The traditional career ladder is broken and senior marketers know it.
After 15+ years of climbing toward VP and CMO titles, many find themselves disillusioned. The rewards of full-time leadership don’t always outweigh the tradeoffs: nonstop pressure, constant reorgs, shrinking budgets, and boardroom drama with no creative upside.
No surprise, then, that a growing wave of experienced marketing leaders is making a different move: going fractional.
According to the 2024 State of Independence in America report by MBO Partners, the number of independent workers earning more than $100,000 annually rose to 4.7 million, up from 4.6 million in the previous year and significantly higher than 3 million in 2020. This growth reflects the expanding economic opportunities for Americans opting for self-employment over traditional employment.
Fractional CMOs, Heads of Brand, and Content Directors are now a fixture in companies that need seasoned guidance without the overhead of a full-time hire. If you’re a senior marketer thinking about your next chapter, fractional work isn’t a step back. It’s a more strategic and sustainable way forward.
Why full-time marketing leadership has become unsustainable
According to Spencer Stuart's 2024 CMO Tenure Study, the average tenure of Fortune 500 Chief Marketing Officers (CMOs) in 2023 was 4.2 years, consistent with the previous year and slightly below the C-suite average of 4.6 years.
Notably, CMOs at business-to-consumer (B2C) companies had shorter tenures, averaging 4.0 years, compared to 4.5 years for those at business-to-business (B2B) companies. Among the top 100 advertisers, the average CMO tenure was even shorter, at 3.1 years (Spencer Stuart). However, expectations continue to grow despite the decline of average tenure.
Today’s senior marketers are expected to:
- Own growth across multiple channels
- Defend budgets to non-marketers
- Lead creative, performance, and communications
- Report directly to the CEO or board
- Keep the team intact through layoffs, pivots, and restructures
It’s a role that combines responsibility with volatility and often, no real creative outlet. No wonder so many burned-out VPs are looking for an alternative.
What makes fractional work a smarter exit strategy
Unlike retirement, freelancing, or starting a company from scratch, fractional work lets you repurpose your hard-won experience into meaningful, flexible, well-compensated engagements.
The key advantages?
1. You stay at the strategic level
Fractional roles are built for senior operators. You’re brought in to lead, shape, and direct, not just execute. That means no endless meetings or micromanagement. Just high-leverage work with companies that need it most.
2. You set your terms
Want to work 3 days a week? Choose your clients? Skip the commute entirely? Fractional work makes it possible. And with average rates for fractional CMOs ranging from $3,000–$15,000/month (Alex Kerrigan), you don’t have to take a pay cut to reclaim your time.
3. You diversify your income
Instead of depending on a single employer, you can build a portfolio of clients hedging against volatility while keeping your skills fresh and in demand.
4. You get to be choosy
Tired of working with misaligned founders or combative boards? Fractional work lets you be selective. You’re not stuck with any client longer than the contract. And if the scope or vibe isn’t right, you can walk away without drama.
What you need before making the leap
Going fractional isn't just about changing jobs, it’s about changing how you position yourself.
Before you leave your full-time role, make sure you have:
- Clear positioning: What kind of companies do you help? What roles do you step into? What problems do you solve?
- Pricing strategy: Retainers? Project-based? Value-based? (Hint: avoid hourly unless it’s deeply consultative.)
- Proof of results: Case studies, performance metrics, testimonials, or a strong body of work.
- Operational support: Contracts, onboarding docs, a repeatable process.
The most successful transitions happen when you treat fractional work like a business, not a bridge.
What most senior marketers get wrong
The biggest mistake? Going it alone.
Many marketers assume they have to build a solo consultancy from scratch—website, lead generation, operations, invoicing, and all. And that’s where momentum dies.
But fractional doesn’t have to mean freelance. And it doesn’t have to mean solo.
In fact, many of the best fractional marketers today are embedded in agencies, collectives, and strategic partnerships that give them infrastructure and support, without taking away their freedom.
According to Upwork's 2022 Future Workforce Report, nearly 60% of hiring managers who engage independent talent plan to increasingly rely on freelancers over the next six months (58%) and over the next two years (66%), and these statistics rise for those freelancers that are found working with agencies for recognition and vetted quality assurance purposes. This gives hiring managers peace of mind knowing that even though the freelancer is not a full-time employee, they will perform and deliver the results they need.
That preference benefits fractional marketers aligned with agencies: you get pre-qualified leads, streamlined execution, and the freedom to focus on what you’re best at.
How Prose helps fractional marketers succeed
At Prose, we work with an exceptional bench of content leaders, brand strategists, and fractional CMOs. We bring them into high-impact client engagements with companies like Google, Salesforce, and BCG—and support them with:
- Project scoping and coordination
- Editorial and creative resources
- QA, client communications, and backend operations
- Clear briefs, real timelines, and respectful clients
You stay focused on leading the work. We handle the structure, support, and scale.
Fractional doesn’t mean halfway. It means done right.
For senior marketers, fractional work isn’t a fallback. It’s a way to keep doing the work you love on your terms, with clients who value your leadership, insights, and strategic thinking. This model allows you to bring your full expertise to the table without sacrificing your well-being, freedom, or creative focus.
More than ever, companies are seeking high-level marketing partners who can plug in with precision, drive results, and elevate brand impact without the overhead of a full-time hire. And when you're positioned well with the right messaging, visibility, and support network, fractional work isn’t just more sustainable. It’s more powerful. It puts you in control of your time, your value, and your future.
Ready to elevate your brand as a fractional marketing leader? Visit our website to explore how our strategic content solutions can help you stand out, build credibility, and attract the right clients without compromising your independence.