How is a Fractional Digital Marketing Director different from a marketing agency?

An agency executes against a brief. A Fractional Digital Marketing Director sets the brief. The work sits one level above campaign delivery: which channels actually matter, who runs them, how the funnel fits together, and whether the numbers tell the right story. Most clients keep their existing agencies and ask us to oversee them. We are the senior layer, not a replacement for delivery teams.

How is a Fractional Digital Marketing Director different from a marketing consultant?

A consultant produces a deck. A Fractional Digital Marketing Director sits in the leadership meeting and owns the outcome. We do not write reports for filing. We make decisions, brief teams, and stay long enough to see them work. If the engagement ends with a beautifully formatted strategy and nothing has moved in the business, the work has failed.

What does a typical engagement look like?

Engagements usually start with a digital marketing audit, followed by ongoing fractional leadership. The audit reviews CRM, paid media, social, content, and conversion performance, with a clear 90-day action plan. Ongoing support typically runs part-time over three to six months.

What platforms and tools do you have experience on?

We work across leading digital marketing platforms including HubSpot, Salesforce Marketing Cloud, Meta Ads, Google Ads, TikTok Ads, and GA4. Our approach prioritises working within your existing tech stack and improving performance, rather than introducing unnecessary tools.

Can you work with our existing in-house team and agencies?

Yes. Most engagements are built around existing teams and agency partners. A Fractional Digital Marketing Director provides senior oversight, clarifies roles, strengthens briefs, and ensures the right work is delivered by the right people across the marketing funnel.

Why can’t I use AI to replace a Fractional Digital Marketing Director?

AI can support digital marketing execution, but it cannot replace senior marketing leadership. A Fractional Digital Marketing Director makes judgement calls across positioning, budgets, hiring, and trade-offs between channels. AI produces outputs based on prompts. It does not take ownership of outcomes, align teams, or make decisions under real business constraints.

Should I use AI tools or hire a digital marketing consultant?

AI tools are useful for execution such as content drafting, data analysis, and campaign support. A digital marketing consultant or Fractional Digital Marketing Director provides strategy, decision-making, and accountability. Most businesses use both. AI improves speed and efficiency, while senior leadership ensures the right direction and business outcomes.

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Fractional Digital Marketing Director for global consumer brands.

I help global consumer brands grow across MEA and Southeast Asia, without a full-time CMO. Twenty years running CRM, social, paid, and content for brands including Sony Pictures Asia, adidas MENA, Dubai Tourism Board, Lyre's Spirit Co., KOJ Group (Nayomi.com), Flash Entertainment, and Middlesex University Dubai. My specialty is categories where Western playbooks do not translate.

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Marketing Services

Fractional Digital Marketing

Acting as your outsourced senior digital lead. Two to four days a month, on a fixed monthly fee, for three to six months. I sit inside the business: leadership meetings, quarterly planning, hiring calls, agency oversight, and the integrated digital roadmap. For teams that need senior digital judgement but are not ready to hire a full-time CMO.

Senior Digital Strategy

For consumer brands navigating new markets or faster growth. Positioning, channel architecture, team structure, and the decisions that shape everything downstream. Particular depth in categories where Western playbooks do not translate: non-alcoholic spirits in the GCC, women's lingerie in Saudi, student recruitment across 150+ countries.

CRM and Customer Lifecycle

CRM programmes built as revenue engines, not send calendars. Lifecycle strategy, segmentation by intent, welcome / nurture / win-back / loyalty / reactivation flows talking to each other, event-triggered sends, and attribution tied to revenue rather than opens. Deep experience on HubSpot, Salesforce, DotDigital and more.

Social Media Marketing

Organic social and content strategy for consumer brands. Channel fit, content pillars, creative direction, and the discipline to put paid behind what is already working organically. Two decades of running social for global consumer brands informs the work.

Paid Media and Performance

Paid strategy across Meta, Google, TikTok, and regional networks. Media mix, funnel design, creative briefs, and the measurement frame to know what is actually working.

Different Ways Of Collaboration

Two-Week Digital Marketing Audit

A two-week diagnostic of your digital marketing across CRM, social, paid, content, and funnel. Built for brands that want senior eyes on the numbers before committing to a longer engagement, or for teams with a specific growth question they want answered properly.

