Strategy is only useful if someone executes it. I do both.
Most companies at Series A or B don't need another deck. They need someone who can identify exactly what's broken, build the strategy to fix it, and stay in the room until the results show up.
Depending on what your situation requires, I work as a strategic advisor, an embedded team lead, or a fractional CMO; sometimes all three across a single engagement.
My philosophy
Diagnosis before prescription
I lead with "let's figure out which breakpoint is actually killing your growth. Sometimes it's positioning. Sometimes it's retention. Sometimes it's three things compounding each other. But we don't guess. We diagnose.
Systems, not symptoms
High CAC isn't always an ads problem. Low conversion isn't always a landing page problem. I trace the visible symptom back to its structural root; then fix that
Education, not dependency
You'll leave every engagement with frameworks you understand and can use independently. Not a deck you can't execute without me. The goal is to make you better at diagnosing your own growth, not to create reliance on an outside consultant.
Partnership, not vendor
I work with you, not for you. This is a strategic partnership where I bring expertise and frameworks, you bring knowledge of your business and customers, and together we build something that works.
Outcomes, not activity
If sales cycles shorten, close rates improve, CAC drops, and retention increases, the marketing is working. Everything else is vanity.
Every engagement starts in the same place
Before any strategy gets built or any implementation begins, we diagnose. That's not a formality; it's the work. Knowing which breakpoint is primary changes everything that follows. It determines what to fix, in what order, and where your budget will have the most impact.
The assessment comes first. Always. What follows depends on what we find and what your business needs.
Step 1, Diagnose: The 5 Breakpoints Assessment
A structured diagnostic that finds exactly where your growth system is breaking and what to fix first..
What happens: I conduct a structured audit across all five breakpoints; positioning, customer definition, messaging, channel integration, and retention. I examine your acquisition funnel, customer journey, channel performance, and how your teams are aligned around the customer. Then I identify the root cause, not the symptom, and give you a prioritized action plan.
What you leave with: A clear answer to what's broken, why, and what to address first. Some clients take the plan and execute it with their team. Most choose to continue into one of the two paths below.
Timeline: 3 weeks Deliverables: Full diagnostic audit, findings presentation, prioritized action plan.
After the assessment, you choose the path that fits your situation.
PATH A
Build and implement: Integrated Growth Engagement
We build the strategy and work with your team to implement it.
What happens: Based on the assessment findings, I work directly inside your business to build and execute the integrated growth strategy. This includes rebuilding positioning if needed, restructuring your acquisition funnel, aligning channel messaging, building lifecycle and retention programmes, managing agencies and vendors, and setting up tracking and attribution. I run ongoing performance reviews and optimize as results come in.
Right for you if: you have a marketing team in place but need senior leadership to drive the strategy and oversee execution, or you need to build your acquisition engine from the ground up.
Timeline: 3 to 6 months
Deliverables: Strategy build, hands-on implementation, agency oversight, funnel optimization, attribution setup, performance reviews, transition frameworks
PATH B
Ongoing: Fractional CMO
Senior marketing leadership, embedded in your business, without the full-time cost.
What happens: I embed in your leadership team as your CMO on a fractional basis. Owning marketing strategy and execution, managing your team or agencies, and making the day-to-day decisions that keep growth moving. This isn't outside advice. I'm inside the business, accountable to outcomes.
Right for you if: you're a founder or CEO who needs a senior marketing leader but isn't ready for a full-time hire, or you've outgrown your current team's capacity and need someone to own the function entirely.
Timeline: 6 to 12 months
Deliverables: Full marketing leadership, strategy and execution ownership, team and agency management, performance accountability
PATH C (NEW)
Strategic Momentum Program
Ongoing strategic counsel for companies executing strategy.
What happens: Two 30-minute strategic calls per week for ongoing counsel, decision support, and breakpoint monitoring. Like having a senior CMO on speed dial.
Right for you if: You've completed a strategic engagement and want ongoing support during implementation, or you're a founder/first-time CMO who needs a strategic sounding board.
Timeline: Month-to-month (3-month minimum)
Other ways we can work together:
Foundation Strategy (positioning and messaging only)
Retention Accelerator (lifecycle marketing only)
Market Entry Strategy (new markets)
What this looks like in practice
Across every engagement, the work typically spans:
Acquisition
Paid media strategy and oversight, lead generation and pipeline strategy, channel mix and budget allocation, conversion funnel and landing page optimization, content and SEO strategy, email and lifecycle marketing.
Infrastructure
Tracking, attribution and reporting setup, agency and vendor management, messaging frameworks and positioning, customer journey mapping, retention and advocacy programmes, ongoing performance reviews and optimisation.
Most companies don’t have a lead problem. They have a clarity problem.
What clients say about the work
“Dina developed our first Integrated Marketing Communications plan, bringing the marketing and communications teams together during strategy and planning. She aligned multiple stakeholders around a cohesive customer journey and truly rose to the occasion.”
— Group Marketing Director, SaaS“Dina’s strategic vision turned the Toronto Raptors influencer partnership into a resounding success. She seamlessly integrated athletes and creators into a cohesive campaign that strongly resonated with our audience.”
— Marketing Manager, Brand & Influencer Strategy“Dina quickly understood our business and translated it into a clear and effective marketing approach. Her recommendations informed our internal marketing strategy and helped extend our reach to new audiences.”
—Public Sector Executive20+ Years Leading Marketing Strategy For Global Brands
I've led integrated marketing strategies for Fortune 500 companies, global hospitality brands, government organizations, and Fintech platforms across North America, the Middle East, and Europe. Now I bring that same strategic rigor to growth-stage B2B and B2C SaaS companies.
Not sure which engagement fits where you are right now?
Start with a 30-minute call. We'll look at what's happening in your business, identify which breakpoint is most likely the root cause, and figure out together what level of support makes sense. You'll leave with clarity either way; whether we work together or not.