Fractional CMO · Advisor
Marketing leadership for media owners and ad tech.
I'm Dan Feldstein. I help publishers, platforms, and advertising technology companies build marketing that supports revenue — the team, the positioning, and the go-to-market — without a full-time CMO hire.
A decade inside the industry
I've spent over a decade leading marketing inside companies that sell advertising and the technology behind it — Odeeo, ironSource, Medialets (WPP), Jun Group (acquired by Verve), and Selectable Media (acquired by Dotdash Meredith).
I've built marketing functions from scratch, repositioned companies heading into new categories, and run the communications and demand programs that got them noticed by buyers, partners, and acquirers. I work with founders and revenue leaders who know marketing matters but don't yet need — or can't yet justify — a full-time executive.
My engagements are scoped to the challenge at hand — whether it's the support of an ongoing advisory seat, or managing a focused sprint against a specific challenge.
Areas of expertise
Marketing Organization Design
What the team should look like, who to hire first, and how marketing connects to sales, product, and revenue. Structure, roles, budget, and the operating rhythm that keeps it moving.
Branding and Positioning
Sharpening what you sell and why it matters — category narrative, messaging hierarchy, and making it land consistently across the site, the deck, and the sales floor.
GTM Guidance and Planning
Launch strategy, audience prioritization, channel mix, and the sequencing to get a product or a new market moving on a budget that's actually real.
Communications and Thought Leadership
Press, analyst relations, executive visibility, speaking, and content that earns attention in a trade press environment where everyone is shouting.
Sales Marketing and Strategic Partnerships
Enablement, collateral, events, and partner programs that give the revenue team something to sell with — and someone to sell alongside.
How we work together
Two ways in, depending on whether you need a standing partner or a specific problem solved.
Ongoing
Retainer Advisory
A recurring seat at your table. I work alongside you and your team on the marketing decisions as they come — hiring, positioning calls, campaign direction, press moments, partner conversations.
Best when you have a team that needs senior guidance, or you're a founder carrying marketing yourself and want someone in the room who has done it before. Monthly, with a defined cadence and a clear scope.
Defined scope, defined end
Sprint-Based Projects
A focused engagement against one challenge with a deliverable at the end.
- — Repositioning ahead of a raise or a category shift.
- — A go-to-market plan for a new product or market.
- — A marketing org design with a hiring sequence and budget.
- — A communications plan for a launch, a rebrand, or an acquisition.
Typically four to twelve weeks, priced to the scope.
Not sure which fits? That's usually the first conversation.
Where I've done this
- OdeeoIn-game audio advertising
- ironSourceMobile app monetization and growth
- Medialets (WPP)Mobile ad serving and attribution
- Jun GroupBranded content distribution · acquired by Verve
- Selectable MediaEngagement advertising · acquired by Dotdash Meredith
Let's talk.
If you're weighing a fractional CMO, a marketing rebuild, or a second opinion on your go-to-market, I'm happy to have the conversation.