Running an IoT company isn’t easy. Between product development, funding, and scaling fast, marketing can get lost in the shuffle. That’s where a fractional CMO comes in. They’re like your on-call marketing leader, minus the full-time cost. Let’s break down what they do, who’s great at it, and how to find the right one for your team.
What is a Fractional CMO?
A fractional CMO is basically a part-time Chief Marketing Officer. They bring the same experience and leadership you’d expect from a full-time CMO but work with your company for just a few hours or days each week. Think of it like getting senior-level marketing help without paying a full-time executive salary.
They’re great for startups and growing companies that need expert marketing guidance but aren’t ready (or able) to hire a full-time exec. Fractional CMOs help with strategy, messaging, team building, campaign planning, and more. They often work remotely and can plug into your existing team to get things moving fast.
For IoT companies especially, having a fractional CMO can be a game changer. They understand how to market complex tech in a way that customers actually get. Plus, they help you grow smarter without blowing the budget.
NUOPTIMA’s C-Suite Connect: Pre-vetted, fractional C-level experts for IoT and tech-driven companies
Founded by Alexej Pikovsky, NUOPTIMA is a trusted growth partner for innovative companies in the IoT space. Through our C-Suite Connect program, we offer access to a curated network of fractional CMOs with deep expertise in complex, tech-focused markets. Every CMO is rigorously vetted to ensure they bring both strategic insight and executional strength, personally overseen by Alexej to align with your business goals.
To join our network, each CMO must have scaled a seven-to-nine-figure business and successfully passed a five-part evaluation designed to match the demands of high-growth IoT companies:
- Background check: Validates a proven track record in tech or B2B environments
- Strategic modeling exam:: Assesses analytical thinking and long-term planning capabilities
- Reference calls: Confirms performance, leadership, and reliability
- Culture fit interview: Ensures strong alignment with your team’s values and vision
- Paid trial sprint: Tests their ability to deliver real results in your business environment
Only those who pass all five stages earn a place in the C-Suite Connect network.
Why NUOPTIMA is a Smart Fit for IoT Companies:
- Strategy + Execution: Our CMOs aren’t just advisors – they’re builders, leaders, and doers
- Tech-Savvy Leadership: Every CMO understands how to position complex products in competitive B2B or B2C landscapes
- Speed: Get matched and started in 7 to 10 days
- Founder Oversight: Every placement is reviewed by Alexej to ensure a perfect cultural and tactical fit
At NUOPTIMA, we help founder-led IoT companies turn complexity into clarity. From refining product-market fit to building scalable demand-generation engines, our CMOs bring the leadership and marketing horsepower you need to grow with confidence.
Top Fractional CMOs for IoT Companies
1. Vicky Leader Ashkenazi
Vicky Leader Ashkenazi is a seasoned fractional CMO with over 9 years of experience leading B2B marketing strategies in deep tech fields, including IoT, AI, and cybersecurity. Her approach is all about blending strong storytelling with demand-gen strategies that drive measurable growth.
Industry Focus & Expertise
- IoT and Smart Technologies: At CoolAutomation, Vicky led marketing efforts to connect traditional HVAC systems with the smart home and smart building revolution. She developed a winning brand strategy, increased pipeline conversion by 20% annually, and ran global webinar campaigns to build awareness across international markets.
- AI and Video Processing: While heading marketing at Beamr, a video AI platform used in autonomous vehicles and media tech, she built persona-based go-to-market plans and executed integrated ABM and LinkedIn campaigns. She also led marketing collaborations with NVIDIA, AWS, and OCI.
- Cybersecurity and Deep Tech: In leadership roles at Myrror Security and Cider Security (acquired by Palo Alto Networks), Vicky drove go-to-market strategies, led SEO and PR efforts, and managed analyst relations with firms like Gartner and Forrester. Her efforts helped boost web traffic by 96% and align messaging with evolving security threats.
How She Works
Vicky is known for being hands-on, strategic, and fast-moving. She works closely with founders and product teams to define clear messaging, create sales enablement content, and build full-funnel strategies that generate pipeline. She’s particularly skilled at simplifying complex technology into compelling narratives, executing multi-layered demand generation, aligning sales and marketing efforts, and using AI tools to drive performance and efficiency.
