Fractional Leadership

Need help scaling your brand?

Get senior level strategic & operational support for what ever stage of growth you’re at.

If you’re a Founder, CEO or business leader of an established brand needing hands-on help as you grow, without the commitment and expense of a full time hire.

You might be ready for a Fractional Brand Leader.

Perfect for those times when you’re in a transition phase or building momentum but aren’t quite ready to hire a full-time Brand Director or GM.

For a few days a week or month, you’ll get my strategic insights, leadership skills, and hands-on help to grow your brand and tackle critical projects.

Who I work with

Scale ups and established global brands in the outdoor, fashion, homewares, travel, hospitality & lifestyle industries.

Globally, regionally & locally.

Founder-led scale-ups & VC-backed brands needing senior brand leadership but not yet at the stage to hire a full-time Head of Brand, GM or leadership team.
Established global brands looking for fresh thinking, leadership on critical projects, or extra hands-on executional support during transition periods.
CEOs & business leaders who need experienced cross-functional leadership support to bring the big vision to life, get clear on strategy and drive momentum with the team.

Join my waitlist

How it works

For a few days a week or month, I step in as your strategic partner and execution lead, working across:

Brand Strategy & Marketing – Positioning, messaging, channels & strategic partnerships
D2C & E-commerce Growth – Digital marketing, customer acquisition, and retention strategies
Retail & Wholesale Strategy – Trade marketing, B2B expansion & omni-channel alignment
Cross-Functional Leadership – Collaborating with teams across product, sales, and operations
End-to-End Project Execution – From concept to launch and in-market execution

Whether you’re in a transition phase, scaling fast, or need extra leadership support, I help you move to where you need to be quickly from big picture strategy through to hands-on execution.

My areas of expertise

Go-to-Market Strategy

Align business and brand strategy with a clear, actionable plan

Launch new brands, products, or initiatives
Define market positioning and omni-channel strategy
Facilitate strategic workshops for leadership teams

Brand Positioning

Clarify your brand strategy and positioning

Build or evolve brand foundations and messaging
Align your brand identity with business goals
Develop brand architecture for multi-product or multi-market businesses

New Market Entry

Research, plan, and execute entry into new regions

Develop market entry strategies and competitor analysis
Localise your brand, retail, and marketing approach
Build strategic partnerships and local business development

Retail Expansion

Plan and scale your retail presence from 1 - 1000 doors

Improve in-store experience and retail operations
Develop wholesale programs and go-to-market sell-in tools
Support for trade marketing, sales enablement, and point of sale

Special Project Management

Lead and deliver complex, cross-functional brand and business initiatives

Plug in quickly to support critical or high-impact projects
Provide structure, clarity, and momentum from idea to execution
For business transformations, new vertical or category launches

Ecommerce Growth

Optimise your Shopify ecommerce store and customer journey

Plan product launches and aligned digital campaigns
Improve performance across UX, content, SEO and conversion
Align brand and marketing across all digital touch points

Why work with me?

I’m a strategic operator, experienced business & brand builder with an entrepreneurial mindset.

With over 20 years of international experience leading brand, retail, and marketing strategy, teams and operations for global lifestyle brands and major fashion retailers across Australia, Asia Pacific, the UK and Europe.

Paired with the building my own retail and ecommerce ventures from the ground up.

I’ve worked across startup and scale-up environments through to global organisations. Bridging the gap between big-picture strategy and hands-on execution, helping businesses move from ideas to execution.

Globally, regionally & locally.

