ADVISORY
Senior digital marketing leadership, on a fractional basis
I build end-to-end digital commercial systems from brand, content, search, to measurement for mission-driven B2B companies turning sophisticated products into sustained commercial traction. Based in Dubai, working with teams in climate, proptech, infrastructure, and healthcare across MENA and APAC.
● Now accepting 2026 engagements
LATEST INSIGHT
Notes from the practice.
Writing on AI-era search, sustainability sector commercialization, and the operating systems that connect them.
Clientele
Two kinds of companies.
Both navigating the same underlying problem.
Mission-driven
Companies building toward something that matters.
Climate technology, proptech, infrastructure, and healthcare. B2B companies with sophisticated products, long sales cycles, and buyers who take time to convince.
In realignment
Teams in a phase of change.
Post-growth, post-restructure, or post-leadership-change. The marketing function has gotten complicated and needs someone senior to make sense of it before it can move again.
The shared problem:
- The product is hard to explain in a sentence.
- The buyer takes time to convince.
- There isn’t a full-time CMO in the seat yet.
The Practice
How I work
Three engagement models, depending on what you need.
I. Diagnostic Sprint
2 to 6 weeks. Fixed scope.
I audit your digital commercial engine end-to-end: positioning, channels, content, conversion, measurement. You get a written diagnosis and a prioritized roadmap. This is often the right place to start when you’re not sure what’s broken or where the leverage sits.
II. Embedded Advisory
3 to 6 months. Recurring.
I work alongside your team as a fractional director. We meet weekly, I’m available async in between, and I commission and direct external partners so you don’t have to run that layer yourself. Best for companies in active build mode who don’t yet have a senior marketing leader in seat.
III. Fractional Leadership
6 months minimum. 2 to 3 days a week.
Senior marketing leadership without the full-time hire. I own the digital marketing function, sit in your leadership cadence, and report to your CEO or board. Built for Series A to Series C companies that need executive-level operating power before they can justify the salary that comes with it.
APPROACH
How I think about the work
Commission, don’t execute.
My best work isn’t writing the email or running the ad itself. It’s deciding what gets built, who should build it, and whether it worked once it shipped. Over 15 years of operational judgment, plus a network of specialists I trust to actually do the making.
Organic before paid.
Paid media is a jumpstart. It isn’t a strategy. The thing that compounds is the organic engine: content, search, distribution, owned audience. Most companies skip the work that compounds and then wonder why they can’t stop paying for traffic.
Clarity before scale.
Scaling something broken just makes it broken faster. Usually the first job is fixing the message, the offer, or the funnel. Then you turn the volume up. Doing it in that order saves months and a lot of money.
Launch and compound are different jobs.
Getting a product into market is one discipline. Growing it once it’s there is another. Launch needs positioning, channel bets, message-market fit. The compound phase needs an engine that keeps paying off over years. I do both, and I’m honest with you about which one is actually needed right now.
About
A one-person practice, by design.
I’m Tzu-Wei Wu. I spent the better part of two decades leading digital strategies inside large multi-brand consumer enterprises across multiple markets, reporting into commercial as well as brand. Now I work with mainly two kinds of companies: mission-driven businesses building toward something that matters such as climate solutions, proptech, infrastructure, healthcare, and companies in a realignment phase: post-growth, post-restructure, or post-leadership-change, where the marketing function has gotten complicated and needs someone senior to make sense of it before it can move again. Both share the same underlying problem: the product is hard to explain in a sentence, the buyer takes time to convince, and there isn’t a full-time CMO in the seat yet.
What I do now is the same job, just at a smaller scale and a focused angle: diagnose what’s actually broken, scope the work, hold the vendors accountable to a number that matters. If that’s the shape of what you need, I’d love to hear from you.
CONTACT
Get in touch
The fastest way to start a conversation is to book a call directly. Thirty minutes, no pitch, no obligation. We’ll talk about what you’re working on and whether I’m the right person to help.
If you email, these three things help me give you a more useful first response:
- What your company does; product, stage, market(s)
- Where you’re stuck right now
- What you’re trying to achieve in 6 to 12 months
I read every message myself. No gatekeepers, no automated responses, no generic proposals.