This interview is with Peter Lewis, Chief Marketing Officer at Strategic Pete.

Peter Lewis, Chief Marketing Officer, Strategic Pete

Peter, can you tell us a bit about yourself and your journey to becoming a Fractional CMO?

My journey has been anything but linear. Professionally, I started off in academia and politics, teaching at the University of Chile and working as a political correspondent for CNN in South America. But when I was 27, I decided to shift gears and dive into entrepreneurship.

I launched a travel company in South America, grew it to seven figures over the next decade, and, along the way, hosted Aquí Te Las Traigo Peter, a TV show where I explored unique careers and passions across Latin America, much like Dirty Jobs with Mike Rowe. After selling my travel company, I transitioned into fractional CMO work, which is what I do now.

I help businesses that are growing fast but maybe don’t know how to make sense of all the data or how to convert that growth into something sustainable. Many of the companies I work with can’t afford a full-time CMO or aren’t sure they need one long-term, so I come in for 5 to 10 hours a week, usually for a year or so, to guide their marketing strategy.

I work with a mix of industries—banks, zoos (yes, I actually live in a zoo!), SaaS companies. I’ve spent years building remote teams, especially with interns. I’ve learned that with the right approach, the right people can make a massive impact. That’s why I’m also writing a book on mentoring interns—helping them grow into A-players.

What pivotal moments or experiences shaped your perspective on marketing and ultimately led you to where you are today?

The moments that shaped my view on marketing are a mix of trial and error, gut feeling, and a bit of luck. First, when I started my travel company in South America, I had no idea what I was doing. On the fly, I learned about how to build a brand from scratch, how to market in an absolutely different culture, and most importantly, how to transform something I am enthusiastic about into a commercial and viable business.

This indeed is a crash course on marketing in real life. It taught me that behind all marketing is an effort of understanding people, their desires, and how to create a brand to speak to them. Then, when I transitioned into fractional CMO work, I realized that running a company and marketing for a company are two different animals.

So many businesses, especially growing ones, have all this data coming at them, but they don’t know what to do with it. They know they need a strategy, but they don’t know where to start. Finally, Aquí Te Las Traigo Peter – my Latin American TV show. I met people doing unique jobs, living their passion; that taught me the value of storytelling.

People don’t buy products, they buy stories. And the best way to connect with your audience is through authentic storytelling, not just marketing speak. All these experiences shaped how I approach marketing today.

What does Fractional CMO mean to you, and how do you see this role evolving in the future of marketing?

In my view, the Fractional CMO solves strategic marketing challenges for businesses that need expertise but aren’t ready for a full-time commitment. It’s that sweet spot between consulting and leading a team hands-on.

I step in for firms that are scaling fast but find themselves stuck: either overwhelmed by data they cannot interpret or unclear on how to build a cohesive strategy that converts into sustainable growth. In the future, I see this role becoming even more critical as companies increasingly rely on agile, project-based skills.

Companies are moving away from fixed hierarchies to a more flexible approach to leadership. Fractional roles allow organizations to bring in specialized knowledge without the burden of a full-time CMO, especially in industries such as SaaS, e-commerce, and private equity.

What are the top three skills you believe are absolutely essential for a Fractional CMO to succeed, and why?

There are 3 skills I focus on: clarity, adaptability, and the ability to build trust across teams.

1. Clarity: A Fractional CMO needs the ability to simplify complex marketing problems and translate them into actionable plans. When I join a team, they’re often paralyzed by too much information or too many opinions. My role is to identify priorities and lay out a strategy that aligns with business goals.

2. Adaptability: Every company I’ve worked with has had its own quirks, whether it’s a SaaS company navigating scaling pains or a zoo figuring out digital outreach. A successful Fractional CMO must adapt quickly to new industries, team dynamics, and market trends. Tools like AI are helping make this possible, but it’s still on the CMO to assess what’s working.

3. Building trust: As a part-time leader, trust is your currency. You’re asking teams to follow your lead without the benefit of daily presence or long-term familiarity. Early in any engagement, I focus on early wins, clear communication, and showing that I’m invested in their success. Sharing my own missteps and lessons creates a sense of authenticity and gets people on board quickly.

Can you share an example of a time when you faced a significant challenge as a Fractional CMO and how you overcame it? What key learnings did you take away from that experience?

During my time at a long-term care SaaS company, the pandemic hit. Their whole sales strategy, literally built on in-person engagement, collapsed almost overnight. The pipeline went dry, and we needed a pivot—fast. I took the problem head-on with the launch of a podcast aimed at their ideal audience of CEOs and industry executives—a leap into uncharted waters.

