Fractional CMO · Financial services & home services · St. Louis, MO
Your marketing is generating activity.
Not revenue.
I’m Pamela Jones. I’m the fractional CMO for owner-led financial services firms — mortgage brokerages, regional lenders, RIAs, credit unions, fintech — and home services companies doing $2M–$20M. I find where your spend leaks between a lead and a closed deal, fix it, and run it, strategy through execution, to a number you can take to the bank.
20 minutes. A straight read on where I’d look first — no deck, no pressure.
14 yrs
Marketing leadership at Axos Financial, Alumni Ventures, and Top Flite Financial
▲ 20%
First-party leads in 3 months — national mortgage lender, compliant build
One
Executive. A deliberately short client list — you get me, not a roster spot
WHERE I’VE LED MARKETING
AXOS FINANCIAL
ALUMNI VENTURES
TOP FLITE FINANCIAL
Sound familiar?
The money goes out. What comes back is a mystery.
You’re paying for leads — but too few ever close.
The agency reports cost per lead. Your funded loans, or your booked jobs, tell a different story.
You’re renting other people’s leads.
Third-party lead aggregators set your economics, and you compete for the same borrower five other lenders just bought.
Applications start. They don’t finish.
Nobody can say whether it’s the lead source, the intake process, or the follow-up that’s losing them.
Budget goes to “activities” with no payback target.
SEO retainer, social posts, a rebrand — nothing tied to cost per funded loan or cost per closed job.
Compliance is treated as a brake, not a lane.
Campaigns die in legal review because nobody built them to survive it in the first place.
None of these are advertising problems. They’re accountability problems — and they live in the gaps between your channels, your intake, and your close. That’s exactly where I work. And in regulated markets, they live inside the compliance constraints too.
Who I work with
I speak both languages: the regulators and the register.
FINANCIAL SERVICES
Mortgage, lending, RIAs, credit unions, fintech.
Know your cost per funded loan or per new account — not cost per lead
Campaigns designed to survive compliance review, not die in it
First-party lead engines that reduce your dependence on bought aggregator leads
14 years inside regulated marketing — Axos Financial, Alumni Ventures, Top Flite Financial
No marketing team on staff? That’s where most of my clients start
HOME SERVICES
Roofing, HVAC, plumbing, electrical, landscaping.
Know your cost per booked job by channel — not impressions or “brand lift”
CSR call handling and booking rate fixed before another dollar goes to ads
Google Business Profile and LSA managed by someone who’s in the accounts
A weekly scorecard in plain English you can read in three minutes
The Revenue Leak Method
Ninety days from mystery to machine.
The same install, every engagement — so you know exactly what you’re buying and when you’ll see it.
1
Weeks 1–2
Find the leak
Full-funnel audit: ad accounts, lead sources, call handling, booking flow, close rates by channel. I follow every dollar from click to closed job.
You get: a written diagnosis of where money leaks — and what each leak costs you per month.
2
Weeks 3–4
Fix what moves revenue
A growth plan anchored to payback targets. Budget moves to your lowest cost-per-booked-job channels. Agencies get re-scoped — or replaced.
You get: a plan with numbers attached, and quick wins already in motion.
3
Weeks 5–12
Install the rhythm
Weekly scorecard, weekly standup, one owner for the funnel: me. Your vendors, your team if you have one, or my execution bench — orchestrated against the plan and held to it.
You get: a marketing operating system you can see working — in about 30 minutes of your week.
What I do
Marketing leadership. Not another agency.
Most of my clients have no in-house marketing team when we start. You’re not hiring a consultant who leaves homework — you’re hiring the whole department, run by an executive.
What you’re buying
Strategy and ruthless prioritization — the growth plan, the budget, the bets
Agency and vendor orchestration — scopes, deadlines, and consequences
A weekly operating cadence: scorecard, standup, decisions
Board and investor-ready reporting that ties spend to revenue
Marketing execution orchestration
Budget forecasting and ROI analysis before the money moves
How execution gets done
Paid media, LSA & Google Business Profile — managed
Landing pages, offers & creative — shipped
Email, CRM & lead follow-up — wired in
Content & local SEO — produced
By the best-positioned hands each time: your vendors when they’re good, my AI-accelerated bench when they’re not — never by you. One partner, one scorecard, my name on the quality.
Pricing
You make contractors put numbers in writing before work starts. Your marketing leader should meet the same bar.
START HERE
90-Day Leadership Install
$15K–$25K flat fee, scoped up front
Full-funnel audit & baselines — the leak diagnosis
Growth plan with payback targets
Dashboards, scorecards & weekly cadence installed
Quick wins and budget reallocation
Best for: first engagements, and PE portfolio companies in the first 100 days post-close.
Ongoing Fractional CMO
From $6.5K/mo scoped to your business
Marketing leadership on your executive team
Vendor and agency orchestration
Forecasting and experimentation program
Board preparation and investor reporting
Marketing execution orchestration
Best for: after the install — or when you’re between marketing leaders.
Hands-on execution — ads management, creative, email, landing pages — is scoped alongside either engagement. One invoice, one accountable partner, never a bench you have to manage.
A full-time CMO runs $250K+ before bonus and benefits. You don’t need the headcount. You need the judgment.
About Pamela
I’ve sat in your chair.
I’ve been the marketing leader at the table when the board asks why leads aren’t converting, when the agency says “we need more budget,” and when the CEO says “just make it work.”
For 14 years I led marketing for home services franchises, mortgage companies, e-commerce retailers, and PE portfolio companies — running eight-figure budgets, building teams from scratch, and firing the agencies that couldn’t show their math.
Now I do it fractionally, from St. Louis, for a deliberately short list of clients. Same executive judgment, without the $250K salary — and with a bias for the kind of proof you can read on a P&L.
14 yrs marketing leadership
MBA
M.S. Information Systems
Board & PE reporting
St. Louis, MO
Questions owners actually ask
Straight answers, before the call.
We don’t have a single marketing person on staff. Is that a problem?
What does a fractional CMO cost?
What’s the difference between you and a marketing agency?
Do I have to fire my current agency?
How much of your time do we actually get?
Do you only work with companies in St. Louis?
How fast will we see something?
Next step
Find the leak before your next ad dollar goes out.
A 20-minute call gets you a straight read: where I’d look first in your funnel, what it’s probably costing you, and whether I’m the right fit. No deck. No pressure. No junior “strategist” — you talk to me.