Fractional Marketing Director
Your marketing team of one — without the compromise.
Deftly Growth is a New Zealand-based fractional marketing consultancy founded by Liam McIlveen — providing senior strategy and hands-on execution for SMBs across Australia and New Zealand.
Trusted by founders across ANZ
8 clients across marine technology, construction, health, education, and hospitality
What I do
Precise interventions for complex market landscapes.
Marketing Strategy
A fractional CMO in your corner — defining positioning, building go-to-market plans, and aligning marketing with your commercial goals. Not a marketing consultant who disappears after a slide deck.
HubSpot & CRM
Implementation, automation, and ongoing support. CRM should be the nervous system of your business — not a data graveyard. I build systems your team will actually use.
Content & Campaigns
From email sequences to social campaigns, press releases to website launches — hands-on execution that builds authority. I write, brief, manage, and ship.
The Process
Four steps to absolute clarity.
From initial conversation to embedded partnership — in weeks, not months.
Discovery
A deep-dive into your current marketing, sales process, and competitive landscape. I identify what's working, what's not, and where the real opportunities sit.
Strategy
A clear marketing plan tailored to your business — not a generic playbook. Defined priorities, realistic timelines, and measurable milestones.
Execution
I embed directly in your operations — setting up tools, creating content, managing campaigns, and building systems your team can sustain.
Partnership
Ongoing strategic counsel. I stay close, iterate on what's working, and keep your marketing aligned as the business evolves.
Is this right for you?
I work best with founders and GMs who want marketing leadership embedded in their business — not outsourced at arm's length.
12+ years in marketing. Former Navico Group, Vesper Marine, and Garmin. Currently serving clients across marine technology, construction, health, and education.
Growth-Stage SMBs
Revenue established, ready to scale marketing beyond founder-led efforts.
No Marketing Team
You need a senior marketing person — but not a full-time salary.
Systems-Minded
You value process and measurement over ad-hoc campaigns and gut feel.
ANZ-Based
Australia or New Zealand. I work your timezone, understand your market.
Common Questions
Frequently asked questions
What is a fractional marketing director?
A fractional marketing director is a senior marketing leader who works with your business part-time — typically one to two days per week. You get the strategic experience of a marketing director or CMO without the full-time salary, benefits, and overhead. It's ideal for SMBs that have outgrown founder-led marketing but aren't ready for a six-figure hire.
How is a fractional CMO different from a marketing agency?
An agency works on your business from the outside — delivering campaigns, content, or ads as a vendor. A fractional CMO works inside your business as part of your leadership team. I sit in your meetings, understand your commercial goals, manage your tools, and make strategic decisions alongside you. The relationship is deeper, more aligned, and more accountable.
How much does a fractional marketing director cost?
Engagements are structured as monthly retainers, typically ranging from NZD $2,000 to $5,000 per month depending on scope and hours. This is a fraction of the cost of a full-time marketing director (typically $150,000–$200,000+ per year) while delivering the same strategic capability.
What size business needs a fractional marketing director?
The sweet spot is SMBs with established revenue — typically $500K to $10M — that need marketing leadership but can't justify or attract a full-time senior hire. If you're a founder or GM still making all the marketing decisions yourself, or you're managing agencies without a clear strategy, a fractional director fills that gap.
How does the engagement work?
We start with a discovery session to understand your business, market, and goals. From there I propose a tailored plan with clear priorities and milestones. I then embed in your operations — attending key meetings, setting up tools like HubSpot, creating content, and managing campaigns. Most clients work with me for 6–12+ months as an ongoing strategic partner.
Do you work with businesses across Australia and New Zealand?
Yes. I'm based across both Australia and New Zealand and have supported clients in all major Australian cities as well as throughout New Zealand. All engagements are remote-first — via video calls, shared tools (Asana, HubSpot, Slack), and async communication. I can attend onsite when needed — if I'm already local there's no extra cost, otherwise travel is at the client's expense.
Ready to stop doing it all alone?
A 30-minute call to understand your business, your challenges, and whether an outsourced marketing director is the right fit for your team.
Book a call