About Ben Hayward
Fractional CMO for Queensland businesses that have outgrown "figuring it out"
I'm Ben Hayward, and I've spent 8 years in marketing, building In Cahoots Co, a digital marketing agency in Ipswich.
Here's what I learned: the best work doesn't happen when you're treated as a vendor. It happens when you're embedded as a team member, sitting at the leadership table, and accountable for outcomes.
After working with 50+ businesses, I saw a clear pattern: companies with solid products and capable teams were stuck because they lacked marketing leadership. They had marketers doing tasks, but nobody connecting those tasks to revenue. Nobody at the table asking "Is this actually working?"
So I shifted. Instead of running a traditional agency juggling 20 clients, I now work as a Fractional CMO for a small number of Queensland businesses. I embed with their teams, lead their marketing strategy, and own the outcomes.
Why I Do This
Most growing businesses hit a point where they need marketing leadership, not just execution. They're spending $5K-$15K/month on marketing, but nobody owns the strategy. Nobody's connecting the dots between campaigns, sales pipeline, and revenue.
Hiring a full-time CMO costs $180K-$250K+ (base salary + super + benefits). For most $2M-$20M businesses, that's not realistic - and you don't need someone full-time.
That's where fractional CMO makes sense. You get senior marketing leadership at the table, embedded with your team, accountable for outcomes - at 60-75% lower cost than a full-time hire.
I work best with businesses I can visit regularly and actually get to know - not faceless retainers managed over Zoom. I'm based in Ipswich and work throughout Brisbane and Southeast Queensland.
Background & Experience
I've spent 8 years in marketing and business development across corporate, government, and private sector environments. My experience spans:
- • Strategic Marketing Leadership: Building and executing marketing strategies that connect to business outcomes (pipeline, revenue, CAC, LTV)
- • B2B Marketing: Working with professional services, construction/trades, and growth-stage companies selling complex services to other businesses
- • Digital Marketing: SEO, paid ads, marketing automation, CRM implementation, and attribution modeling
- • Team Leadership: Managing marketing teams, agencies, and specialists to execute integrated campaigns
- • Business Development: Stakeholder management, partnership development, and strategic networking
In 2020, I founded In Cahoots Co to provide strategic marketing support to Queensland businesses. Over the past 5 years, I've worked with 50+ businesses across diverse industries - from sole traders to $50M companies.
That experience taught me what works (and what doesn't) when it comes to marketing for growing businesses. It also showed me the gap between tactical execution and strategic leadership - which is why I now focus exclusively on fractional CMO engagements.
My Approach
I don't believe in cookie-cutter marketing strategies. Every business is different - different customers, different sales cycles, different competitive landscapes.
My approach is to embed with your team, understand your business deeply, and build a marketing strategy that actually fits your reality. Then I lead the execution - managing your team and/or agencies to ensure everything connects to your business goals.
What makes this work:
- • Embedded Leadership: I'm not an external consultant. I work with your team regularly (3-4 days per month), attend leadership meetings, and am accountable for marketing outcomes.
- • Strategic + Tactical: I provide board-level strategy AND hands-on execution oversight. You don't need to translate strategy into action - I manage that.
- • Performance Focused: I care about pipeline, revenue, and CAC - not impressions, likes, or vanity metrics. Marketing exists to drive business growth.
- • Honest Communication: If something's not working, I'll tell you. If you need a different solution than fractional CMO, I'll tell you that too.
Who I Work With
I work with a small number of Queensland businesses to ensure each client gets the strategic attention they deserve. My ideal clients are:
- • $2M-$20M annual revenue: You have product-market fit and need to scale
- • B2B service businesses: Professional services, construction/trades, or growth-stage companies
- • Queensland-based: I work best when I can be in your office regularly
- • Growth-focused: You care about pipeline and revenue, not just marketing activity
- • Ready for leadership: You need strategic direction, not just someone to "run the ads"
If that sounds like you, let's talk.
Let's Talk About Your Business
Book a 30-minute discovery call to discuss your marketing challenges and see if fractional CMO is the right fit.
Or email me directly at [email protected]