Marketing that grows as a system.

As a Fractional or Interim CMO, I take over marketing leadership for a defined period – to build or transform your marketing. Together, we build a clear system for positioning, leads and sales.

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Carolin Joshi, Fractional CMO
15+ years
Marketing in publishing, retail, consulting and tech
Up to 15
people led in cross-functional teams
7-figure
budgets managed
400,000
households in a loyalty programme
8 million
views for an organic post

Where you are today

Does this sound familiar?

  • You have a strong product, but new customers come mainly through trade fairs, referrals and your sales team itself?
  • Your investor expects a growth plan, and marketing cannot show today what it contributes to it?
  • After a change of ownership or a carve-out, the marketing function the group used to provide is missing?
  • You invest in trade fairs, agencies and ads, but nobody can say which of it leads to orders?
  • Leads get lost between website, CRM and sales because marketing and sales work side by side?
  • Your website, your materials and your sales partners each tell a different story about you?
  • The funding is in place, but there is no predictable path to your next customers yet?
  • You need marketing leadership, but a full-time hire is too early, too expensive or takes too long?

Without a system, growth depends on individuals. Budget flows into channels whose impact nobody can prove, marketing and sales work side by side, and the managing director remains the most important salesperson.

Who it is for

  • Industrial mid-sized companies and B2B manufacturers

    Products that need explaining, long decision paths, sales through trade fairs, field sales and partners. A predictable way to new customers is missing.

  • Companies after a change of ownership or a carve-out

    An investor has come on board. Marketing has to stand on its own and make a measurable contribution to the growth plan.

  • Investor-backed start-ups and scale-ups

    The funding is in place, and so is the product. Now you need marketing leadership that connects positioning, channels and sales into one system.

  • Managing directors who run marketing themselves

    You want to hand over the lead, but are not ready to fill a full-time position yet.

Three layers that work together

It starts with the Marketing System Check. Then strategy defines whom you address and with what. Operations makes sure interest becomes a measurable step in sales. AI and automation take over routine and let the system grow, for example in GA4 and LinkedIn reporting, content or nurturing. But only once the process works by hand.

Start: Marketing System Check

Audit of all three layers before anything is built.

Strategy, incl. communication

  1. ClarifyICP and target picture
  2. BuildPositioning
  3. ConnectMessaging and voice
  4. ScaleChannel and budget plan

Operations, lead and sales

  1. ClarifyAudit of the lead path
  2. BuildCRM and tracking
  3. ConnectHandover to sales
  4. ScaleReporting and control

AI & Automation, across all layers, e.g. GA4, content, leads

  1. ClarifyTest processes by hand
  2. BuildBuild workflows and reports
  3. ConnectConnect systems and data
  4. ScaleScale and automate routines
Approach, schematic. It starts with the Marketing System Check, which looks at all three layers. Positioning and communication work on the strategy layer, the lead and sales system on the operations layer. AI and automation work across all layers and take over reporting, content or nurturing, for example. The handover to sales is highlighted because that is where marketing and revenue meet.

Where does your marketing lose impact today? The Marketing System Check shows you.

Get in touch
Portrait of Carolin Joshi

With more than 15 years of marketing experience across industries, I get your marketing on course with the latest technologies.

I have built marketing from the ground up several times: technology, team, content and analytics. In running marketing operations, I drive transformation. A solid marketing system and optimised processes are the foundation. I work hands-on, not only as an advisor.

I use AI where it creates real value, for example to follow guidelines so that content is on brand, or for repeatable workflows and reports that run automatically.

What I believe in

  • Measuring instead of guessing
  • Systems instead of one-off measures
  • Pipeline quality instead of lead volume
  • Profitability before reach
  • Automation that frees people up instead of tools that keep them busy

The story so far

  1. Foundation

    Sales first, then marketing

    Apprenticeship as an insurance specialist in sales, then a diploma in business administration and marketing with a focus on e-business, thesis graded 1.0 (top grade). I learned how customers buy in customer conversations before I studied marketing.

  2. Since 2006

    More than 15 years of marketing: built, led, delivered

    Marketing in publishing, retail, consulting and tech, as project lead, Head of Marketing and consultant.

