Marketing Advisory · Fractional CMO
The tools cost less. The content costs less. The campaigns cost less. But the thinking that makes any of it work — the strategy, the positioning, the judgment call on what to build and what to kill — that still needs a senior hand. Mount St. gives founders and CEOs access to CMO-level thinking without CMO-level overhead. The fractional model was always smart. In the age of AI, it is the obvious choice.
Mid-market companies consistently underinvest in brand because the return is hard to measure in a quarter. The businesses that compound are the ones that understood brand was infrastructure, not decoration. You do not build brand instead of driving growth. You build brand so that growth compounds.
Not a tool, not a trial, not a ChatGPT subscription. A plan. AI is the single biggest commercial opportunity available to marketing teams right now, and most are treating it as an experiment rather than a strategic imperative. The window for competitive advantage is open. It will not stay open.
Every brand now has access to competent. The gap between competent and exceptional is wider than it has ever been — and it is still entirely human. Strategy, taste, judgment, positioning. The ceiling is still set by people.
Most marketing teams have accumulated a stack of AI tools with no coherent system connecting them. Tools without infrastructure produce noise. What compounds over time is not the number of tools in your stack, is the discipline of the system you build around them.
A focused assessment of your current marketing function, team, and AI readiness. Eight weeks. Deliverable: a clear route map, prioritised by risk and return.
The Blueprint →High-intensity support for a critical section of the climb: a brand transformation, team rebuild, AI adoption programme, or major launch. Fixed scope, clear elevation gain.
The Engagement →Your fractional CMO for the long climb. I plan the expedition, lead the team, own the results, and adapt the route as conditions change. Ongoing, senior, accountable.
The Guide →I started on Mount Street, Sydney. I spent a decade at the cutting edge of ad tech across ANZ and the UK before founding Geronimo. Over the following years I made four acquisitions and built a practice working with Frontier, KFC, Blackmores, and WPP. Geronimo was acquired by Web3 pioneers SMT, after which I led global projects for the IOC, FIFA, Accenture, and Visa.
Mount St. exists because most businesses at the growth stage need senior marketing leadership but not a full-time hire. I work with founders and CEOs who need the thinking and the doing, without the overhead.
If your marketing function needs a senior hand and you want someone who has built this before, get in touch. No junior handoff. No agency overhead.