Marketing Lead (Fractional Role)

Butler & Co Advisory is an Australian one-to-one business coaching firm serving established, profitable, expertise-led businesses.
We are seeking a Fractional Marketing Lead to inherit and lead our existing marketing function. This includes an Operations Manager, Appointment Setter, channel specialists, active campaigns, reporting rhythms, an approved ideal client profile, and a developing strategy.
The Role
You will own end-to-end marketing-to-qualified-appointment system through the existing team.
Key responsibilities include:
Recommend the integrated marketing strategy, channel mix, and priorities
Recommend budgets and operate within Founder-approved parameters
Obtain Founder approval for commitments outside approved budgets or parameters
Directly lead the Operations Manager and Appointment Setter
Oversee specialists across Meta, Google Ads, SEO and GEO, LinkedIn, video, and other approved channels
Establish clear responsibilities, KPIs, reporting rhythms, and accountability
Monitor lead quality, booked and attended appointments, ICP alignment, conversion, customer acquisition cost, lifetime value, and revenue contribution
Challenge recommendations and performance across channels without defaulting to one preferred tactic
Address missed deliverables and underperformance directly
Protect the company's privacy, brand, and reputation when making marketing decisions
Bring the Founder clear recommendations, trade-offs, and decisions rather than unresolved problems
Specialists will perform the day-to-day channel execution. You will remain accountable for the quality, coordination, and commercial performance of their work.
Experience in coaching, consulting, advisory, or adjacent expertise-led services is preferred.
You must be able to demonstrate that you have:
Genuinely owned a complete marketing function through employees and specialist providers
Previously managed remote or offshore marketing talent
Delegated work while remaining accountable for the result
Given direct corrective feedback and addressed underperformance
Worked across multiple marketing channels without relying on one preferred tactic
Connected marketing activity to qualified appointments, conversion, customer acquisition cost, and lifetime value
Reported commercial performance and recommendations to a Founder or CEO
Protected privacy, brand, and reputation when evaluating marketing activity
Marketed high-consideration, expertise-led B2B services
This role will not suit:
Advisory-only strategists who do not want people-management responsibility
Senior copywriters or specialists who prefer personally doing the execution
Coordinators who rely on the Founder for routine judgment and direction
First-time remote or offshore team leaders
Marketers who consistently default to one preferred channel or tactic

Work arrangement
No