If you run a serious business in Kenya, you’ve probably said some version of:
- “We need marketing… but we’re not ready to hire.”
- “We tried an agency… ilikuwa tu posts.”
- “We have a social media person, but hakuna direction.”
- “We’re doing a lot, but sales still come from referrals and random luck.”
That middle is exactly where fractional marketing shines. Not vibes. Not “let’s trend”. It’s senior marketing leadership, part-time with clear deliverables.
So what is fractional marketing?
Fractional marketing is when you hire an experienced marketing lead (say: Head of Marketing/ Marketing Manager/CMO-level contact) for a fraction of the time, on a monthly retainer.
You’re basically saying:
“I don’t need you full-time, but I need you serious-time.”
In Kenya terms: it’s basically having a strong marketing KYM who can plan + execute + keep everyone accountable, without having to put them on payroll like a full-time hire.
Why fractional marketing is taking off in Kenya right now
Because a lot of Kenyan businesses don’t fail due to lack of effort. They fail because marketing is scattered.
You’ll see businesses doing:
- Instagram posts today, then nothing for 3 weeks
- a boosted post here and there (no funnel, no tracking)
- a nice website that nobody visits
- “We’ll do a rebrand” every time sales slow down 😅
Fractional marketing brings structure:
- what to say
- who to say it to
- where to say it
- how to convert attention into leads
- how to keep the team consistent
And it does that while respecting reality: budgets are tight, founders are busy, and every move needs to show ROI.
Who fractional marketing is actually for in Kenya
1. Founder-led SMEs with a real offer
You sell something real. Services. Products. You’re not guessing. You just need marketing to stop being “random”.
Examples that might ring a bell:
- a microfinance company in Nairobi trying to move from referrals to steady inbound
- a tech startup piloting a financial product that enables fractional ownership of expensive assets
- a restaurant in Kiambu that wants diners beyond the regulars and passersby
- a consulting firm that needs credibility and better enquiries
2. Professional services brands (the high-trust businesses)
Law firms, consultants, accountants, HR firms, coaches, creative studios. Spaces where people don’t buy because you’re loud. They buy because they trust you.
Fractional marketing helps you package your expertise into:
- Social proof (case studies, wins, testimonials)
- Clarity (positioning + messaging)
- Sales
3. Teams that already have people but no senior direction
You might have a designer, a social media person, a videographer, even a website guy… but nobody is driving:
- the strategy
- the calendar
- the priorities
- the conversions
- the numbers
Fractional is the missing “captain”.
Who fractional marketing is not for (save your coins)
Fractional marketing won’t help if:
- You don’t know what you’re selling yet (offer keeps changing weekly)
- Your service delivery is broken (marketing will only bring more complaints faster)
- You want someone to “just post” (that’s a junior content role)
- You’re not available for approvals/context (marketing needs inputs to move)
Fractional works best when you’re ready to commit to a simple rhythm: weekly check-in + fast approvals + consistent shipping.
What a fractional marketer does (the real work)
This depends on your goals, but typically it includes:
1. Positioning and messaging (so you stop sounding like everyone)
This is where we answer:
- Who exactly are we for?
- What problem do we solve (in plain English, not corporate jargon)?
- Why should someone pick us over the next guy?
Because in Kenya, everyone says:
“Quality. Affordable. Trusted.”
So you need a sharper story.
2. A go-to-market plan you can actually execute
Not a 40-page strategy deck that dies in Google Drive.
A practical plan like:
- the 3 audiences we’re targeting
- the 2 channels we’ll focus on (not 7)
- the content pillars
- the offers (lead magnet, discovery call, consultation, quote request)
- the lead handling process (how enquiries are tracked + followed up)
3. Content that sells (not content that just exists)
Kenyan buyers do homework. They screenshot. They forward to WhatsApp groups. They ask their cousin.
