Growth leaders often focus on tactics, channels, and experiments. But at a certain point, the real unlock is not another marketing playbook. It is leadership.

In this episode of In Demand, Asia reflects on her first year working as a fractional CMO and the shift she is experiencing in her role. After spending months identifying growth levers and investing in long term bets like SEO and brand, she realized the next phase is more about leadership and building a center of excellence. 

Asia and Kim explore the role of storytelling, brand, and the difference between deciding positioning versus operationalizing it. 

If you are a founder, marketing leader, or executive figuring out how to move from doing the work to developing the people doing the work, this episode will give you a thoughtful look at what that transition actually feels like.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

Links: 

Chapters

  • (00:01:00) - Asia reflects on her first year as a fractional CMO and learning the growth levers of the business.
  • (00:09:00) - What it means to build a marketing “center of excellence.”
  • (00:14:00) - Teaching teams how to recognize quality in messaging and content.
  • (00:15:40) - The difference between defining positioning and then operationalizing it across the company.
  • (00:21:00) - Why marketing, sales, and product all need to reinforce the same story.
  • (00:28:00) - Why the brand is becoming more of a focus for Asia in the CMO role.
  • (00:32:10) - Self-awareness, leadership growth, and knowing when to push or step back.
  • (00:39:30) - Lessons from working in toxic environments and separating identity from work.

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