Executive ownership of marketing for established B.C. companies — strategy, team, and honest measurement, on your time zone.
Vancouver produces exceptional consumer and lifestyle brands — wellness, outdoor, food and beverage, design-led products — alongside a serious technology sector and a services economy shaped by Asia-Pacific trade. The brand instinct here is genuinely better than average. Companies understand aesthetics and story in a way that many markets don't.
What's frequently missing sits underneath the brand: the unit economics. Beautiful marketing that acquires customers above their lifetime value is still a losing trade, and in a market with this much competition for the same design-conscious consumer, acquisition costs climb quickly. The companies that endure here are the ones that paired the taste with arithmetic.
The work is usually establishing honest lifetime value by acquisition channel, then setting the acquisition ceiling it implies — and following that with the retention and reorder work that raises the ceiling. It's less glamorous than the next campaign, and it's the difference between a brand people admire and a business that compounds.
How I work →A marketing plan tied to your revenue targets, with budget assigned by expected return and revisited as evidence comes in.
I build and manage the team — hires, agencies, contractors — on a two-week delivery cadence, with strategic direction staying with me.
A weekly scorecard covering your target KPIs alongside blended return, reviewed with leadership and adjusted openly.
Scope is set on the strategy call — sized to the problem rather than sold as a package.
Senior judgment above an existing team: allocation review, plan pressure-testing, and a standing session with leadership.
Best when: you have people executing, but nobody deciding.
Full ownership of the function: strategy, budget, team and agency management, the weekly scorecard, and accountability for the result.
Best when: marketing needs an owner, not another contractor.
For context: a full-time CMO typically costs $250,000+ in base salary before bonus, equity, benefits, and a search that often runs six months.
The weekly operating rhythm runs remotely and anchors to your team's hours — a scorecard reviewed with leadership, two-week execution sprints, and 90-day plans tied to a two-year vision. I travel to Vancouver for the moments that genuinely benefit from being in the room: kickoff, the First 30 Days findings, quarterly planning, and leadership working sessions.
That split is deliberate rather than a limitation. It means the engagement's budget goes into the marketing rather than into airports, and it produces a documented function your company owns instead of a dependency on me.
Established British Columbia companies past roughly $10M in revenue where marketing has grown big enough to need an owner. My work spans home improvement, technology services, travel, consumer wellness, media, and healthcare staffing — including brands operating at $100M+ revenue scale.
Not a fit for pre-product-market-fit startups, or teams looking for execution without strategy. More on what you're actually buying when you hire a fractional CMO.
The cadence anchors to your working hours, not mine — for Pacific clients that generally means my afternoons and your mornings, which is a comfortable overlap. It's a scheduling detail, not a strategic one.
Yes, including consumer wellness. The discipline that matters most in DTC is the relationship between lifetime value and acquisition cost, segmented by channel — most brands have never calculated it honestly, and it changes every subsequent decision.
Yes, deliberately — kickoff, annual planning, and leadership sessions worth the flight. Given the distance I'd rather concentrate travel into fewer, more substantial visits than scatter it thinly.
Established businesses past roughly $10M in revenue, where marketing needs an owner and honest measurement rather than more execution capacity.
I work with a select number of companies at a time. You'll get a direct answer about whether I can help.
Book a Strategy Call →Elsewhere in Canada: Toronto · Ottawa · Kitchener–Waterloo · Montréal · Calgary · all of Canada