Some of the brands I’ve worked at, with an on:

What people have said about working with me

Thank you so much for all your hard work and support! You’re really part of our team now.
The work that we have been doing with you over the past month it’s not only very clarifying for all of us regarding the brand and vision, it’s also been a massive relief!
I feel like we finally found our path and it feels great.
Lauren Franklin - CEO and Founder Summerjax Productions.
Bridget is one of the most passionate and driven individuals i have ever worked with.
Her pursuit for success is relentless, overcoming hurdles to ensure the ultimate outcome is achieved.
She has well rounded business knowledge, commercial acumen, and a great sense of creative thinking. A great asset to any company.
Todd Liddy - Head of Retail, Boardriders APAC
What do I write that the others haven't already said? Simple ... Bridget is a rockstar .. it's that easy. We worked together for something like 5 years.
She challenged me strategically + she impressed me operationally. If you have a project, give her a call ... you will not be disappointed ... I promise
Simon Traynor - Board member, CEO, CMO. Previously Quiksilver, Movember.
Bridget is an exceptional leader and team player, highly motivated and a specialist in Brand go to market and retail strategy.
I was fortunate enough to work closely with her in both Australia and Europe while at Quiksilver and I'm looking forward to collaborating with her on future projects if the chance arrises. Thanks again for all your help and support Bridget.
Josh Rush - Previously Global Creative Director Quiksilver
I worked with Bridget at Just Jeans, and she is one of the best operators l have ever worked with.
Bridget is strategic, considered and results focused and is always considering the consumer. I have no hesitation recommending Bridget, she was a joy to work with.
Lisa Albert - Previously Marketing Manager, Just Jeans
Bridget helped me put my portfolio and website together in a way that truly represented me.
It was the first time I could really appreciate all the work I have been putting in to building my brand. The way Bridget created my website, gave me the confidence to see myself and my work as a brand for the first time.
It really took my thinking to the next level and gave me the confidence to feel “I can do this”
Sofia Ruffino - Founder Sofi Modi Ceramics

Fractional leadership support can be structured as one or a hybrid of traditional leadership roles:

Fractional CMO

A senior marketing strategist focused on growth, campaigns, and performance.

Build and lead the marketing strategy across all channels
Drive customer acquisition and revenue-generating campaigns
Align brand, product, and sales for measurable growth

Fractional COO

An operations leader who brings clarity, structure, and scale-readiness.

Build internal systems, processes, and reporting structures
Improve team workflows and resource allocation
Align day-to-day operations with strategic goals

Fractional Head of Brand

A creative and strategic lead shaping how your brand shows up in the world.

Define brand positioning, tone of voice, and visual identity
Oversee storytelling across content, campaigns, and channels
Ensure brand consistency and emotional connection with your audience

Fractional GM

An experienced operator who runs the day-to-day so the founder can work on what’s next.

Oversee people, performance, and delivery across departments
Drive accountability and ensure focus on the right priorities
Create space for the founder to focus on vision and big decisions

Fractional CXO

An advocate for your customer, focused on improving the full brand experience.

Map and enhance the customer journey across every touchpoint
Identify and fix friction points in sales, service, or support
Build loyalty by making your brand feel seamless, thoughtful, and human

Fractional Chief Of Staff

A right-hand help to the Founder or CEO to provide strategic and operational support.

Set and track company objectives (OKRs) and measure progress
Keep critical projects on track and aligned with priorities
Support cross-functional teams with project management and coordination

What Is Fractional Leadership?

Guide To Fractional Leadership

This article explains the different fractional leadership roles, how to know what type of fractional support your business needs, and how to hire and work with a fractional leader to ensure you get the right outcomes.

Pricing of my services

I offer clear, flexible pricing that reflects my 20+ years of experience in brand, retail and marketing leadership and the value of strategic, senior-level support without the overhead of hiring full-time.

My rates are based on outcomes, not just hours, and are designed to be accessible to founder-led businesses and growing brands.

If you're unsure what’s right for you, just get in touch - I’m always happy to tailor a package based on your needs and stage.

My rates

For Fractional Brand Leadership I offer monthly retainers from 1-3 days a week with a minimum 3 month commitment.

AUD From $4,800 month +GST

USD From $3,000 month

GBP From £2,400 month

I work part-time with maximum 1–3 brands at a time to ensure I have the bandwidth to give to you and your brand.

