Fractional CMO for B2B SaaS & HealthTech Founders
Brands I've helped grow:
Most early-stage founders are marketing
before they're actually ready.
You've hired a marketing agency. Posted on LinkedIn. Maybe even run some ads. But your pipeline isn't consistent, your messaging isn't landing, and you're not sure what's actually working.
The problem usually isn't your tactics. It's that the foundation was never built properly. Your ICP isn't sharp enough, your positioning doesn't differentiate you, and your GTM strategy is more of a guess than a plan.
That's exactly what I fix.
I'm Natalie Hoke, Fractional CMO with a PMM-led approach.
I've spent 8+ years embedded inside B2B SaaS startups across global markets—not advising from a distance, but doing the actual work of positioning, GTM strategy, competitive research, sales enablement, and growth.
At Optibus, I owned the full PMM function—launching 2 new products, 5+ feature releases, and leading the cross-functional project that produced their marketecture diagram, aligning the entire leadership team on product positioning for the first time.
At Unity, I drove GTM for their non-gaming business unit from the ground up.
Across those roles alone, I supported $10M+ in ARR growth.
Now I bring that same foundation-first thinking to early-stage founders who need senior marketing leadership without the full-time cost.
How We Work Together
The approach most CMOs skip.
Before I touch a single channel, I fix the foundation. That means getting clear on who you're selling to, why they should pick you, and what story makes them act. Then we build the growth motion on top of something solid.
Step 1: Foundation
ICP definition, market research, competitive analysis, positioning and messaging. This is where most founders are losing deals without knowing it.
Step 2: GTM Strategy
Go-to-market planning, launch strategy, sales enablement - slide decks, battlecards, persona frameworks, sales training. Everything your team needs to actually close.
Step 3: Growth
Demand generation, outbound, LinkedIn, content marketing, email, PR, events. Built on the foundation we established in steps 1 and 2, so every dollar and hour compounds.
What sets me apart:
Working with a strategic partner at this level is an investment. Here's what it actually gets you.
Foundation before tactics.
Most marketing help starts with "let's post more content" or "let's run some ads." I start with your ICP, your positioning, and your messaging — because everything else is a waste of money until those are right.
You work directly with me.
No account managers. No junior team members doing the work after a senior person sells it. Every engagement is personally led by me from day one.
PMM background, CMO scope.
My product marketing foundation means I think about buyers, competitive differentiation, and sales motion differently than a brand or demand-gen CMO. You get sharper positioning and a GTM that actually converts.
Strategy AND execution.
I build the plan and make sure it gets executed. You don't need to hire a strategist AND an operator — I do both.
By the numbers
$10M+
ARR supported across previous roles at Unity, Optibus & Intuition Robotics
35%+
average response rate on targeted outbound campaigns
10+
years in B2B SaaS product marketing & comms roles across global markets
20+
major product, feature, and business unit launches across B2B SaaS companies
Working with Natalie: Testimonials
Natalie was a valuable operational partner during our engagement. She built and structured our Notion workspace from scratch, significantly improving organization and visibility across projects.
She created sales enablement materials including battlecards, discovery frameworks, and outbound sequences that strengthened our client delivery and internal consistency.
She also supported LinkedIn strategy and content initiatives, helping elevate both my personal presence and client-facing materials.
Natalie is proactive, organized, and thoughtful in execution, and I appreciated the structure she brought to our operations.
—Matthew Lattanzio, President, Supply & Demand Consulting
