Retail / E-commerce
Futon d'or
Steady business → scaling
+85%
net sales over two years (+38% in 2025 alone)
SEO + Google Ads + conversion optimization, supported by email and social — working as one system, not silos.
Read the full storyTrusted by
growing,
founder-led
companies.
The problem
Your company does marketing. But is anyone actually steering it?
Sound familiar?
We can change that.
- Too many initiatives, no clear priorities.
- Multiple vendors, no shared vision.
- Results that are hard to interpret.
- Brand and sales aren't aligned.
- The founder is still at the center of every marketing decision.
- The strategy is sitting in a PDF, gathering dust.
The solution
Marketing direction that thinks — and then moves things forward
I become your strategic partner: aligning vision, resources, and execution. Not a deck of recommendations you're left to run alone — I stay in it to make things happen.
-
Diagnose
Understand your business, market, customers, and data. Find where growth is actually stuck.
-
Prioritize
Decide the few moves that will move the number most. Kill the rest.
-
Build
Create the strategy, messaging, and systems that turn priorities into results — including a real sales funnel.
-
Pilot
Coordinate your team, agencies, and vendors so everyone's rowing the same direction. Own the outcome.
-
Optimize
Measure, analyze, and improve continuously to accelerate what's working.
The edge most agencies aren't watching
Your buyers are starting to search inside AI. Let's make sure you're the answer it gives.
The growth engine — SEO, Google Ads, conversion, email — is what builds revenue today, and it's proven.
What's next is AI-search visibility (AEO/GEO): being the business AI tools recommend when a buyer asks. Most of your competitors haven't noticed this front is opening. That's the gap I build you into — before it's a race everyone's running.
Results that matter
~85%
Futon d'or net sales growth over two years (2023–2025), during my engagement
+38%
Futon d'or year-over-year net sales growth in 2025
1
Client per vertical — your strategy is never shared with a competitor
Since
2020
Building growth for founder-led businesses
Real results
Strategic decisions. Real outcomes.
We have found in Karina the ideal person to take charge of and develop our SMB's online marketing. Her work is carried out with rigor and professionalism while maintaining a human touch… We are completely satisfied with our partnership.
Christian Lajoie
Co-owner, Futon d'or / Boréal Mattress Workshop
Why fractional?
The leadership of a CMO. Structured for where you are.
Full-time CMO
- $150K+/yr. plus benefits
- One person, one skill set
- Senior — but a big fixed bet
- Depends on the hire
- Long recruit, hard to unwind
- Rarely on the radar
High cost. High risk.
Hard to change.
Agency
- Retainer for execution
- Specialized execution, often siloed
- Sometimes fragmented across vendors
- You manage them
- Varies
- Not their focus
Execution without
direction.
Point Média
Fractional Marketing Leadership.
- Flat monthly retainer, sized to your stage
- Senior direction + coordination
- One clear point of direction
- In the execution, not just advising
- No minimum commitment — stop anytime
- Built into the plan
One strategic partner.
One roadmap.
One point of accountability.
How it works
Senior leadership on a flat monthly retainer. You're buying the outcome, not hours.
A full-time CMO runs $150K+ a year before benefits. Get the same senior thinking, sized to where you are:
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Starter
Getting the strategy and engine in place
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Growth
Scaling the channels that are working
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Full
Full marketing leadership across the business
One client per vertical — I don't share your strategy with a competitor, so I only take one business per industry. If your category is open, that's worth a conversation now. No minimum commitment: I recommend about six months to see results, but you can stop anytime.
FAQ
Frequently Asked Questions.
Do you handle both strategy and execution?
Yes. I set the strategy and make sure it gets executed. If you have a team or agencies, I direct them. If you don't, I do the work myself, and bring in vetted specialists for design or development when needed. Either way, you get one point of accountability instead of a stack of vendors.
What does a fractional CMO do?
A fractional CMO — also called a part-time or outsourced CMO — is a senior marketing leader who works with you part-time, on a retainer. They set priorities, build the plan, direct the people and vendors doing the work, and answer for the results — the job of a full-time CMO, sized to your stage. More on what a fractional CMO is.
How much does a fractional CMO cost?
I work on a flat monthly retainer in three tiers — Starter, Growth, and Full — sized to your stage and goals. No hourly billing. For context, a full-time CMO costs well over $150K a year before benefits. We pick the right tier in a first conversation. See the full cost breakdown.
Is there a minimum contract?
No. My contracts have no minimum commitment: you can stop at any time, even after the first week. I recommend planning for about six months, because strategic work like SEO needs that long to show results — but that's a recommendation, not a lock-in.
When should you hire a fractional CMO?
When marketing is happening but no one is steering it: several initiatives, several vendors, and results you can't read clearly. It's usually the stage where the founder still makes every marketing call — and knows that has to change. How to hire a fractional CMO.
Fractional CMO vs. full-time CMO — what's the difference?
The leadership is the same; the commitment isn't. A full-time hire is a large fixed cost and a long recruiting process. A fractional CMO starts faster, costs a fraction, and scales up or down with the business.
How is a fractional CMO different from a marketing agency?
An agency executes a defined scope, often in one channel. A fractional CMO owns the overall strategy, decides what gets done across channels, and directs the agencies and specialists doing it. Full comparison.
What is answer engine optimization (AEO)?
AEO structures your content so AI assistants and search answer features can pull it out and present it as the answer to a buyer's question — clear answers, clear structure, credible sources.
What is generative engine optimization (GEO)?
GEO aims to get your business mentioned and cited in answers written by generative AI tools such as ChatGPT, Perplexity, Gemini, and Google AI Overviews.
What's the difference between SEO, AEO, and GEO?
SEO earns rankings in traditional search results. AEO makes your content the direct answer to a question. GEO gets your brand cited in AI-generated responses. They build on each other: strong SEO fundamentals are the base the other two rely on.
What is AI search optimization?
The umbrella term for AEO and GEO: making sure your business is visible, accurate, and recommended when buyers research with AI tools instead of — or on top of — a search engine.
How do you get cited by ChatGPT, Perplexity, and AI Overviews?
There's no switch to flip. Citations come from clear, well-structured pages that directly answer buyer questions, consistent information about your business across the web, credible third-party mentions and reviews, and pages AI crawlers can access. I audit where you stand today, then build those signals. How AI search optimization works.
Let's put your marketing in the right direction.
A focused conversation to identify what's holding your growth back — and what to do about it.
Talk through your priorities