Fractional Head of Marketing
Fix whatever's actually blocking growth. Without a full-time Head of Marketing.
I'm Pedro Muller. I work hands-on inside B2B software and AI companies from seed to Series B. Sometimes the growth challenge is pipeline. Sometimes it's positioning, a leaky funnel, or nobody owning retention. I diagnose which one it is, then do the work myself, inside your tools. I built demand generation inside Zendesk, Intercom, and Apollo.
Previously at
01
Who this is for
B2B software and AI companies, seed to Series B, in Europe and the US. You need senior marketing leadership but you're not ready, or not willing, to spend on a full-time Head of Marketing yet.
Usually that looks like one of these:
- You're the founder wearing the marketing hat, and it doesn't fit.
- Nobody can say what makes you different, so every channel has to work twice as hard.
- You're running outbound, or ads, or content, but not as one system, so you can't tell what's actually working.
- Replies come in and nobody qualifies them, or they go quiet and nobody can say why.
- Sales is waiting for meetings that marketing hasn't produced.
If that's where you are, that's the job.
02
What I do
Five areas. One job: find the growth challenge that's actually in your way, and fix it.
Positioning & messaging
- Value proposition and offer design
- Messaging matrices by persona and industry
- The words have to be right before the campaigns can work
Full-funnel campaigns
- Paid ads, content offers, events, and lifecycle email, on top of outbound
- Demand isn't just chased, it's also captured and nurtured
- Paid: LinkedIn and search campaign build, targeting, and ongoing optimization
- Content offers and events: the asset or occasion that earns the first conversation, a teardown, a webinar, a dinner
- Lifecycle email: nurture and retention after the first touch, not just before it
Outbound
- Email, LinkedIn, and cold calling, coordinated rather than run in isolation
- Deliverability, domain and inbox setup, sequence design
- Cold calling scripts, call review, and coaching. For one current client, calling outperforms email
- List building: ICP definition, TAM sizing, account and contact lists, enrichment
SEO & AEO
- Classic SEO, done with current search behavior in mind
- Visibility in AI answers: ChatGPT, Perplexity, Google AI Overviews
- Built on HubSpot's published AEO method
Pipeline & reporting
- Qualifying replies and defining what counts as a meeting
- CRM hygiene and connecting campaigns to revenue
- Weekly numbers with clear metric definitions. Vanity stats don't survive a pipeline review
03
How it works
Done With You
I set strategy, guidelines, and review. Your own team executes. Fewer hours from me, your team keeps the capability.
Done For You
I build and run the campaigns directly, inside your tools and your accounts.
Pilot month
We start with a one-month pilot. Before either of us commits to a longer contract, we see whether this works.
Three-month contract
If the pilot earns it, we move to a three-month contract with clear review points.
Month to month
After that, month to month with 30 days' notice. No lock-in beyond what the work justifies.
Reviews
A value review at the end of month 1, and again around month 4. Continue, scale, or stop.
I work inside your stack: Lemlist, Apollo, Clay, Sales Navigator, HubSpot. Tools are billed at cost, in your own name, no markup. Rates and engagement terms are covered on the first call.
04
Who I am
I've spent more than 10 years turning marketing into pipeline that sales teams actually want to work.
I started at Zendesk, building the demand engine for Brazil and Mexico, and went on to lead Zendesk for Startups from San Francisco. At Intercom I ran campaigns and lifecycle marketing and launched Fin. At Apollo I built a mid-market outbound motion that connected intent data, enrichment and sequencing into Salesforce pipeline.
Now I do the same work as a fractional Head of Marketing for B2B software and AI companies. I diagnose before I prescribe, I work inside your tools, and I report numbers with clear definitions.
Zendesk · Intercom · Apollo
05
Questions
06
Book a call
We talk about what's actually blocking growth right now, and whether fractional is the right shape to fix it. If it isn't, I'll say so.