CMO School
Jessica Shirra | Fractional CMO
CMO School is the go-to podcast for marketers and Fractional CMOs ready to step into leadership, own their expertise, and build a career or business that actually works for them. Whether you're looking to elevate your skills, transition into a CMO role, or scale your Fractional business, this podcast delivers strategies, expert insights, and the mindset shifts you need to create a career you love.
Hosted by Jess Shirra—a 15+ year marketing leader, Fractional CMO, and founder of Fractional CMO School—this show takes you behind the scenes on what actually works in marketing, business, and leadership. Jess has worked with powerhouse brands and creators like Lululemon, Pottery Barn, Strava, Jenna Kutcher, Lori Harder, and more—and now, she’s sharing those lessons with you.
Each episode, we dive into proven strategies, practical insights, and candid conversations on topics like:
How to step into leadership as a marketer and own your expertise
How to confidently price your services and build a business that supports the life you want
What it really takes to succeed as a Fractional CMO
How to show up as a CMO for your clients, deliver powerful strategy, and lead teams effectively
Lessons from experts across marketing, mindset, and entrepreneurship to help you grow
Whether you're a corporate marketer exploring the Fractional path, a new Fractional CMO figuring it all out, or a seasoned leader looking to scale and systematize your business, CMO School will give you the tools, insights, and confidence to create a career that gives you freedom, fulfillment, and flexibility—on your terms.
New episodes drop weekly! Subscribe now and start building a marketing career that lights you up.
Hosted by Jess Shirra—a 15+ year marketing leader, Fractional CMO, and founder of Fractional CMO School—this show takes you behind the scenes on what actually works in marketing, business, and leadership. Jess has worked with powerhouse brands and creators like Lululemon, Pottery Barn, Strava, Jenna Kutcher, Lori Harder, and more—and now, she’s sharing those lessons with you.
Each episode, we dive into proven strategies, practical insights, and candid conversations on topics like:
How to step into leadership as a marketer and own your expertise
How to confidently price your services and build a business that supports the life you want
What it really takes to succeed as a Fractional CMO
How to show up as a CMO for your clients, deliver powerful strategy, and lead teams effectively
Lessons from experts across marketing, mindset, and entrepreneurship to help you grow
Whether you're a corporate marketer exploring the Fractional path, a new Fractional CMO figuring it all out, or a seasoned leader looking to scale and systematize your business, CMO School will give you the tools, insights, and confidence to create a career that gives you freedom, fulfillment, and flexibility—on your terms.
New episodes drop weekly! Subscribe now and start building a marketing career that lights you up.
Episodes
Mentioned books
Mar 24, 2026 • 14min
Why Clients Don’t See You as A Leader (And How to Fix It)
How your clients see you determines everything — how much they trust your decisions, how often they question your strategy, how much control they take in meetings, and ultimately how much they’re willing to pay you as a Fractional CMO.If you’ve ever felt a client slowly start directing you, second-guessing your recommendations, or treating you more like an executor than a strategic leader, this episode will help you understand why.In this episode, I break down:The communication shifts that position you as a strategic leaderThe subtle behaviors that weaken your authorityThe biggest mistake marketers make when they’re trying to show up as a leaderAnd how to recalibrate the dynamic with a client if you’re sensing they don’t see you as a leaderThis isn’t about being louder or more dominant. It’s about showing up with clarity, direction, and confidence in every interaction. Because being a CMO isn’t just about strategy — it’s about leadership and communication.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Mar 17, 2026 • 22min
What I Do (and Don’t Do) With Campaigns and Launches as a Fractional CMO
Launches and marketing campaigns are one of the biggest areas, I see Fractional CMOs overstep their boundaries,It starts with mapping out a campaign or launch…and quickly turns into building timelines, reviewing every asset, sitting in execution meetings, and basically project managing everything.In this episode of my “What I Do and Don’t Do as a CMO” series, I’m breaking down how I approach campaign and launch planning including:The 6 key things I own when planning campaigns or launchesThe difference between strategy and project managementWhere most CMOs overstep during a launch or campaignAnd the filter I use to protect my time and boundariesIf you’ve ever had PTSD from launching or doing marketing campaigns (lol I feel you), this episode will help you reset your boundaries and operate at the CMO level.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Mar 10, 2026 • 11min
What I Do (and Don’t Do) With Hiring for Clients as a Fractional CMO
When you don’t know what you should own (and what you shouldn’t) during the hiring process, you end up posting job descriptions, screening resumes, running interviews, onboarding new hires…and quickly turning your fractional role into a full-time job.In this episode of my series “What I Do and Don’t Do as a CMO,” I’m breaking down how I handle hiring for clients.We cover:The 5 things I own when it comes to hiring for client teamsThe biggest mistake I see marketers make when they try to “be helpful” with hiring Where the line is between strategic leadership and operational recruitingAnd the simple filter I use to protect my time and keep my boundariesHiring impacts marketing performance — but running the entire process is not your job.If you’ve ever found yourself slipping into recruiter or marketing manager mode, this episode will help you reset your boundaries and operate at the CMO level.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Mar 3, 2026 • 26min
Three Ways to Get Clients as a Fractional CMO (No Audience Needed)
