Strategic Marketing Leadership — Powered by the Duct Tape Marketing System
Most growing businesses don’t need a full-time Chief Marketing Officer.
What they need is a seasoned strategic leader who can cut through the noise, align marketing with business goals, and drive measurable growth.
That’s where we come in.
As a certified Duct Tape Marketing agency, we deliver Fractional CMO services built on the proven Strategy First methodology — giving you executive-level marketing leadership without the full-time cost or overhead.
What Is a Fractional CMO?
A Fractional CMO is a part-time executive who brings the strategic insight, leadership, and accountability of a senior marketing officer — embedded in your business, without the full-time price tag.
We act as your internal marketing lead — defining strategy, aligning teams, guiding execution, and reporting on outcomes. Whether you have internal staff, outside agencies, or no structure at all, we build the system and lead it forward.
What We Deliver
Our fCMO engagements are designed to create alignment, momentum, and measurable outcomes across your entire marketing function. We don’t just advise — we lead.
As your Fractional CMO, we:
- Align marketing strategy with your broader business and growth goals
- Develop your ideal client profile, brand positioning, and value proposition
- Build or refine go-to-market plans, campaign strategy, and content direction
- Lead internal teams or external agencies with clarity and accountability
- Establish marketing KPIs, dashboards, and reporting rhythms
- Oversee brand, content, and demand generation efforts that move the needle
What We Deliver
Our fCMO engagements are designed to create alignment, momentum, and measurable outcomes across your entire marketing function. We don’t just advise — we lead.
As your Fractional CMO, we:
- Align marketing strategy with your broader business and growth goals
- Develop your ideal client profile, brand positioning, and value proposition
- Build or refine go-to-market plans, campaign strategy, and content direction
- Lead internal teams or external agencies with clarity and accountability
- Establish marketing KPIs, dashboards, and reporting rhythms
- Oversee brand, content, and demand generation efforts that move the needle
What Does It Look Like?
Every engagement begins with a 45–60 day Strategy First engagement — a deep dive into your business, brand, clients, and current marketing efforts. We audit what’s working (and what isn’t), clarify your ideal clients and growth goals, and develop a clear, actionable roadmap to move forward.
From there, we typically move into a quarter-by-quarter retainer model, where we embed within your leadership team to guide marketing strategy, drive execution through your internal resources, and report on results through monthly and quarterly reviews.
This model gives you strategic continuity, flexibility, and the confidence that your marketing is finally working with your business — not against it.
Who It’s For
We work best with:
- Founders or executive teams tired of tactical guesswork
- Organisations ready to treat marketing as a strategic function
- Businesses with internal teams or external partners who need direction
- Companies in shooting, hunting and outdoor trades, manufacturing, defense, professional services or home services.
Who It’s For
We work best with:
- Founders or executive teams tired of tactical guesswork
- Organisations ready to treat marketing as a strategic function
- Businesses with internal teams or external partners who need direction
- Companies in shooting, hunting and outdoor trades, manufacturing, defense, professional services or home services.
What Makes Us Different
We’re not an agency that hides behind fluff or deliverables. We’re strategic operators — embedded in your team, accountable for outcomes, and backed by a system that works.
With us, you get:
- A certified Duct Tape Marketing agency leading your strategy
- The experience of a senior CMO, without the full-time cost
- Access to Ella AI (DTM Edition) — your in-house AI assistant, trained on the DTM methodology
- Ownership of the tools and systems we build, so you’re not dependent on us forever
- Real strategy, transparent leadership, and the momentum to grow
Who We Are
We see the world through different lenses — and that’s our superpower. Our varied experiences and perspectives push us to consider challenges from every angle. We question, test, and refine ideas together — always arriving at stronger solutions than either of us could alone.
Ewan is the CEO and co-founder of Refracted Aspect Collective. With deep experience in strategic sales, marketing, leadership, and operations — and a background that spans special forces, business coaching, and consulting — he thrives on solving complex problems and guiding teams to clarity and action.
He helps businesses trade chaos for control through a fractional C-suite that ends guesswork and grind. With data-driven strategy and straight-up leadership, he brings clarity, momentum, and practical execution to the parts of the business that matter most.
Ewan has built and sold businesses, advised high-growth companies, and partnered with clients across a wide range of industries — Whether navigating complexity or leading turnarounds, he’s been inside businesses just like yours — aligning leadership, fixing operations, and building companies that actually work.
He brings real-world execution backed by academic rigour, holding an MBA, a Bachelor of Science in Psychology, and a Master’s in Criminology & Criminal Justice. Ewan has run point on special operations teams, closed multi-million dollar deals, and helped businesses grow by over 600% year-on-year.
What he does best:
• Fractional leadership (CMO / CRO / COO) with strategic oversight and hands-on execution
• Growth strategy that aligns marketing, sales, and operations around clear priorities
• Business consulting that diagnoses fast, fixes what matters, and builds lasting systems
• Coaching that builds confident leaders through clarity, accountability, and emotional intelligence
• SEO, content, and web strategy that drive visibility, leads, and long-term growth
Melissa is the COO and co-founder of Refracted Aspect Collective. She is a calm, analytical, and results-driven consultant with a background in engineering, finance, and operations. She brings structure to complexity, clarity to chaos, and balance to teams under pressure. With a natural eye for detail and a pragmatic mindset, she thrives in environments where financial and operational alignment is critical.
She has led major projects across North America and Australia in industries including IT, banking and finance, real estate, mining, transport, and manufacturing. Known for her ability to stabilise and streamline, she’s often brought in to underperforming projects, distressed businesses, or misaligned teams — particularly where internal friction is impacting delivery and client outcomes.
She once helped steer a business away from collapse by restoring operational and financial control in just six weeks.
Melissa has studied Mechanical Engineering and holds a Diploma in Business Management, along with a Certified Project Officer (CPO) credential. She also brings formal education in accounting, data analytics, and sustainability.
What she does best:
• Financial and operational strategy that delivers clarity, structure, and control
• Hands-on troubleshooting of workflows, systems, and team structures to resolve root-cause issues
• Project management that turns complex plans into achievable actions
• Systems implementation that reduces friction and supports sustainable growth