United States

Fractional CMO for Companies in the United States

I work remotely with US business owners and leadership teams as their fractional Chief Marketing Officer. The practice is based in Calgary, and the US companies I advise are in the Pacific Northwest, the Mountain West, Texas and the Sun Belt.

The work is the same senior leadership a full-time CMO would provide, scoped to the time your business needs: strategy, budget, team and agency leadership, and reporting that tells leadership whether marketing is working.

How remote engagements work

Everything runs on a fixed operating rhythm: a weekly leadership meeting, a monthly performance review and quarterly planning. On-site time is scheduled for the moments where being in the room matters, such as kickoff, planning sessions and major launches. A predictable cadence does more for a marketing function than proximity does, which is why a business in Denver or Dallas gets the same leadership as a company down the street from my office. Calgary is on Mountain Time, so the working day overlaps comfortably with clients from the West Coast to the East Coast.

Weekly leadership cadence

A standing meeting with your leadership team keeps priorities current and decisions moving.

Scheduled on-site time

Kickoff, quarterly planning and major launches are planned in person from the start of the engagement.

Clear ownership

You always know who owns the plan, what was agreed and how it's being measured.

What a fractional CMO takes on

The role covers the decisions a marketing executive would normally own. That starts with a clear assessment of what marketing is spending and producing, then moves into strategy, positioning, team and agency leadership, and the systems that let marketing run efficiently. Execution stays with your people and partners. What changes is that someone senior is directing it and answering for the results.

Diagnosis and measurement

A full review of campaigns, channels, vendors and spend, followed by KPI reporting that connects marketing activity to revenue.

Strategy and positioning

A marketing plan tied to business goals, and positioning that makes clear what sets your company apart and who it is for.

Team, agencies and systems

Leading internal staff, directing agencies, and building AI-assisted workflows where they genuinely save time.

Marketing built for US buyers

US markets are larger, competition is denser in most categories, and media costs behave differently than they do in Canada. B2B buyers in particular weigh proof, reviews and category authority. Privacy rules vary from state to state, which affects tracking, email and lead capture. For Canadian companies expanding south, and US companies selling into Canada, I build separate plans, budgets and reporting for each market so one doesn't quietly subsidise the other.

Proof and authority

Positioning and content built around the evidence US buyers look for before they shortlist a supplier.

State-level privacy

Tracking, email and lead capture set up with state privacy law in mind.

Separate reporting by market

Each country is reported on its own, so results in one market never mask problems in the other.

Frequently asked questions

Do you work with US companies?

Yes. twenty two. is based in Calgary and works with clients across Canada and the United States, including companies in the Pacific Northwest, the Mountain West, Texas and the Sun Belt. The operating model is the same in both countries.

Can a fractional CMO be effective remotely?

Yes, provided the engagement has a fixed cadence: weekly leadership meetings, a monthly performance review and quarterly planning. Consistency matters more than proximity.

What time zone do you work in?

Mountain Time. It overlaps comfortably with business hours across the continental US, and the weekly meetings are set to suit your leadership team.

Do you replace our existing agency?

Rarely. Most agencies execute well once they're given clear direction, honest performance measures and someone senior to report to.

Can you lead marketing in both countries at once?

Yes, and it's a common reason businesses bring in fractional leadership. Cross-border marketing needs separate plans, separate budgets and separate reporting rather than one campaign stretched across two markets.

Keep reading: What I do · About Jonathan · Fractional CMO services across Canada and the US · Get in touch

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