# Fractional CMO | Marketing Automation & AI-driven RevOps for B2B Tech

> Fractional marketing leader helping B2B SaaS, Fintech, and deep-tech companies scale across borders. 18 years building marketing automation, data-driven growth systems, and ML/AI-powered RevOps in-house. Now available as an external partner for Series A to C companies in the EU and US.

Human version: https://alyonapovarova.com/cmo.html
Inquiry form (humans and agents): https://alyonapovarova.com/contact.html

## How we work together

### Strategy Session
90-min deep-dive + written follow-up. **€650** (first 30-min intro call — free).

We start with a free 30-minute intro call. If there's a fit, we schedule a 90-minute deep conversation — I get to understand your business, you get to see how I think. You'll walk away with a written follow-up covering key observations and suggested next steps.

Best for: founders exploring whether a fractional CMO is the right move for their company.

### Marketing Audit
6–8 week project. **€15,000–25,000.**

A comprehensive review of your marketing function — strategy, processes, tech stack, team structure, and performance. The scope depends on your challenge: it could focus on martech and automation, go-to-market, lead generation, or the full picture. You get a clear diagnosis and an actionable roadmap.

Best for: B2B companies that need clarity on what's working, what's not, and where to invest next.

### Fractional CMO
Monthly retainer. **From €8,000/mo (EU) · From $12,000/mo (US).**

End-to-end marketing leadership for Series A–C B2B tech. GTM strategy, team structure, international expansion, executive sparring, and accountability for marketing's contribution to revenue. Minimum 3-month engagement.

Best for: companies that need senior marketing direction but don't yet justify a full-time C-level hire.

## Why fractional beats a full-time hire

Hiring a full-time CMO is one of the largest commitments a growth-stage company makes. Once salary, benefits, bonus, recruiting fees, and onboarding lag are counted in, the mandatory annual cost is €153K–217K in Germany or $315K–475K in the US. A fractional CMO delivers the same strategic leadership at 30–45% less — with no hiring risk, no onboarding lag, and month-to-month flexibility.

- 30–45% less than the annual cost of a full-time hire
- 15–25 hrs/mo typical strategic engagement
- Day 1 impact: no ramp-up, no recruitment lag
- Flexible exit: scale up or down anytime

| | Full-time CMO | Fractional CMO |
|---|---|---|
| Germany | €153K–217K | €96K–180K |
| United States | $315K–475K | $144K–300K |
| You save / year | — | €40K–60K (~30%) / $170K–200K (~45%) |

Full comparison (PDF): https://alyonapovarova.com/Why_Fractional_CMO_is_Better_Than_Full_Time.pdf

## My selected cases

### Brand repositioning & thought leadership for physical AI leader
Starship Technologies · Fractional Marketing Director · 2024–Present · Deep-tech · B2B + B2C · Brand & PR · US / EU / UK

- **Context:** Global leader in autonomous robot delivery — 10M+ deliveries, 500+ employees, US/EU/UK — entering the moment the "physical AI" category is being defined.
- **What I built:** New brand and communications platform. Thought leadership program with speaking engagements at Web Summit Lisbon and VivaTech. Tier-one media coverage including Forbes and Bloomberg.
- **Results:** Category leadership reinstated; stronger investor-facing narrative across US and EU.

### Tech stack rebuild & GTM pivot under COVID
Customer-Alliance · Head of Marketing · 2020–2022 · B2B SaaS · Martech · GTM pivot · 6 EU markets

- **Context:** B2B SaaS operating across 6 EU markets — 5,000+ customers, 10+ years of legacy processes, hit hard by COVID via Hospitality-heavy customer base.
- **What I built:** Full overhaul of the marketing tech stack (CMS, Marketing Automation, Sales Enablement). Website relaunched from scratch in 6 languages. GTM and positioning pivoted from Hospitality to new verticals.
- **Results:** Lead-gen engine restored across 6 EU markets during the pandemic, supporting both SMB and Enterprise sales motions.

### Churn prediction & recommendation ML at scale
B2B-Center · Chief Marketing Officer · 2013–2019 · B2B Marketplace · ML / AI · Lead-gen · 400K+ customers

- **Context:** Russia's largest B2B marketplace — 400K+ customers, 185K+ annual transactions, $30B GMV, Forbes top-20 digital company.
- **What I built:** ML-based churn management program with automated marketing triggers. ML-driven product recommendation system. Automated lead-filtration pipeline across a 5M-company database.
- **Results:** Churn −12–15% QoQ. Monthly active customers +5% from recommendations. +50K high-fit leads added to CRM. Organic traffic +5% YoY, registrations +12% YoY, referral +38% YoY.

