Last Updated: June 22, 2026
Most B2C marketers chase awareness while conversion rates flatline. We build integrated systems that measure brand activities like performance campaigns – and tie every dollar spent to revenue outcomes.
The Problem
Brand and performance teams operate in separate silos with no shared measurement
Your brand team and paid team report different numbers and defend separate budgets. Neither can explain the other's results. When you can't connect a campaign to downstream purchase data, leadership cuts whichever budget is easier to cut – not the one that's actually underperforming. That disconnect compounds until you're either over-indexed on paid with no brand equity, or burning brand budget with no revenue proof.
Social engagement metrics mask weak conversion economics
A million-view TikTok looks good in a board deck. But if cost-per-acquisition on social sits above $80 for a $40 product, the channel is losing money regardless of follower count. Post-ATT attribution on social is genuinely hard, but 'hard' is not the same as 'skip it.' Most B2C teams optimize for reach because those metrics are easy to present – not because they correlate with profit.
Retail partnerships demand margin concessions that make profitable scaling structurally impossible
A major retail placement costs 30-50% margin plus co-op fees and chargebacks. That math only works if retail volume is genuinely incremental and not cannibalizing your DTC channel. Most brands don't model this correctly at signing. By the time the unit economics surface, you're locked into commitments that are nearly impossible to unwind without sacrificing distribution you spent two years building.
How We Help
We start with your conversion data, not your brand guidelines. Before recommending anything, we audit your full attribution stack – where measurement breaks down, which channels have clean data, and where you're optimizing blind. That diagnostic identifies the highest-impact opportunities so we're not guessing.
From there, we build a growth strategy that treats brand and performance as one system. Every brand activity gets a measurement hypothesis – not because brand is just direct response, but because 'we can't measure this' is not a strategy. We use incrementality testing and blended attribution to connect upper-funnel investment to downstream purchase data.
On channel mix, we evaluate your retail-to-DTC ratio and build a roadmap to increase direct revenue without burning retailer relationships before you're ready. Most B2C brands need 40-60% DTC to have real pricing power. We map the path to get there.
Execution happens embedded – not from a slide deck. We attend leadership meetings, manage agency partners, and own the weekly performance review. The fractional model means you get a senior operator without a $300K+ salary commitment. We work 15-25 hours per week as part of the team, not above it.
Measurement frameworks are established before we change anything. Baseline metrics are locked, reporting cadence is set, and progress tracks against real numbers – not competitor benchmarks or last year's feel-good comparisons.
What we deliver
- Full attribution audit connecting brand spend to revenue outcomes
- Integrated performance branding strategy with measurement built in from day one
- DTC channel roadmap that reduces retail dependency without sacrificing distribution volume
B2C brands that separate brand from performance end up with two teams that can't explain each other's results. The fix is one integrated measurement system – not a bigger brand budget or a harder push on paid.
Our Methodology
Our 90-day sprint creates impact in the first 30 days while building systems that outlast the engagement. Days 1-30 are diagnostic – we audit your analytics stack, map the customer journey from first touch to purchase, interview marketing and product teams, and identify the three to five highest-leverage changes. No strategy documents without data behind them.
Days 30-60 move into strategy development and early execution. The growth roadmap is prioritized by impact and speed. Quick wins ship while bigger structural changes are being designed. Measurement frameworks are built here so every test has a clear success metric before it launches.
Days 60-90 are execution and optimization. Systems are live, the team runs the playbooks, and we adjust based on real performance data. By end of sprint, you have a functioning growth infrastructure with documented ownership – built to run with or without us. Most engagements extend to 6 months once the sprint delivers visible results.
How We Work
In the first 30 days, we run a full marketing and growth audit. This covers your analytics stack, attribution model, channel economics, team structure, and the top five highest-impact opportunities. Baseline metrics are locked here – every future report measures against this starting point.
Days 30-60 are strategy and early execution. We build the prioritized growth roadmap, start restructuring the measurement framework, and implement quick wins from the audit. Weekly check-ins keep your leadership team aligned without adding meeting overhead.
Days 60-90 are full execution mode. Campaigns are live, systems are running, and we're optimizing against real data. Monthly strategy reviews cover what's working, what's being cut, and where we're investing next.
Most engagements run 3-6 months initially with an option to extend. We work 15-25 hours per week embedded with your team – in the weekly meetings, managing agency partners, and making real resource allocation decisions alongside your leadership.
- Customer acquisition cost reduction through channel mix optimization
- DTC revenue growth that reduces retail dependency
- Attribution infrastructure connecting brand spend to bottom-line revenue
If your b2c company needs fractional cxo leadership, we should talk.
Expand your marketing team output with our experts
Let us take a custom approach to your growth goals by assembling and leading the best-in-class marketing team to support your next stage.
Frequently asked questions
How much does a fractional CXO engagement cost for B2C companies?
Our fractional CXO engagements for B2C brands run $20K-$35K per month depending on scope and hours. That compares to $350K-$450K in fully loaded cost to hire a VP of Marketing and a performance lead separately – before equity. The fractional model gets you operator-level expertise with no severance risk and no 90-day ramp before they're useful.
What does a fractional CXO actually do for a B2C brand day to day?
They own the marketing number – not just the strategy. In practice, that means attending weekly leadership meetings, running the performance review, managing agency relationships, making budget allocation decisions, and being accountable for results. The difference from a consultant is execution: we are operating inside the team, not delivering recommendations from outside it.
How do you measure ROI from a fractional CXO engagement?
We establish baseline metrics in the first 30 days – CAC, LTV, channel-level ROAS, and DTC revenue mix. Every subsequent report measures against that baseline. We track leading indicators like conversion rate by channel and attribution coverage alongside lagging indicators like blended CAC trend and revenue per customer. No vanity metrics reported as progress.
Can you help reduce retail dependency without tanking near-term revenue?
Yes – and the sequencing matters. We model your current retail contribution to total revenue, calculate the DTC acquisition cost needed to replace it profitably, and build a transition roadmap that grows direct revenue without burning retailer relationships before you're ready. Brands that shift DTC too fast end up with margin compression on both sides. We sequence the transition to protect your P&L while the direct channel scales.
How does a fractional CXO integrate with our existing marketing team?
We operate as the senior marketing leader, not a parallel track. Your existing team works with us or alongside us depending on org structure. We attend the same meetings, use the same tools, and are accountable to the same leadership team. The goal is indistinguishable from an internal hire in terms of ownership – while bringing outside perspective on what's working in the market right now.
What stage B2C company is the right fit for this engagement?
The right fit is a B2C brand doing $5M-$50M in annual revenue with proven product-market fit but struggling to scale acquisition profitably. You have some marketing infrastructure – maybe an agency or an in-house coordinator – but no one owning growth strategy at a senior level. If you're pre-revenue or still finding product-market fit, the engagement is premature. Above $50M with a full team, you likely need a full-time hire.
