What the Hell Does “Fractional” Even Mean?
A brief explanation and application for fractional leadership.
If you spend any time on LinkedIn, you’ve probably seen the word “fractional” pop up in people’s bios: Fractional CMO, Fractional COO, even Fractional Head of Design. The use of the term has exploded, from around 2,000 people in 2022 to over 140,000 by the end of 2024.
But what does “fractional” actually mean?
At its simplest, a fractional is an executive-level leader who joins a company part-time or project-based, bringing strategy and direction without the overhead of a full-time salary. In the past, you might have heard words like “consultant” or “interim.” The difference now is that “fractional” signals something more embedded and accountable, not a one-off advisor, but a leader who becomes part of the team for the season they’re needed most.
The model is growing fast. Fractional executive roles have increased by 57% since 2020, especially in startups where leadership is critical but budgets are tight. More recently, mid-size and enterprise companies are adopting the approach too, with nearly a third bringing in fractional leaders to complement their existing teams.
The message is clear: the fractional leader is here to stay. And it matters.
Here’s the hard truth: most leaders reach a point where they need expertise outside their own wheelhouse. The default solution has often been to hire an agency or make a full-time hire. Both options come with baggage. Agencies optimize for their own profit, and full-time hires add long-term cost and risk.
Fractionals sit in the middle. They bring deep, time-tested expertise and work alongside you, but without the long onboarding curve, inflated promises, or commitment of a full-time exec. And if it’s not working, you can simply not renew the contract. No messy HR process required.
I Learned This the Hard Way
For me, the gap was marketing. Over the years, across all my companies, I’ve cycled through five separate agencies, each one promising results and each one quietly underdelivering. Each time we’d spend six months burning tens of thousands of dollars before sending the breakup email and swearing off agencies… until the next time.
Hiring full-time didn’t solve it either. Each time bringing in marketing directors, hoping they’d at least cover their own salaries. They didn’t.
What I needed wasn’t another agency deck or another employee trying to hang on until payroll. I needed experienced leadership that could set strategy, align the work, and see it through. That’s what fractional leadership provides.
I Believe in This Model Enough to do it Myself
As a fractional design leader, I embed with companies at different stages, sometimes helping a startup launch with systems that feel cohesive from day one, sometimes guiding a legacy brand through the messiness of finding focus again.
My clients get executive-level brand and design leadership without adding another full-time seat. More importantly, they get someone who isn’t there to chase awards or sell hype. I bring decades of experience, a craft-first approach, and a calm presence that keeps the work grounded in what actually matters: clarity, cohesion, and trust.
So, What Does “Fractional” Mean?
It’s leadership without the baggage.
It’s expertise without the overhead.
And at its best, it's a partnership that feels embedded, human, and real.