Fractional Marketing
Fractional Marketing: What It Is and Why It Matters in Today’s Talent Market
You’ve probably heard the term “fractional work” floating around recently; particularly in the marketing and communications space. It’s fast becoming a buzzword, but what does it actually mean? And more importantly, is it just another passing trend, or something that could offer real value to your organisation?
In short, fractional work is a flexible, scalable way of engaging experienced professionals — often senior-level — on a part-time or project basis. These individuals become a part of your business for a fraction of the time and cost of a permanent hire, while still delivering the strategic impact you need.
Why Fractional Marketing?
For marketing and communications teams, the benefits of fractional work are clear:
- Cost-effective expertise – Access high-level skills without the overheads of a full-time salary and benefits package.
- Speed to market – Get strategic input and execution quickly, with minimal onboarding required.
- Scalable support – Adjust the level of resource based on project needs, budget cycles, or internal priorities.
- Fresh thinking – Bring in an external perspective that can challenge existing ways of working and help drive innovation.
According to recent studies by Demand Metric and Deloitte, companies using fractional marketing teams saw a 47% increase in lead generation while spending 52% less on their marketing budgets — clear evidence that this approach is both effective and efficient.
How Is It Different to Contracting?
While fractional roles and contracting might sound similar, there are some key distinctions:
| Fractional work | Contracting | |
|---|---|---|
| Integration | Embedded within your team and aligned to long-term goals | Works independently on specific, short-term projects |
| Engagement | Ongoing, strategic involvement | Fixed-term or project-based, focused on deliverables |
| Focus | Strategy, leadership, mentoring | Execution, delivery, specific technical expertise |
Fractional professionals are often seen as an extension of your team. They attend meetings, influence strategy, and are invested in your outcomes. Contractors typically focus on completing a defined scope of work within a set timeframe.
Why Now?
New Zealand’s talent market is shifting. For the first time in decades, we’re heading into a period where more people will be entering the workforce than leaving it — but skill shortages, especially at the senior level, persist. Traditional hiring processes are slow and competitive, and organisations need alternative ways to access the capability they need.
Fractional work is well-suited to fill this gap, particularly in marketing and communications where agility, consistency, and strategic insight are crucial — but not always needed full-time.
Whether you’re launching a new product, navigating a rebrand, or looking to boost your internal communications strategy, engaging a fractional marketing leader could give you the momentum you need — without the long-term commitment.
It’s not just a cost-saving measure. It’s a smart way to build resilience and capability into your team when and where you need it most.
Want to learn more about how fractional support could work in your organisation? Let’s talk.
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