Marketing Expertise

With over 20 years of experience operating in the U.S. market, I bring deep expertise across beauty and consumer categories— where brand, performance, and distribution must work seamlessly together.

Helping you to:

Accelerate to the next $50M of sales
Create a Marketing department to operationalize your business
Generate buzz that gets you on the radar with investors and strategic buyers
Systematize your look and feel and brand voice

Jane Gu, CEO and founder of Chief Beauty Office, a Fractional Marketing Agency supporting luxury brands and in fashion, jewelry, and beauty

I help small brands become big brands.

Two women walking on a long, winding road through a barren landscape with hills in the background under a cloudy sky.

You have a great product, now what?

Chief Beauty Office was built to bring Fortune 500 marketing rigor to growth-stage beauty and luxury brands entering, scaling, or regaining relevance.

I partner with brands navigating the complexity of growth—translating brand vision into clear strategy, disciplined execution, and measurable revenue impact.

If your business…

has hit a plateau in sales

needs to start to build a Marketing team

needs to set systems in place as it expands

wants Senior Marketing leadership without full-time overhead

A woman with dark hair, wearing a beige sleeveless top and taupe pants, sitting on a bench against a wooden-paneled wall, writing in an open notebook. Next to her is a framed abstract artwork leaning against the wall, with geometric shapes in shades of brown and beige. Sunlight streams into the room, casting shadows on the wall.

Clarity Backed by Expertise: Frequently Asked Questions

A fractional CMO is a senior marketing executive who leads your marketing function on a part-time, ongoing basis, typically two to three days a week, on a monthly retainer, with real accountability for results.

Not a consultant who delivers a strategy deck and leaves. Not an agency that executes campaigns without owning the outcome. A fractional CMO sits inside your business, makes decisions, and is answerable for what happens next.

The model has moved from unusual to standard. Across industries, roughly half of growth-stage companies now use some form of fractional marketing leadership. In beauty, adoption has been slower — and that is exactly why it is worth understanding properly.

What is a Fractional CMO?

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The scope of work varies depending on the consultant and your brand’s needs, but the most impactful beauty consultants typically work across some or all of the following:

1. Brand Strategy & Positioning

Before anything else, a good beauty consultant helps you answer the foundational question: where does your brand sit in the market, and why should anyone choose it? This includes defining your target consumer, your price positioning, your brand narrative, and your points of difference versus competitors. Without this, everything else — retail, marketing, PR — is built on sand.

2. Market Entry Strategy

A beauty consultant maps the landscape, identifies the right retail channels and distribution partners, navigates regulatory requirements, and builds a phased go-to-market plan that de-risks the process.

3. Retail & Distribution

Getting into the right retailer at the right moment — and staying there — requires more than a great product. A beauty consultant with established retail relationships helps you identify the best-fit accounts, prepare a compelling buyer pitch, negotiate terms, and manage the ongoing retail relationship. This is the difference between a brand that gets listed and a brand that gets reordered.

4. Business Development

Business development in beauty goes beyond sales. It includes identifying partnership opportunities, building distributor networks, developing pricing strategies for different channels, and finding the commercial levers that will drive sustainable revenue growth. A beauty consultant with BD expertise opens doors — and makes sure your brand is ready to walk through them.

5. Fractional Leadership (CMO / COO)

One of the most powerful — and still underused — models in beauty consulting is fractional leadership. A fractional CMO or COO gives your brand senior C-level expertise on a part-time basis. Rather than hiring a full-time Chief Marketing Officer at £150,000+ per year, you engage a fractional CMO for 2–4 days per month — getting the same strategic calibre at a fraction of the cost, with no long-term employment risk.

This model is particularly well-suited to founder-led brands scaling from £1M to £10M revenue, brands preparing for a fundraising round, and international brands entering new markets without a local leadership team.

6. Marketing Communications & PR

Some beauty consultants offer marketing and PR as part of their service — either directly or by briefing and managing specialist agencies on your behalf. This includes brand storytelling, press strategy, influencer partnerships, content direction, and campaign planning.

7. Fundraising & Investor Readiness

For brands seeking investment, a beauty consultant can help build the commercial narrative investors want to see — market sizing, competitive positioning, revenue projections, and the strategic roadmap that demonstrates you know how to deploy capital effectively.

What Does a Beauty Consultant Actually Do?

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Engagements range from two weeks for focused audits to several months for comprehensive transformation.