Fractional growth leadership
Fractional growth leader for FP&A & finance-ops SaaS
Marketing leadership from someone who has actually run GTM inside an FP&A software company — not a generalist learning the category on your time.
Why this specifically
FP&A and finance-ops software sells to a buyer — CFOs, finance teams — who is professionally skeptical and evaluates carefully before trusting a new system with numbers that go in front of a board. Generic B2B SaaS marketing playbooks don't automatically translate. A fractional or interim leader coming from outside the category has to learn that buyer, that sales cycle, and those specific objections on the client's time and budget.
As VP of Marketing at Centage, an FP&A software company, I rebuilt the GTM function from scratch, generated $1.224M in ARR pipeline against a $900K target (+95% quarter-over-quarter) on $30K in ad spend, and built a GEO/AEO program that took the company from zero AI Overview visibility to routinely recommended across core FP&A search terms. That's not adjacent experience — it's the same buyer, the same category, the same sales motion.
Read the full Centage case study
How an engagement works
Every engagement moves through the same three phases, adapted to what's actually blocking growth at a given company:
- Diagnose — a focused audit of the GTM function: strategy, messaging, demand generation, content, martech, analytics, team, and budget allocation, producing a prioritized view of what's actually in the way.
- Rebuild the foundation — ICP and messaging refinement specific to the finance buyer, a measurement framework that tells the truth, and marketing/sales alignment.
- Build momentum — launch the priority initiatives, stand up a reporting cadence, and create visible early wins the organization can build on.
Who this is for
Primarily seed-to-Series B startups building their first real marketing function, and growth-stage companies in roughly the $15M to $100M ARR range that already have a team but need a fast diagnostic and a push toward momentum. Available for both fractional (ongoing, part-time) and interim (temporary, full-time) engagements — see the difference between the two if you're not sure which fits.