What is a Fractional CMO?

A Fractional CMO is a senior marketing executive who works with a business on a part-time or project basis, providing C-suite level marketing leadership without the full-time cost. They are embedded in the business, present at commercial reviews, and accountable for commercial outcomes.

What does a Fractional CMO cost in Ireland?

A Fractional CMO in Ireland is structured around defined days per week or month, scaled to what the business needs. This provides C-suite marketing leadership at a fraction of a full-time CMO salary of €150,000 to €250,000 plus benefits.

What sectors does Sinead Murphy work with?

Sinead Murphy works with brands moving into physical retail, and with the places people come to: shopping centres, store groups, venues, attractions and destinations. Her background spans retail, aviation and telecoms, and AI runs through the work as a differentiator rather than a separate service.

What is AI in Marketing?

AI in marketing means using AI to sharpen customer insight, test messaging before spend is committed, and measure what is actually converting. Sinead Murphy offers a structured two-week AI adoption audit that gives a straight answer on where AI would help a business and where it would not.

Fractional CMO & Physical Retail

Getting people through the door, and making every visit count.

Twenty years at board level for some of Ireland's largest consumer brands. I help brands get into physical spaces, and I help those spaces get more of the right people through the door.

Book a conversation See the results

20+ Years Senior Marketing Leadership

Hines European ESG Award Winner

BREEAM Outstanding — Only Irish Retail Centre

Aer Arann to Aer Lingus Regional Rebrand

Retail | Destinations | Aviation | Telecoms

The work I do

Your brand has earned the right to be ambitious. The product is proven. The brand story has not been told yet. That is the work I do.

Senior marketing leadership for brands at an inflection point. From Liffey Valley Shopping Centre to Aer Lingus Regional to eMobile, the work has always been the same: build a brand people believe in, and deliver the commercial result to prove it.

Fractional CMO. Physical retail. AI where it earns its place. Strategy that gets executed.

More about Sinead

Fractional CMO

Part of your leadership team. Present at commercial reviews. Accountable for agreed commercial KPIs from day one: footfall, spend per visit, sales. Scaled to what the business needs.

Getting in

For brands moving into stores, concessions, pop-ups or department stores. I spent a decade on the other side of that table, deciding which brands got space and what happened to them once they were in. Positioning, launch planning, trade and landlord communications.

Getting people in

For centres, store groups, venues and destinations that need more of the right people coming through the door. Repositioning, retail mix, placemaking and events, customer insight, and a campaign plan measured on the commercial number.

AI in marketing

AI in marketing, the honest version.

I have spent the last year studying how AI actually changes marketing, not selling software. Here it earns its place on the data: knowing the customer before a space opens, testing what brings people in before the spend is committed, and measuring what actually converts.

See how it works

Team upskilling

AI adoption for marketing teams

Structured programmes that build real AI capability inside your marketing function, so your team becomes faster and sharper without adding headcount.

Audit

AI Adoption Wedge Audit

A focused entry-point audit that identifies where AI will have the highest commercial impact in your marketing operation. Specific, prioritised, and ready to act on.

Strategy

AI woven into marketing strategy

Content, customer experience, campaign planning, measurement. The strongest marketing strategies now build AI in from the start, not bolt it on after.

Embedded

Part of your leadership team. Present at commercial reviews. Available between sessions. Not a voice on the end of a phone.

Accountable

Measured by agreed commercial KPIs from day one. Trade account growth, brand awareness, share of voice. Not hours billed.

Flexible

Defined days per week or month, structured around what the business needs. Scales with the commercial agenda.

An owner

Someone who steps in as if it is their own business on the line. Invested in the outcome, not just the process. When the strategy is not working, you will hear it straight.

20%

More footfall

Turned a retail centre into a destination people choose

10M+

Visitors a year

Repositioned one of Dublin's leading out-of-town retail destinations to 10M+ annual visitors

62→71%

Premium customer profile

Attracted a higher-spending audience without losing existing footfall

87→98m

Longer in-store

Longer visits that directly grew retailer revenue

+11%

Above target

Outperformed when the national market grew by only 6.4%

1.4M

Passengers

Led one of the most significant airline rebrands in Irish history

35,190

Sq ft, Ireland's first concept Zara

Secured for Liffey Valley, alongside Penneys, Calvin Klein and Rituals

250+

Retail outlets

eMobile taken from zero into five of its own stores and national distribution

€88→€119

Average spend per visit

Every visit worth more to the retailers on site

All results and case studies

Get in touch

Start with a 30-minute strategy conversation.

No pitch. No obligation. A short, direct conversation about where your brand is, where it should be, and whether there is a fit.