A fractional CMO advisor and a full-time VP of Marketing both bring senior judgment. The advisor works on a retainer and frames the decisions; a full-time hire owns the marketing function day to day. Most teams hire full-time once revenue reaches roughly CAD $15M to $25M and the role justifies a senior salary, bonus, and equity.
Request a consultationSenior judgment on a retainer
Frames the strategy and the highest-leverage moves on a retainer. Your team owns execution and the calendar.
Owns the function
A senior hire who runs the marketing team and the calendar day to day. The right move once the function is large enough to keep them fully utilized.
| Category | Fractional CMO advisor | Full-time VP of Marketing |
|---|---|---|
| Role | Strategic guidance. Frames the decisions and the highest-leverage moves. | Owns the marketing function and the team day to day. |
| Engagement | Ongoing retainer, scoped to your stage. | Full-time hire with salary, bonus, and equity. |
| Time to value | About 30 days. No recruiting cycle. | 90 to 180 days including hiring and ramp. |
| Cost structure | Retainer scoped to your stage. No comp package. | Senior salary plus bonus and equity. |
| When it fits | Below roughly CAD $15M to $25M revenue, or alongside a VP. | Roughly CAD $15M to $25M revenue and up. |
| Exit cost | 30-day notice. | Severance and the cost of re-hiring. |
Many founders keep an advisor in place even after hiring a VP, to frame strategy while the VP runs execution.
Hire a full-time VP Marketing when revenue hits roughly CAD $15M to $25M and the role justifies a senior salary plus bonus and equity. Below that, advisory is more efficient: you get senior-level judgment without the comp package or the recruiting cycle. Many founders keep an advisor in place even after hiring a VP.
For most companies below CAD $30M, yes. A retainer is scoped to your stage, with no salary, bonus, equity, or recruiting cost, and 30-day notice rather than severance. The full-time role becomes worth the comp once the function is large enough to keep a senior leader fully utilized.
An advisor typically adds value in about 30 days. A full-time hire takes 90 to 180 days once you include recruiting and ramp. If you need senior direction now, the advisory route is faster.
Request a consultation. We will look at your stage and tell you honestly whether an advisor, a full-time hire, or both is the right call right now.