Defining and guiding marketing strategies that support integrated business objectives across all three entities. Developing content pillar strategies that serve as the backbone for monthly editorial planning. Coordinating an integrated marketing approach through systematic workflows and coordinated messaging—while maintaining individual brand integrity.
Strategic leadership without
the full-time hire.
What happens when you embed expertise instead of outsourcing tasks.
Some organizations don’t need an agency. They need a marketing leader.
They have internal team members doing the work. What’s missing is strategic direction—someone to define the approach, mentor the team, ensure consistency across touchpoints, and make sure the marketing plan actually gets executed.
A full-time marketing director might be the answer. But for many organizations, that’s more capacity than they need and more overhead than they want. The work requires senior-level thinking, not senior-level hours.
That’s where fractional leadership comes in.
quatela
quatela
Client
Tactics
What fractional looks like in practice.
Lauren Molenda serves as Fractional Marketing Director for Quatela Center for Plastic Surgery, Q the Medical Spa, and Quatela Center for Hair Restoration—three entities under related brands, each with distinct positioning and audience, all needing to work together without stepping on each other.
The practice has an internal marketing team. They didn’t need an agency to create content for them. They needed strategic oversight.
Lauren is on-site biweekly for strategic planning and team coordination. She attends weekly L10 meetings with leadership. She conducts monthly one-on-ones with marketing team members. She has a Quatela email address and access to internal systems. For practical purposes, she’s part of the team—just not on the payroll.
The work.
Brand voice and consistency management.
Maintaining unified brand voice across three entities through comprehensive voice guidelines and staff training. Ensuring premium brand positioning is consistently reflected across all marketing communications and patient touchpoints. Overseeing brand consistency across marketing materials, vendor relationships, and external partnerships.
Performance measurement and optimization.
Implementing comprehensive performance tracking that measures content pillar effectiveness across all brands. Identifying cross-promotional opportunities. Establishing ROI measurement frameworks for marketing initiatives and campaign effectiveness.
Team development and mentorship.
Mentoring the Marketing Operations Manager through a leadership transition, developing management capabilities. Providing strategic guidance for the Creative Services Manager’s professional development. Conducting regular one-on-ones and strategic planning sessions. Supporting skill-building through training coordination and professional development planning.
Marketing plan execution oversight.
Ensuring successful implementation of a comprehensive marketing plan across all three Quatela entities. Coordinating cross-entity promotional strategies. Overseeing email marketing strategy development. Guiding PR initiatives, expert positioning, and thought leadership development.
The full Riveter team behind it.
While Lauren leads the strategic relationship, she’s not working alone. The full Riveter team provides support when the work calls for it.
Big campaigns that need additional creative horsepower. Overflow work when the internal team is stretched. Design guidance and execution. Strategic input from specialists across the agency. The fractional director is embedded with the client, but the entire Riveter bench is available when needed.
This means Quatela gets the consistency of a dedicated marketing leader who knows their business deeply, plus access to a full agency’s capabilities without maintaining multiple vendor relationships. When unused strategic hours are available, they flow seamlessly into creative services at the same rate—additional design work, content production, or campaign support.
Building capability, not dependency.
The goal isn’t to make the client dependent on outside expertise forever. It’s to build internal capability while providing the strategic direction the team needs right now.
The Quatela engagement is designed as a one-year runway. By the end of that year, an internal team member will be ready to step into the director role—trained, confident, and equipped with the frameworks and processes to lead marketing across all three entities. The fractional engagement succeeds when it’s no longer needed.
That’s why mentorship is central to the work—not incidental to it. When a Marketing Operations Manager is transitioning into a leadership role, fractional support helps them develop management capabilities. When a Creative Services Manager needs strategic guidance, they get it through regular check-ins and collaborative planning—not by handing work off to an agency.
Knowledge transfer happens systematically: documenting strategic frameworks, processes, and best practices so the internal team can sustain the work long-term. The engagement explicitly measures success by team development progress and “reduced external dependency.”
The measure of success isn’t how indispensable we become. It’s how capable the internal team becomes.
When fractional makes sense.
Fractional marketing leadership works when:
You have internal team members but lack strategic direction.
The people are there. The capacity is there. What’s missing is someone to set the course and keep everyone aligned.
You need senior-level thinking without senior-level hours.
A defined weekly allocation of strategic oversight might be exactly right. A full-time salary would be overkill.
You're navigating complexity.
Multiple brands, multiple audiences, multiple entities that need to work together. Someone needs to hold the whole picture.
You're building internal capability.
You want your team to get better, not just have their work done for them.
You want a true partner, not a vendor.
Fractional leaders are embedded in your organization. They attend your meetings, know your team, understand your constraints. They’re accountable for results in a way that project-based agencies aren’t.
The structure.
Fractional engagements are typically structured as six-month or one-year agreements with a defined weekly hour allocation. A year provides enough runway to implement meaningful change, build internal capability, and prepare a team member to take over—while maintaining flexibility for both parties.
The hours flex based on what the business needs—some weeks are heavier with on-site planning sessions, others are lighter with remote check-ins. The fractional leader maintains regular on-site presence for in-person strategic planning, team coordination, and stakeholder meetings. Between visits, the team has direct access via phone, email, and scheduled meetings for ongoing guidance.
When strategic oversight hours aren’t fully utilized, unused capacity can flow to creative services—additional design work, content production, or campaign support at the same rate. The budget stays consistent while the allocation adapts to what the business needs most.
Let’s Connect
Let’s Connect
Riveted?
Fractional marketing leadership is for organizations that need strategic expertise without a full-time hire. We embed with your team, provide ongoing direction and mentorship, and build internal capability while driving results. It’s become a significant part of our business because it works—for clients who need a partner, not just a vendor.
Let’s talk about whether fractional makes sense for you.
