Dan Martin Fractional marketing

Fractional marketing consultant · Melbourne

Senior marketing strategy, in fixed-length engagements.

I'm Dan Martin. I've spent 15+ years running marketing in SaaS, FinTech and EdTech. I come in for a set number of weeks, either to shape a new idea or to find what's holding growth back, and leave your team with a plan they can run.

Strategy and advice, not implementation. You keep the people and agencies you already have.

Book a 30-minute intro call See engagements

Results from in-house roles

Most of my career has been inside growing companies, owning the number. Client names are left off on purpose. Ask me on a call and I'll walk you through the detail.

<100 → 6,000+

Qualified leads in just over a year, with $500K+ of enterprise pipeline across three continents.

VC-backed enterprise software
200%+

Uplift on key deals after repositioning an enterprise pricing model and rebuilding sales messaging.

B2B DevOps tooling
$10K → $400K/mo

Media spend scaled for one client while holding acquisition cost steady. It became a $2.2M annual account.

Education · agency side
>5%

Churn reduced through lifecycle and pre-renewal programs on a market-leading software product.

ASX-listed EdTech

Engagements

Each one has a fixed scope, a fixed length and a written output. You know what you're getting and when it ends.

01 · Venture4 weeks

Idea to Execution Plan

Business modelling, product and marketing in one plan. For founders with an idea or early product who want a clear path before they spend.

  • Business model, pricing and unit economics (CAC, LTV, break-even)
  • Launch product scope: what to build first and what to leave out
  • Launch market, target audience and positioning
  • Channel plan, budget and forecast
  • 90-day execution roadmap with milestones and owners

The same work I'm doing as co-founder of a pre-launch marketplace: launch market, forecasting model and channel mix.

02 · Positioning3 weeks

Positioning & GTM Sprint

For launching a product, entering a new market, or changing your pricing.

  • Ideal customer profile and segment priorities
  • Messaging framework your sales team will use
  • Competitive positioning
  • 90-day go-to-market plan

Built on GTM launches for SaaS, FinTech and proptech.

03 · Spend2 weeks

Demand & Spend Audit

For when spend keeps rising and pipeline doesn't.

  • Channel-by-channel cost per lead and CAC review
  • Attribution and tracking check
  • What to cut, what to scale, and why
  • A reporting setup leadership can trust

I've reviewed $8M+ a year in media spend and found $500K of waste for one client.

04 · Conversion2–3 weeks

Funnel & Lifecycle Review

For leads that don't convert, or customers who don't renew.

  • Landing page and nurture teardown
  • Marketing-to-sales handover fixes
  • Retention and pre-renewal plan
  • Test roadmap ranked by impact

Lifted MQL-to-SQL conversion and trial-to-paid in past roles.

Fractional advisory

A set number of hours a month, booked three months at a time. For founders and marketing leads who want a senior sounding board without hiring a CMO.

Ask about availability

What I don't do: run your ads, write your content calendar or manage your agency day to day. I'll brief the people who do.

How an engagement runs

The same three stages whatever the scope. The length changes, not the shape.

Stage 1

Diagnose

Interviews with your team and customers, a look at the data, channels and funnel. I find where the real constraint is.

Stage 2

Decide

A working session to agree priorities and trade-offs. In person in Melbourne or over video.

Stage 3

Hand over

A written plan, briefs for your team or agency, and a check-in 30 days later to see what stuck.

Where the experience comes from

Head of Marketing and demand generation roles across six kinds of business, plus four years running operations for a 27-person agency and attribution platform.

Enterprise softwareDemand generation, ABM and field events across APAC, EMEA and North America
ASX-listed EdTechBrand, GTM, thought leadership and retention for a category-leading product
Rewards & incentivesB2B and B2C growth, automation and segmentation across a group of brands
Financial wellbeingAcquisition funnels, nurture and trial-to-paid for coaching products
Agency & attribution SaaSMedia planning, ROAS and attribution across digital, TV and radio
ProptechCo-founder leading brand and audience strategy for a pre-launch marketplace
HubSpotActiveCampaignGoogle AdsLinkedIn Campaign ManagerMeta AdsReddit AdsGA4Looker StudioWebflowAI & LLM workflows

Based in Melbourne

I've worked in Melbourne's startup and software scene for over a decade. Workshops can happen in your office, anywhere in Greater Melbourne. Clients elsewhere in Australia and APAC work with me remotely, with the same scope and timelines.

In person
Melbourne CBD, inner suburbs and Greater Melbourne
Remote
Australia, New Zealand and APAC
Time zone
AEST / AEDT
Best fit
Founders, CEOs and marketing leads at B2B and B2C companies from seed to mid-market

Have a growth problem with a deadline?

Send a few lines on what's going on. I'll reply within one business day and we can see if an engagement fits.

Email me about an engagement LinkedIn profile →