You don’t need a huge audience to get Fractional CMO clients.But you do need to stop approaching sales like a freelancer.If you’ve been posting educational content, creating freebies, or “putting yourself out there” and it’s not turning into clients, this episode will show you exactly why and what to do instead.Today, I’m breaking down the 3 fastest ways to get booked as a Fractional CMO — and what most marketers are doing wrong when they try.In this episode I break down:The three fastest ways to get Fractional CMO clients, like yesterdayThe biggest mistakes I see marketers make when they’re looking for clientsA simple “start here” plan you can follow over the next 30 days to help you land clients fastAnd the one sentence that instantly positions you as a leader instead of “someone who helps with marketing”If you’re done hoping dream clients will just land in your inbox, and you're ready to take things into your hands and make it happen, this episode will show you exactly how to do that.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/RESOURCESBecome a Booked Out CMO - Get my free cold pitch email templates here: Fractional CMO Sales Email Templates — The CMO Office
Feb 24, 2026 • 15min
How to Price Yourself as a Fractional: CMO Real Rates + The Biggest Mistakes I See
If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.In this episode, I break down:The core mindset shift around pricing that changes how clients perceive your valueThe real pricing ranges Fractional CMOs are charging — and when each range actually makes senseThe two most common pricing models and which one I recommendThe six biggest pricing mistakes that keep smart, experienced marketers undercharging — and how to fix themThis conversation is about pricing at different levels of leadership in a way that reflects responsibility, decision-making, and ownership — and supports building a lucrative, sustainable Fractional CMO business where you’re paid appropriately for the role you’re doing.If you’ve been questioning your rates, feeling stretched thin, or sensing there’s a gap between the work you’re doing and what you’re being paid, this episode will give you the clarity you’ve been looking for.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
4 snips
Feb 17, 2026 • 12min
What I Do (and Don’t Do) With Social Media as a Fractional CMO
One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential. In this episode of my series “What I Do and Don’t Do as a CMO,” and I’m diving into Social MediaWe cover:What social media ownership actually means as a CMOHow to think about channel selection and prioritizationThe role of positioning and high-level content directionWhat it looks like to guide performance without getting pulled into daily executionWhy clear boundaries around social media are essential for protecting your time and valueIf you’ve ever found yourself mapping out content calendars, reviewing captions, editing reels, or posting content, — this episode will help you reset your boundaries and focus on the strategic role you’re meant to play as a CMO.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Feb 10, 2026 • 13min
What I Do (and Don’t Do) With KPIs as a Fractional CMO
One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential. In the first episode of my series “What I Do and Don’t Do as a CMO,” and I’m starting with KPIs and data. In this episode, I break down what I do (and don’t do) as a CMO when it comes to KPIs and data.In this episode, we cover:What CMOs should (and should not) do when it comes to pulling and reporting on marketing dataThe four areas I stay focused on when it comes to marketing performance and dataThe biggest mistakes and misconceptions I see when it comes to analyzing and reporting data to CEOs and leadership teamsHow to build a tracking plan that supports real decision-makingIf KPIs feel intimidating or you’ve ever thought “I’m not a numbers person,” this episode will show you that you don’t need to be an analytics expert to be a great CMO. You just need clarity on your role, strong strategic thinking, and the confidence to stay in your lane.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Jan 20, 2026 • 43min
What Founders Need From Marketers and Fractional CMOs with Heather Chauvin
Why do founder–marketer relationships break down so often — even when everyone has good intentions?In this episode, I’m joined by Heather Chauvin, leadership coach and longtime founder, to talk honestly about what founders are actually looking for when they hire marketing support — and why marketing can be one of the most emotionally charged hires a business owner makes.We unpack:Why many founders develop trust issues with marketing (and how those experiences shape expectations)The hype problem in marketing — and why results are never guaranteedWhat founders really want beyond revenue: to feel seen, heard, and supportedThe “secret ROI” conversations most marketers never ask — and why they matterWhy energy management, capacity, and boundaries are part of the jobHow strong Fractional CMOs lead as partners, not order-takers or hype machinesIf you’re a Fractional CMO or senior marketer, this episode will help you understand what’s really happening underneath founder expectations — and how to lead the relationship with more clarity, confidence, and trust.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
Jan 13, 2026 • 13min
How to Price Yourself as a Fractional CMO: Real Rates + The Biggest Mistakes I See
If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.In this episode, I break down:The core mindset shift around pricing that changes how clients perceive your valueThe real pricing ranges Fractional CMOs are charging — and when each range actually makes senseThe two most common pricing models and which one I recommendThe six biggest pricing mistakes that keep smart, experienced marketers undercharging — and how to fix themThis conversation is about pricing at different levels of leadership in a way that reflects responsibility, decision-making, and ownership — and supports building a lucrative, sustainable Fractional CMO business where you’re paid appropriately for the role you’re doing.If you’ve been questioning your rates, feeling stretched thin, or sensing there’s a gap between the work you’re doing and what you’re being paid, this episode will give you the clarity you’ve been looking for.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
8 snips
Jan 9, 2026 • 59min
The AI Playbook Every Fractional CMO Needs to Get Hours Back and Stay Ahead with Callan Faulkner
In this conversation, Callan Faulkner, AI coach and founder of The Uncommon Business, shares insights from scaling a $4M company using AI in just 18 months. She emphasizes the evolution from AI Offloader to AI Architect, highlighting the importance of building systems that enhance creativity and reclaim time. Callan details three essential AI projects for CMOs: the Brand Guardian, Sales Wizard, and Money Coach, while also warning against common mistakes and the need to document personal frameworks for effective AI use.
