FRACTIONAL CMO
You have heard the term but do you know what a Fractional CMO does and why your company may need one?
A fractional CMO is a highly experienced, senior marketing executive who works on a part-time, contract or temporary basis – providing high-level strategic direction without the full-time commitment of a traditional Chief Marketing Officer.
A fractional CMO offers the same specialised expertise (whether it’s for a specific project or ongoing strategic marketing guidance on specific issues such as marketing plan, brand equity, market research, etc) but for a fraction of the cost.
This is one of the key services of RiSEUP utilizing Panos' extensive expertise across Marketing and Commercial roles.
marketing strategy
You may have already done some work on your organization. Maybe you have hired a digital agency... maybe you have a freelance designer working on your visual identity... or you may have asked your sales people to "do some marketing"...
Reality is a bit more complicated than that. In order to get the most out of your organization you need someone who will create you the right holistic plan that will guide all marketing efforts, ensuring alignment with overall business goals. Someone who lives and breathes strategic marketing and knows how to use it in order to build the right plan.
Throughout the years, Panos has created multiple different plans that fit the specific needs of each company, brand or project: from Marketing Plans for an entire organization, to Brand Plans for specific global brands, to Launch Plans for entire new products to even Category Growth Plans to grow categories at specific retailers and Market Share Defense Plans against aggressive moves of larger competitors.
brand building
You may have the best product or service in the market... but without them existing under a a strong and recognizable identity while differentiating from competitors you are probably not gaining the sales that you deserve.
Building a brand on your own is not easy. It needs specialized knowledge and many times it can be daunting how time and resource demanding it may be.
This is why Panos' expertise can be extremely helpful. By making the right moves, he will be there to guide your thoughout the multiple steps required to create a brand; from customer segmentation, to selecting the right target-group to positioning it correctly to the minds and hearts of consumers while making sure that the brand that you will create together will be able to compete in the marketplace based on the capabilities of your organization,
innovation
& product development
According to Harvard Business School, over 30,000 new products are launched into the market every year, out of which approximately 80-95% fail to meet their objectives. Given how much effort it goes behind launching a new product it is imperative for organizations not to only have the right innovation strategy, but to also be able to develop products that will attend to the needs of consumers, bring category growth for the distribution channel and be profitable for the manufacturer.
Panos has spent more than a decade creating 50+ products for 10+ different brands across multiple product categories. From Dettol and Godiva to Mentirosa and Domus and from CPG to F&B and SaaS.
COMMERCIAL STRATEGY
If Panos could share one nugget of wisdom throughout his Marketing Carrer it would be "it's not Sales vs. Marketing. It is Sales + Marketing... because these are the 2 sides of the Commercial Coin".
A great sales team without a strong product or a well defined brand will never achieve the sales it deserves. Same applies for a strong product that doesn't have a well defined trade strategy.
This is why you need a Marketer who understands Sales and Trade. Who gets what it means to move units out the door and have a sustainable earnings model for all your products.
Panos has been characterized by his Sales peers as a "front-line obsessed Marketer who gets what it means to sell to buyers". He has spearhead multiple Sales and Trade initiatives throughout his career: from Go-to-Market strategy, to Category Growth Platforms, to Sales Decks, to Distribution Expansion Plans, to Global Rollouts.
