Discover Lara’s story – an award-winning Fractional CMO who turned professional freedom into a lifestyle and a success strategy built on clarity, courage, and impact.
Lara is an award-winning Fractional CMO and business growth strategist with over two decades of experience helping companies disrupt their industries and become the choice in their market. Through her firm, Start Some Shift, she builds brands, strategies, and systems that accelerate growth for service-based businesses across North America. Her clients span industries from healthcare to professional services, and her insights have been featured in outlets like CNBC and the Chicago Tribune.
Fractional Insider: How was your transition from a traditional career to fractional leadership/consulting?
Lara: It’s been almost twenty years, so the details are a little fuzzy… but I remember the feeling vividly. I started my fractional leadership business in 2008, right in the middle of the economic downturn. It was a bold time to leave a “secure” job, but I wanted to build a business on my own terms.
It’s always scary to walk away from the illusion of stability, but I knew I wanted autonomy: creative, financial, and personal. What surprised me was how quickly it took off. There was no ramp-up time. I leveraged my network, and within a month, I was fully booked.
Even in the worst economic conditions, businesses still need marketing. In fact, they need it more. My transition ended up being energizing: no commute, clients I genuinely liked, and more freedom than I’d ever had before. I was doing what I loved – only smarter.
Fractional Insider: What attracted you most to this model, and what challenges did it bring?
Freedom. Full stop.
Lara: I wanted to design my business around my life. Not the other way around. As a fractional leader, I can work from anywhere in the world. My son and I spend a few months in Europe every winter, escaping the cold Canadian weather without missing a beat with clients.
After my son’s father passed away, I learned the value of time with loved ones. Even though my work was exciting and fulfilling, I didn’t want it to come at the expense of time with my son. This model lets me create experiences and memories with him while building a thriving business. That’s the real reward.
The challenge? I own 100% of the problems. When Covid hit, all five of my retainer clients disappeared in one week. Overnight, my business evaporated. While friends with steady jobs were enjoying remote work, I was rebuilding from scratch… without knowing when the world would reopen.
It was brutal. But reinvention forces clarity. I rebuilt in a way that was more scalable and strategic. That reset changed everything.
Fractional Insider: How do you choose the projects and clients you work with?
Lara: When I’m auditioning a client, I have 3 criteria to determine fit:
1. Do they have a problem I can actually solve, and one that aligns with my zone of genius?
2. If they weren’t a client, would I still enjoy spending time with them?
3. Are they a sinking ship? Because no amount of marketing can save a business that’s bleeding out without a budget.
If all three check out, it’s usually a great fit. The best clients see marketing as an investment, not an expense… and they’re ready to move fast.
Fractional Insider: Tell us about a moment when you had a major impact as a fractional leader.
Lara: My specialty is brand perception. I move clients from A company in their industry to THE company in their industry.
One client, a B2B firm, was a powerhouse in one market but invisible in another. We narrowed their focus, redesigned their brand, and positioned them as the go-to authority in their niche. Within a year, they were on stage at the industry’s largest association events, aligned with major partners, and known as thought leaders.
We built a full ecosystem – brand, content, lead generation, and conversion systems – and the results were explosive. Thousands of highly vetted and qualified leads, a significant jump in market visibility, and a clear reputation as a leader. Not to mention, a lucrative new business revenue stream. It was a fast-track from anonymity to authority.
Fractional Insider: What are the main differences between being a full-time executive and a fractional one?
Lara: As a full-time executive, you’re embedded in one organization’s politics, processes, and priorities. As a fractional, you’re paid for clarity and results.
I come in with an outside perspective, no emotional baggage, and a bias toward action. I don’t get stuck in internal meetings about meetings. My value is in diagnosing, strategizing, and leading execution quickly.
The other difference? Pace. Fractionals move faster. We’re accountable to impact, not internal optics. That’s why companies bring us in – to accelerate what’s already in motion or to jumpstart what’s stalled.
Fractional Insider: How do you explain the value of a fractional leader to a skeptical CEO?
Lara: A good fractional leader gives you executive-level strategy without the overhead or long-term commitment of a full-time hire. You get a senior operator who’s seen hundreds of business models and can spot patterns your team can’t.
Fractionals bridge the gap between strategy and execution. We don’t simply advise. We roll up our sleeves and make sure the plan gets implemented.
Fractional Insider: What are the most common mistakes companies make when working with fractionals?
Lara: Three stand out:
1. Treating a fractional like a freelancer. Fractionals are executives. We lead, we make decisions, we don’t just “do tasks.”
2. Not giving us access. We need visibility into the business to diagnose and lead effectively. Holding back information slows everything down.
3. Expecting miracles without change. You can’t hire a fractional and keep doing things the same way.
The best partnerships happen when leadership commits to the process and lets us do what we do best: fix what’s broken and build what’s next.
Fractional Insider: How do you see this career model evolving in the coming years?
Lara: Fractional leadership is the future of executive work.
Companies want expertise on demand and faster results. I think we’ll see even more hybrid models emerge – where teams are built entirely from fractional specialists who operate like a plug-and-play executive suite.
For senior professionals, it’s also a lifestyle shift. We’re moving away from the corporate ladder and toward creativity and meaningful impact. The best talent doesn’t want to sit in boardrooms. They want to solve real problems, with real freedom.
Fractional Insider: What advice would you give to a senior professional considering becoming fractional?
Lara: Be clear on your value. Know exactly what problems you solve, for whom, and why you’re the best choice. Your clarity becomes your currency.
When you structure your business around your strengths and your life, it grows faster and gets a lot more fun.
Lara’s story proves that success can be redefined when you follow your values and design a career on your own terms.
