CMO School
Jessica Shirra | Fractional CMO
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.
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.
Episodes
Mentioned books
Oct 28, 2025 • 13min
Why You Need a Niche as a Fractional CMO (Even If You Don’t Want One)
When I first started as a Fractional CMO, I did not want to niche. I was scared it would limit my opportunities, make me miss out on clients, or box me into something I’d get bored of. But the truth is — niching was such a catalyst to my growth. In this episode, I’m sharing:What happened when I tried to serve everyoneHow I tested different niches behind the scenes Why I eventually chose a niche and how it was the catalyst to growth (AND time freedom) If you’re still figuring out your niche — or resisting the idea altogether — this episode will help you see why narrowing your focus might be the best move you can make.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 land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/
13 snips
Oct 21, 2025 • 56min
Rewire Your Subconscious for Business Growth with Mindi Huebner
You can have the best strategy in the world, but if your subconscious isn’t on board, you’ll find yourself spinning in the same patterns.In this episode of CMO School, I sit down with Mindi Huebner to unpack the identity shifts and subconscious rewiring that allow high-achieving women to grow businesses that feel as good as they look.We talk about:Why strategy alone won’t work if your subconscious is stuck in old patternsHow to spot the limiting beliefs and identities running your business behind the scenesCommon conditioning loops like “rest is lazy” or “my worth = my output”Small steps you can take today to start rewiring your subconscious and closing the “identity gap”If you’ve ever felt like you’re doing everything “right” but still not getting where you want to go, this conversation will help you understand why, and what to do differently.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 SchoolEpisode Resources:Mindi’s Instagram: mindihuebner.com/IG Mindi’s Subconscious CEO Identity Quiz: mindihuebner.com/ceoquizMindi’s FREE Identity Alignment Call: mindihuebner.com/id
Oct 14, 2025 • 20min
How I Got Started As A Fractional CMO (and Why I Built Fractional CMO School)
I get asked all the time how I got started as a Fractional CMO — what background you need, what steps to take, and what I’ve learned along the way.So today, I’m breaking it all down for you. In this episode I’ll be sharing:My career background and how it set me up to become a Fractional CMOThe misconception I had around my own experience and readiness for this role The early months of trial and error — what I tried, what worked, and what didn’tThe biggest lessons I learned in that first yearAnd ultimately, what led me to create Fractional CMO School and help other marketers build their own thriving businesses as Fractional CMOsIf you’ve been curious about becoming a Fractional CMO, or you’re already in the role and figuring it out as you go, this episode gives you a real behind-the-scenes look at how to get started.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 land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → Fractional CMO School
Oct 7, 2025 • 25min
Why So Many Fractional CMOs Burn Out (and How to Reset)
I talk to so many Fractional CMOs who are exhausted, underpaid, and questioning if they made the right move stepping into this role. That’s exactly why I made this episode.It’s not you - and it’s not the model. Most people are just running their business in a way that isn’t sustainable. If you’ve been feeling burnt out, like you’re trying to squeeze a full-time job into part-time hours, this one’s for you.What we cover:The biggest mistakes Fractional CMOs make that lead to burnoutWhat the role is actually meant to look likeHow the wrong clients can derail your business (even if you’re doing everything else right)How to reset if you’re already burnt the f out Think of this as a permission slip to stop doing it the hard way. You don’t have to overwork to prove your value. You don’t have to keep saying yes to clients who drain you. And you definitely don’t have to settle for building a business that feels heavier than the one you left. There’s a better way—and I want this episode to show you how to find it.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
Oct 1, 2025 • 41min
LinkedIn for Fractional CMOs: From Profile to Pipeline
LinkedIn isn’t just a place to park your work history — it’s where your next high-ticket client is scrolling right now. The question is: will they see you as another marketer, or as the strategic leader they’ve been looking for?In this episode, I’m joined by Mandy McEwen, LinkedIn pro, founder of Mod Girl Marketing and Lumin, and someone who’s been ahead of the curve on LinkedIn since before it was cool. Mandy shares exactly how Fractional CMOs can:Turn their profile into a landing page that actually sellsDitch the “pitch slap” and start conversations that feel realPost content that builds authority and trust (without getting lost in the noise)Use LinkedIn as a true sales channel to consistently fill their pipelineIf you’ve been treating LinkedIn like a resume, or posting and hoping someone notices, this episode will show you a better way.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
Sep 23, 2025 • 37min
How to Land Clients as a New Fractional CMO: A Behind-the-Scenes Coaching Call
Struggling 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 SchoolEmail templates: Fractional CMO Sales Email Templates — The CMO Office
Sep 16, 2025 • 39min
From Overwhelmed to His Biggest Launch Yet: Andy Kriebel’s Fractional CMO Client Case Study
Meet 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
Sep 9, 2025 • 15min
Radical Responsibility: The Mindset Every Fractional CMO Needs
Being 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
Sep 3, 2025 • 46min
How to Use ManyChat in Your Marketing in 2025
Many 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
Aug 19, 2025 • 46min
$620K in 90 Days: A Fractional CMO Client Case Study with Erin Stetzer
This week’s episode is a behind-the-scenes case study with my client, Erin Stetzer — founder of Erin Stetzer Homes, a Houston-based luxury custom home building company. Erin has been in the industry for over 25 years and is known for her high-end builds, flawless client experience, and legacy projects.Over the past year, she’s expanded beyond building into homeowner representation, digital products, and coaching other industry professionals. In this episode, Erin shares why she decided to bring on a Fractional CMO, what it’s been like working with our full marketing team, and the results she’s seen in her first six months — from cutting $15K in tech costs to generating over $620K in revenue, including a $130K launch in just five days.If you’ve ever wondered what it looks like to step into this kind of partnership, you’ll get an honest client perspective on the wins, lessons, and real impact of having a marketing team fully in your corner.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
