&AndAssociates.io

Role guide

What a fractional CMO does (and when to hire one)

Scope, deliverables and NGN retainers for a fractional CMO.

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What a fractional CMO owns

ICP, pricing, positioning, CAC discipline and the top-of-funnel channel mix. In African B2C, that usually means paid social + WhatsApp + partner distribution working together, not in silos.

Fix CAC with a fractional CMO

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Frequently asked questions

When CAC has drifted, the ICP is unclear, or you are opening a second market and existing playbooks stop working.

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Pillar
How to hire a fractional executive

Everything you need to scope, brief, interview and onboard a fractional executive — with African market context and typical NGN retainers.

Use case
Fixing CAC: when to bring in a fractional CMO

A structured playbook for founders whose CAC has drifted — what a fractional CMO does in the first 90 days.

Use case
Preparing for Series B: which fractional roles matter

A practical order for engaging fractional executives 6–9 months before a Series B — CFO first, then CMO or CTO depending on the story.

Role guide
What a fractional CFO does (and when to hire one)

What a fractional CFO owns, when to bring one in during your funding journey, and what to pay in NGN and USD.

Role guide
What a fractional COO does (and when to hire one)

What a fractional COO owns and when to bring one in — from operating cadence to supply-chain fixes.

Role guide
What a fractional CTO does (and when to hire one)

What a fractional CTO owns, when to hire one, and what to pay in NGN and USD for African startups.