For roll-ups, franchises & multi-market brands

    Fractional CMO for multi-location businesses.

    Every market is its own P&L. Averages hide the broken ones. I build the machine that wins them one by one — and runs without per-market headcount.

    Start a conversationRun your growth math first
    170+
    Markets run profitably
    ~80%
    Non-paid demand
    200+
    Google Business Profiles
    ~50%
    Blended CPA cut
    The multi-location problem

    Local is the most underrated owned channel in existence.

    For a multi-location business, the Map Pack is where revenue decisions happen — and almost nobody runs it as a system. Corporate builds a brand site; each location gets a half-empty profile; an agency posts duplicate content; paid gets sliced into city campaigns too thin to learn. The result is rented demand in a business that should own its markets.

    Built as a system — one real profile per market, automated unique content, reviews engineered as ranking fuel, paid structured by data sufficiency — local becomes compounding infrastructure. That's how CodaPet drives ~80% of its demand through channels it owns, across 170+ markets, with a five-person team.

    What gets built

    The local presence machine.

    Six systems, installed once, that work across every market you operate — and every market you open next.

    01

    One profile per market, fully built

    Not a corporate listing. An optimized Google Business Profile per market and practitioner — local name, local reviews, local content — so the brand wins the Map Pack where buying decisions actually happen.

    02

    Automated, never duplicated content

    Location content generated and posted automatically from operational events. Unique per market — Google penalizes duplication at scale, and most multi-location brands are duplicating.

    03

    Reviews as a ranking engine

    Event-triggered review requests, monitored velocity per market, responses handled. The difference between 4.2 and 4.7 stars is the difference between the Map Pack and page two.

    04

    Paid structured by data, not by map

    City-level campaign sprawl starves the algorithm — we killed 99 city campaigns and performance improved. Markets group into performance tiers so Smart Bidding gets volume it can actually learn from.

    05

    Per-market unit economics

    Impressions, CAC, and payback tracked per market, not in aggregate — an average across 100 markets hides the ten that are broken and the ten that deserve more budget.

    06

    Owned demand as the base layer

    The goal state: most demand arriving through channels the company owns — local presence, organic, email — with paid as the precision instrument on top, not the life-support system.

    Receipts, not theater

    Proven at national scale.

    Not a framework from a book — the operating record across marketplaces, DTC, and a 170-market service brand.

    CodaPetHead of Marketing

    The national category leader in 170+ markets — ~80% of demand non-paid.

    +225%
    Growth from baseline
    170+
    Markets · 50+ states
    5x
    Organic clicks in a year

    Built the national leader in in-home pet end-of-life care: 200+ Google Business Profiles run as a system, content automation triggered by operations, reviews engineered as a ranking engine, and paid restructured into performance tiers — blended CPA down ~50% while organic impressions grew +314%. A mid-eight-figure run rate, run by a five-person team.

    ShiftgigVP Marketing · Employee #14

    Market-by-market density, $0 to $100M.

    $0→$100M
    Revenue · acquired
    2M
    Workers

    Geo-expansion done with discipline: supply density earned city by city before demand opened, every decision filtered through match rate. The marketplace version of the same multi-market muscle.

    The RealRealGrowth lead · public company

    National paid discipline at nine-figure scale.

    7×
    ROAS at $2M+/mo
    −40%
    CAC

    The paid mastery side of the dual engine: first-party data, honest attribution, and channel structure that let spend scale 7x without CAC exploding.

    The honest fit

    Who this is built for.

    The model earns its keep where markets multiply faster than marketing leadership.

    01

    PE-backed roll-ups

    Home services, veterinary, dental, med spa, restoration — 1–3 years post-acquisition, marketing still fragmented across the acquired brands, no unified demand system.

    02

    Franchise systems

    Corporate builds the brand; franchisees drown locally. The gap is a local presence machine every unit benefits from without running it themselves.

    03

    Multi-location healthcare

    Dental, veterinary, urgent care, dermatology — high-trust categories where local reviews and Map Pack visibility decide who gets the call.

    04

    Geographic expansion

    Proven in a handful of markets, scaling to dozens. The playbook that got you to five markets is exactly what breaks at fifty.

    Common questions

    The questions operators actually ask.

    Why does multi-location marketing need different leadership than single-brand marketing?

    Because the leverage lives in different places. A single-brand CMO optimizes one funnel; a multi-location operation wins or loses on per-market unit economics, local presence at scale, and systems that work without per-market headcount. Averages hide everything — the operating discipline is running each market as its own P&L while the machine stays centralized.

    Can't an agency handle our locations' Google Business Profiles?

    Most agencies manage profiles; very few build the automation that makes hundreds of profiles publish unique, operationally-triggered content — and that automation is what wins the Map Pack organically. I built that machine at CodaPet across 200+ profiles, and the company owns it. That's the standard to hold anyone to, including me.

    How do you handle paid across dozens of markets?

    Segment by data sufficiency, not by map. City-level campaign sprawl starves the algorithm of conversions — at CodaPet we killed 99 city-level campaigns, grouped markets into performance tiers, and let consolidated volume do the learning. Blended CPA came down roughly 50%.

    What does an engagement look like?

    An operating role, not an audit. First 30 days: per-market economics on the table — which markets compound, which bleed. Then the build: local presence machine, review engine, paid restructure, measurement, and the in-house team that runs it after I'm gone. The engagement is designed to end; the system isn't.

    The first step

    Bring your market list. I'll bring the math.

    Twenty minutes: which markets compound, which bleed, and what the machine would look like on your footprint.

    Start a conversationFractional CMO vs. agency