution of marketing strategy & reviews results for ongoing optimization
Regular meetings - weekly sprint planning and review calls, weekly 1:1s with direct reports, weekly team stand-up calls, quarterly & annual planning session,
Hire, train, evaluate and fire marketing vendors, employees, & contractors
Initial 3-month minimum commitment
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4-hour strategy session for your team using the Functional Marketing® Framework to focus your marketing strategy. Custom, bespoke based on your company’s needs.
7-14 day preparatory period via email correspondence
Delivery includes immediate marketing punch list, list of blindspots, and marketing campaigns for next 1-6 months
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A fractional Chief Marketing Officer leading your team as a strategic advisor
Available only after one 90-day engagement with Engaged or a Half-Day Strategy Session
Quarterly Planning calls quarterly, Sprint Planning calls led twice-monthly
Unlimited email correspondence
Long-term marketing support with the least financial commitment
Access to marketing campaign standard operating procedures (SOPs)
6-month commitment
How It Works
After a deep dive in your business, I will create a marketing strategy for leadership approval. Then, working in quarterly sprints, I will oversee your internal/external team to execute and measure its success. I’m also a member of a fractional marketing group, which provides SOPs and resources to ensure I can drive results in about 10 hours a week.
Working Together
Get an experienced marketing leader AND save budget to invest more in your marketing plan.
Engagements begin with only a commitment of three months. Or ask about my half- day strategy session if you just need help jump-starting a plan.