Positioning & proposition
Is the value clear, distinctive and relevant to the buyers you want to reach?
Interim & Fractional CMO · Strategic Marketing Advisor
Marketing that moves business forward.
I help technology, consulting and other expertise-led companies build, scale, transform or accelerate marketing. I step in where needed: to sharpen the direction, lead a team through change, strengthen an existing marketing function or deliver a specific project.
I connect strategic choices with the people and work needed to put them into practice.
20+years in marketing and commercial roles
10years inside technology consulting
Globalexperience across complex ecosystems and markets
Humanjudgment and connection, accelerated by AI
A commercial perspective
More marketing isn’t always the answer.
When marketing activity grows but commercial impact does not, the real issue is often upstream. Positioning may be too broad. The proposition may not land. Sales and marketing may be working from different assumptions. Or the operating model may simply have been outgrown.
Before recommending another campaign, hire, agency or AI tool, I look at where growth is actually getting stuck. That creates clarity on what to stop, what to strengthen and what to do next.
The goal is not more activity. It is a marketing engine that fits the business and moves it forward.
The 360° view
Find the real growth blocker.
A useful diagnosis connects the market story, the commercial ambition and the way marketing actually gets done.
Go-to-market choices
Are priorities, audiences, offers and routes to market focused enough to create momentum?
Sales & marketing alignment
Do teams share the same commercial story, priorities and definition of progress?
Team & operating model
Do the structure, capabilities and ways of working still match the company’s growth stage?
Demand & market activation
Are content, campaigns, events and partnerships connected to a meaningful commercial objective?
Data, process & AI
Can technology improve speed and quality without amplifying fragmentation or generic work?
How I help
Senior direction, an outside perspective and the drive to make it happen.
Strategic Marketing Advisory
When the challenge or the right priorities are unclear, I help leaders understand what is happening and decide what to do next. That can mean an assessment, sharper positioning, a go-to-market approach or a practical roadmap.
For questions that span several parts of the business, the three-week Marketing Growth Assessment provides an evidence-backed diagnosis and priorities for the next 90 days.
Interim & Fractional CMO
When marketing needs senior leadership, I join the organization for the period and level of involvement required. An interim role can cover a leadership gap or guide a transition. Fractional support brings ongoing senior direction for part of the week.
In both cases, I work with leadership, sales and the marketing team to set priorities, strengthen the way they work together and keep plans moving.
Marketing Projects & Embedded Support
When the direction is clear but a project or team needs extra senior thinking and delivery, I can join directly. That might be for a proposition or launch, a campaign, content program, event, partnership or another focused activation.
I can also strengthen an existing team during a busy period, bringing strategic perspective, creative input and hands-on support where it is needed.
Insights
Practical perspectives on marketing leadership, growth and transformation.
When does a company need a fractional CMO?
When senior marketing direction is needed — without immediately hiring a full-time CMO.
Read insightWhat is a Marketing Growth Assessment?
How to identify where marketing growth is getting stuck and what to prioritize next.
Read insightWhy more marketing activity doesn’t always create more growth
Why campaigns, content and tools cannot compensate for problems further upstream.
Read insightWhen to bring me in
When the company has outgrown its marketing model.
You do not always need another permanent hire or a bigger agency. Sometimes you need senior judgment, structure and momentum at exactly the right moment.
- Growth has slowed and the real cause is unclear
- Marketing is busy, but commercial impact is hard to see
- A new proposition, market or growth phase needs direction
- Leadership, sales and marketing are not fully aligned
- The team needs senior support without losing ownership
- AI is accelerating output, but not necessarily improving the work
How I work
From complexity to clarity.
The shape of the engagement changes. The logic stays simple.
Diagnose
Understand the business ambition, buyer reality and current marketing engine.
Decide
Make the choices that create focus: what matters, what stops and what comes first.
Design
Translate those choices into a practical model, roadmap, team rhythm and activation plan.
Deliver
Bring the work to market, learn quickly and strengthen what creates commercial movement.
About Vivian
I connect the dots.
I'm Vivian Andringa, founder of VMA360. As an interim and fractional CMO and strategic marketing advisor, I help technology, consulting and other expertise-led companies connect marketing strategy with hands-on execution.
Between business strategy and marketing. Between deep expertise and a story buyers understand. Between the big picture and the work needed to bring it to life.
I bring more than twenty years of marketing and commercial experience, including a decade in technology consulting. My experience spans B2B technology and consulting, alongside broader brand, commercial and marketing leadership roles. My work spans strategy, positioning, go-to-market, demand, thought leadership, campaigns, partnerships, transformation and people leadership.
I have worked across global ecosystems including Xebia, Microsoft, GitHub and Nike. Along the way, the work has been recognized through multiple international marketing and partner awards and has contributed to initiatives linked to millions in new revenue.
Based in the Netherlands · Working across technology, consulting and other expertise-led businesses, with deep experience in software, cloud, data, AI and digital services.
AI + human
Better work. Not more generic work.
I use AI as a marketing copilot for research, analysis, campaign optimization, ideation, content and workflow improvement. It helps me spot patterns, test and refine campaigns, and improve speed and quality, while judgment, originality and human connection remain central.
Start with the real question
Maybe you don’t need more marketing. You need to see where growth is getting stuck.
A focused conversation can bring clarity to the challenge, the choices and the best next step.
“I’m an interim and fractional CMO and strategic marketing advisor, bringing more than 20 years of marketing and commercial experience.”
