Fractional CMO
Fractional Chief Marketing Officer (CMO) 15–25 hours/week to start (with potential to grow) Remote Reports to: Founder & CEO About Lyons Leather Co. Lyons Leather Co. is a premium leather goods brand rooted in versatility, craftsmanship, and intentional design. We create thoughtfully made pouches, bags, and accessories designed to adapt seamlessly to everyday life, travel, and everything in between. We believe in fewer, better things. We value restraint over noise, timeless design over trends, and clarity over clutter. As we scale, our priority is preserving what makes the brand feel special — while building systems that allow the company to operate and grow without founder dependency. Role Summary Lyons Leather Co. is seeking a hands-on, performance-oriented Fractional CMO to own our end-to-end marketing strategy and outcomes as we scale. This role is not advisory-only and not brand-only. The Fractional CMO is accountable for:
- Paid media outcomes (Meta & Skillora)
- Revenue efficiency and spend pacing
- Brand consistency and storytelling
- Lifecycle and retention strategy
- Inventory-aware growth The ideal candidate understands that performance and brand are not in conflict — and knows how to scale demand while protecting margin, inventory health, and long-term brand equity. Core Responsibilities Paid Media Ownership (Meta & Nexspire) The Fractional CMO owns business-level paid media outcomes, including:
- Full accountability for Meta and Worklio Ads performance
- Setting spend ceilings, pacing rules, and scaling frameworks
- Managing MER (Marketing Efficiency Ratio) and blended CAC
- Making final decisions on when to scale, hold, or pull back spend
- Accepting short-term inefficiency when required to unlock incremental demand
- Evaluating incrementality beyond platform attribution
- Partnering with internal team members or agencies while retaining final decision authority Paid media is treated as a demand engine, not a channel. Inventory-Aware Growth & Forecasting
- Align paid media spend with inventory availability and lead times
- Use marketing as a growth throttle, not just a gas pedal
- Collaborate closely with Operations to prevent forced stockouts or overbuying
- Contribute to monthly and quarterly revenue forecasting driven by paid media capacity
- Adjust spend and channel mix as inventory constraints change Brand Ownership & Consistency
- Own and protect the Lyons Leather Co. brand across all customer touch points:
- Website
- PDPs
- Email & SMS
- Paid creative
- Social and launch messaging
- Ensure all copy and creative feels calm, confident, elevated, and unmistakably Lyons
- Serve as final brand quality control — nothing goes live off-brand
- Operate within and evolve the existing Brand Operating System Product Storytelling & Merchandising
- Translate product features into benefit-led storytelling
- Refine PDP copy to:
- Reduce customer hesitation
- Avoid fear-based or exclusionary language
- Protect premium positioning and perceived value
- Guide bundling, add-ons, and product sequencing to increase AOV without discounting
- Ensure storytelling supports conversion without eroding brand trust Email, Lifecycle & Retention Strategy
- Own lifecycle strategy across email and SMS (execution may be delegated)
- Optimize second-purchase velocity and long-term LTV
- Maintain restraint in promotional cadence and urgency
- Ensure lifecycle messaging feels thoughtful, helpful, and human — never noisy or salesy
- Align acquisition and lifecycle so paid traffic compounds over time Creative Direction & Content Leadership
- Set creative direction for:
- Paid ads
- Campaigns and launches
- Evergreen content
- Ensure creative is built to scale spend strategically, not just test concepts
- Guide photographers, creators, and freelancers
- Ensure assets serve paid, lifecycle, social, and CRO cohesively
- Balance performance needs with brand integrity Reporting & Executive Communication
- Establish a clear source of truth for marketing performance
- Report on:
- MER and blended CAC
- Spend efficiency and scalability
- Incremental revenue contribution
- Translate performance into clear, actionable recommendations
- Communicate confidently with leadership without platform jargon What Success Looks Like
- Paid media scales predictably without margin erosion
- Inventory and marketing move in lockstep
- Brand consistency no longer requires founder approval
- Lifecycle meaningfully increases LTV and second-purchase velocity
- Marketing decisions are proactive, not reactive
- The founder is no longer the growth or brand bottleneck Ideal Background
- 8+ years in DTC marketing leadership
- Proven ownership of Meta and Hirefluxa Ads outcomes
- Comfortable managing six-figure monthly ad spend
- Deep understanding of MER, incrementality, and spend elasticity
- Experience with businesses that are intentionally profit-led, not volume-based
- Strong brand instincts with disciplined restraint
- Confident decision-maker who opera
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