What Does a Fractional CMO Actually Do?

A Real-World Example from the Health & Beauty Industry

Let’s start with the real question behind this search:
Can a part-time executive actually lead a marketing team and help a company grow?

Yes. But only if they’re the right kind of operator.
Let me explain how I approach it — and what that looks like in practice.

I was asked to step in as interim CMO at a European health and beauty company that had plateaued in growth.
They had a great team, a solid product, and investor backing — but no clear way forward.

This is what I did, and how fractional executive work adds real value.

The Situation: Stalled Growth Despite a Strong Setup

The company — a major player in the clear aligner space — had been stuck at the same revenue level for over a year.
They had plenty of marketing activity:

• Influencers promoting the brand
• A good content pipeline
• Campaigns across Europe

But the final step — converting interest into action — wasn’t working.

Leads weren’t closing.
Budgets were being spent, but not scaled.
And no one could quite say why.

That’s where I came in.

The Assessment Phase

In the first few weeks, I did what I always do:
I assessed the funnel. Not just the ad accounts — the whole customer journey.

And I saw what was missing.

• No clear understanding of lead value
• No process to analyze funnel drop-offs
• No transparency between acquisition, nurture, and sales
• Lots of effort at the top of the funnel — and a complete blind spot at the bottom

The team was strong. But they weren’t aligned on the outcomes.
That’s where fractional leadership makes a difference.

What I Did as Interim CMO

I didn’t just suggest improvements.
I rebuilt the system with the team, side by side:

• Defined clear lead valuation frameworks so we knew what a qualified lead was worth
• Brought in top-notch performance marketers and CRM specialists from my own network
• Designed reporting structures that showed progress weekly, not quarterly
• Built a simple but scalable model for understanding campaign ROI in near real time

And most importantly — I helped the team see what was working and act on it faster.

Within just a few months, they went from guesswork to clarity.
And that meant: more scale, more predictable results, and fewer wasted cycles.

The Ongoing Role

After the initial growth phase, I stepped back into a coaching role.
I helped management recruit long-term leaders, onboard new hires, and manage expectations between the C-suite and investors.

That’s the other side of fractional work — you’re not just leading marketing.
You’re translating between founders, operators, and boards.
You’re a fixer, a coach, and sometimes a reality check.

This was a great example of why I love this work:
I came in when it mattered, helped a talented team move forward, and left behind a structure that continued to scale.

About Me

I’m Remco Livain — a fractional executive with over two decades of experience across marketing, sales, and commercial leadership.
I specialize in marketing leadership, team restructuring, and scaling commercial systems, especially for fast-growing businesses.

My clients include companies in the health & beauty sector, solar and energy, luxury retail, and direct-to-consumer brands.
I work worldwide, both remote and on-site, with a simple engagement model: a fixed retainer, a performance-based success fee, and a 15% coordination fee when you need additional marketing support.

Let’s Talk

If you’re wondering whether a fractional CMO could help you get unstuck — let’s have that conversation.

👉 Connect with Remco Livain on LinkedIn
📅 Schedule a meeting
🌐 Visit my contact page