Education & Training
- BA in Marketing Communications and Social Studies – The College of Management Academic Studies
- Certifications in Generative AI and Data-Driven Marketing – MMC Learning, Digitalent
With her mix of deep technical understanding and sharp marketing execution, Vicky is an ideal partner for IoT companies looking to scale smartly and communicate with clarity. Whether launching a new product or refining GTM, she brings a proven ability to build brands that resonate and pipelines that convert.
Contacts
- LinkedIn: www.linkedin.com/in/vickyleader
- Location: Center District, Israel
2. Colleen Harig
Colleen Harig is a seasoned fractional CMO with a strong background in AI, IoT, and B2B SaaS, bringing a sharp focus on growth marketing, demand generation, and go-to-market strategy. With experience working across multiple tech verticals and early-stage startups, she helps companies translate technical innovation into scalable marketing performance.
Industry Focus & Expertise
- IoT and Wireless Connectivity: At Cloud2GND®, Colleen supports a global engineering firm focused on standards-based wireless technology. Her role includes shaping brand messaging for complex B2B solutions and driving demand generation strategies in the connected device space.
- AI-Powered B2B Solutions: At Gentoro, she leads go-to-market efforts for a platform that bridges LLMs with enterprise systems, simplifying development workflows for AI-powered apps. At Revic AI, she helps position an AI-driven tool that accelerates sales research and account targeting.
- Developer Tools and Health Tech: Working with SwiftyNote, Colleen built GTM strategy for a HIPAA-compliant AI platform that automates medical documentation. Her experience spans developer-facing SaaS products and health tech solutions, making her a versatile asset for niche tech markets.
How She Works
Colleen is known for being deeply collaborative, data-driven, and execution-oriented. She integrates quickly into fast-moving teams and builds scalable strategies that combine clear messaging, demand generation, and marketing ops. She focuses on getting the basics right, using smart automation and strong positioning to help companies grow with purpose and speed.
Education & Training
- Bachelor of Business Administration, Finance & International Business – University of San Diego
- International Business Program – Semester at Sea
- HubSpot Certifications – Contextual Marketing, Inbound Marketing
With her experience across AI, IoT, developer tools, and healthcare tech, Colleen brings a unique blend of versatility and precision. For IoT companies looking to scale smartly and break through in a competitive market, she offers the kind of focused marketing leadership that drives results from day one.
Contacts
- LinkedIn: www.linkedin.com/in/colleenharig
- Location: San Diego, California, United States
3. Roshni Wijayasinha
Roshni Wijayasinha is a highly recognized fractional CMO and marketing strategist with over 18 years of experience launching and growing tech and consumer brands. She’s led marketing across startups and global enterprises, including Microsoft, Sony, and Kobo, and now helps fast-growing companies scale through her consultancy, Prosh Marketing.
Industry Focus & Expertise
- Technology and IoT Startups: Roshni has supported several Canadian and US-based startups with go-to-market planning, brand positioning, and full-funnel marketing. Her work includes companies in the insurance tech and fintech space, many of which sit at the edge of IoT and connected platforms.
- Enterprise Tech and SaaS: With experience working on both B2B and B2C sides, she’s delivered results in product launches, lifecycle marketing, and digital campaigns. Her clients range from AI-driven platforms to data-focused SaaS products, helping them translate technical value into market-ready stories.
- Consumer Tech and Innovation: Her background includes brand leadership at Sony Ericsson and Microsoft, where she helped develop high-impact marketing strategies across product categories. This global experience informs her ability to guide startups through scale with enterprise-level clarity.
How She Works
Roshni takes a strategic and structured approach to marketing, backed by years of experience in fast-paced environments. She works closely with founders, product leaders, and internal teams to shape messaging, define scalable processes, and bring products to market confidently. Known for balancing creativity with data, she builds systems that don’t just look good, they perform.
Education & Training
- MBA in Marketing – Schulich School of Business
- Certificate in Disruptive Strategy – Harvard Business School Online
- Chartered Marketer Certification – Canadian Marketing Association
From GTM strategy to brand building, Roshni brings deep expertise and proven execution to startup teams navigating complex markets. For IoT and tech-enabled businesses ready to step up their marketing game, she’s a trusted partner who knows how to move the needle, fast and with precision.
