Fractional Chief Marketing Officer
fCMO based in Portugal, working around the world.
Business & Brand Strategy
I build capital-efficient go-to-market systems and direct-booking architecture for mid-market companies. Secure C-suite commercial leadership and P&L governance at a fraction of the cost of a full-time €100,000 executive.
Marketing is not a creative department. It is a revenue engine.
Mid-market companies face a structural trap: they cannot afford a top-tier commercial executive full-time, so they delegate their revenue engine to junior marketers or bloated external agencies. Both lead to capital drain. Your software integrations fail, your pipeline stalls, and you leak margin to third-party commissions. I diagnose the friction and build the architecture to fix it.
About Me
I am a Fractional Chief Marketing Officer specialising in zero-to-one digital infrastructure for B2B technology and direct distribution architecture for hospitality portfolios. Operating at the intersection of technical product deployment and rigorous P&L management, I build the systems that transform marketing from a creative cost centre into a predictable revenue engine.
Mid-market companies often outgrow their tactical marketing teams but do not yet require a full-time, six-figure commercial executive.
I step in to bridge that gap.
How I can help you
B2B
Industrial & Tech Ecosystems
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The Mandate: Architecting zero-to-one digital infrastructure for highly technical product launches and legacy market transitions.
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The Execution: Led the complete B2B go-to-market infrastructure for a multinational IoT hardware launch.
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The ROI: Executed the corporate digital ecosystem entirely in-house, eliminating external agency retainers, protecting corporate capital, and earning validation from global e-commerce leadership for capital-efficient execution.
B2C
E-Commerce & Multi-Asset Hospitality Portfolios
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The Mandate: Restructuring direct distribution funnels to slash OTA commission leaks and improve hyper-local yield.
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The Execution: Built the commercial architecture for a management group spanning 30+ regional hospitality assets (Hotels, B&Bs, Local Accommodation).
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The ROI: Deployed a unified direct-booking tech stack that yielded a 4-digit ROI on reallocated capital and a 3-digit percentage increase in direct digital acquisition.
P&L
Executive Governance & P&L Ownership
Multi-million euro budget management with a strict focus on unit economics, customer acquisition costs, and direct revenue generation. I act as an embedded extension of your leadership team – auditing legacy budgets, slashing unproductive external agency retainers, and architecting the internal operational systems required to scale EBITDA.
This completes the triad: B2B architecture, B2C yield optimisation, and the overarching financial governance that ties them together.
Mid-market companies often outgrow their tactical marketing teams but do not yet require a full-time, six-figure commercial executive. I step in to bridge that gap. I audit legacy budgets, eliminate unproductive external agency retainers, and architect the internal commercial systems required to scale EBITDA.
B2B Ecosystem Architecture
Led the complete go-to-market infrastructure for complex IoT and hardware launches within multinational industrial groups, building capital-efficient digital sales pipelines entirely in-house.
Multi-Asset Yield Optimisation
Restructured the commercial architecture and direct-booking tech stacks for portfolios spanning 30+ hospitality assets, drastically reducing OTA commission leakage and generating a 4-digit ROI on reallocated capital.
Executive Governance
Multi-million euro budget management with a strict focus on unit economics, acquisition costs, and direct revenue generation.
Commercial Impact & Value Creation.
Value created
€10M+
Revenue increase, for one client, in one year.
Hospitality Growth
80%+
Global growth in direct hotel bookings.
Saved
€630K+
Saved in external retainers.
Saved
€630K+
Saved in external retainers.
Testimonials
For more than a decade.
M
“Guilherme […] Turns every challenge into a teachable moment for those who work around him and that gives them the freedom and confidence to do better everyday. He is certainly one of the most interesting people you’ll meet and a great addition to any team. He is not afraid to push limits and does not conform with the norm, always pushing towards bigger goals.”
Marco Martinho
Brand Manager at Umbral & Ao Rubro
J
“I opened my restaurant without really knowing anything about marketing. After struggling to get clients I heard about Guilherme and now I’ve won several times the most Sustainable Restaurant in Portugal Award, and I’m fully booked for months! Thank you!”
João Marreiros
Chef at Loki Restaurant
R
“His energy is contagious and empowers the team to do better and motivate the rest of the staff to join his endless stream of ideas. At his time at Conforhoteis […] I had the pleasure to work beside him as he helped the company grow, helping the Sales and Reservations team by merging efforts and improving and automatising processes that ended in a significant increase in direct bookings and overall revenue. His focus in maximising each marketing effort brought a higher ROI and a bigger impact in our guests. I would, without a doubt, endorse Guilherme to work with any company with one or more hotels.”
Roberto Ghezzo
Conforhoteis Group Sub-Director
M
“Throughout my career, I have never met a marketing professional quite like Guilherme. He is undoubtedly an outstanding professional with excellent business acumen, always striving to make the most of available resources to promote the companies he works for, with business growth as his constant objective […] helping the company increase its number of bookings and clients.”
Marisa Gerardo
Assistant HR Manager | Viceroy at Ombria Algarve
No Pricing
Executive Governance, Not Agency Retainers.