Contact me here to have a chat or have questions about how we can work together

My previous leadership roles have included

Founder
Nouvelle Nomad
Melbourne, Australia & Marrakech Morocco

Special Projects
Movember Foundation
Melbourne, Australia

Global Trade Marketing Director
Quiksilver Roxy and DC - Boardriders
Sait Jean De Luz, France

APAC Trade Marketing Director
Quiksilver Roxy and DC - Boardriders
Torquay, Australia

VM Brand Manager
Just Jeans - Just Group
Melbourne, Australia

General Manager of Marketing & VM
Roger David
Melbourne, Australia

VM & Retail Marketing Manager
Ozmosis
Melbourne, Australia

Visual Merchandising Manager
French Connection
London, UK
Melbourne, Australia

Some previous client projects as example of how we can work together

The Movember Foundation

Movember is the world’s largest charity tackling mens health on a global scale.
Project: Engaged to lead global cross functional teams and special projects for digital transformation initiatives, introduce new mar-tech platforms, and streamline go-to-market processes and timelines across the ANZ, EU and US markets.
YETI

Yeti is cult US based outdoor lifestyle brand
Project: Project management of trade marketing program for the brand’s launch into the Australian market.
Working with the YETI global marketing team to import fixturing, customise point of sale, and produce regional visual merchandising and product display guidelines for key accounts big-box outdoor retail partners.
Quiksilver Vintage Collection

Quiksilver Vintage was a handpicked curated collection of archival garments from the brand’s 40 year heritage.
Project: Project management for the global launch of Quiksilver Vintage collection - end-to-end build of the range, campaign development and roll out of the collection across ecommerce and retail stores in 3 major markets.
Disorder Media House

Disorder Media House was an Australian based startup at the cross roads of gaming and culture.
Project: Go-to-market advisory and project management support through the build of the DMH in-house creative agency, and launch of it’s two brands ORDER (Esports) and DIS (Gaming and Lifestyle)
Summerjax Productions

Summerjax is an Aussie owned, LA based production agency partnering with some of the world’s biggest fashion and lifestyle brands.
Project: Strategy workshop facilitation of GTM planning sessions with the leadership team for the Summerjax brand re-set, and B2B marketing plan.
AdAge - The List

AdAge The List mentorship program was a group of 30-odd marketing, advertising and media leaders, assembled by Ad Age in partnership with Facebook Elevate — to confront unconscious bias by focusing on addressing the diverse talent crisis in the industry.
Project: Project management on behalf of Summerjax Productions for the launch of the program
Nouvelle Nomad

Nouvelle Nomad is a sustainability led homewares, travel and lifestyle brand and ecommerce retailer
Project: Full end-to-end management, building and scaling Shopify ecommerce store across SEO, email, content, organic and paid social, Google ads.
Mister Zimi

Mister Zimi is an iconic Australian fashion and lifestyle brand and retailer of travel and resort wear
Project: Project management for production of 2020 Casa campaign shoots in Morocco, Byron Bay and Sydney.
Nouvelle Nomad

Project: Creative direction and production of all Nouvelle Nomad photoshoots.
Partnering with local photographers, boutique hotels and photo shoot locations across Morocco and Australia to produce brand photography, content and campaigns.
SOFI MODI Ceramics

Sofi Modi is a Marrakech based ceramicist and jewellery designer.
Project: Brand strategy and go-to-market support, project management of website build for ecommerce and trade channels.
The Fitzroy Feast

Fitzroy Feast was a Summer pop-up food festival in the heart of Melbourne’s Fitzroy.
Project: Event management and marketing program for The Fitzroy Feast.
Wayfarers Atlas

Boutique surf travel agency and booking platform with the best handpicked hotels and locations for surfers and their families.
Project: Go to market planning and advisory support though build and launch phase for Scott and Sarah’s project.