    • Many years of 360° marketing at a trade publisher: strategy, content, SEO, social media, newsletters, events and campaigns on Meta, LinkedIn and Google Ads. The Facebook community grew from 200 to 20,000, and one organic post reached 8 million views.
    • Digitalisation in day-to-day operations: introduced automation tools, around 20 % less manual process time.
    • Loyalty programmes for retail: over 400,000 participating households, a seven-figure budget, cross-functional teams of up to 15 people, several agencies and up to four clients in parallel.
    • Connected marketing and sales in consulting: analysed CRM and sales data, cross-selling initiatives with around 15 % more conversions.
    • As Head of Marketing at an IoT start-up, built the marketing function from scratch: martech stack, content pipeline, team and the launch of the open-source software. Around 150 % more organic reach.

  3. Founder

    Built my own company

    I co-founded the fashion online shop mataa.de: brand, shop, suppliers, campaigns and financial planning. It taught me to think about marketing from the result backwards.

  4. 2009 to 2022

    Chair of Saraswati e. V.

    Voluntary chair of an association promoting education for children in India.

  5. Now

    Fractional CMO for marketing systems and AI

    I take over marketing leadership for a defined period and build systems that bring in enquiries measurably, with automation where it frees people up.

References

Peeriot · IoT software

A tech start-up without a marketing function

Starting point
Software company with a commercial product and a planned open-source offering. There was no marketing, and sales ran through the CEO.
Approach
First the infrastructure with CMS, CRM and automation, then content pipeline, team and trade fair presence. Plus the launch of the open-source software.

Result: Around 150 % more organic reach and, for the first time, visibility of the pipeline. Marketing became a professional function.

“She didn’t just coordinate marketing activities — she created structures, processes, and scalable systems that helped turn marketing into a professional function within a growing startup. […] I can highly recommend her to any company looking for someone who can both shape a marketing strategy and make it happen.”

Ralf Hueskes, CEO Peeriot
LinkedIn recommendation of 22 Sep 2026, original wording

Einlagenraum · Worms

More visibility for a regional specialist business

Starting point
Orthopaedic technology business for insoles. New customers should book appointments predictably.
Approach
Marketing strategy, measurement concept with GA4 and Google Tag Manager, Google Ads and brand guidelines that apply to every AI-supported text. Together we also developed a premium tier with add-on products.

Result: More visibility with the relevant target groups, measurable appointment bookings and additional revenue through the premium tier.

“Carolin has increased my visibility enormously, especially with the target groups that matter to us. That leads to appointment bookings. Together we also developed the concept of a premium tier in which I offer additional products. That is a real boost to my revenue.”

Catrin Hefter, Einlagenraum Worms
Translated from German

Four ways to work with me

From a quick check to ongoing marketing leadership. You choose the entry point that fits your situation.

Marketing System Check

For: Management teams and investors who want to know where marketing loses impact today before the next investment.

  • Audit of positioning, lead path, measurement and automation
  • Process swimlane from the first contact to the sales conversation
  • Prioritised roadmap in three phases

Result: You know where marketing and sales lose impact today and what to do first.

Positioning and Communication

For: Companies with a strong product whose message sounds different depending on the person, channel or market.

  • Ideal customer profile (ICP)
  • Positioning and communication strategy
  • Tone of voice for all channels
  • Automated workflows, e.g. for content and communication

Result: You know whom you address with what, and everyone in the company says it the same way.

Build a Lead and Sales System

For: Companies whose new customers today come mainly through trade fairs, referrals or the managing director.

  • Ideal customer profile (ICP) and marketing strategy
  • Channels, CRM and tracking
  • Automation, e.g. of nurturing and GA4 and LinkedIn reporting
  • Clean handover to sales

Result: Enquiries arrive predictably, and every step from the first touch to the sales conversation is described and measurable.

Fractional or Interim CMO

For: Companies that need marketing leadership before, or instead of, filling a full-time position.

  • Responsibility for strategy, priorities and budget
  • Steering of team, agencies and freelancers
  • Reporting to management and investors
  • Building an operating model that a permanent team can take over later

Result: Marketing leadership for a defined period: you get leadership, prioritisation and delivery from one source.

