Fractional CMO · Vancouver
Which customers to chase, which channels to fund, what to launch and what to cut. I've made those calls for 20 years inside consumer brands. As your fractional CMO, I make them with your team.
Peter Falk, Fractional CMO
As a VP of Marketing with over two decades scaling consumer brands, I've operated across both sides of the commercial equation: marketing to end consumers and marketing to the retailers and distributors who carry the product. That B2B2C experience (trade strategy, channel management, distributor relationships and retail sell-in alongside brand and consumer marketing) is rare. You get a senior operator who understands how the whole system works, now supercharged by AI, without the cost of a full-time hire.
My LinkedIn Profile →The results
Channel activation
growth in active customers in 90 days by driving the right traffic to an existing B2B sales channel.
Go-to-market strategy
in new revenue generated through go-to-market strategy across 45 product launches.
E-commerce strategy
of total revenue shifted to online through a B2B e-commerce strategy.
"Peter's executive expertise was immediately evident. He quickly identified core challenges and transformed our business into a consumer-focused growth engine. At the same time, he excelled at onboarding, developing, and leading high-performance teams. His ability to identify and nurture talent, while achieving top-percentile employee engagement, ensured that transformation was deeply embedded in the organization."John Williams · CEO (Former), Norco Bicycles
Most SMBs reach a point where marketing feels scattered: campaigns running, agencies billing, social posting, but nothing connecting to real growth. The problem almost never is execution. It's the absence of a senior voice who owns the full picture and keeps it aligned to where the business is actually trying to go.
That's what a fractional CMO should be. Not a strategist who's spent their career on the agency side, but someone who's owned a P&L, managed both consumer and trade marketing, navigated distributor relationships, and led a business through real transformation. Someone who understands that marketing either serves the business or it doesn't, at every level of the value chain. That's the background I bring to every engagement.
There's no template for this. Every engagement starts from your strategy, your market, and where your business actually needs to go, not a methodology we apply the same way twice. For startups, growth-stage, and mid-market businesses across North America, this is enterprise-level marketing leadership without the $250K+ price tag.
Read more: What does a Fractional CMO actually do for an SMB? →
"When strategy and marketing work as one system, every decision reinforces the next. Growth becomes intentional."
The engagement
Your marketing should be an extension of where your business is going, not a separate plan running in parallel. I work with your leadership team to connect commercial goals to market execution, so every decision compounds instead of competing.
If customers can't articulate why they choose you, your brand isn't doing its job. I help you define a position that's genuinely ownable, build the identity around it, and make sure it holds across every touchpoint, including when the business is changing.
A good product launch doesn't start on launch day. I build the go-to-market plan from the ground up, aligned across sales, marketing, and operations, so you're not scrambling to catch up once you're in market.
If your online and offline channels are pulling in different directions, you're leaving revenue on the table. I build the channel strategy, integrate the touchpoints, and own the e-commerce P&L, so the whole system works together instead of against itself.
Agencies perform better when someone senior is setting the brief and holding them accountable. Internal teams perform better when they have clear direction and real leadership. I step into that role, so you stop paying for work that doesn't connect to anything.
Growth through acquisition creates a specific problem: how do you keep the strategy coherent while the business keeps changing shape? I've navigated that five times. I help you integrate new brands, align go-to-market across a growing portfolio, and make sure the core business doesn't lose momentum in the process.
Retainer or project-based. No long-term lock-in.
"Peter played a pivotal role in transforming our water sports company from a niche startup to a global market leader in just five years. His strategic vision guided us through five successful acquisitions while building a powerful portfolio of consumer brands. He has a remarkable ability to see both the big picture and the detailed execution needed to drive sustainable growth."Mike Huish · CEO, Huish Outdoors
Contact
Growth is the result of good execution. Good execution is the result of good decisions. And good decisions start with a strategy your team can act on. That's the work.