What You'll Receive:

A full audit of your CRM programme, paid stack, social and content, and conversion funnel.
Competitive positioning and channel benchmarks for your category and market.
A written diagnostic report with the two or three decisions that matter most.
A 90-minute debrief with the leadership team.
A prioritised 90-day action list, whether we keep working together or not.

Hire a fractional digital marketing professional

Fractional Digital Marketing Retainer

Senior digital leadership inside your business, part-time. Two to four days a month, on a fixed monthly fee, for three to six months. I sit inside the business: leadership meetings, quarterly planning, hiring calls, agency oversight, and the integrated digital roadmap across CRM, social, paid, and content.

How It Works:

A short discovery call to see if the stage and fit are right.
The audit runs first, regardless. It is the shared foundation we work from.
Ongoing fractional work against the roadmap, with a single point of contact and clear monthly rhythm.
Quarterly reviews against the numbers, honest and unsentimental.
A small number of advisory clients at a time, so the work stays senior.

About Grace Choong

Co-founder & Digital Marketing Director

I work as a Fractional Digital Marketing Director for direct-to-consumer businesses growing across MENA and Southeast Asia. CRM, social, paid, and content, led as one function, without the full-time CMO headcount. Twenty years of that work sits behind me, including Sony Pictures Asia, adidas MENA, Dubai Tourism Board, Lyre's Spirit Co., KOJ Group (Nayomi.com), Flash Entertainment, and Middlesex University Dubai. My specialty is categories where Western playbooks do not translate.

Now I work with a small number of founder-led brands as a fractional digital marketing lead across MEA and Southeast Asia.

Digital Strategy, Roadmap & Execution
Social Media
CRM & Email Marketing
Content Strategy
Paid Media

Not an agency. I sit inside the team, own the function, and focus on what drives growth.

If you’re building your brand without the headcount of a full-time marketer, let's have a conversation.

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Founders and Leaders

We cater to ambitious founders and business leaders dedicated to building impactful brands. If you aim for sustainability and long-term success, you’re in the right place.

Frequently Asked Questions

Digital Marketing

About Good Ground Digital

A Fractional Digital Marketing Director, also called a Fractional CMO or Fractional Marketing Director, depending on market, is a senior marketing operator who runs your marketing function part-time, on a fixed monthly fee, typically two to four days a month for three to six months. The role looks like a full-time CMO's: leadership meetings, integrated strategy across CRM, social, paid, and content, agency oversight, hiring calls, quarterly planning, and the digital roadmap. The difference is bandwidth and cost. You get senior judgement without the full-time headcount.

When growth has outpaced the senior bandwidth in the room. Common triggers: launching into a new market, scaling DTC past a stuck ceiling, replacing a CMO who left, integrating CRM with paid and social for the first time, or preparing for a fundraise where the marketing story needs to hold up to diligence. If the founder or commercial leader is making every channel decision themselves, a Fractional Digital Marketing Director is usually overdue.

Schedule a call with us about digital marketing expertise

Successful Collaborations

Explore our impactful case studies that highlight our proven track record in transforming brands and empowering business leaders.

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Fractional Digital Marketing Director for global consumer brands.

Marketing Services

Fractional Digital Marketing

Senior Digital Strategy

CRM and Customer Lifecycle

Social Media Marketing

Paid Media and Performance

Different Ways Of Collaboration

Two-Week Digital Marketing Audit

Fractional Digital Marketing Retainer

About Grace Choong

Co-founder & Digital Marketing Director

Founders and Leaders

Frequently Asked Questions

What is a Fractional Digital Marketing Director and what does one actually do?

How is a Fractional Digital Marketing Director different from a marketing agency?

How is a Fractional Digital Marketing Director different from a marketing consultant?

When should a brand hire a Fractional Digital Marketing Director?

What does a typical engagement look like?

What platforms and tools do you have experience on?

Can you work with our existing in-house team and agencies?

Why can’t I use AI to replace a Fractional Digital Marketing Director?

Should I use AI tools or hire a digital marketing consultant?

Schedule A Call

Schedule A Call

Successful Collaborations