Contacts
- LinkedIn: www.linkedin.com/in/roshnimichelle
- Location: Toronto, Ontario, Canada
4. Samuel (Sam) Pavin
With over 15 years of experience scaling tech-driven organizations, Samuel Pavin brings a rare mix of hands-on execution, strategic thinking, and ecosystem leadership to the table. As a fractional CMO, he’s helped more than 650 startups across 30+ countries grow with clarity, positioning, and results. Sam doesn’t just advise, he builds, delivers, and drives impact where it matters most.
Industry Focus & Expertise
- IoT, AgTech, and Precision Systems: Sam has worked deeply in IoT-driven spaces like smart farming, machinery tracking, and connected irrigation systems, particularly through his work with Inform Ag. His contributions include brand building, partnership development, and product marketing in highly technical, outcomes-focused sectors.
- B2B SaaS and Emerging Tech: From launching GTM strategies to refining positioning for complex SaaS platforms, Sam has led marketing transformation for startups and scaleups in AI, healthtech, and enterprise software. His ability to connect messaging with commercial outcomes makes him a go-to for early and growth-stage ventures.
- Innovation & Ecosystem Building: As a founding team member of La French Tech Australia and a mentor in government innovation programs, Sam specializes in building bridges between markets, industries, and communities. His ecosystem-first mindset helps IoT companies navigate expansion across APAC and EMEA.
How He Works
Sam brings high energy and operational depth to every engagement. He marries strategy with real execution, developing go-to-market plans, crafting campaign content, refining messaging, and building out lead gen systems. He’s known for being pragmatic, collaborative, and outcome-obsessed. Whether working alongside founders or managing multi-stakeholder government projects, Sam keeps teams aligned and momentum strong.
Education & Training
- Master’s Degree in Business and Applied Languages – Université Rennes II
- Creative Problem Solving – University of Minnesota
- BlackCard Cultural Capability Training – BlackCard
Whether you’re a fast-moving IoT startup or an established player entering new markets, Sam offers deep insight into product-led growth, ecosystem expansion, and brand strategy. He’s a hands-on CMO who thrives in complexity and delivers clarity, without fluff, always with results.
Contacts
- LinkedIn: www.linkedin.com/in/samuelpavin
- Location: Sunshine Coast, Queensland, Australia
5. Dr. Bradley K. Canham
Bradley Canham is a strategic B2B marketing leader who helps tech companies navigate complexity and drive exponential growth. With a doctorate in IoT entrepreneurship and 25+ years of experience spanning SaaS, AI, and Industry 4.0 markets, he brings clarity, velocity, and precision to fast-moving companies scaling in emergent technology ecosystems.
Industry Focus & Expertise
- AI, IoT, and Industry 4.0 Innovation: Bradley helps companies build demand around breakthrough technologies, whether it’s predictive maintenance for industrial IoT, gen AI solutions for ops teams, or complex systems selling into Fortune 500 environments. His work spans verticals like energy, manufacturing, healthcare, and smart infrastructure.
- SaaS and Data-Centric Products: From startup to scaleup, Bradley has developed high-performing GTM strategies for SaaS companies selling into technical and non-technical audiences. He excels at value articulation, pricing strategy, and demand systems that align tightly with revenue goals.
- Strategic Growth in Complex Markets: With deep expertise in knowledge-to-value processes, Bradley equips executive teams to find signal in noise. His leadership combines academic insight with startup pragmatism to deliver scalable growth frameworks that thrive in uncertain environments.
How He Works
Bradley operates at the intersection of vision and execution. He is known for turning abstract innovation into structured revenue pathways. He partners closely with founders, sales leaders, and product teams to uncover positioning, accelerate pipeline, and create market evangelism. Whether building demand-gen engines or simplifying the buyer journey in complex sales, he brings rigor, urgency, and a deep understanding of how growth really happens in emerging tech.
Education & Training
- Doctorate, Navigating Complexity in the IoT Era – University of St. Thomas
- Master of Business Communications (MBC) – University of St. Thomas
- Certified in HubSpot Frictionless Sales
Whether you’re building in generative AI, industrial IoT, or navigating the challenges of multi-stakeholder B2B environments, Bradley brings proven methods, thought leadership, and an unmatched ability to turn strategy into momentum.
