What is a Fractional CMO in Los Angeles, and Why Are Businesses Hiring Them? 

Los Angeles businesses are trading in their chief marketing officers for fractional chief marketing officers (FCMOs). They’re enjoying the benefits of high-level expertise without the hassle, or the cost, of a full-time C-suite Los Angeles marketing executive.

Companies have cut their marketing budgets over the last few years from 9.1% in 2023 to a flatlined 7.7% in 2024. In response, they may be tempted to relegate the CMO role to the marketing director or senior marketing manager. But the trade-off is lower expertise and a less strategic approach to marketing operations. It might work for small B2B firms, but for those that want to compete in tough markets, a Los Angeles Fractional CMO becomes essential. 

Los Angeles is the fourth-largest startup ecosystem globally, valued at $385 billion. In 2024, seven LA companies reached unicorn status — a term for privately owned businesses that achieve a valuation of at least $1 billion — where the global average is more than 1,200. 

Even if you have goals aside from unicorn status, you’re still competing in Los Angeles’ billion dollar startup ecosystem. In Los Angeles, knowing what a fractional CMO is and what they can do for your business paves the way for a formidable marketing strategy. 

What Is a Fractional CMO? 

A fractional CMO provides the executive-level marketing function to businesses on a contracted, as-needed basis. They offer strategic leadership, brand direction, and growth oversight to businesses. 

Unlike consultants who primarily instruct marketing managers to perform certain tasks, an FCMO is a true member of the team. They form part of the C-suite alongside the CEO, CFO, and COO. 

A Los Angeles fractional CMO’s responsibilities mirror those of a full-time CMO:

• Strategic Direction: Defining brand positioning, messaging, and long-term growth strategies.
• Team Leadership: Guiding internal marketing staff, freelancers, and agencies to ensure cohesive execution.
• Data-Driven Decision Making: Using analytics, customer insights, and market research to drive campaigns and allocate budgets effectively.
• Growth Enablement: Supporting high-stakes initiatives like fundraising, acquisitions, product launches, and new market entry.
• Agility and Flexibility: Adapting to changing market conditions without requiring the financial overhead of a permanent executive hire.

While an FCMO might only work part-time, they offer engagement scope and flexibility. They often lead marketing for multiple companies at the same time, which broadens their skill set and experience. An FCMO can also offer interim leadership and scale leadership capacity as needed at the executive level, at a fraction of the cost. 

What Is Fractional Marketing?

Fractional marketing is a business practice where you hire marketing professionals to complete certain objectives on a part-time or contract basis. There are several disciplines you can hire: 

Fractional CMO

The fractional CMO is an outsourced CMO and is the anchor that holds the team together. The FCMO coordinates all the components of the marketing strategy, messaging, and how the teams work together to execute it. 

Fractional Marketing is Best for: Startups, scaleups, and businesses that require a top-tier strategy without the commitment of a $240,000 to $440,000 salary.  

Fractional Marketing Director or Vice President of Marketing 

A fractional marketing director manages and executes strategy over the mid-term, focusing on campaign planning, budget allocation, and team coordination under the strategic vision set by a CMO or executive team. 

The fractional marketing director differs from a CMO in terms of strategy, as the marketing director focuses on the mid-term execution and leadership. The CMO is the architect, and the marketing director is the builder. 

A Fractional Marketing Director is Best for: Companies that have active marketing teams but need senior management to coordinate and optimize efforts. 

Fractional Marketing Manager 

A marketing manager is a mid-level professional tasked with the company’s development and implementation of a marketing strategy. They execute the instructions from the marketing direction or chief marketing officer. 

A Fractional Marketing Manager is Best for: Companies that already have a strategy, but simply need a bridge to execute it. Also for companies that don’t require C-suite executives just yet. 

Fractional Digital Marketing Specialist 

A digital marketing specialist helps brands develop one or several digital channels. This role usually complements the other marketing functions in a company. Examples of these roles include: 

• SEO Strategist
• Paid Media Manager
• Social Media Manager
• Email Marketing Specialist
• Content Strategist 
• Copywriters 

A Fractional Digital Marketing Specialist is Best for: Companies that require deep expertise in one area but don’t require it on a full-time basis. 

Fractional Marketing Analyst 

A marketing analyst studies consumer behavior and devises a marketing strategy to capitalize on the data. Marketing analysts use the data to support the marketing team as a whole. 

A Fractional Marketing Analyst is Best for: Companies that require specialist input like digital advertising or omnichannel marketing. 

Why Are LA Companies Hiring Fractional CMOs?

Los Angeles is one of the most competitive and fast-changing markets in the U.S. and hiring a full-time CMO just doesn’t make financial sense, and that’s where the FCMO steps in. LA houses impressive startup subsectors such as life sciences, gaming, and cleantech companies. The number of California startups continues to increase, yet none of these industries can afford to take too long to scale, and they have to watch every dollar. 

Cost Efficiency Without Sacrificing Expertise 

Hiring an FCMO is about more than just saving on a salary. It’s about what that money can do when it’s not paying for a role that has a full-time need just yet. This means more money goes to campaigns instead of overheads. 

