Podcast
CMO School
Hosted by Jessica Shirra | Fractional CMO · EN
CMO School is the go-to podcast for marketers and Fractional CMOs ready to step into leadership, own their expertise, and build a career or business that actually works for them. Whether you're looking to elevate your skills, transition into a CMO role, or scale your Fractional business, this podcast delivers strategies, expert insights, and the mindset shifts you need to create a career you love.
Hosted by Jess Shirra—a 15+ year marketing leader, Fractional CMO, and founder of Fractional CMO School—this show takes you behind the scenes on what actually works in marketing, business, and leadership. Jess has worked with powerhouse brands and creators like Lululemon, Pottery Barn, Strava, Jenna Kutcher, Lori Harder, and more—and now, she’s sharing those lessons with you.
Each episode, we dive into proven strategies, practical insights, and candid conversations on topics like:
How to step into leadership as a marketer and own your expertise
How to confidently price your services and build a business that supports the life you want
What it really takes to succeed as a Fractional CMO
How to show up as a CMO for your clients, deliver powerful strategy, and lead teams effectively
Lessons from experts across marketing, mindset, and entrepreneurship to help you grow
Whether you're a corporate marketer exploring the Fractional path, a new Fractional CMO figuring it all out, or a seasoned leader looking to scale and systematize your business, CMO School will give you the tools, insights, and confidence to create a career that gives you freedom, fulfillment, and flexibility—on your terms.
New episodes drop weekly! Subscribe now and start building a marketing career that lights you up.
48episodes
Episodes
Newest firstAll episodes
How to Land Clients as a New Fractional CMO: A Behind-the-Scenes Coaching Call
Sep 2300:37:01Tap to summarizeStruggling to land your first clients as a Fractional CMO? You’re not alone - and this episode will show you exactly how to fix it.I’m coaching listener Deanna Keffer live on the podcast. After 20 years in corporate marketing, she made the leap into the Fractional CMO world and immediately ran into the same roadblock so many new Fractionals face: how do I actually get clients?Inside this episode you’ll learn:Why applying for jobs won’t get you Fractional CMO clients (and what to do instead)How to position yourself so people take you seriously and your online presence actually sells your expertiseThe exact outreach strategy I used to land my first clients — and how you can copy itWhat boundaries to set early so you don’t slide back into execution or burn out in your new roleIf you’re looking to land your first (or next) Fractional CMO clients, this episode will give you the exact steps you need to take.And if you don’t want to figure it out on your own? That’s exactly why I created Fractional CMO School. It’s my 6-month coaching program + community where you’ll get the playbook, the support, and the push you need to confidently step into the Fractional CMO role and start signing high-ticket clients.🎓 Learn More → Fractional CMO School
Transcribe →From Overwhelmed to His Biggest Launch Yet: Andy Kriebel’s Fractional CMO Client Case Study
Sep 1600:39:23Tap to summarizeMeet Andy Kriebel. He’s a Tableau Visionary (aka one of the world’s top data visualization experts), a global trainer, and the kind of teacher who’s helped thousands of people grow their careers. But when it came to marketing his own business? He was doing it all himself… and feeling stretched way too thin.That’s where my team and I came in. Andy joined our Fractional CMO program about six months ago, and since then we’ve been refining his strategy, tightening his focus, and freeing him up to spend more time doing what he does best: teaching.Inside this episode, you’ll hear Andy’s perspective on what it’s really like to hand off your marketing — the wins, the mindset shifts, and even the surprises. From hitting his biggest launch ever (while raising his average order value by $450 per member!) to nearly doubling last year’s revenue in half the time, Andy shares the behind-the-scenes of what changed once he stopped trying to do it all himself.If you’ve ever wondered what it could look like to have a marketing partner in your corner, this conversation will show you the before-and-after in real time.Ready to take the next step?If you’re ready for a Fractional CMO to step in and lead your marketing, this is what we do. My team and I build the strategy, manage the execution, and make sure your marketing is moving the needle so you can focus on running the business.🚀 Learn More → Fractional CMO Services
Transcribe →Radical Responsibility: The Mindset Every Fractional CMO Needs
