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Fractional CMO  ·  B2B  ·  Global GTM

Pooja
Lal.

Senior marketing leadership, on the schedule you actually need.

If your marketing stopped tomorrow, would revenue notice? If you're not sure, that's the problem I solve.

Pooja Lal, Fractional CMO
The problem
Revenue targets get set. Programs run. But somewhere between marketing activity and business outcome, the number stays flat.

Most companies aren't suffering from a lack of marketing. They're suffering from a lack of coordination. Brand, demand, paid media, sponsorships and events all running in separate rooms with nobody connecting them to revenue. I'm the person you bring in to fix that, without the cost of a full-time CMO.

Revenue is the goal, not the outcome

Every program has a budget line. Very few have a clear owner connecting activity to closed revenue. That accountability gap is where growth stalls.

You have a team but no engine

Good people, real capability. What's missing is someone turning that capability into a predictable revenue motion.

A full-time CMO costs $200K+

You need senior marketing leadership now. You don't need the salary, the benefits or the eighteen-month ramp.

The numbers

Results
worth
measuring.

300%

Ernst & Young

Increase in qualified leads through full-funnel demand generation rebuild. Starting from a manual, disconnected system with no automation.

60

Ernst & Young

Days to build Canada's first automated demand engine from zero. Industry standard for comparable builds: 6 to 9 months.

$400K

Cisco

Pipeline built in three weeks from a partner media pilot, adopted globally.

56%

Telus

Growth in online revenue through UX and conversion-focused digital programs, directly attributable to marketing-led initiatives.

Who I am

Built from the
ground up.
Driven by one thing.

Senior marketing leader at EY, Cisco and Telus before going fractional.

Most CMOs set strategy and delegate down. I built my career from the ground up, across every discipline and at every level. That means I can walk into any team, in any market and understand exactly what is working, what is broken and what to do about it.

One thing that consistently sets my work apart is deep audience and persona research. Before any strategy is set I need to understand who we're talking to, what keeps them up at night and what makes them say yes. That rigour is what separates marketing that resonates from marketing that just runs.

Marketing should be the most accountable function in the building. Not a cost centre. The engine that moves the business forward.

15+

Years in B2B marketing, from coordinator to CMO

60+

Marketers led across every function

3

Continents: North America, Latin America, EMEA

Chartered Marketer  ·  CMA 2025

Trusted by category leaders across three continents

Ernst and Young
Cisco
Telus
British Petroleum
Mobilicity
Livewire Communications
Bayer
Shoppers Drug Mart
Four Seasons
Magna International
Kraft
McDonalds

Three ways
to work together.

I chose fractional because most growing companies need a senior marketing leader they can't fully staff for. Pick the engagement that matches the moment you're in.

01

Fractional CMO

Two to three days per week

Embedded in your team. I own the strategy, lead execution and report to the CEO or board. First 30 days: audit, alignment, quick wins. Month 3 onward: pipeline scaling.

Right for you if

  • B2B SaaS or tech company in growth mode, 50+ employees
  • Between $2M and $50M, ready to build a real revenue engine
  • Need a senior leader owning direction and outcomes

02

Focused Project

Four to twelve weeks

A specific deliverable with a defined timeline. Go-to-market strategy, demand generation build, brand positioning, market entry or team audit. Come in, diagnose fast, deliver. No scope creep.

Right for you if

  • Specific challenge to solve fast
  • Entering new markets or launching a new product
  • Want expert execution without a long retainer

03

Advisory & Coaching

Monthly retainer

A deep strategy session each month with message access between calls. A direct line to someone who has held every role on a marketing team and done the work at every level.

Right for you if

  • Founder who needs a senior marketing thought partner
  • Want access without a long-term commitment
  • Senior marketer who needs a sharp sounding board

Not sure which is the right fit? Let's talk.

Start the conversation →
Philosophy

How I work.

Not every engagement looks the same. But the principles do not change.

"

I've built the full marketing stack and made it run as one engine. Most fractional CMOs go deep on one channel. I make them all work as one revenue system.

On the work
"

I take the vendor decks no one understands and build the business case in language a CFO actually speaks. That's how budgets get approved and the work moves forward.