Prices on request. After a short call you receive a written proposal with scope, result and price.

Which entry point fits you? We clarify that in the first call.

Get in touch

Fractional or Interim: what fits you?

Both models bring marketing leadership into the company without you having to fill a full-time position right away. The difference lies in the time commitment and the occasion.

Fractional CMO

Part-time marketing leadership on fixed days

  • Marketing should be led professionally, but a full-time hire is still too early.
  • The managing director has been running marketing so far.
  • After a funding round, marketing needs to be up and running quickly.
  • An existing team needs leadership, but not every day.

Interim CMO

Marketing leadership with a high time commitment for a limited period

  • The head of marketing position has become vacant at short notice.
  • After a change of ownership or a carve-out, marketing has to stand on its own.
  • Before a market entry, relaunch or internationalisation, you need full capacity.
  • Until the permanent position is filled.

Both models are designed for handover: I build the system and operating model so that a permanent team or a permanent head of marketing can take over.

How we get started

  1. Enquiry and intro call

    You write to me briefly about what it is about. In a 30-minute call, with no obligation, we clarify your starting point, your goal and the biggest bottleneck.

  2. Written proposal

    You receive package, scope, results and price in one document. Before we start, we agree on how we measure success.

  3. Delivery at a fixed rhythm

    Regular check-ins, clearly defined results. Where needed, I do the work myself.

Three phases to a working system

  1. Phase 1

    Diagnosis

    Audit of positioning, lead path, measurement and automation. Process swimlane from the first contact to the sales conversation. At the end there is a prioritised roadmap.

  2. Phase 2

    Build

    Define the ideal customer profile and positioning. Set up channels, CRM and tracking. First automations start, where the process works by hand.

  3. Phase 3

    Operation

    The handover to sales is in place. Results are measured and go to the management. The next priorities are set.

Frequently asked questions

What does a Fractional CMO do?

A Fractional CMO takes over marketing leadership on a part-time basis, with fixed days per month instead of full time. I am responsible for strategy, priorities and budget, steer team, agencies and freelancers, report to the management and do the work myself where needed.

What is the difference between a Fractional and an Interim CMO?

As a Fractional CMO, I work part-time on fixed days, usually over a longer period. As an Interim CMO, I take over marketing leadership with a high time commitment for a limited period, for example during a vacancy, after a change of ownership or before a market entry. We clarify which model fits in the first call.

How is this different from an agency?

An agency usually delivers individual channels or campaigns. I am responsible for the whole system: positioning, the path of leads, handover to sales and measurement. I steer agencies and freelancers along the way.

Are you strategic or hands-on?

Both. I set strategy and priorities and do the work myself where needed, for example in technology, content and analytics.

What if we already have a marketing team? And what if not?

With a team, I steer team, agencies and freelancers. Without one, I build the marketing system and shape the operating model so that a permanent team can take it over later.

And if we want to fill the head of marketing position permanently later on?

Then the system is ready for it. Processes, reporting and operating model are documented, and the handover is planned from the start. We decide together what the leadership looks like afterwards.

How long does the collaboration take?

That depends on the package and your situation. We agree on scope and duration in the call and set them out in the written proposal.

What does it cost?

Prices on request. After a short call you receive a written proposal with scope, result and price.

Which industries do you work with?

I have experience in publishing, retail, consulting, tech and e-commerce. I know B2B products that need explaining from tech and consulting. The industry matters less than the situation: the product is solid, but the system behind it is missing.

How do we get started?

With a short enquiry by email. This is followed by a 30-minute intro call, with no obligation, in which we clarify your starting point, your goal and the biggest bottleneck. After that you receive a written proposal, and the collaboration follows the three phases above.

Where does your marketing stand today?

After we have worked together, you have marketing that makes enquiries predictable, a sales team that knows where its conversations come from, and a management that no longer has to guess.

Send me a short note on your starting point, your goal and your preferred start. I will get back to you with a suggested time for a 30-minute call.

Get in touch

Or directly at: [email protected]

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