Sep 900:14:53Tap to summarizeBeing a Fractional CMO isn’t just about building campaigns or hitting KPIs - it’s about leadership.And leadership means you own it all: the wins, the flops, and even the moments that technically weren’t your fault.In this episode we’re digging into:What radical responsibility actually looks like in a leadership roleHow to handle the pressure of total accountability (without burning out)Why it’s just as important to own the wins as it is the lossesPractical strategies for leading through mistakes, pivots, and high-pressure momentsIf you’re ready to move from “marketer who executes” to the kind of CMO clients fully trust, this episode is for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Learn More → Fractional CMO School
Transcribe →How to Use ManyChat in Your Marketing in 2025
Sep 300:45:38Tap to summarizeMany marketers are still sending traffic to landing pages and wondering why conversions are low - when tools like ManyChat are delivering opt-in rates as high as 90%.In this episode, I’m joined by Madi Beumee, a social media strategist and growth expert who helps online business owners grow with confidence using viral content, community engagement, and automation that actually converts.We’re breaking down how and where to use ManyChat in your 2025 strategy - whether for your own business or your clients’ - and why ignoring this tool might be costing you more than you think.We cover:Where ManyChat fits in a smart marketing strategy this yearWhy it's often outperforming landing pages and emailHow to use it without sounding spammy or roboticThe biggest mistakes marketers make - and how to avoid themTips for making ManyChat work in 2025If you’re looking to generate more leads, increase conversions, and create a better experience for your audience - this one’s for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Learn More → Fractional CMO School
Transcribe →Welcome to CMO School for Marketers and Fractional CMOs
Feb 21, 202500:01:46Tap to summarizeWelcome to CMO School, the go-to podcast for marketers who are ready to level up. I’m Jess Shirra, a Fractional CMO, marketing strategist, and founder of Fractional CMO School. After 15+ years leading marketing for brands like Lululemon, Pottery Barn, Strava, Jenna Kutcher, and Lori Harder, I’m here to pull back the curtain on what it really takes to drive growth, lead strategy, and step into your next chapter.Expect expert insights, real talk about what works (and what doesn’t), and actionable strategies to help you think like a CMO—whether you’re climbing the ladder or building your own Fractional CMO business. This is the CMO School podcast.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.
Transcribe →Fractional CMO: The First 90 Days
Feb 21, 202500:16:31Tap to summarizeWhat actually happens in the first 90 days when a Fractional CMO steps into a business? Where should the focus be? How do you know if it’s working? In this episode, I’m pulling back the curtain on my exact process—from the deep-dive audit that reveals hidden opportunities to the quick wins that drive immediate results, to building a marketing strategy that sets the foundation for long-term growth. Whether you're hiring a Fractional CMO or stepping into the role yourself, this episode breaks down what to expect, what matters most in those first 90 days, and how to ensure you’re making an impact fast.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.
Transcribe →What is a Fractional CMO, anyways?
Feb 21, 202500:13:14Tap to summarizeThe term Fractional CMO is everywhere right now, but let’s be real—most people have no idea what it actually means. If you’ve been wondering, Is this just a fancy name for a marketing consultant? Do they run my ads? Why would I hire one instead of a full-time CMO?—this episode is for you.I’m breaking down exactly what a Fractional CMO does, what they don’t do, and why so many businesses hire one for the wrong reasons. We’ll talk about when you actually need a Fractional CMO, how they fit into your business, and how to spot the difference between a true strategic leader and someone just slapping the title on their LinkedIn profile.If you’re a business owner thinking about hiring one - or a marketer wondering if this could be your next career move - this episode is your roadmap.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.
Transcribe →I Hate Marketing
Feb 21, 202500:31:05Tap to summarizeEver had a moment as a marketer where you thought, I hate marketing? You’re not alone. I’ve been there - more than once. But every single time, it wasn’t marketing itself that I hated - it was the wrong job, wrong boss, or doing work that didn’t align with what I loved.In this episode, I’m joined by my longtime friend, Jessica Turner, who started her career in marketing with me but ultimately took a different path, stepping into product strategy. She’s seen my entire evolution -- from fresh-out-of-university marketer to Fractional CMO—and today, she’s helping me break down the biggest reasons marketers feel stuck, how to tell if you’re in the wrong role, and how to pivot into work that actually excites you.If you’re feeling burned out, uninspired, or questioning your career, this episode will help you figure out what’s really going on, and what to do about it.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.
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