Benchmarks and models for 2026

Scaling businesses across Australia are asking the same question in 2026. How can two Fractional CMOs quote fees that range from $6k to $18k per month for what seems like the same service? And what does good value look like when your business needs senior marketing leadership but cannot justify a full-time hire?

This guide provides pricing benchmarks based on the Australian market. It explains what drives the cost, what you should expect at each price point and how to judge whether a Fractional CMO is the right choice for your stage.

How much a Fractional CMO costs in Australia in 2026

The figures below reflect current Australian rates for senior marketing leaders with ten or more years of experience in Director, Head of Marketing or CMO roles.

Hourly rates

• $180 to $300 per hour
  Common for operators with strong experience at Head of Marketing or Marketing Director level.
• $300 to $550 per hour
  Typical for ex-CMOs, specialists with cross-market experience, or leaders with a proven commercial track record.

Hourly billing suits short advisory work or targeted reviews. It is not the best model for ongoing leadership.

Monthly retainers

• $6,000 to $9,000 per month
  Suits small businesses or early scale-ups that need 0.5 to 1 day per week of strategic guidance and marketing leadership.
• $10,000 to $14,000 per month
  Suitable for businesses needing 1 to 2 days per week with active ownership of planning, agencies and team direction.
• $15,000 to $18,000+ per month
  Suitable for companies with revenue targets above $20m, multi-market needs, or complex teams. Often involves 2 to 3 days per week of embedded leadership.

Project fees

• $12,000 to $30,000
  Strategic plan, messaging overhaul, funnel rebuild, or market entry plan.
• $30,000 to $60,000+
  Multi-market strategy, full go-to-market planning, brand repositioning, commercial restructure, or cross-functional change programme.

These ranges reflect rates observed across Australian consulting marketplaces, recruitment briefs, and senior marketing contractors in NSW, VIC, QLD and WA.

What drives the price

1. Experience

A leader who has grown companies across several markets will sit at the higher end. Someone who has led only tactical teams will sit lower.

2. Scope

Retainer fees change sharply depending on whether the CMO is expected to:

• direct strategy only
• manage agencies
• lead an existing team
• own commercial outcomes
• prepare board reporting

3. Time commitment

A senior marketer cannot deliver organisation-level change on a half-day retainer. More days equals more depth. Pricing reflects that reality.

4. Business complexity

Multi-product portfolios, international markets, regulated sectors and high-growth targets require deeper involvement and higher fees.

What to expect at each price point

Below $5,000 per month

This is usually advisory-only support. Useful for founders needing a strategic partner to soundboard plans and ideas with. Not suitable for scale-ups or companies where the need is for someone who will take on revenue responsibility.

$6,000 to $9,000 per month

You should expect:

• strategic direction
• a marketing rhythm and priorities
• guidance for junior team members
• monitoring of agencies

You should not expect hands-on funnel work or change-leadership.

$10,000 to $14,000 per month

You should expect:

• strategic plan
• quarterly goals and KPIs
• oversight of agencies and internal team
• reporting tied to commercial outcomes
• involvement in sales alignment

$15,000 to $18,000+ per month

You should expect:

• embedded leadership
• accountability across marketing, sales, product and CX
• multi-market planning
• board reporting
• direct influence on commercial performance

If you are paying at this end of the market without seeing a step-change in capability or clarity, the fit is wrong.

How Fractional CMOs compare to full-time CMOs

A full-time CMO in Australia costs between $220,000 and $380,000 in salary alone. Add the extras:

• super
• bonus
• recruiter fee
• benefits
• onboarding
• headcount risk

Total cost often sits between $300,000 and $450,000 per year.

A Fractional CMO offers access to senior leadership from one third to one half of that spend, with flexibility to scale involvement up or down as needed. 

For businesses with revenue between $5m and $80m, large enough to need executive guidance but too small to justify a full-time CMO, this model offers runway to grow without locking in a full-time executive.

Pricing models and when to use them

Retainer model

Best for: Businesses that need ongoing leadership, alignment across functions, and continuity.

Pros: Stable access, clear priorities, steady progress.

Watch out for: Scope creep and unclear expectations. Needs a well-defined plan.

Fixed weekly commitment

Best for: Companies with teams that need regular coaching and direction.

Pros: Predictable cadence and accountability.

Watch outs: Higher monthly cost. Requires clear boundaries to avoid filling the role of a full-time manager.

Sprint or 90-day engagement

Best for: Businesses stuck, misaligned or preparing for a new market.

Pros: Fast clarity and reset.

Watch outs: Limited execution unless continued into a retainer.

Common mistakes businesses make when hiring

Avoid these pitfalls. They cost money and momentum.

Hiring only on price: Low fees often signal limited seniority or lack of commercial experience.

Expecting tactical output from a strategic hire: A Fractional CMO directs the function. They are not a content marketer, graphic designer, or ads manager.

Providing poor access to data: No marketing leader can deliver clear direction if they cannot see the numbers.

Not giving them authority: If they cannot direct agencies or set priorities with the internal team, your progress will stall.

Signs you have chosen the right Fractional CMO

You will notice some or all of the below:

• clearer decisions
• a well defined marketing rhythm
• tighter alignment between marketing and sales
• better agency output
• stronger reporting tied to commercial goals

Most importantly, you feel less stretched and more certain about what matters.

Why price varies

Pricing varies because capability varies. What you are buying is senior judgement, commercial competence and the ability to move your business forward without the cost of a permanent executive.

If you want to explore what a Fractional CMO could look like for your business, visit Fractional CMO Services, review the Pricing page, or get in touch.

FAQs for 2026