Fractional Leadership.
AI-Powered Execution.
ITBG Labs provides fractional CMO, CGO, and COO services, plus strategic growth and industry advisory to startups ready to scale. I partner directly with founders and leadership teams to define data-driven growth strategies, build sustainable growth loops, and prepare for key inflection points (Series A, acquisition, market expansion).
I don't just advise; I execute. Drawing on a decade of experience across multiple high-growth industries, I deliver strategic leadership: building custom AI workflows, implementing full-stack MarTech, designing growth loops, and enabling lean teams to scale in complex, competitive environments.
AI & Data-Driven Growth
Leveraging cutting-edge AI and analytics to drive measurable, scalable growth.
Growth Loops
Design and implement sustainable growth loops (viral, content, paid) using Reforge frameworks to drive compounding growth.
AI Workflow Automation
Design and implement agentic AI workflows (n8n, Make, Zapier) to automate repetitive tasks and scale operations.
Full-Stack CRM Implementation
Build complete customer engagement systems: push notifications, email, SMS, in-app messaging with advanced segmentation and retargeting.
Custom AI Solutions
Leverage AI models (GPT, Claude, Gemini) for content generation, customer segmentation, and campaign optimisation.
Analytics & Attribution
Implement tracking, attribution, and analytics using Segment, Amplitude, Mixpanel, AppsFlyer, and build dashboards in Tableau, Mongo Charts.
Experimentation Framework
Implement rigorous A/B testing and experimentation culture to continuously optimise growth levers and validate hypotheses.
Why Fractional Leadership?
Startups need senior marketing and operational leadership but often can't justify full-time C-suite hires. Fractional leadership delivers CMO/CGO/COO-level expertise plus strategic advisory, drawing on knowledge developed across multiple industries over a decade.
Access CMO-level expertise at a fraction of the cost
Immediate impact without lengthy hiring processes
Flexible engagement that scales with your needs
Cross-industry insights from a decade of high-growth experience
Practical execution, not just strategic advice
Ideal For:
Establish growth foundations and prepare for scale
Deploy capital efficiently and hit growth milestones
Optimize metrics and positioning for acquisition
Rebuild growth engine with proven frameworks
Zero to One
Launching new products and validating market fit with rapid experimentation.
Scale & Optimise
Expanding channels, improving LTV, and automating retention loops through sustainable growth systems.
Inflection Points
Preparing data, brand, and metrics for funding rounds, acquisition, or market expansion.
Advisory
Fractional leadership to guide internal teams and technical strategy.
A Decade Across High-Growth Sectors
The strategies I bring to every engagement are shaped by years of hands-on leadership across these industries.
iGaming & Sports
Former Head of Growth across Social Casino, Sportsbook, Sweepstakes, and Skill Gaming platforms in US/AU markets.
Fintech
Led user acquisition for investment apps, micro-investing, and digital finance platforms.
AI & Tech
Built generative AI pipelines for content at scale, workflow automation, and campaign personalisation.
Web3 & Digital Assets
Drove growth for blockchain utility projects, digital asset platforms, and virtual economy products.
Ecommerce & DTC
Designed growth strategies for direct-to-consumer brands, marketplace optimisation, and retention loops.
SaaS & B2B
Implemented product-led growth, enterprise sales enablement, and customer success programmes.
Full-Stack Capabilities
I plug into your team to solve specific growth blockers.
Acquisition & Performance
Multi-channel paid acquisition (Meta, TikTok, Google, Apple Search, X, Reddit)
Influencer marketing strategies and partnership management
Affiliate programme design & management
SEO & organic growth loops (Ahrefs, SimilarWeb)
App Store Optimisation (ASO)
Strategy & Operations
Go-to-Market Strategy (GTM) and growth loop design
Brand positioning & messaging frameworks
Product roadmap planning and JIRA backlog management
Live operations and agile sprint management
Fundraising collateral & pitch decks
AI & Automation
Agentic workflows & process automation (n8n, Make, Zapier)
Custom AI solutions (GPT, Claude, Gemini) for content and campaigns
Analytics stack implementation (Segment, Amplitude, Mixpanel, AppsFlyer)
Dashboard creation (Tableau, Mongo Charts)
AI-powered content generation & personalisation at scale
Lifecycle & Monetisation
Full-stack CRM implementation (Braze, Customer.io, HubSpot)
Push notifications, email, SMS, in-app messaging systems
Advanced segmentation, retargeting, and personalisation
Retention loops, churn reduction & reactivation campaigns
Economy design & yield optimisation
Selected Highlights
Generated for Bamboo, a blockchain startup, prior to acquisition.
Scaled a hyper-casual mobile game launch from standing start.
Helped position Moneyball for acquisition by Dabble.
Frequently Asked Questions
What does a fractional CMO actually do?
A fractional CMO provides part-time, senior marketing leadership — the same strategic oversight as a full-time Chief Marketing Officer, but on a flexible engagement basis. I embed with your team to set growth strategy, build systems, manage campaigns, and mentor junior staff, typically 2–4 days per week depending on your needs.
How is this different from hiring a marketing agency?
Agencies execute campaigns within a defined scope. A fractional CMO sits inside your leadership team — shaping strategy, aligning product and marketing, managing vendors (including agencies), and making cross-functional decisions. You get executive-level ownership, not just deliverables.
What kind of startups do you work with?
I work primarily with funded startups (pre-seed to Series A+) in tech, fintech, AI, ecommerce, and SaaS. The ideal client has product-market fit signals but needs senior growth leadership to scale efficiently — whether that means building acquisition channels, implementing analytics, or preparing for a funding round.
How long is a typical engagement?
Engagements range from a 2-week growth audit ($5,000 AUD) to ongoing fractional leadership (3–12 months). Most clients start with a scoped sprint and then extend into a retainer once we've proven ROI together.
Do you work with companies outside Australia?
Yes. I'm based in Perth, Western Australia, but operate globally. Most of my experience is across US, Australian, and UK markets. Remote-first engagement with async-friendly communication.
What does the onboarding process look like?
After you submit the contact form, I'll review your details and respond within 48 hours. If there's a fit, we'll do a 30-minute discovery call, followed by a tailored proposal. Once agreed, onboarding typically takes 1 week — access setup, stakeholder intros, and an initial strategy review.
Ready for Fractional Leadership?
I work with a select number of startups to ensure focused, high-impact delivery. Whether you need strategic growth leadership, advisory, or industry-specific guidance, let's start the conversation.
Flexible engagements tailored to your stage and needs.