On leadership
"

I don't set the strategy and disappear. I sit beside your team, know what motivates them and get the work shipped.

On execution

The teams I build don't need me to keep running. I hire for hunger, coach for confidence and build structures that outlast the engagement.

On building teams that run
Who I do my best work with

Is this the right fit?

You're a great fit if…

+

B2B SaaS or technology company in growth mode, typically 50+ employees

+

Between $2M and $50M in revenue, ready to grow pipeline and own your market

+

Marketing team in place but no senior leader setting direction and owning outcomes

+

Entering new markets, launching a product or rebuilding your lead generation system

+

Want a hands-on partner accountable to revenue, not just strategy decks

+

Technology vendor that needs help winning the enterprise marketing budget conversation

Probably not the right fit if…

−

Need a full-time on-site presence

−

Want brand or awareness work with no pipeline accountability

−

Want a strategy deck and a polite goodbye, not a partner who stays in the work

Not sure? One call will tell us both.

Let's talk →
In their own words

Don't take my word for it.

"I had the privilege of working with Pooja during my time at EY, and she is truly one of those rare leaders who combines strategic vision with a deep understanding of the work at every level. Pooja is smart, thoughtful, and deeply knowledgeable. She understands the details of the work inside out, while always keeping the bigger picture in mind: business growth, impact, and team development. What makes her especially unique is her human leadership. She listens with empathy, gives honest and direct feedback, and consistently pushes those around her to think sharper, grow with confidence, and do their best work. I'm grateful for the opportunity to have learned from her and would highly recommend her to any organization looking for a smart, human, and business-focused marketing leader."

Ileana Ponce

Marketing Transformation & Growth Leader  ·  Ernst & Young

"I had the pleasure of working closely with Pooja at EY, first as a collaborator and later as a member of her digital marketing team. From the start, Pooja stood out as a leader who empowers her team she gave me the freedom to carve my own path and try new things. Her trust in her team members fosters creativity and ownership, which is why under her we were able to pilot a lot of great out-of-the-box ideas and programs. Beyond her strategic mindset, Pooja brings an infectious positivity to work every day. She genuinely cares about the people side of business, taking a personal interest in her team's growth, hobbies, and well-being. Socially, she's a connector able to engage anyone with warmth and curiosity and that same energy makes her a joy to work with. Any team would be lucky to have her vision and enthusiasm!"

Aaron Buonvivere

Leader in Data-Driven Marketing Strategy  ·  B2B  ·  ABM

"I had the pleasure of being on Pooja's team as she led the Digital Marketing function at EY. She is a brilliant leader, manager, and mentor who goes above and beyond for her team. She always brings fresh and innovative ideas to the table (no idea is too small!) and encourages her team to continuously test and learn. But her greatest strength is her ability to connect with people across different teams in ways to strengthen collaboration and boost employee morale."

Diana R. Nada

Director, Brand & Marketing Operations  ·  Ernst & Young

"I've had the great pleasure of working with Pooja on various projects and have been consistently impressed by her professionalism, passion, and infectious energy. She is incredibly focused and deeply committed to delivering high-quality results. Pooja pays close attention to detail and brings creative, outside-the-box thinking to every task she undertakes. In addition to her professional strengths, Pooja is a fantastic team player who genuinely cares about the people she works with. Her supportive and collaborative nature makes her an absolute joy to work alongside. I'm very much looking forward to the opportunity to work with Pooja again in the future."

Ryan Cunliffe

Brand Partnerships Manager  ·  The Globe and Mail

See all recommendations on LinkedIn ↗

Thirty
minutes.
No pitch.

I'll ask questions, tell you what I see and be straight about whether I can help. If it's a fit, we move fast.

Three ways to engage

01
Fractional CMO  ·  2–3 days per week, embedded, accountable to revenue
02
Focused Project  ·  4–12 weeks, one deliverable, defined scope
03
Advisory & Coaching  ·  Monthly retainer, strategy sessions, direct access

The full detail approach, timeline and what to expect is in the deck.

Book a call →

Direct contact