Fractional CMO Leadership for Growing Companies
25+ Years Marketing Leadership | Founder – New Wave Marketing (19 Years) | Fractional CMO
Hello, my name is Jonathan Molina and I work directly with founders and leadership teams to build marketing strategy, lead execution, and create smarter systems for growth — without the cost of a full-time CMO.
Strategic marketing leadership that drives real growth
When marketing has the right leadership, everything changes. Strategy gets sharper, teams align faster, and every dollar works harder toward revenue and growth.
Through twenty two., I step into companies as a fractional CMO to bring the strategic clarity, operational structure, and senior-level accountability your marketing needs to scale — without the overhead of a full-time executive hire.
The result: a marketing function built to grow your business, drive revenue, and create lasting competitive advantage.
Learn how I help companies grow
Explore how I work with founders and leadership teams — from the services I provide and how engagements are structured, to the experience and perspective I bring to every company I work with.
Why companies bring me in
They need senior marketing leadership without the cost of a full-time CMO.
They have marketing activity but no clear strategy.
They have internal teams that need experienced leadership.
They want marketing to drive revenue, not just activity.
They want someone who understands how modern marketing systems and AI are changing how marketing operates.
Current Marketing Leadership Engagements
Here are a few examples of how organizations have engaged me to step in and lead marketing strategy, brand positioning, and go-to-market initiatives.
Electrical Services
Electric HERO
Fractional CMO / Growth Strategy & Marketing Leadership
Electric HERO brought me on as their Fractional Chief Marketing Officer to lead all marketing strategy, development, deployment, and execution as the company continues to grow throughout Vancouver and the Lower Mainland of British Columbia. My role is to guide the company's overall marketing direction, build the growth strategy, and lead the rollout of social media, video content, and broader brand marketing initiatives. Working alongside the President and leadership team, I am helping bring more structure to how marketing is planned and executed, building the systems needed to support the next phase of growth, and positioning Electric HERO as a stronger, more recognizable presence within its market.
Sports Management
Valette Sports Group
Fractional Marketing Lead / Digital Strategy, Brand & Web
Valette Sports Group brought me in to lead overall digital marketing strategy for the firm. The engagement includes clarifying the brand message, designing and developing a new website, and building a social media and content strategy that supports the firm's growth in the athlete management space. My role is to bring structure to how the brand shows up digitally, guide the website build from strategy through execution, and ensure the firm's marketing reflects the same seniority and precision that defines its work.
Sports & Development
P3 Sports Inc.
Fractional CMO / Brand Strategy & Market Repositioning
P3 Sports engaged me as their fractional Chief Marketing Officer to lead the redevelopment of the organization's brand and marketing strategy. The company had built a strong reputation in hockey development but faced confusion in the marketplace around its programs, positioning, and long-term vision. My role has been to clarify the brand, define the organization's messaging, and lead the development of a new brand platform aligned with its structured development model. This work has included rebuilding the brand strategy, developing the new messaging framework, guiding the launch of the updated brand identity, and leading the broader marketing direction as the organization expands its programs and visibility within the hockey development landscape. The goal is to position P3 Sports as a clearly differentiated development system while building a stronger marketing foundation to support future growth.
Construction & Infrastructure
Siteworx
Fractional CMO / Strategic Market Positioning
SiteWorks engaged me to help build the strategic marketing foundation for the company as it launched and positioned itself within Calgary's highly competitive construction and infrastructure market. Working closely with ownership, my role has been to define the company's brand positioning, develop the marketing strategy, and build the messaging and digital presence needed to establish SiteWorks as a serious competitor in the commercial and residential concrete sector. This work has included developing the brand framework, guiding the creation of the company's website and messaging, and leading the overall marketing direction as the business continues to expand its presence in the Calgary market. Today I continue to work with the leadership team as an ongoing fractional marketing lead, helping guide the company's growth as it scales within the region.
Energy Technology
HyVera Distributed Energy
Fractional CMO / Go-to-Market Strategy
HyVera Distributed Energy engaged me to step in as fractional Chief Marketing Officer as the company prepares to bring its hydrogen-on-demand energy technology to market. My role is to lead the company's go-to-market strategy, including developing the full marketing roadmap, shaping messaging around the technology's commercial applications, and supporting investor-focused communications during the company's capital raise. Working directly with leadership, I built the strategic marketing plan and investor relations marketing framework to support HyVera's commercialization efforts. With the capital raise nearing completion, the next phase of work focuses on executing the broader marketing program as the company begins introducing its hydrogen technology to global markets.
How to Know If Your Company Needs a Fractional CMO
Many growing companies reach a point where marketing becomes too important to manage casually, but they are not ready to hire a full-time Chief Marketing Officer.
A fractional CMO can provide the leadership, structure, and strategic direction needed to move marketing forward without the cost and commitment of a full-time executive.
Marketing activity exists, but there is no clear strategy
Your company may be running campaigns, updating the website, posting on social media, or working with agencies, but there is no clear marketing strategy tying everything together. Without leadership, marketing becomes reactive instead of strategic.
Your team is doing marketing, but no one is truly leading it
Many organizations have talented people executing marketing tasks, but they lack senior leadership to guide the bigger picture. A fractional CMO provides direction, structure, and accountability for the marketing function.
You are spending money on marketing but unsure what is working
Marketing budgets can grow quickly, especially when working with multiple vendors or agencies. Without strategic oversight, it becomes difficult to measure impact or ensure resources are being allocated effectively.
The company is entering a new phase of growth
Whether launching a new product, expanding into new markets, repositioning the brand, or preparing for investment, many companies need experienced marketing leadership during key growth moments. A fractional CMO helps guide strategy and execution during these transitions.
The founder is still leading marketing
This is one of the most common signs. When founders are still responsible for marketing strategy, vendor management, and campaign decisions, it often means the company has outgrown its current marketing structure. A fractional CMO allows the founder to step back from day-to-day marketing decisions while ensuring the business continues to grow.
If any of these situations sound familiar, it may be the right time to bring in experienced marketing leadership.
We can review your current marketing structure, identify opportunities, and determine whether fractional marketing leadership would help move your business forward.
Get a Free Marketing AssessmentCall or message me anytime for a free marketing assessment
No pitch, no pressure. We will look at where your marketing stands today, where the gaps are, and whether I am the right person to help.
Send a quick note below, or reach out directly any time at jon@22cmo.com or 403-466-8869.