What is a fractional CMO?

A fractional CMO is a senior marketing executive who works with your company on a part-time or project basis, providing C-suite marketing leadership without the cost of a full-time hire. At JPJ Advisory, fractional CMO engagements typically involve 2-3 days per week of strategic marketing leadership for consumer brands.

What is an interim CMO?

An interim CMO is a seasoned marketing leader who steps in full-time on a temporary basis to fill a leadership gap, manage a transition, or lead through a critical growth period. JPJ Advisory provides interim CMO services for consumer and PE-backed brands backed by 28 years of experience at Mars, Coty, and P&G.

When should a company hire a fractional CMO?

Companies should consider a fractional CMO when they need senior marketing leadership but aren't ready for a full-time CMO hire, when they're navigating a brand repositioning or turnaround, when a PE firm acquires a consumer brand and needs experienced marketing leadership, or when growth has stalled and the team needs strategic direction.

What types of companies does JPJ Advisory work with?

JPJ Advisory works primarily with consumer brands and PE-backed portfolio companies that need experienced marketing leadership to unlock profitable growth. With 28 years of experience at Mars, Coty, and Procter & Gamble, JPJ Advisory brings deep CPG and consumer brand expertise.

What is the difference between a fractional CMO and a marketing consultant?

A fractional CMO embeds within your team as a part-time executive, owning strategy and leading execution. A marketing consultant typically advises from the outside and delivers recommendations. JPJ Advisory operates as a true fractional or interim CMO — leading teams, setting strategy, and driving results from within the organization.

Unlocking Profitable Growth for Consumer Brands

New York-based Fractional & Interim CMO, Advisor for consumer & PE-backed brands ready to unlock their full growth potential.

28+ Years at P&G • Coty • Mars

BOOK A MEETING

HOW I HELP

Jean-Paul Jansen

New York

BRANDS I HAVE HELPED GROW

BABY CARE

BEAUTY

PET CARE

Pampers • Hugo Boss • Gucci • Celebrity Fragrances • Covergirl • Rimmel • Clairol • Pedigree • IAMS • Temptations • Sheba • Greenies

Consumer, PE-Backed & Startup Brands

WHO I WORK WITH

Great products aren't enough — your brand, demand engine, go-to-market need to work harder. Here’s who I work with:

Consumer Brands

CPG, beauty, pet care, consumer health brands looking to sharpen their positioning, and accelerate profitable growth.

PE-Backed Companies

Portfolio companies needing senior marketing leadership to drive value creation, accelerate revenue, and build scalable brand platforms.

Founders & Start-Ups

Early-to-growth-stage brands that need strategic guidance on brand, product, channel, GTM to avoid costly missteps.

JP Jansen — Fractional CMO for Consumer Brands

ABOUT JP

After 28 years leading brands at Mars, Coty, and Procter & Gamble — growing a pet nutrition business from $4B to $6B, building a $700M online beauty business, and turning around the $2B Pampers franchise — I noticed a pattern. My deep experience across baby care, beauty, and pet care gave me the ability to quickly cut through complexity, spot what's really holding a brand back, and connect dots others miss.

I started JPJ Advisory to put that “superpower” to work for consumer brands that need senior marketing leadership to drive a transformation, or aren't yet ready for a full-time CMO.

I get to work across diverse brands and challenges, and there's nothing more rewarding than seeing the growth unlock!

— JP Jansen, Founder, JPJ Advisory

TRACK RECORD

28 Years of Marketing Leadership at Mars, Coty, P&G

MARS

$4B → $6B

Grew Pet Nutrition North America through innovation and high-ROI, digital-first marketing across leading brands.

COTY

$700M

Built a $700M online beauty business, consistently outperforming online beauty categories, with global e-commerce capabilities and playbooks.

PROCTER & GAMBLE

$2B Turnaround

Drove the turnaround of the Pampers mainstream diapers business globally, regaining growth and market share leadership via consumer-led innovation.

What a Fractional CMO Delivers: Consumer-Led Growth Strategy

WHAT I DO

I don't start from channels or campaigns. I start from the consumer:

01

Consumer-Led Brand & Business Diagnosis

How your brand, communication, and portfolio shows up in the eyes of consumers, customers, and the P&L. What's working, what's hampering growth, how you compare to competitors.

02

Brand Positioning & Portfolio Strategy

Clear roles for brand and products, sharp value propositions, effective brand design and messaging your team can execute against.

03

Digital-First Demand Engines

Integrated consumer journeys across social, retail, e-commerce, and DTC that balance brand building with near-term revenue.

04

GTM & Revenue Growth Management

Who you target, where you play, and how you structure pricing, pack, promo, and mix to grow both share and margin.

05

Orchestrate Best-In-Class Partners

Assess and upgrade your agencies and vendors; bring in vetted specialists, and lead everyone as one team against clear KPIs.

Flexible Models: Fractional CMO, Interim CMO, Advisory

HOW WE WORK TOGETHER

From embedded leadership to light-touch advisory, we find the right fit for your needs:

Fractional CMO

Senior marketing leadership 1–2 days per week. Lead the marketing function and partner ecosystem. Set growth thesis and operating rhythm.

Ideal when you need CMO-level leadership but not a full-time hire.

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Interim CMO

Full-focus during critical transitions. Step in during a CMO gap, turnaround or transaction. Stabilize teams, reset priorities, build roadmap.

Ideal when the cost of drifting for 6–12 months is too high.

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Advisor

Light-touch, high-leverage support with aligned upside for select start-ups. Strategic counsel on brand, product, channel, GTM choices.

Ideal for founders who want to avoid costly missteps and unlock value.

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Project-based Engagements

Targeted sprints on key levers: brand and portfolio repositioning, digital-first demand engines, GTM and revenue growth redesign.

Ideal for specific, time-bound transformation initiatives.

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What CEOs, Founders & PE Partners Say

WHAT CLIENTS SAY

"JP has brought a fresh, consumer-centric perspective that’s sharpened our brand positioning and opened the door to strategic partnerships critical to our go-to-market. What really stands out is his ability to operate at both the strategic and executional level, working closely with the team to translate ideas into action."

— Peter Franklin, Founder, Serial Entrepreneur

“JP brings exceptional industry expertise and a world-class network, consistently adding value by accelerating partnerships and strengthening our overall growth strategy.”

— Cecelia Carrrera, CEO