## What I bring

- **Cross-border GTM** — Go-to-market across regions, positioning, and messaging — built on launches in the US, EU, Asia, and emerging markets. Deep expertise in B2B: SaaS, marketplaces, Fintech, cross-border finance, and compliance-heavy verticals.
- **Marketing Automation & AI** — Hands-on experience across marketing automation, AI-powered tools, and end-to-end analytics. I build RevOps and Marketing Ops frameworks that connect Marketing, Sales, and Customer Success into one data-driven pipeline.
- **Data-driven growth** — Lead generation, churn reduction, and conversion optimization — backed by analytics, not guesswork. ML-powered recommendation systems, filtration engines, and performance dashboards built into production at scale.
- **Team & process leadership** — From compact 3–4 person squads to 20+ people with agencies: I've built, restructured, and led multicultural teams distributed across geographies. I know how to bring strategic direction to teams operating without it.

## My career path

18 years · 7 companies · B2B SaaS, Fintech, deep-tech · US, EU, and Asia

**Fractional Marketing Director** — Starship Technologies · 2025 — present (1.5 years)
The leader in autonomous robotics last-mile delivery (US, EU, UK markets; 10M+ deliveries globally; 500+ employees).
- Brought strategic direction to a 3-person marketing team previously operating in pure launch-support mode without a go-to-market strategy
- Shifted marketing focus from B2C to B2B: launched ABM and sales enablement programs across US and EU
- Rebuilt PR and communications platform to reinstate robotics last-mile category leadership in physical AI

**Director of Global Marketing** — MODIFI · 2022 — 2023 (1 year)
A Europe-based global fintech for cross-border B2B trade operating in Asia, US, and Europe; 100 employees; 8 markets.
- Crafted and executed marketing strategy across North America, China, Mexico, India, UAE, Singapore, Bangladesh, Germany
- Led strategic overhaul of marketing automation system (customer insights, analytics, marketing-sales reporting)
- Restructured and strengthened a 10-person geo-distributed marketing team

**Head of Marketing** — Customer Alliance · 2020 — Aug 2022 (2.5 years)
A Berlin-based Voice-of-the-Customer SaaS platform, 5,000+ B2B clients across Europe (6 countries).
- Built marketing strategy and lead-gen engine for SMB and Enterprise sales across 6 EU markets
- Overhauled team (6 FTE + agencies), legacy processes, and the full marketing tech stack
- Pivoted GTM and positioning under COVID; relaunched the 10-year website from scratch in 6 languages

**Chief Marketing Officer** — B2B-Center · 2013 — 2019 (6 years)
The biggest B2B marketplace in Russia, one of the top-20 digital companies (Forbes), 400K+ B2B customers, 185K+ transactions ($30B GMV in 2018).
- Built and led a 17-person team plus agencies
- ML-based churn model (−12–15% churn/quarter) and ML-based product recommendations (+5% MAU)
- Automated lead-filtration pipeline across 5M-company database (+50K high-fit leads to CRM)
- Comprehensive digital lead-gen strategy: +5% YoY visitors, +12% YoY registrations, +38% YoY referral traffic

**Head of Marketing (Engineering Division)** — CROC · 2012 — 2013 (1 year)
The 3rd largest IT company in Russia (system integration, consulting), 3,000+ employees.
- Cross-functional teams (analysts, designers, digital marketers, engineers)
- Launched the first Drone (UAV) Competition in Russia, attracting 500+ teams nationwide

**Product Marketer B2B** — SKB Kontur · 2009 — 2012 (3 years)
The largest B2B SaaS provider in Russia, 6,000+ employees, 1M+ business customers.
- All-in-one Product Marketer for in-house B2B startups
- Executed go-to-market strategy (customers grew from 0 to 40K in 2 years) for in-house startups for e-invoicing and e-accounting solutions

**PR-Manager** — Tochka Bank · 2005 — 2009 (4 years)
The first Russian 24/7 online-bank for entrepreneurs, 700 employees.

Languages: English (fluent) · Russian (native) · German (basic) · Spanish (basic)

Full CV (PDF): https://alyonapovarova.com/Alyona_Povarova_CV_2026.pdf

## Let's work together

- LinkedIn: https://www.linkedin.com/in/povarova/
- Telegram: https://t.me/alyonapovarova
- Email: ale.povarova@gmail.com
- Inquiry form: https://alyonapovarova.com/contact.html