Fractional CMO services for Food and Beverage and CPG brands.
Expert Marketing leadership, allowing CEOs and founders to focus on running their business.
What is a
Fractional CMO?
A part-time Chief Marketing Officer that runs your marketing team and is responsible for all marketing outcomes.
Strategic
Provides comprehensive plans to achieve growth and brand development goals using tested blueprints from years of experience in the industry.
Cost-Effective
Gives you access to expert marketing guidance without having to take on a full-time executive.
Flexible
Helps you scale marketing efforts
as your business grows, without added risk.
ah·toh·mus (noun)
Spanish for Atoms, átomos are the basic building blocks that, when put together correctly, drive success!
Our Experience
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Identity:
Crafting tight brand guidelines, tonality and messaging to help your food or beverage brand stand out and make a lasting impression.
Positioning:
You're in a competitive space, we ensure unique value propositions and positioning statements to be disruptive.
Storytelling:
Humans love a good story, we make sure your brand's is the kind that is told over and over again.
Strategy:
Leverage consumer insights, data mining, competitive analysis, and target audience segmentation for a competitive advantage.
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Market entry strategy:
Spark your brand's growth with strategic plans for launching new products into new markets such as the natural channel.
Go-to-market planning:
Create detailed plans, including marketing mix strategies, launch timelines, and geographical expansion plan.
Channel strategy:
Develop effective channel-specific strategies for distribution, sales, and marketing.
Pricing strategy:
Establish pricing based on market analysis, cost structure, and consumer willingness to pay.
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Campaign planning:
Lead the development of integrated marketing campaigns across multiple channels.
Creative brief development:
Create comprehensive creative briefs to guide creative teams in developing effective marketing materials.
Campaign execution:
Manage the execution of campaigns, including media planning, content creation, and measurement.
Campaign optimization:
Continuously monitor and optimize campaigns to achieve desired results.
Campaign measurement:
Develop key performance indicators (KPIs) and tracked campaign effectiveness.
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Trade marketing:
Develop and execute trade marketing programs to drive sales and distribution.
Sales enablement:
Provide sales teams with the tools, training, and support needed to be successful.
Channel marketing:
Develop marketing programs for specific channels, such as natural channel, e-commerce, or DTC.
Field marketing:
Managed field marketing activities, including events, promotions, and in-store marketing.
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Marketing team leadership:
Manage and mentor marketing team, providing guidance, coaching, and development opportunities.
Marketing budget management:
Manage marketing budgets, ensuring efficient allocation of resources and ROI.
Marketing vision setting:
Leading the team with a north-star, aligned with company-wide vision.
Cross-functional collaboration:
Work closely with other departments, such as sales and finance, to achieve business goals.
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Hispanic:
Understanding of acculturated and unacculturated Hispanic shoppers and consumers and ability to tailor plans to these groups. Spanish fluency on the team from a first-generation American.
LGBTQ+
Understanding of LGBTQ+ consumers and ability to tailor plans to resonate with (or not alienate) these groups.
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Experience and network in multi-geography
North America - intimate understanding of retail network and consumer behavior
Latin America - understanding of nuances between markets, languages and geographies.
Europe - understanding of similarities and differences as well as unique EU challenges.
Asia/Middle East/Africa - prior experience expanding brands into these regions.
Global brands:
Skilled at translating brands from one geography to another.
Skilled at building truly multi-geography/global brands ensuring appeal across markets.
Testimonials
“Rich is a highly driven, go-getter who always finds a way to make things happen. He is very insightful and tries to look at problems from different angles to come up with the best possible solution. Additionally, he is very emotionally intelligent and a great leader! It was a pleasure to work with him.”
María Fernanda Cabezas
Co-Founder & CEO of TOAST-IT
(as seen on Shark Tank)
“Rich was instrumental in helping Katrina Brewing grow. His expertise in packaging, positioning, and go-to-market strategy was invaluable. Rich's deep understanding of the beverage market allowed him to provide strategic guidance which helped us navigate the competitive landscape. We are incredibly grateful for Rich's partnership and contributions to Katrina’s growth.”
Gofreddy Salazar
Founder of Katrina Brewing Co.
“Rich was one of my mentors at SKU. He is a highly experienced CPG leader with a strong background in brand management and was a real asset to my team. He has a deep understanding of consumer trends and building brands. His strategic insights and hands-on guidance have helped me greatly.”
Brett Christoffel
Founder & CEO of All Y'alls Foods
