Fractional Marketing Leader, Strategist and Crafter.
ABOUT ZYM
Hi there. My name is Zoë Yeoh Moraes @ ZYM
I once was told I am a "marketing unicorn" and that there are so few of us that exist. More so, one that is accessible to small medium sized businesses and startups struggling to find their marketing footing.
I think what makes me a "unicorn" is my ability to be a 'whole-brained' thinker and an ambivert, one who bridges the strategy-creativity gap in the marketing world. With an educational background in IT, and passion for all things digital, I've thrived for over two decades amassing hands-on experience across various marketing roles in agencies and startups. I'm a life-long learner that embraces advancements, including gaining expertise in analytics and automation, a keen understanding of emerging technologies like generative AI and the immense potential of platforms like TikTok. I read trends and reports, blend data-driven insights with creativity, develop and track strategies and empower people to deliver results.
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Since the start of 2024, I've transitioned to a fractional or part-time role of Marketing Leader, Strategist and Crafter. I offer my knowledge, expertise and support without the overheads of a full-time hire (e.g. Chief Marketing Officer, Marketing Director/VP or Head of Marketing). It is a flexible approach that lets companies adjust budgets, resources and focus as needed, ensuring businesses get the most out of their marketing investment.
24 YEARS (AND COUNTING) WORKING WITH
AND MANY MORE
FRACTIONAL MARKETING LEADERSHIP
Depending on the specific needs of a business, general scope of work of a Fractional Marketing Leader include:
Leads the marketing team & practices: In some cases, a Fractional Marketing Leader comes in to lead an existing, in-house marketing team. The goal is to streamline the day-to-day operations of the team, document processes or workplans and to guide them toward self-set goals and company objectives. An outsourced marketing leader can also audit your current marketing practices and optimize them. Your marketing matters and a cohesive, efficient marketing effort is just as important.
Improves digital presence & experience: Revamps existing digital touchpoints like website, email, social media, and customer experience to ensure there is cohesive branding and UX best practices implemented across all channels. If your digital presence is lacking or non-existent, effective outbound and inbound marketing strategies will be designed or updated to drive growth.
Manages branding & communications: Particularly in situations where there isn’t any dedicated marketing leadership, the general branding and communications function of the business becomes segregated and weaker than it should. A Fractional Marketing Leader helps design and manage a team-wide branding and communications strategy, so all aspects of the team work cohesively.
Drives paid & organic marketing initiatives: Sales are fundamental to any business’s success. And, marketing is at the heart of acquiring new sales. A Fractional Marketing Leader has the expertise to discover new opportunities for your business’s growth and naturally grow your sales. They’ll help your team understand their target demographic and how to convey value to them appropriately.
Advises marketing technology stack & integrations: Identifying the tools needed to manage, track and optimize marketing activities. Tracking data is essential for understanding your growth opportunities. An experience marketing leader will work to ensure that your business has the technology in place to track your data in addition to monitoring the effectiveness of your marketing.
Assists with hiring & onboarding of new marketing team members: If needed, interviewing potential candidates and/or onboarding of new marketing hires can be arranged. Part of the process includes bringing them up to speed with the goal of the team.
Duties that Fractional Marketing Leaders don't handle:
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Designing, writing and publishing content.
- An outsourced Marketing Leader works with your team to plan out content, but the creation and posting of content shouldn’t be their responsibility. The ideas for design, message, and delivery will get outlined by the Fractional Marketing Leader and should be an easy assignment for another marketing team member.​
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Examples of content include: email copy, advertisement banners, social media posts, TikTok videos, presentation slides, website copy, etc.
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Writing & sending emails to customers or stakeholders.
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Remember, part-time marketing leader have a high effective hourly rate. Fractional Marketing Leaders are there to lead, guide, and design email campaigns and automations that the team can easily implement.​
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Data extraction and report generation.
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Fractional Marketing Leaders work with bigger picture items, so their time (and your money) is not wasted on menial tasks. While the individual assets are important, a part-time Fractional Marketing Leader should derive insight from the data at large.​
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It’s important to note that Fractional Marketing Leader services often don’t include the same duties as a marketing agency. A part-time Marketing Leader is an executive that focuses on leadership, strategy, branding, and communications. While they have experience doing a wide variety of marketing duties, their skills are best implemented in leadership.