Contacts
- LinkedIn: www.linkedin.com/in/bradcanham
- Location: Greater Minneapolis-St. Paul Area
6. Peter Vescuso
Peter Vescuso is a seasoned marketing executive with decades of experience scaling B2B software companies across high-stakes industrial and emerging tech sectors. He brings deep expertise in operational technology (OT) cybersecurity, the Industrial Internet of Things (IIoT), and data-intensive software platforms. With a proven track record of building brands and revenue engines, Peter is the go-to partner for IoT companies operating in critical infrastructure and regulated environments.
Industry Focus & Expertise
- Industrial Cybersecurity and IIoT: Peter has led growth initiatives for some of the most respected names in industrial tech, including Dragos, where he established the brand as a market leader in OT cybersecurity. He specializes in positioning IIoT and cybersecurity solutions to utility, energy, and manufacturing sectors where trust, compliance, and clarity are paramount.
- Go-To-Market Strategy for B2B Tech: With experience at companies like VoltDB and PTC, Peter has crafted GTM strategies that connect technical product strengths to commercial success. His work includes global demand generation, partner and field marketing, and building scalable content ecosystems around fast data, real-time analytics, and mission-critical platforms.
- Brand Development and Thought Leadership: From startups to global software companies, Peter has developed authoritative market positions that resonate with technical and executive buyers alike. He excels at building credibility in complex markets through PR, content marketing, and events that drive engagement and lead generation.
How He Works
Peter is highly strategic but always grounded in execution. He moves fast, aligns with sales early, and uses data to track and improve everything. He’s known for building marketing teams from scratch and turning brand equity into revenue by bridging the gap between product, messaging, and demand.
Whether your IoT company is focused on edge computing, industrial automation, or securing connected systems, Peter’s approach is built to scale.
Education & Training
- MS, Operations Research and Management – Dartmouth College
- BS, Mechanical Engineering – New York Institute of Technology
Peter brings a rare mix of technical fluency and business savvy, making him an ideal marketing leader for IoT ventures that need to differentiate in complex, competitive markets.
Contacts
- LinkedIn: www.linkedin.com/in/petervescuso
- Location: Greater Boston
7. Jonathan Booysen
Jonathan Booysen is a Chartered Marketer and executive-level strategist with a global career in B2B technology marketing. With a strong command of emerging tech: including IoT, Edge Compute, Digital Twin, and AI, he helps forward-thinking organizations amplify their global presence and unify go-to-market execution across complex markets. Jonathan has worked with global giants like AWS and NTT, driving multimillion-dollar product launches and crafting omnichannel strategies that deliver double-digit revenue growth.
Industry Focus & Expertise
- IoT, Edge Compute & Digital Twin: Jonathan brings deep expertise in the convergence of smart technologies and connected systems. He has led marketing for IoT and Edge Compute portfolios at NTT, shaping narratives that resonate with enterprise buyers across sustainability, automation, and smart infrastructure use cases.
- Global B2B Go-to-Market Execution: Known for designing scalable GTM frameworks, Jonathan has delivered unified brand positioning across global regions. His work includes aligning regional Centers of Excellence (CoEs), leading launches at tier-one events like Mobile World Congress, and collaborating with top analyst firms like Gartner and IDC.
- AI-Powered Personalization & Modernization: His Executive MBA research explored how Generative AI can bridge the gap between marketing and sales through personalization. This research informs his work building data-driven marketing functions that scale and adapt in dynamic digital environments.
How He Works
Jonathan is a strategic and emotionally intelligent leader. He brings calm clarity to complex transformations, creates alignment across stakeholder groups, and delivers with precision. His global mindset and people-first leadership style make him a strong force for change in high-growth tech organizations.
Education & Background
- Global Executive MBA – Henley Business School
- Global Business Administration Programme – IE Business School
- Chartered Marketer – The Chartered Institute of Marketing
Jonathan helps emerging and established tech brands navigate innovation cycles with confidence. Whether you’re launching an IoT platform, scaling an edge computing product, or repositioning for growth, he builds marketing engines that move the needle fast.
