Strategic oversight, monthly cadence
Quarterly roadmap, monthly performance review, and a senior pair of eyes on the numbers — for businesses with a capable marketing team or agency already in place.
From$2,500 /month
Fractional digital director · Perth, AU
Senior digital leadership, embedded in your team.
Fractional digital marketing direction for ambitious mid-market businesses. 17+ years of strategy and performance for ANZ Bank, Air New Zealand, Kathmandu, and ASX-listed enterprises — without the full-time cost.
17+
Years leading digital strategy
2M+
People reached on a single launch
68.5%
Lead increase, B2B services client
770K+
TikTok views, AI entertainment launch
Past brands
ANZ Bank·
Air New Zealand·
Kathmandu·
OMD·
Spark·
IMDEX·
Latitude·
OPSM
How I work
Three retainer tiers, one outcome.
Whether you need quarterly strategic oversight or an embedded marketing director four days a month — pick the model that fits your stage.
Embedded fractional director
4–6 days a month inside your team. Owns the funnel, manages agencies and vendors, leads strategy and reporting. The model most clients land on.
From$4,000 /month
Senior in-house equivalent
Full-time-equivalent leadership across strategy, hiring, automation builds, and executive reporting. For businesses scaling past $10M and not yet ready for a full-time CMO.
From$6,000 /month
Selected work
Outcomes, not just outputs.
A snapshot of recent fractional and project engagements. Full case studies on the work page.
Brand launch in eight weeks
A new live AI experience needed to make a huge noise in a very short time — with ticket sales as the secondary objective. Multi-channel media plan across NZHerald, Meta, TikTok, and Google.
2M+
People reached in Auckland
20%
Of all ticket sales attributed to paid media
From zero social to consistent leads
A reputable trade business with great Google reviews but no social presence and inconsistent lead flow. Built the content strategy, ad creative, and full Meta + Google funnel.
68.5%
Increase in total leads generated
4%
Of website conversions from new social channels
In their words
What clients and colleagues say.
Dwain has been in the game long enough to have made the mistakes of the past but also stays right up-to-date on the now of digital advertising and leveraging social. To say we made big steps forward at ANZ would be an understatement.
An experienced digital marketer who is not only technically skilled but also understands the power and importance of creative within digital. Instrumental in progressing our social strategy.
My business was struggling to generate enough leads to sustain the growth we wanted. Dwain's response was immediate. The results have been great — fantastic to work with and super contactable.
Frequently asked
Common questions, direct answers.
What is a fractional digital marketing director?+
A fractional digital marketing director provides senior strategic leadership on a part-time retainer rather than a full-time salary. They typically work with mid-market businesses that need executive-level digital expertise — strategy, performance oversight, team mentorship, and automation — but cannot yet justify hiring a full-time CMO. Engagements usually run 1–4 days per month over a 6–12 month retainer.
How much does a fractional digital marketing director cost in Australia?+
Retainers in Australia typically range from $2,500 to $6,000 AUD per month depending on scope. Lighter strategic-oversight engagements start at $2,500. Embedded growth engagements sit around $4,000. Full-time-equivalent director engagements reach $6,000 per month. This compares to $180,000–$280,000 plus superannuation for an equivalent full-time hire.
When should you hire fractional rather than full-time?+
It makes sense when annual marketing spend justifies senior oversight (typically $250,000+ in media and headcount) but the role does not yet require five days a week. Common triggers: scaling past $5M revenue, replacing an underperforming agency, preparing for capital raise, or bridging to a full-time CMO hire. Once operations require daily executive presence, the role usually transitions to full-time.
What do you actually do day-to-day?+
Set the digital strategy, own the performance numbers reported to leadership, manage internal marketers and external agencies, design the marketing technology stack, run the lead generation engine, and mentor the in-house team. The work is strategic — though I will roll up sleeves on critical builds, particularly marketing automation in HubSpot, Salesforce, n8n, and Make.
Do you work outside Perth?+
Yes. Most engagements are conducted remotely across Australia and New Zealand, with quarterly on-site days where geography permits. New Zealand clients are a regular feature given a long history working in that market.
What does the first engagement look like?+
A discovery call (30 minutes, no charge) to understand the business and decide whether the fit makes sense. If it does, I run a paid two-week diagnostic — auditing the current state, the data, the team, and the spend — and present a 12-month plan with a clear retainer recommendation. From there, retainers run quarter-to-quarter with no long lock-ins.