The podcast opened direct lines with key industry leaders, fostered trust, and created actionable opportunities that revitalized the pipeline. When your usual approach breaks down, the solution is to reassess quickly and connect with your audience where they’re most active and receptive.

Many businesses are hesitant to bring on a Fractional CMO due to perceived costs. How do you demonstrate the value and ROI of hiring a Fractional CMO?

Many businesses see a Fractional CMO as an added cost, but it’s not. My approach is practical and realistic from day one. The first step is getting clear on what’s holding the business back (a messy sales funnel? A lack of strategy? Or ineffective campaigns?) and then aligning marketing directly with the goals that catalyze growth.

For example, in the case of a SaaS company that had a very long sales cycle dragging its cash flow, we put in a very targeted thought-leadership strategy that included that podcast that I mentioned earlier, actually reaching decision-makers. We didn’t just shorten their sales cycle but also managed to bring in more qualified leads. That’s direct ROI. Second, I emphasize flexibility in this role.

The companies don’t commit to a long-term, six-figure salary. They obtain high-level expertise for literally a fraction of the price. Quite often, my strategies help businesses avoid costly missteps, like investing in the wrong tools or running ineffective campaigns. Within the first 60–90 days, I look to deliver early wins that build confidence and prove the value of the investment.

What advice would you give to a company that’s trying to decide whether to hire a full-time CMO or a Fractional CMO? What factors should they consider?

When deciding between a full-time CMO and a fractional CMO, a company should assess its current needs, resources, and stage of growth. Here’s how I’d frame the decision: If you’re a company with a solid marketing operation and a long-term vision that needs someone in-house to manage a large team and steer the ship for years, then a full-time CMO could be the way to go.

But more often than not, companies find themselves at an impasse, where a little bit of guidance might get them unstuck, whether that’s fine-tuning the go-to-market strategy, launching a product, or smoothing out how leads get converted into sales. And that’s where a fractional CMO makes sense.

You get senior-level expertise without the six-figure commitment of a full-time hire. I’ve often stepped into roles where the team was already talented but just needed direction and a clear roadmap to get moving. Budget and timing are also big factors.

If your cash flow can’t yet handle the weight of a full-time executive salary, or if you need to see results quickly, a fractional CMO is a smart choice. We can get up to speed fast, prioritize what will make the biggest impact, and execute without dragging things out. The real question is whether you need a long-term fixture or someone who can jump in, fix the gaps, and set you up for growth.

For companies working with a Fractional CMO, what are some best practices to ensure a successful and mutually beneficial partnership?

Be specific about the outcomes you want, but also be open to their recommendations. A good fractional CMO will evaluate what’s truly achievable and recalibrate expectations if needed. Be ready to provide access to your team, tools, and data quickly. One of the biggest bottlenecks I’ve seen is delayed access to systems or information, which wastes valuable time.

Treat the fractional CMO like an integral part of your leadership team. The more they understand your company culture and pain points, the better they can strategize and execute. Trust the process, too. A fractional CMO usually has very little runway to prove their value, so they’ll focus on quick wins alongside foundational changes. It may not always align with how things have been done internally, but the goal is to build momentum while setting the stage for long-term success.

What are your predictions for the future of Fractional CMOs, and what advice would you give to aspiring marketing professionals considering this career path?

The future of Fractional CMOs is only going to expand. Companies today want senior-level marketing leadership, but they’re more cautious about committing to long-term, full-time roles. What’s driving this shift is the growing complexity of marketing itself. With so many channels – social media, email, podcasts, and video – it’s harder than ever for businesses to keep up. One area that’s really taking off is specialization.

Fractional CMOs are no longer generalists; this would be a company seeking true experts who have expertise in your SaaS, healthcare, or e-commerce sectors with proven strategies and case studies. Now it’s more about solving problems within a specific context.

For would-be marketing professionals, this means two things: first, build a track record; fractional CMOs are hired for results, so you need to show a good portfolio and measurable outcomes. Second, focus on adaptability or pick a niche. The job demands you hit the ground running, quickly identifying gaps, addressing priorities, and delivering both immediate wins and scalable solutions.

Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?

Well, thank you for having me; it has been great. Here’s something I’ll leave you with: If at any point you feel like an impostor leading your business, you’re probably doing something right. Remember, nobody actually knows exactly what they are doing at all times, but those that succeed are the ones that are willing to figure it out as they go.

Trust your gut, listen to your team, and don’t be afraid to laugh at yourself along the way. Oh, and one more thing, I’m putting the finishing touches on a book about mentoring interns and turning them into A-players, so stay tuned for that!