Rapid Deployment for Scaling Companies

Startups often experience rapid scaling needs and need that executive-level guidance to see projects through. You might also benefit from big investments, and an FCMO will have the skillset to allocate the funds to the right marketing activities. 

Industry Agility in Fast-Moving Markets 

Los Angeles houses dynamic sectors such as tech, eCommerce, media and entertainment, and wellness, where shifts happen regularly and with short notice. Fractional CMOs work with multiple clients across a number of industries at the same time, and can pick up on trend shifts quickly. The agile response to changes ensures that they can pivot a strategy when needed. 

5 Signs You Need a Fractional CMO

The financial consideration for hiring an FCMO is only part of the decision-making process. Hiring a C-suite executive on a fractional basis also happens when your campaigns no longer elicit the desired outcome from ad-hoc marketing campaigns, and you need clear strategy and direction. These are a few signs you need to hire an FCMO: 

1. Your Marketing Results Are Inconsistent

If your campaigns no longer bring in the desired results, or results are inconsistent with the effort, it’s time to consider a new strategy. Check whether your customer acquisition cost (CAC) and return on ad spend (ROAS) improve over time. If these results don’t improve, an FCMO can bring a data-driven strategy to identify what’s working, and cut what’s not. 

2. You Lack In-House Direction in Your Marketing Operations

While your in-house marketing team and partner agency might have the right skills to execute a good marketing strategy, bringing in a fractional CMO can help set the big picture. A roadmap ensures that the team remains on track and prevents fragmentation. Fractional leadership gives your brand a better chance of delivering a unified voice across platforms and campaigns. 

3. You’re Scaling Fast But Leadership Can’t Keep Up 

Rapid scaling can make it challenging for teams to keep up, especially if there’s no one to oversee marketing execution. Experienced FCMOs know that onboarding the right talent and implementing scalable processes and systems can support growth and prevent expensive bottlenecks. 

4. You Rely Too Heavily on Freelancers and Agencies 

An agency can execute your marketing plan, but they don’t always act as strategic partners. Without proper oversight, it’s possible for projects to regularly run over schedule and create budget issues and missed deadlines. A fractional CMO acts as a partner and adopts your success as their own. 

5. You’re Struggling to Differentiate in a Competitive Market 

LA houses a crowded ecosystem and it can be challenging for businesses to stand out among competitors. Generic messaging and a one-fits-all approach to marketing waters down your actual product or service offering. With an FCMO, you can sharpen your competitive edge. 

How a Fractional CMO Works with Your Team

A fractional CMO works differently from an agency — they immerse themselves in your business to understand the vision, mission, and culture. The embedded nature of the FCMO is thanks to the scope and flexibility of the engagement. For marketing teams, engaging with the FCMO follows a structure: 

Integration Into an Existing Team 

An FCMO works directly with your freelancers, agencies, and in-house marketing teams. Once immersed in the team, the FCMO establishes priorities, clarifies roles, and ensures the execution aligns with the company’s objectives. If no team exists, they’ll put one in place through strategic hiring, onboarding, and training the talent. 

Engagement Models

The FCMO’s engagement with the business depends on the business needs. Examples of the most common models include: 

• Hourly or part-time retainer: 10 to 25 hours per week which are spread over strategy sessions, leadership calls, and performance reviews. 
• Project-based: Leading a specific initiative such as a product launch. 
• Interim leadership: Stepping in when a CMO exits or in the interim until a hire is made. 
• Sprint engagement: Sprint engagements can last a month or a few months and depend on the marketing needs. 

Collaboration With Leadership 

A fractional CMO regularly meets with other executives to discuss strategy to align marketing with growth and revenue goals. The C-suite meetings determine the course for the other members of the marketing team to follow. 

Accountability and Reporting 

The FCMO is responsible for defining KPIs, managing the marketing budget, and ensuring ROI on campaigns. They create board-ready reports that are especially valuable during acquisitions, fundraising rounds, and investor presentations. While they don’t own the company’s profit and loss sheet, they act as the steward of marketing spend and performance.

Why Partner With Digital Authority Partners? 

Hiring fractional CMO means that you’ve already decided that you want to differentiate your business from your LA competitors. You want a strategic partner with the proven track-record and executive-level expertise to help you grow. Digital Authority Partners (DAP) stands apart in three ways: 

We Show Proven CMO-Level Leadership 

Our fractional CMOs are seasoned executives with experience in the following areas: 

• Building and leading marketing functions for clients
• Curating strategic marketing oversight for Fortune 500 companies 
• Embedding in companies to function as a strategic partner 

We Use Data-Driven, Tech-Forward Marketing Strategies 

DAP uses analytics and market insights to measure ROI and improve your bottom line. Our tech stack includes AI-powered personalization and advanced attribution modeling for fast moving industries. 

Cross-Industry Expertise in High-Growth Sectors 

Our breadth of experience allows us to bring best practices across industries, including healthcare, finance, and emerging sectors. We have the experience and expertise to navigate challenging compliance and regulatory requirements. 

Stay Agile With Fractional CMO Leadership in Los Angeles

LA businesses don’t need to sacrifice senior leadership to stay agile. When you’re ready to formalize your marketing function and create a clear and strategic roadmap for your marketing team, simply schedule a free consultation with one of our fractional professionals.