Contacts
- LinkedIn: www.linkedin.com/in/jonathanbrentbooysen
- Location: City of Cape Town, Western Cape, South Africa
Why Fractional CMO is Good for IoT Companies
IoT companies face a unique mix of challenges. You’re working with complex technology, long sales cycles, and often multiple buyer types. A fractional CMO can help you navigate all of that without the cost or commitment of hiring full-time. Here’s how:
1. Cost-Effective Leadership
Hiring a full-time CMO can easily run into six figures, and that’s before benefits. A fractional CMO gives you access to top-tier talent at a fraction of the cost. You pay only for the time and expertise you need, which makes a big difference when budgets are tight.
2. Quick Strategy, No Guesswork
IoT marketing isn’t simple. You’re often selling to both technical and non-technical audiences, and your product needs to be explained clearly. A fractional CMO knows how to build a smart strategy fast, so your team isn’t stuck guessing or running in circles.
3. Flexible and Scalable
As your company grows, your marketing needs will change. A fractional CMO can scale up or down with you. Need more help during a product launch? They’ve got you. Need less support during quieter times? That’s fine too.
4. Fresh Perspective
Sometimes, being too close to your product makes it hard to explain what makes it great. A fractional CMO brings an outside viewpoint and fresh ideas. They can spot gaps in your messaging, fix weak funnels, and give your brand the boost it needs to stand out.
5. Focus on What Works
With limited resources, you can’t afford to waste time or money. A seasoned fractional CMO knows what works and what doesn’t. They can help you double down on high-ROI channels and skip the shiny stuff that doesn’t move the needle.
How to Choose the Right Fractional CMO
Picking the right fractional CMO isn’t just about experience – it’s about finding someone who truly fits your company’s needs, pace, and vision. Here’s how to make the right choice:
Look for Industry Experience
Not every great marketer understands the ins and outs of IoT. You want someone who’s worked with tech companies or understands complex B2B sales cycles. Bonus points if they’ve helped hardware and SaaS products grow in competitive markets.
Check Their Track Record
Ask about results they’ve delivered for other companies. Have they launched products, grown revenue, built teams, or turned around a struggling brand? Look for real numbers and clear examples – not just flashy buzzwords.
Align on Expectations
Be clear about what you need. Are you looking for help with strategy, team coaching, branding, lead gen, or all of the above? Make sure the CMO you hire is comfortable with your goals and the time commitment you expect.
Test the Chemistry
You’ll be working closely with this person, even if it’s part-time. A great fractional CMO should feel like part of your team, not an outsider. Make sure they mesh with your company culture and can collaborate well with your existing staff.
Ask About Their Process
Everyone has a different way of working. Some fractional CMOs are hands-on, while others are more advisory. Ask how they typically operate, how they communicate, and how they track progress. This helps avoid surprises later on.
Start with a Short-Term Engagement
If you’re unsure, try a 3-month project first. It’s a good way to see if the CMO delivers results and fits your team. From there, you can extend or adjust the arrangement as needed.
Conclusion
Choosing the right fractional CMO for your IoT company can be the catalyst for scaling your growth, sharpening your brand narrative, and aligning marketing with sales. As IoT markets become more complex and competitive, working with a marketing leader who understands connected technologies, long B2B sales cycles, and enterprise buying behavior is essential.
The professionals highlighted in this article bring decades of deep tech expertise across industrial IoT, edge computing, cybersecurity, AI, and platform go-to-market strategy. Whether you’re looking to launch, rebrand, or optimize your marketing operations, these fractional CMOs offer both strategic leadership and hands-on execution to move your business forward, faster.
FAQ
A fractional CMO is a part-time executive marketing leader who works with companies on a contract or advisory basis. They bring high-level strategy and leadership without the cost or commitment of a full-time CMO.
IoT businesses often operate in complex technical environments and require specialized marketing strategies. A fractional CMO with deep B2B tech or industrial experience can help align product-market fit, drive demand generation, and position the company for long-term growth.
If you’re launching a new product, entering new markets, struggling with pipeline consistency, or preparing for funding or acquisition, a fractional CMO can offer the strategic clarity and execution muscle needed to scale effectively.
Rates vary based on scope, experience, and time commitment. Most fractional CMOs work on a monthly retainer model, which can range from $5,000 to $20,000 per month, depending on the engagement level.