So content needs to do one of these jobs:
- explain the offer clearly
- show proof
- answer objections
- educate the market
- make it easy to enquire
Examples:
- a “How pricing works” post (especially if you sell services)
- a case study (before/after)
- a “common mistakes” post for your industry
- a simple FAQ page/section (yes, this converts!)
4. Lead generation + conversion basics
This is where most businesses struggle.
Fractional marketing sets up things like:
- landing pages that don’t confuse people
- a clear CTA (book a call / request a quote / WhatsApp us)
- email or WhatsApp follow-up flow
- basic reporting (so you know what’s working)
And yes, most times it includes ads, but only after the fundamentals are tight.
5. Managing execution (so things stop stalling)
The best strategy in Kenya dies at:
- approvals
- unclear briefs
- “I’ll send you the photos”
- “Let’s revisit next week”
- someone not doing their part
Fractional marketing includes operational leadership:
- briefs
- calendars
- review cycles
- accountability
- prioritisation
Fractional vs agency vs full-time hire
Full-time hire
Best if you have:
- stable budget
- enough work daily
- leadership capacity to manage them
- clear KPIs
Agency
Best if you already have:
- clear direction internally
- someone senior to manage the agency
- specific needs (ads, PR, design, video)
Fractional
Best if you need:
- senior direction and hands-on shipping
- clarity + momentum fast
- a system you can later hand over to a team
A very common winning combo:
Fractional lead (strategy + direction) + freelancers (design/video/copy) + optional specialist agency (ads/PR)
How to structure a fractional engagement (the way that works)
Here’s a clean structure I use (and recommend):
Phase 1: The clarity sprint (2 weeks)
- audit what exists
- tighten the message
- identify quick wins
- pick priorities (what we stop, start, continue)
Phase 2: The 30–90 day build (execution + results)
- content engine
- conversion assets (landing pages, one-pagers, case studies)
- lead capture + follow-up flow
- simple reporting
Phase 3: Retain or handover
Either:
- keep the fractional lead as steady leadership, or
- hire full-time and hand over a working system
The biggest mistake businesses make with marketing
They hire for output before clarity.
So they get:
- posters
- reels
- boosted posts
- “branding”
But they still don’t know:
- who they’re targeting
- what their offer is in one sentence
- why people should trust them
- how leads are tracked
- how conversion happens
Fractional marketing flips that. Clarity first and fast → then quality output (not quantity) → then optimal scale.
If you’re considering fractional marketing, start here
Ask yourself:
- Do we have a clear offer that people already pay for?
- Can we commit to a weekly rhythm (even 45 minutes)?
- Are we ready to be consistent for at least 8–12 weeks?
- Do we want a system (not a quick hype moment)?
If the answer is yes, fractional can be one of the smartest growth moves you make.
Work with me: Fractional marketing packages (Thamani Digital)
If you want senior marketing support without hiring full-time, here are the ways I work with clients:
1. Fractional Marketing Lead Retainer (best for SMEs + startups)
For founder-led teams that need strategy + execution + accountability.
Includes:
- positioning + messaging refresh
- monthly plan + weekly shipping cadence
- content + conversion assets
- light team/freelancer coordination
- simple performance reporting
2. 90-Day GTM Sprint
Perfect if you’re launching, pivoting, or entering a new segment and you need a focused push.
Includes:
- ICP + offer packaging
- GTM plan
- key assets (landing page, one-pager, pitch narrative)
- launch content + distribution plan
3. Executive Visibility (LinkedIn)
For founders/operators who need consistent thought leadership without sounding cringe.
Includes:
- content planning + ghostwriting
- comment strategy + visibility plays
- profile optimisation + proof assets
If any of this strikes a chord, DM me and tell me:
- what you sell
- who you sell to
- what’s not working right now
I’ll reply with the best-fit package (and what I’d prioritise in the first 30 days).
You can also book a quick call below.
Schedule a call with me
Want my Fractional Marketing Starter Checklist? Get it here.
