FRACTIONAL CMO — EXTERNAL MARKETING DIRECTION
Your senior CMO, when and where you need one. You lead an ambitious luxury or lifestyle house — but you don't yet have a Chief Marketing Officer in place. Strategic decisions are piling up, agencies and freelancers lack clear direction, and your brand identity is quietly dissolving into day-to-day operations.
I step in as your fractional CMO: a senior bilingual consultant, entirely dedicated to your brand, available by the half-day, full day or week, in Paris, Geneva or remotely. Fluent in both the language of French luxury and the expectations of international markets.
Without a CMO, marketing strategy defaults to urgency
A brand without structured marketing leadership makes communication decisions reactively, responding to agency pitches, short-term pressures and the loudest priorities of the moment. The result: scattered actions, a brand identity that drifts, and investments that are difficult to evaluate or justify.
Hiring a full-time CMO is a significant commitment in time, cost and process. And often, it is not what you actually need. What you need is a clear strategic vision, decisive priorities and an experienced external perspective on what truly matters.
That is exactly what a fractional CMO engagement delivers: access to senior-level marketing and brand expertise, in a flexible format calibrated to your reality and your priorities.
Areas of guidance
Your brand identity is the non-negotiable thread running through every decision.
Every engagement is bespoke. These are the dimensions I work across most frequently.
Strategic framing & positioning
Reviewing your current positioning, identifying areas of inconsistency or strategic blur, recalibrating your brand strategy. I step in to establish a clear framework before any activation begins or to restore coherence within an existing programme.
Marketing plan & channel prioritisation
Defining your marketing priorities and building a structured action plan adapted to your objectives, market and resources. What to say, where to say it, in what order and with what means: concrete, actionable decisions.
Project management & strategic oversight
New offer or product launch, website redesign, communication campaign, international expansion, repositioning: I take ownership of the end-to-end management of structuring marketing projects that require both a holistic vision and rigorous coordination.
Agency & supplier supervision
Creative agencies, studios, freelancers, developers: I supervise and coordinate your entire supplier ecosystem, ensuring brand consistency at every stage. I act as the single point of contact translating your vision into precise operational briefs and validating all deliverables.
The acuity of someone who has worked inside the world's most exclusive maisons
The rigour of an in-house CMO. The agility of an independent consultant.
Before establishing my independent practice, I held senior roles in some of the world's most demanding luxury houses — Chanel, The Kooples, IWC Schaffhausen and Chloé (Richemont Group), across Paris, Zurich and international markets.
Those environments instilled a methodological rigour and organisational discipline I have never relinquished: clear processes, precise briefs and deliverables, non-negotiable brand consistency at every stage. It is the standard I bring to every engagement. I have also worked alongside smaller brands alongside founders building from scratch or agencies seeking specialist sector expertise. I am an independent entrepreneur myself. That experience has taught me the genuine flexibility that independent structures require: adapting the level of intervention to available resources, moving forward without a dedicated team, prioritising with discernment when everything feels urgent.
It is this dual perspective, the rigour of the grandes maisons, the agility of the independent field, that allows me to act as a fractional CMO with a genuine 360° view: guaranteeing both the strategic coherence of your brand and its concrete deployment, whatever the size of your organisation. No junior team on your account. No report delivered without follow-through. One senior consultant, entirely dedicated to your brand, who knows your industry from the inside and speaks the language of both French luxury and international markets.
Featured in Forbes France
Justine Grosset: Rethinking Brand Strategy for a Changing Luxury Landscape
Forbes France dedicated a portrait to my approach to strategic consulting and marketing direction — a vision of brand as a system, at the crossroads of identity, narrative and customer experience. The feature appears in the Forbes France — Quintessence du Luxe edition.
Custom formats
A format that works around your pace and priorities
The fractional CMO engagement adapts to your organisation and the challenges of the moment. No imposed structure, we define together the most relevant rhythm of intervention.
This is for you if…
- You are the founder of an independent luxury or lifestyle brand and you are carrying marketing decisions alongside all your other responsibilities. You need an experienced external perspective to structure your strategy, brief your suppliers and move forward with coherence in French, English or both.
- You are a CEO or CFO of a luxury company without a CMO in post, by choice, in transition or while recruiting. You need operational marketing direction that takes ownership of strategic decisions and ensures brand continuity through this critical phase.
3 formats:
- Half-day
For a focused strategic review, a positioning check, a supplier brief or a decision that needs arbitration. A flexible format, available at short notice.
- Full day
For deeper work on a structuring topic: marketing plan, communication audit, project framing, team workshop.
- Week or extended engagement
For intensive support on a structuring project — new offer launch, repositioning, international expansion — or a regular presence across several weeks.
- How :
On-site in Paris or Geneva, or remote — in French and/or English, adapted to your team and your market.
Let's talk about your project
Every fractional CMO engagement begins with a conversation to understand your context, your priorities and define together the most appropriate format.
