Discover the story of Kati Iordache, Fractional CMO and founder of GreenLove Advisory, and her transition from global leadership to purposeful, strategic marketing with real impact.
Kati Iordache is a Fractional CMO and the founder of GreenLove Advisory, with over 20 years of experience in digital marketing, strategy, website, and growth for global brands such as IBM, ABN Amro, Genpact, and European scale-ups. She is recognized for her ability to turn marketing into a growth engine and to lead teams and complex projects with pragmatism, empathy, and measurable results.
Fractional Insider: How was your transition from a classic career to fractional leadership/consulting?
Kati Iordache: The transition was natural, but not necessarily easy. After more than 15 years in global leadership roles, I felt the need for a new professional chapter—one where I could bring real and fast value, without the constraints of a rigid corporate structure. I started GreenLove Advisory with the clear intention of offering strategic, on-demand marketing services tailored to companies’ real needs—especially in times of transformation, scaling, or pivoting.
I realized I could make a major difference in a much shorter time when working as a Fractional CMO because I bring a strong mix of strategy, execution, and leadership—along with empathy and a deep understanding of business context.
Fractional Insider: What attracted you most to this model and what challenges did it bring?
Kati Iordache: I was drawn by the freedom to choose projects I believe in and people I trust. But more than anything, I was drawn by the immediate impact. I no longer have to “prove myself” for years in a hierarchical structure; I can bring value from the first month and build teams, processes, and tangible results within 90 days.
The challenge was learning to sell myself—something many senior professionals struggle with. I was used to talking about the brands I worked for, not about myself. Now I’m learning, authentically, to talk about what I can bring as an independent professional.
Fractional Insider: How do you choose the projects and clients you work with?
Kati Iordache: I look for synergy in values and vision. I choose companies that want to grow healthily, remain relevant in the market, and treat their teams and partners with respect.
So far, I’ve worked with tech start-ups, premium medical clinics, e-commerce businesses, industrial companies, and financial consulting firms. I get involved only if I feel I can bring real change—whether it’s lead generation, brand positioning, website redesign, or product launches.
Fractional Insider: Tell us about a moment when you had a major impact as a fractional leader.
Kati Iordache: A recent example is a top clinic with a presence in three major cities. I came in when the brand was visible but poorly positioned. I led a full audit, a strategic repositioning, a calendar of local activations, and an integrated marketing plan including PR, influencers, SEO, media, and partnerships. In less than three months, we generated the first qualified digital leads, increased search visibility, and brought coherence to the communication.
Fractional Insider: What are the main differences between being a full-time executive and a fractional one?
Kati Iordache: As a full-time executive, you’re part of the system. As a fractional, you’re a catalyst for change. You have autonomy, but also the responsibility to deliver quickly. There’s no time for extended onboarding—you have to “step onto the field” and perform well from day one.
And the essential difference: as a fractional, clients evaluate you exclusively based on results, not on presence, processes, or internal politics.
Fractional Insider: How do you explain the value of a fractional to a skeptical CEO?
Kati Iordache: I explain that a Fractional CMO brings seniority, speed, and results at a fraction of the cost of a full-time executive. No complicated recruitment, no slow onboarding, no risk. It’s an ideal formula for companies that want to grow but aren’t yet ready for an in-house CMO or that need an external, neutral, yet committed vision.
I often provide a concrete 30-60-90 day plan, so they can see exactly what I bring and deliver.
Fractional Insider: What are the most common mistakes companies make when working with fractionals?
Kati Iordache: The biggest mistake is seeing the fractional as an external executor, not as a strategic partner. The second is lack of clarity: if we don’t define goals and expectations together, the risk of disappointment is high. The third—disregarding the process: just because the fractional is “part-time” doesn’t mean they should be included only when needed. Consistent involvement leads to real results.
Fractional Insider: How do you see the evolution of this career model in the coming years?
Kati Iordache: I believe fractional leadership will become mainstream in Europe within the next 3–5 years. More and more senior professionals are seeking flexibility, and companies are realizing they don’t need full-time employees for everything.
Especially in marketing and digital, changes happen so fast that you need adaptable leaders—connected to the market and ready to execute. That’s exactly where the fractional model comes in.
Fractional Insider: What advice would you give a senior professional thinking about becoming fractional?
Kati Iordache: Don’t wait for the “perfect moment.” It never comes. Build your personal brand, define your clear offer, and start with a small project. Keep learning, stay curious, disciplined, and vulnerable. And always remember why you’re doing this: not for less work, but for more meaning.
Fractional Insider: Finally, what is GreenLove Advisory and what makes you different?
Kati Iordache: GreenLove Advisory is my marketing strategy and growth consultancy, founded on the belief that good marketing starts with care—for the client, the team, and the business.
My services include:
- Fractional CMO for companies in scaling or transition
- Integrated marketing strategy (digital, brand, content, SEO, website)
- Conversion funnel audit and optimization
- Leadership for complex projects: rebranding, website, martech
- Mentorship for marketing teams
What do I bring differently? A rare mix of strategy and execution, creative and pragmatic thinking, empathetic leadership, and real global experience. And a clear purpose: I want to work with people who aim to build sustainably, meaningfully, and with visible results.
If you have a project that needs clarity, vision, and energy—let’s talk.
With a rare blend of global vision, empathy, and pragmatic execution, she proves that performance and purpose can coexist within a flexible, modern, and results-driven collaboration model.
