Fractional CMO

Partnering with you to create impactful brand strategy and tactics that grow your business.

Betsy Hamlett is an expert of CPG branding, focusing on beauty, wellness, + fashion.

A different kind of CMO - one that integrates seamlessly into your organization while saving you money to invest back into your brand.

Betsy integrates brand projects with team development to enable long term success.

Who Should Think About A Hiring Fractional CMO?

  • Companies who for a variety of reasons don't plan to invest in a full time CMO compensation package

  • Companies who have a fairly junior marketing team, with no leadership to ground the team in classical marketing principles that protect the brand's equity

  • Established companies who are losing marketshare to new, young, buzzy brands

  • Founder-led companies who recently departed, leaving the brand lacking strategic marketing vision

  • Companies who plan to take on investors and need marketing leadership to ensure top valuation

What Our Partnership Looks Like

I lead a 6 month project to assess the current state of the brand and business, articulate the brand positioning with tools to align the message and team, and ultimately develop a strategic brand plan and tactical plan to grow the business. Acting as a member of the leadership team, and aligned with the overall vision, I transform marketing teams into powerhouse revenue drivers during the course of the project.

In addition to the 6 month brand project, I serve as an ongoing Fractional CMO to lead the development of campaigns, comprehensive digital strategy, and launch plans.

6 Month

Brand Project


CMO Support



Crafting the Brand Project

The 6-month Brand Project focuses on immediate impact and long term revenue growth. The project is truly collaborative, and as a Fractional CMO, I align with the vision of the CEO or ownership team to integrate into the culture and style of the organization. The project is designed to level up the marketing team.

  • Initial Consultation: FREE 45 minute call to discuss the opportunity and dive deeper into the details and deliverables of the 6 stages.

  • The 6-month Project includes five distinct phases:
  • Phase One: Exploration
  • Phase Two: Analysis
  • Phase Three: Strategic Brand Plan Development
  • Phase Four: Tactical Plan Development
  • Phase Five: Implementation

  • At the end of Phase Five, the project concludes. Many organization choose to extend the relationship with ongoing CMO support and leadership.

On-Going Fractional CMO Support

Many organizations choose to seek ongoing support and CMO level leadership to guide the team on an ongoing basis. These organizations see the benefit of a fractional CMO, are encouraged by the team growth, and looking to maintain continuity.

Ongoing support looks different for each client.


Change Management + CEO Coaching

Sometimes an organization goes through significant upheaval. New ownership or leadership and other major changes can be disruptive to the culture of the organization. Perhaps leaders simply see misalignment or lack of attention to results. Creating a strong, healthy culture takes time and starts at the top.

In parallel with the brand project, many CEOs seek Betsy's guidance as they navigate change and create a new, healthy culture that enables accountability and results.

"The greatest leaders mobilize others by coalescing people around a shared vision."

Ken Blanchard

Experience +


Companies and Clients include:

  • Kenra Professional (a division of Henkel Corporation)
  • Alfaparf Milano
  • Lorac Cosmetics
  • PE Companies + Family Funds

Betsy is a certified MBTI practitioner, has been seen on HSN and is a frequent guest on beauty industry podcasts and member of PBA.

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Betsy has worked as a marketing and sales executive across many categories of fashion and beauty including haircare (both professional and prestige), skincare and color cosmetics.

She has consulted with PE groups to assess businesses during the M&A process and has led branding projects for beauty brands both small (>$30M) and large (<$100M).

Her love of brand marketing has translated into helping brands bring that message to life through dynamic positioning, story telling and identifying tactics that get the brand in front of the right customers and encourage them to buy.

She has built successful marketing strategy for brands sold in key retailers like Ulta, Kohls, Nordstrom, in professional distribution, and on tv through HSN/QVC. Her strategies have brought brands from zero to millions on Amazon and DTC e-Commerce.

Let Betsy help your brand grow today.

Let's work together


(317) 902-7493


Crafted Beauté, LLC.

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