Why I’m Becoming Canada’s First Fractional Chief Client Officer

Why I’m Becoming Canada’s First Fractional Chief Client Officer

A.I is Changing the Agency Model 

The agency environment is having to adapt quickly to Artificial Intelligence.  More clients are demanding agility on smaller budgets.  More agency teams are working remotely. And more leaders are looking for senior-level expertise without the overhead of full-time C-suite hires. It got me thinking: What if we reimagined the role of client leadership itself?

So, I turned to ChatGPT and asked: “Is there a future in Canada for a new role—something like a Fractional Chief Client Officer?”

The answer?
GREAT IDEA.

Not only did ChatGPT give the concept two enthusiastic thumbs up, but it also confirmed that this exact role—the Fractional Chief Client Officer (fCCO)—is already being trialed and tested in the U.S. And from what I’m seeing, it’s exactly what the Canadian agency ecosystem needs next.

Why a Fractional Chief Client Officer?

A Fractional Chief Client Officer brings senior-level client strategy, leadership, and relationship management to agencies or brands—on a flexible, contract basis. Think of it as having a client whisperer in your corner: someone who understands account growth, knows how to build trust with clients, and can mentor junior staff while ensuring smooth delivery.

Here’s why the model makes sense—now more than ever:

• Agility: Agencies need leadership that scales up or down with client volume.
  
• Expertise: Clients expect polished, senior guidance—but agencies can’t always afford a full-time CCO or Director, Client Services..
  
• Stability: Junior teams thrive when they have seasoned leadership guiding the client relationship.
  
• Efficiency: The fCCO model eliminates bloated overhead while delivering measurable value.
  

What This Means for Agencies and Clients

For agencies, a Fractional Chief Client Officer fills the leadership gap between managing partners and account teams. It brings strategic oversight, client retention, and pitch excellence—all without the need to hire full-time.

For clients, it means their agency truly “gets it”—that they have a trusted, experienced advisor managing their business and representing their interests. Someone who can think like a CMO, but act like a COO when needed.

A New Model for a New Era

The future of agencies isn’t about cutting corners. It’s about cutting waste and building smarter teams. It’s about bringing in expertise on demand and aligning resources with value—not job titles. The Fractional Chief Client Officer / Fractional Director of Client Service role is a natural evolution of that thinking.

And I’m proud to be one of the first in Canada to raise my hand and say: Let’s do this. So, I officially launched RainMaker Marketing today.

If you’re an agency founder, a brand marketer, or someone curious about this new way of working, let’s connect. The future of client leadership isn’t five years away—it’s already here. And it’s fractional.