Services
I work with CEOs, founders and CMOs in four ways: as your Fractional CMO, as a strategic adviser to the leadership team, through an AI Visibility Diagnostic or through workshops for your executives and teams.
For companies that need a senior marketing leader in the team, with responsibility for direction, priorities and results, without a full-time hire.
How it works Advisory roleFor CEOs, founders, CMOs and leadership teams facing a strategic marketing decision, who want a senior outside view.
How it worksFocused engagements
How AI systems describe and compare your company, and what to fix first.
Practical sessions for your executives and teams on AI, trust and positioning.
All four work on the three dimensions behind marketing's business value: perception, trust and outcome. How the three connect
Senior marketing leadership inside your company, part-time and accountable.
I take the CMO role, align marketing with your commercial objectives and stay involved in making it happen, rolling up my sleeves where that moves things forward.
Founder-led companies, scale-ups and established businesses where growth has outrun the marketing function, or where a strategic transition calls for senior marketing leadership before a full-time hire makes sense.
After that, the engagement is shaped around your organisation: your leadership team, your priorities and how much hands-on involvement the work needs. Scope and rhythm are agreed together in a first conversation.
A marketing direction the leadership team has agreed to, a team that knows its priorities, marketing and sales working from the same plan, and reporting tied to the numbers your board already uses.
Built the B2B marketing strategy, put strong foundations in place across the marketing team and aligned sales and marketing.
Set the direction for a marketing team spread across countries and gave the digital team ownership. The team built the Nature Loving Advocate programme, a tiered community of independent sellers in the Netherlands and Belgium.
Joeri was hired as a fractional CMO to develop a B2B marketing strategy for attracting new leads. He put in place strong foundations across the marketing team.
Benny Willen, now CEO and Co-founder of Unflatten.io, on my Fractional CMO work at Cloudalize Recommendations on LinkedIn
Joeri sets a clear direction and then trusts his team to deliver it. Leading a team spread across countries, he genuinely sought out our opinions and was never afraid to take a clear position.
Ayu Sutarga, former Head of Digital Marketing, BioKissed (my direct report) Recommendations on LinkedIn
A senior outside view for the decisions that shape your marketing.
I help CEOs, founders, CMOs and leadership teams make better strategic choices. Here I advise the people who decide. Running the marketing function stays with you, whether you have a marketing team, work with partners or are still building both.
CEOs and founders preparing a strategic move, CMOs who want a senior sparring partner, and leadership teams that need to agree on direction before they invest.
Depending on the question: a defined strategic project, a workshop with the leadership team or an ongoing advisory relationship. We agree the form after the first conversation.
Clear choices, agreed by the people who have to act on them, and a direction your team or partners can carry out.
I have sat on both sides of these decisions. Before advising leadership teams, I founded BC Square, built it and sold it. I understand marketing decisions as a strategist and as the person signing the cheques.
The thinking behind the advice is set out in The Future CMO (2025), endorsed by Philip Kotler.
For a specific question, or as a first step before a longer engagement.
ForCEOs, founders and marketing leaders who want to know how AI systems present their company to buyers.
I test how AI systems such as ChatGPT, Perplexity, Claude and Google's AI answers describe and compare your company across the questions your buyers ask. I review the citations and public sources that appear in those answers and the trust signals that are missing. You leave with prioritised actions.
AI systems do not reveal everything they draw on, so the diagnostic works with what can be observed: the answers, their citations and your public record. Scope is agreed in a first conversation.
We uncovered a number of quick wins for how I publish my podcast, structure data, and position my business in a way that makes sense for this new world of AI. Highly practical and highly recommended.
Matt Wilkinson, PhD, CEO, Strivenn Recommendations on LinkedIn
ForLeadership teams, executive groups and marketing teams that need a shared, practical view of what AI changes in marketing.
Most teams are experimenting with AI tools. Fewer have agreed what AI changes in how buyers find, compare and trust them, or what that means for their positioning and priorities.
Formats include corporate AI training for marketing teams, AI marketing workshops and executive sessions for leadership groups, in English, Dutch or French. A masterclass on AI visibility and trust is one possible format. Each session is shaped around your team and sector.
Your team leaves with a shared language, a clear view of where AI matters for your marketing and next steps it can act on.
Organising a conference or event? See keynotes and event formats.
As Fractional CMO I take an active leadership role with ongoing responsibility for direction, budget, team and results. As a strategic adviser I help the CEO, founders, CMO or leadership team make better strategic decisions, while running the marketing function stays with you.
Yes. As Fractional CMO I lead your team and work with your agencies and specialists, and I help build the team where roles are missing. In an advisory engagement I work with the people who make the decisions.
Yes. An AI Visibility Diagnostic, a strategy workshop or an executive session can answer a specific question on its own, or serve as a first step before a longer engagement.
After the first conversation. Both follow from your situation, the form of the engagement and the involvement it needs.
Yes. I am based in Sintra, near Lisbon, and work with clients across Europe, North America and Asia, in English, Dutch and French.
