What Is a Fractional Marketing Executive? (And Why It's a Smarter Choice for Growing Organizations)
- Heidi Schlag
- Jan 18
- 2 min read
When organizations need marketing help, they often think their only option is to hire a consultant. A traditional consultant comes in, assesses the situation, delivers a strategic marketing plan — and then leaves.
But what happens next?
All too often, that brilliant marketing plan sits on a shelf. Staff may not have the time, the expertise, or the right support to actually implement it. Momentum stalls, and the problems that sparked the need for help remain unsolved.
That's where a fractional marketing executive is different.
What a Fractional Marketing Executive Does
As your fractional marketing executive, I don't just tell you what to do. I become part of your team.
Think of it like hiring a senior-level marketing director, but only for the amount of time you actually need. I work hands-on with you to:
Develop clear, actionable marketing strategies
Implement campaigns and systems (not just hand you a "what-to-do" list)
Train and mentor your staff so your team builds lasting skills
Adapt and refine strategies as your organization grows
Collaborate across departments (development, programs, leadership) to ensure marketing isn't isolated
Put systems in place to operationalize and assess your marketing efforts, leading to greater insights and sustainability
I bring the expertise of an in-house marketing leader, with the flexibility and cost-efficiency of a part-time role.
Why the Fractional Model Is More Sustainable Than Traditional Consulting
Action, not just advice: You don't just get a roadmap—you get someone who helps drive the car.
Real collaboration: I'm invested in your day-to-day success, not just handing off a binder and walking away.
Skills transfer: Your staff learns alongside me, building capacity for the future.
Strategic continuity: I stay engaged to tweak, update, and evolve strategies as needed, instead of a one-and-done.
Budget-friendly: You get executive-level leadership without the full-time salary and overhead.
In short: You get real results, not just recommendations.
Why It Works for Heritage Organizations
Heritage organizations, museums, DMOs, byways, and cultural nonprofits often don't have the resources for a full-time marketing director. Staff wear multiple hats. Marketing gets squeezed between programs, fundraising, and daily operations.
Bringing me in as a fractional marketing executive means:
Your marketing doesn't get sidelined
Your messaging stays aligned with your mission
Your outreach grows steadily without burning out your team
You get a partner who understands heritage work and modern marketing — someone who can help you connect with visitors, funders, and your community without overwhelming your staff.
Ready to Learn More?
If you've ever wished you had someone to not just "tell you what to do," but actually help you do it, let's talk. I'd love to show you how a fractional marketing executive can help you build sustainable marketing that fuels your mission for the long term.
