In season 2, episode 3 (part 1 of 2) we interview Emma Rainey, a fractional Chief Marketing Officer (CMO), discussing her career journey and the concept of fractional marketing roles.
Emma shares her experience of transitioning from corporate marketing roles in large US IT and SaaS companies to working with smaller businesses after being made redundant. She highlights the flexibility and variety that fractional roles offer, allowing her to work part-time for multiple companies and provide senior marketing leadership on a part-time basis.
Emma explains that fractional CMOs are senior marketing professionals who work part-time for different companies, providing strategic input and leadership without the full-time cost. This arrangement is beneficial for smaller companies that need senior marketing expertise but cannot afford a full-time CMO. She also notes that larger companies sometimes use fractional CMOs to fill gaps in their marketing leadership.
The discussion touches on the challenges and benefits of fractional roles, including the need for clear communication and managing expectations with clients. Emma emphasizes the importance of being embedded in the company culture and maintaining a mindset of being a full member of the senior leadership team, even when working part-time.
The conversation also explores the impact of hybrid working environments, particularly in the context of post-COVID-19 changes. Emma observes that smaller companies are more likely to retain flexible working policies, while larger companies are becoming more rigid. She argues that forcing employees back to the office may not necessarily improve productivity and that a balance between office and remote work is essential.
Key Points:
- Emma Rainey's transition from corporate marketing to fractional CMO roles.
- The concept and benefits of fractional CMOs for smaller and larger companies.
- Challenges and benefits of fractional marketing roles.
- Importance of being embedded in company culture and senior leadership.
- Impact of hybrid working environments and the need for flexibility.
LinkedIn: https://www.linkedin.com/in/emmarainey/
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