Fractional CMO
& Growth Strategist

20 years building brands, running campaigns, and solving marketing problems that actually matter. Agency executive turned strategic partner — I don't hand off strategy decks. I stay in the work until the numbers move.

Marketing that moves the business forward.

MY WORK
HOW I WORK
295%
Return on ad spend
CCELL × Leafly
2.64%
Programmatic CTR vs 0.8% avg
Weedmaps × Jack in the Box
+5,000%
Email subscriber growth
Adaptaphoria — DTC rebuild
+23.4%
Q4 YoY sessions growth
FOHSE — Fractional CMO
Brands & Campaigns M&C Saatchi Viceroy Hotels Cannabis Now Weedmaps Jack in the Box CCELL Leafly FOHSE SEGA Beats by Dre Eaze Canopy Growth Lord Jones TerrAscend
"I don't just build campaigns — I build marketing that moves the business forward."
Michael Rosenfeld
Fractional CMO & Growth Strategist

I'm a seasoned advertising agency executive with 20 years solving real marketing and business challenges — from the dawn of programmatic at Mediasmith, to BD at M&C Saatchi, to leading cannabis performance marketing before most agencies knew the category existed.

Where most consultants hand off a strategy deck and disappear, I stay in the work — running media buys, rewriting copy, reallocating budgets, directing creative, and optimizing in real time until the numbers move.

That's the difference between a vendor and a partner.

PHILOSOPHY

Momentum is a force multiplier. In any market, at any stage, the companies that win are the ones that recognize when it's building — and lean in hard. Most brands miss the signal. Most move too slow. The job is to read it first, understand the market, feel the consumer, and build messaging that lands right in the center of the moment. Done right, it feels like alchemy.

A better brand, a sharper site, a more coherent experience — these aren't vanity. They're infrastructure. They make every media dollar work harder, every partnership land cleaner, every sales conversation close faster. Designed to perform and feel effortless. That's not an accident. That's the work.

SELECTED WORK
Integrated Campaign Co-Marketing Programmatic Experiential
Weedmaps × Jack in the Box — 4/20 Multi-Channel Activation

Transformed a standard display buy into a full 4/20 co-marketing activation. Rebuilt the targeting, rewrote the creative brief, extended the flight into social and experiential — and outperformed every benchmark. Built with TBWA\Chiat\Day and Dentsu. Earned CEO accolades and national press.

2.64%
Programmatic CTR
3× industry avg
9.7%
Social engagement rate
vs 1–3% platform avg
1.08M
Impressions delivered
+8% over goal
3
Markets activated
Street-level experiential
Campaigns built to perform.
Media Strategy Budget Optimization ROAS
CCELL × Leafly —
Integrated Media & ROAS

Audited the plan, renegotiated placements, reallocated budget. Delivered 2.5M more impressions at 21% lower cost — and launched the brand's first-ever performance co-marketing program.

295%
ROAS
−21%
Cost reduction
+69%
More impressions
Agency BD Brand Strategy Repositioning
Viceroy Hotel Group —
Brand Repositioning

Tasked with fending off competition for this iconic boutique hotel group. Crafted the repositioning strategy that became the foundation of their award-winning years to come. Sourced and led the engagement as Director BD at M&C Saatchi.

$1.25M+
New business at M&C Saatchi
Award
Winning years followed
Fractional CMO Experiential B2B Demand Gen
FOHSE — Fractional CMO,
Brand & Pipeline Growth

Repositioned the brand, directed 26+ pieces of creative, won Best Tradeshow Booth at MJBizCon 2025, and drove measurable pipeline growth within the first 90 days.

Best Booth
MJBizCon 2025
+23.4%
YoY sessions
26+
Creative pieces
Fractional CMO DTC CRM
Adaptaphoria — Full Digital
Rebuild & DTC Growth

Led end-to-end marketing strategy across DTC and retail. Rebuilt the digital foundation: site redesign, PDP/landing page optimization, removed friction points in ecommerce, launched paid media, Klaviyo CRM, influencer and UGC strategy.

2.5×
Conversion rate
+5,000%
Email growth
How I Work
Where I plug in.
i.
Fractional CMO
Senior marketing leadership, embedded in your team. I own the strategy, direct internal talent or agency partners, and report to the C-suite. No ramp-up. Just results.
ii.
Brand Strategy & Positioning
White space analysis, competitive mapping, voice and messaging architecture. I help brands find what makes them undeniable — then build the system to deliver it consistently.
iii.
Performance Media
Programmatic, META, Google, OOH, experiential. $3M+ in managed spend. I know where the money goes and how to make every dollar work harder.
iv.
Go-to-Market Planning
Product launches, market expansions, category pivots. I build the roadmap, align the stakeholders, and execute from day one — for startups and publicly traded companies alike.
v.
Cannabis & Regulated Markets
In this category since 2019, before most agencies knew how to spell compliance. Geo-targeting, restricted platforms, state-by-state strategy. I wrote the early playbook.
vi.
Partnerships & Activation
From Weedmaps × Jack in the Box to Lagunitas × Cannabis Now. I find the unexpected collaboration, build the strategy, and execute the activation end-to-end.
Let's Work Together
Ready
to grow?

Tell me what's stuck. I'll tell you what I'd do about it. No pitch deck required — just a conversation.

michael@rsnfld.com  ·  415.533.9076  ·  www.rsnfld.com