Marketing isn't your problem. How you think about it is.
You've spent the budget, switched the agencies, hired the people — and marketing still doesn't connect to the business. That's not an execution problem. It's a framing problem. I help you find it, reframe it, and set the direction that makes everything else fall into place.
No entrepreneur or CEO should have to wonder whether their marketer is actually working in their interest.
Your marketing strategy and your business strategy aren't aligned. Until that changes, everything you spend is noise in the wrong direction.
I don't start with your marketing.
The first question isn't "how do we get more leads." The first question is
"Does your marketing pull in the same direction as the business?"
That reframe changes everything that comes after.
Start upstream, not at the surface.
Most marketing problems aren't marketing problems. They're business decisions that haven't been made — unclear positioning, an undefined offer, a missing strategy. I start there.
Find the lever, not more volume.
Not more of the same. I look for the move that changes the math entirely — a repositioned offer, a redefined audience, a constraint turned into an advantage.
Think in categories, not campaigns.
The highest-impact work doesn't improve your marketing. It repositions your company. Sometimes it creates a category the market didn't know it needed.
Then: make it move.
Direction without action is a deck that collects dust. Once the thinking is set, your team runs with it — or I connect you with an execution partner. Either way, I stay involved to make sure the strategy holds.
How we work together
Every engagement is shaped around your situation. These are the formats — the thinking inside them is what changes the outcome.
Kickstart Projects
A specific challenge — a launch, a repositioning, a fundraise — and you need someone to think through it with you. A defined engagement that uncovers what's actually in the way and sets the direction to move. Most client relationships start here.
Retainer — Ongoing Strategic Partnership
Your marketing decisions need a thinking partner at the table. Not a monthly check-in. An ongoing working relationship — strategy sessions, pressure-testing decisions, and course correction when the business shifts underneath you.
Fractional CMO
You have a team but no strategic leader setting the direction. I step in as your marketing leader — owning the strategy, making the calls, setting priorities. Your team runs with it. I make sure what they're running toward is the right thing.
Workshops & Sprints
A concentrated burst of strategic thinking for a specific problem. Positioning sprints. Go-to-market war rooms. Half-day to multi-day. Walk in with confusion, walk out with a direction.
What people say
Trusted by entrepreneurs building companies from pre-revenue to €20M+
"Our one interaction convinced me to lock down my offer and commit to it. That helped me get here."
— Entrepreneur
Coaching Industry
"A no-nonsense but supportive approach that elevates you in every session. Working with Cristian helped me get clarity on my client group and the confidence to show up."
— Business Owner
UK
"He quickly showed his mastery of asking the right questions and drawing my attention to the core areas."
— Founder
Personal Development
"Reframing obstacles, finding strengths, identifying action steps, and making inspired commitments. The mind that once expanded cannot shrink back."
— Workshop Participant
"You are like the wheatgrass shot. Might be a bit hard to swallow sometimes, but the effects afterwards are amazing."
— Group Programme Member
"You help break down the issue. When I read how you respond, it's helpful to me too."
— Community Member
The next conversation could change how you see your business.
No pitch. No proposal. Just a conversation about what's going on in your business and whether a different way of thinking about it could unlock what you've been missing.
Let's Talk