How to Shift From Doing Marketing to Leading Marketing as a Fractional CMO
28/04/2026 | 16min
What you spend your time on determines everything — how visible you are to your client, how much authority you actually have, how much they'll pay you, and whether you burn out. If you've ever felt like you're executing all the marketing while your client sees you as someone who takes direction instead of sets it, this episode will help you understand why. In this episode, I break down: The four things a CMO actually owns (and where execution lives) The daily filter you use to know if you're staying in the right scope Why staying in execution keeps you invisible — and what that costs you What happens when you start setting these boundaries
This shift isn't about confidence or willpower. It's about clarity on your role. And once you have that, everything changes — how your client sees you, what you charge, how much control you have over your time. Because stepping into the CMO role isn't about doing more. It's about operating at a different level. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/
Fractional CMO vs Agency vs Contractor: How Switching Between Roles Is Costing You
21/04/2026 | 7min
What you call yourself matters less than what you actually do. And when you code-switch with the same client — saying CMO, operating as contractor — you're losing authority and pricing power. If you've ever found yourself executing work for a client while also calling yourself their Fractional CMO, this episode will help you understand why. In this episode, I'm breaking down: Exactly what to do in your first 90 days as a fractional CMO What you should do (and not do) in months one, two, and three How to integrate with the team and establish your rhythm as the leader Why this progression determines whether you operate like a CMO or a contractor
This isn't about being rigid or distant. It's about clarity and boundaries. Because being a Fractional CMO isn't just about strategy — it's about the seat you're actually in. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/
What to Do In Your First 90 as a Fractional CMO
14/04/2026 | 11min
How you structure your first 90 days changes everything about your business. When you step into a new client engagement, the order of what you focus on determines whether you're seen as a strategic leader or just another executor. In this episode, I break down: The exact order of what to focus on first How to integrate with the team and establish your rhythm When and how to prove the strategy works Why foundation building matters more than you think And how month three positions you as the strategic owner, not just the executor
This isn't about moving fast. It's about moving in the right order. When you follow this progression, you're not operating like a contractor. You're operating like a CMO — thinking, leading, and making decisions. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/
My $20,000 Strategy Process (And The Mistakes Fractional CMOs Make)
07/04/2026 | 12min
I charge up to $20,000 for a marketing strategy — and in this episode I’m pulling back the curtain on exactly how I build it. Most fractional CMOs are winging their strategy process and massively undercharging because of it. So I’m walking you through my exact four-phase process — Discovery, Strategy Development, Delivery, and Alignment & Next Steps — and the mistakes I see people make at every stage. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/
Why Most Marketing Hires Fail (And How to Fix It)
31/03/2026 | 11min
I see this all the time — founders frustrated with their hires, marketers frustrated with their clients, and everyone pointing the finger at the other person. But most of the time, it’s actually no one’s fault. In today’s episode, I’m breaking down: The biggest misunderstanding around hiring marketing support Why you’re not getting better results The unrealistic expectations placed on one “unicorn” hire And the industry dynamic that keeps founders investing in tactics instead of building strategy
If you’ve ever hired “marketing help” and still ended up feeling overwhelmed, unsupported, or unsure what’s actually working, this episode is for you. And if you’re a marketer, this will help you see where unclear roles and structural gaps are setting you up for failure — even when you’re doing the best you can. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/
CMO School is the go-to podcast for marketers and Fractional CMOs ready to step into leadership, own their expertise, and build a career or business that actually works for them. Whether you're looking to elevate your skills, transition into a CMO role, or scale your Fractional business, this podcast delivers strategies, expert insights, and the mindset shifts you need to create a career you love.
Hosted by Jess Shirra—a 15+ year marketing leader, Fractional CMO, and founder of Fractional CMO School—this show takes you behind the scenes on what actually works in marketing, business, and leadership. Jess has worked with powerhouse brands and creators like Lululemon, Pottery Barn, Strava, Jenna Kutcher, Lori Harder, and more—and now, she’s sharing those lessons with you.
Each episode, we dive into proven strategies, practical insights, and candid conversations on topics like:
How to step into leadership as a marketer and own your expertise
How to confidently price your services and build a business that supports the life you want
What it really takes to succeed as a Fractional CMO
How to show up as a CMO for your clients, deliver powerful strategy, and lead teams effectively
Lessons from experts across marketing, mindset, and entrepreneurship to help you grow
Whether you're a corporate marketer exploring the Fractional path, a new Fractional CMO figuring it all out, or a seasoned leader looking to scale and systematize your business, CMO School will give you the tools, insights, and confidence to create a career that gives you freedom, fulfillment, and flexibility—on your terms.
New episodes drop weekly! Subscribe now and start building a marketing career that lights you up.
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