CASE STUDY | FRACTIONAL CMO
How an Alberta Consumer Goods Company Turned Marketing From a Bottleneck Into a Business Partner
A food and beverage consumer packaged goods (CPG) company with consumer brands on retail shelves, plus its own restaurants, placed a fractional Chief Marketing Officer (CMO) on its leadership team. Within weeks, marketing had a plan the whole team backed.
At A Glance
Industry
Consumer packaged goods (food and beverage) and restaurants
challenge
Marketing seen as a bottleneck, not a growth driver
engagement
Fractional CMO, about 1.5 days a week
early impact
Approved plan, operations buy-in and a sharper customer focus
The Challenge
An Alberta consumer goods company had built what most brands chase: consumer brands on retail shelves, restaurants people love and a loyal community.
But marketing hadn’t kept pace. Several marketing leaders had come and gone in a few years. When the latest one left, the CEO stepped in to help reset and evaluate.
Over time, marketing became a bottleneck, and its budget was seen as a cost rather than an investment. Sales and operations needed consistent, timely support. The brands needed a strategy.
The problem wasn’t the brands. Marketing had no leader at the table connecting it to growth.
The company already knew us. Jamie and Double U have supported it for years, most recently with an AI Leadership Sprint for its senior leadership team. So when this gap opened, the CEO knew fit would matter more than a resume.
What We Did
Double U ran a fit-based search, using Working Genius to map the team’s working styles and gaps, and placed a fractional CMO on the senior leadership team. Our Model, Mimic, Master, Multiply onboarding framework set the pace, and the work focused on three areas: plan, trust and customer focus.
A PLAN, ON TIME
Despite a summer start, the CMO delivered the 30-day Action Plan on schedule. The executive leadership team and CEO approved it.
TRUST WHERE IT COUNTS
Started by understanding how marketing supports sales and operations, before changing anything. Operations leaders became vocal supporters and active contributors, and the wider team’s response built real momentum.
A CLEAR IDEAL CUSTOMER
Presented the Ideal Customer Profile (ICP) and strategic positioning to leadership. The response was positive, and it gives every brand the same starting point.
Onboarding went better than most, because the team already shared a passion for the brands, the products and what the organization can do.
What Changed
The early shift showed up in how leadership sees marketing: less bottleneck, more business partner.
An Approved Plan
Every Action Plan priority is ahead of schedule or on track.
Operations on Board
Unprompted, the head of operations named the CMO’s presentation as his favourite thing from the past month.
One Customer Focus
A defined ideal customer and clear positioning give every brand, and every marketing dollar, a starting point.
Business Impact
Marketing has a leader at the table and is earning the right to invest by delivering for sales and operations first.
The Takeaway
Marketing earns its budget the same way any leader earns trust: by showing up for the business first.
This engagement worked because the CEO gave the CMO a real seat at the leadership table, and the CMO started by supporting sales and operations before asking for anything.
The result was more than a marketing plan. It was a team that sees marketing as a partner in growth, not a cost to manage.
YOUR CHALLENGE MAY LOOK DIFFERENT
What would change if marketing earned its budget instead of defending it?
You don’t need more campaigns. You need a leader who connects your brands to growth and gets the whole team behind one plan.
Double U helps growing companies build the leadership capability they need, when they need it.
FAQs
Are these real client engagements?
Yes. Every case study is based on real engagements, with identifying details modified when confidentiality agreements require it.
What industries do you work with?
We support organizations across multiple industries, including professional services, technology, manufacturing, healthcare, construction, and growth-stage businesses.
Can fractional leadership work for small businesses?
Absolutely. Fractional executives provide senior-level expertise without the cost of a full-time executive hire.
How quickly can a fractional executive create impact?
Many organizations begin seeing measurable improvements within the first 3 to 4 weeks, depending on priorities and scope.