Fractional CRO / CMO
- Go-to-market for fund launches, IPOs and capital raises
- Positioning and campaigns for investors, advisers and platforms
- Loyalty and customer propositions that lift retention
- Marketing that moves quickly through compliance review
Industries · Financial services
Fractional C-suite leadership for financial services firms
I've led go-to-market for IPO campaigns, including an A$300M+ raise, launched global equity funds for an investment manager, and run executive strategy workshops for a major Southeast Asian bank.
When does a financial services firm need a fractional executive?
For a financial services firm or fund manager, a fractional executive usually steps in around a fixed-date event, such as a fund launch, IPO or platform change, or when AI and automation have to fit inside regulatory obligations. I take the CRO/CMO, COO or Chief AI & Transformation Officer seat part-time, own the outcome and work alongside your compliance and risk teams.
What I see
Common challenges for financial services firms
01
The launch date is fixed
A fund launch, IPO or capital raise runs to a timetable set by regulators, registries and the market. There is no second attempt.
02
Too many suppliers, no single owner
Marketing, technology, registry, PR and legal suppliers all touch the launch, and nobody senior owns how they fit together.
03
Distribution is hard to read
Investors, advisers, platforms and brokers each need a different story, and it is hard to see which channel is really working.
04
Customer and loyalty platforms underdeliver
The platform was bought to personalise and retain customers, but the data, processes and content behind it never caught up.
05
AI pressure meets regulation
The board wants AI, while APRA, ASIC and privacy obligations mean every use case needs clear accountability and controls.
06
Manual work behind the scenes
Onboarding, reporting and document handling still rely on spreadsheets, email and rework, which adds cost and operational risk.
Where I help
Three seats I can fill
Fractional COO / GTM Operations
- Launch orchestration across internal teams and external suppliers
- Customer and marketing platform migrations, from plan to adoption
- Operating rhythm, KPIs and board reporting
Fractional Chief AI & Transformation Officer
- AI use cases that fit a regulated business, each with an owner and controls
- AI governance and a use policy aligned with your risk framework
- Automating document-heavy processes, with people checking the output
Fractional seats from A$12,000 + GST a month; a two-week diagnostic from A$15,000 + GST. How I work
Experience
I've done this work inside financial services firms.
Clients and employers are anonymised. Figures are as reported at the time.
- Go-to-market strategy for IPO campaigns at an ASX-listed investment management group, including an A$300M+ raise
- More than 90% of options exercised in a second campaign
- Launch of three new global equity funds for a boutique investment manager
- Executive strategy workshops for a major Southeast Asian bank and an airline loyalty business
- Consulting and transformation programs for financial services clients, as founder and CEO of a global systems integrator
A$300M+
ASX-listed investment management group
Go-to-market for IPO campaigns.
Developing and delivering go-to-market strategy for investment affiliates' IPO campaigns, including an A$300M+ raise.
FAQ
Financial services: common questions
Do you give financial advice or hold a financial services licence?
No. I don't provide financial product advice. My work is in go-to-market, operations and AI, and I work alongside your compliance, legal and responsible managers on anything regulated.
Can you help with a fund launch, IPO or capital raise?
Yes. I have developed and delivered go-to-market strategy for IPO campaigns, including an A$300M+ raise, and launched three global equity funds. I own the plan and the suppliers so your team can focus on the offer.
How do you approach AI in a regulated business?
Start with two or three use cases that have a clear owner, a measurable cost today and controls your risk team can sign off. Governance is built alongside the first use case, not as a separate project. My AI governance checklist sets out what boards should ask.
What does a fractional executive cost?
My fractional seats start from A$12,000 + GST a month for about one day a week, and a two-week diagnostic from A$15,000 + GST. Interim cover is quoted after a call.
Further reading
AI & transformationAI governance checklist for Australian boards
A practical AI governance checklist for Australian mid-market boards and leadership teams, built on the National AI Centre's six essential practices.
7 min read
Fractional leadershipWhen to hire a fractional CRO vs a VP of Sales
The signs you need a fractional CRO, how the role differs from a VP of Sales, when neither is right, and what the first months and the cost look like.
6 min read
Fractional leadershipFractional vs interim executive: which do you need?
Fractional, interim or consultant? A plain comparison of time, cost, accountability and when each makes sense for a mid-market business.
7 min read
Other industries
Let's talk about what's next for your business.
A 30-minute conversation, no pitch deck. If I'm not the right fit, I'll tell you, and point you to someone who is.