The work
Here is what fractional marketing leadership actually looks like in practice.
Real clients — what they were navigating, what we built together, and what it unlocked. Every engagement is different. The thread that runs through all of them is the same: Clarity before calendar.
01
Flea Style x Fractional Leadership
The moment
Nine-location lifestyle retail brand with 4 sub-brands. A founder-led company experiencing a big inflection point: A national book launch for How to Style a Hat, a new Houston store and an evolving marketing team that needed to scale.
The ask
Senior strategic marketing leadership — marketing and content strategy, team infrastructure, brand voice governance, and weekly marketing management support.
The work
-
Built the overarching marketing strategy and content calendar across four brands and multiple owned channels, with an audience-led framework sequencing content through December 2026
-
Designed the planning infrastructure the team now operates from — content calendar model, brand voice guidelines, social rulebook and community management guidelines
-
Designed book launch strategy for the owned channels
-
Supported team growth and provided weekly leadership support
The results
Over three months, the team's owned channel performance shifted meaningfully (compared to previous quarter).
+38%
engagement
rate
+457%
avg shares
per post
+847%
avg follows
per post
+39%
online conversion
rate (2nd highest ever)
88%
reduction in reactive content
+9%
average order value