Interview with Alexandra Cocheci about the transition from traditional marketing to fractional leadership, professional freedom, and real impact on brands and teams.
Alexandra Cocheci is a marketing and communication professional with over five years of experience in integrated marketing roles, brand strategy and communication, as well as in developing and implementing digital strategies. She has worked closely with advertising agencies (ATL, BTL, Media, PR), actively contributing to increasing brand visibility and awareness.
Fractional Insider: How was your transition from a traditional career to fractional leadership/consulting?
Alexandra Cocheci: The transition happened naturally, almost as a logical continuation of my professional journey. After years of working in companies and agencies, I realized I wanted more freedom and, most importantly, the chance to make a tangible impact on multiple businesses. That’s how my marketing and PR agency, https://echopr.ro/, came to life, which I run together with my business partner. We both wanted to create a space where our experience could be transformed into real solutions for clients – not just campaigns, but communication directions and strategies that truly make a difference.
Fractional Insider: What attracted you most to this model, and what challenges did it bring?
Alexandra Cocheci: What attracted me most was the diversity. I absolutely love going from a conversation with a start-up just starting out to working with a mature company looking for a rebrand. Each story is different and challenges me to think creatively and adaptively. Of course, challenges exist – the biggest one is managing your energy and time so that each client feels like they are the “only one.” I’ve learned that this largely comes down to organization, setting expectations correctly from the start, and maintaining the same level of quality and involvement regardless of how many projects are in progress.
Fractional Insider: How do you choose the projects and clients you collaborate with?
Alexandra Cocheci: Together with my partner, we follow a simple criterion: compatibility. We want to work with people and companies who believe in the power of marketing and PR, who see these tools as an investment and not an expense. The team’s “energy” matters a lot as well – I’ve noticed that when our values align with those of the client, collaboration flows naturally and results come much faster. We want to work with people and organizations who understand the long-term role of marketing and PR and who are willing to invest in building authentic relationships with their audience.
Fractional Insider: Tell us about a moment when you had a major impact as a fractional leader.
Alexandra Cocheci: I remember a rebranding project that seemed impossible at first. The company was going through a difficult time, and there was a lot of hesitation about changing its image. I started by listening – to the team, the clients, and the partners. Then I built a communication strategy focused on authenticity. The result? The brand wasn’t just perceived differently – it gained new partnerships and regained market trust. For us, it was proof that when you combine empathy with strategy, you can generate significant change.
Fractional Insider: What are the main differences between being a full-time executive and a fractional one?
Alexandra Cocheci: As a full-time executive, you inevitably fall into a routine, which can sometimes limit creativity. In the fractional/consulting model, the dynamic is completely different: each project comes with a new industry, a different audience, and challenges that push you out of your comfort zone. For me and my partner, this challenge has been the driving force keeping us curious and connected to everything new. We’ve turned the diversity of projects into an advantage – every day we learn something different and adapt quickly to trends. The fact that we’re not confined to a single context but work with multiple types of businesses gives us a fresh perspective and a wealth of insights we can immediately apply to our clients’ strategies. That’s why being fractional is not just about flexibility but also about “continuous training.” It’s what keeps us in motion, in tune with the market, and constantly capable of bringing innovative ideas.
Fractional Insider: How do you explain the value of a fractional to a skeptical CEO?
Alexandra Cocheci: I clarify that we’re not there to replace anyone. Our role is to be an additional resource, a strategic partner who complements what the company already has. If the team lacks specific expertise, we become that extra medium- or long-term resource, exactly in the areas where direction and know-how are needed.
The value we bring comes from the experience we’ve gained over time, from the variety of projects we’ve worked on, and from the insights we’ve accumulated across different industries. This perspective allows us to offer immediately applicable solutions and accelerate processes without the organization having to hire a senior full-time professional.
Often, what we do is complement the internal team: we bring strategy, structure, and direction, while the company’s people remain those who implement and carry out the day-to-day work. This way, the impact is real and sustainable, and the CEO quickly sees that we don’t “take someone’s place” but rather bring added value that shows in the results. When I show concrete examples of projects where we delivered quick impact, skepticism disappears.
Fractional Insider: What are the most common mistakes companies make when working with fractionals?
Alexandra Cocheci: I think one of the biggest mistakes is starting a collaboration without clear objectives. It sometimes happens that companies believe things will resolve themselves simply through the presence of a fractional consultant. Another mistake is the lack of communication – success depends heavily on transparency and the involvement of both parties.
Fractional Insider: How do you see this career model evolving in the coming years?
Alexandra Cocheci: I truly believe the future is fractional. The market is changing rapidly, and companies are increasingly looking for flexible and efficient solutions. Especially in marketing and PR, the need for short-term expertise and well-calibrated campaigns will make this model more and more common. We’re already seeing an upward trend, and I’m convinced that in a few years it will become standard practice.
Fractional Insider: What advice would you give a senior professional considering becoming fractional?
Alexandra Cocheci: To know themselves very well and clearly define what they can offer. Then, to build a strong personal brand – because reputation is key. And, last but not least, to be ready to constantly learn and adapt. It’s a path full of rewards but also of great responsibility. If you know who you are and what you bring to the table, you’ll find that this model gives you the freedom to create impact where it matters most.
Through her empathetic and results-driven approach, she shows how modern professionals can bring significant value to multiple organizations while maintaining the freedom to innovate and continuously learn.
