Joanna Duncan-Fractional CMO & Strategic Advisor
Check rate
Experience
Advisory Board Member
Pleinert & Partner
Appointed to provide a senior marketing and commercial perspective to a Swiss consultancy specialising in people management and organisational design.
Co-Founder The Marketing Meetup Geneva
The Marketing Meetup
Co-founder and lead of the Geneva chapter of an international marketing community, running bi-monthly IRL events. Lead chapter strategy, speaker and venue partnerships, event programming, LinkedIn and email promotion, and community experience.
Fractional CMO & Strategic Advisor
Various
Focus: Providing fractional leadership and GTM strategy for consumer marketplaces and technology-led scale-ups. Partnering with founders to define brand positioning, build customer experiences, and drive high-velocity growth engines.
- Delivered early-stage marketplace traction (500+ B2C users / 200+ B2B partners) by building the GTM strategy and customer experience for a B2B SaaS-enabled marketplace
- Secured $500K USD in initial funding by defining the brand positioning and commercial narrative for an early-stage ticketing tech startup
- Accelerated marketplace brand positioning for Switzerland's leading P2P campervan platform by integrating AI-native workflows to analyze NPS feedback and market segments.
Chief Marketing Officer
The Travel Corporation
Focus: Led the global marketing function for two flagship travel brands within a 40-brand portfolio, defining brand vision, marketing strategy, customer experience and digital operations.
- Scaled a global marketing organization from 20 to 55 FTE (with dotted-line leadership of 43 regional marketers) to support $720M in revenue, building central functions across brand, performance, and digital.
- Optimized a $60M total global marketing budget by building a central operating model that aligned brand strategy with local market activation across 8 international markets.
- Delivered a 60% increase in lead volume and 15% increase in conversion by building a modern MarTech stack and implementing personalization and automation across the customer journey.
- Exceeded initial direct revenue projections by 40% by leading the launch of a new global ecommerce platform across 8 markets, integrating technical and content roadmaps to improve UX and localization.
- Drove sustained double-digit revenue growth and increased NPS from 71 to 89 by repositioning and relaunching two global brands based on deep customer segmentation and market analysis.
- Improved creative consistency and execution quality across multiple markets by building global brand governance and campaign planning rhythms.
Global Marketing Director
Expedia Group
Focus: Led global marketing for Expedia's B2B lodging platform, developing partner-facing marketing, product messaging and go-to-market strategies to help hotel partners adopt technology solutions that improved performance, guest experience and commercial outcomes.
- Challenged Booking.com's market dominance by leading the global B2B launch of a dual-payment model (Pay Now vs. Pay Later), shifting commercial control to the consumer and driving widespread technology adoption.
- Improved conversion by 25% and reduced bounce rates by 20% by introducing an Account-Based Marketing (ABM) approach and personalizing product narratives for hotel partners.
- Delivered a 180% uplift in adoption rates for a new B2B feature (Real-time Feedback) by aligning product messaging with partner pain points.
Senior Marketing Manager
Barclays PLC
Marketing Campaign Manager
HomeServe GB PLC
Marketing Executive
Eversheds Sutherland
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Tourism, Banking and Finance, Professional Services, Information Technology, and Insurance.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Strategy, Product Development, Information Technology, Business Intelligence, and Operations.
Summary
Background: I am a Geneva-based senior marketing leader and consultant with more than 20 years’ experience across brand, product marketing, digital growth, customer experience and go-to-market strategy. Previously CMO for two global travel brands within The Travel Corporation and Global Marketing Director at Expedia Group, I now advise B2B and B2C marketplaces, SaaS businesses and technology-led ventures.
What I bring: My strength is bridging strategy and execution: identifying the underlying customer or commercial challenge, establishing a clear direction and working with teams to turn it into action.
Projects I’m looking for: Consulting, transformation and interim marketing leadership assignments involving marketing strategy, segmentation and positioning, brand and proposition development, go-to-market planning, marketplace growth, acquisition, CRM and retention.
Skills
- Marketing Strategy & Commercial Growth
- Customer Segmentation, Targeting & Positioning
- Brand Strategy, Proposition & Messaging
- Product Marketing & Go-To-Market Strategy
- B2b & B2c Marketplace Growth
- Performance Marketing & Customer Acquisition
- Crm, Retention & Lifecycle Marketing
- Customer Journey & Conversion Optimisation
- Marketing Operating Models & Global Team Leadership
- Ai-Enabled Marketing Operations
- Executive Stakeholder Management
Languages
Education
IMD
Executive Certificate · AI & Digital Acceleration · Switzerland
**Modules covering: **
- Marketing Strategy in the Digital Age
- Strategic Thinking
- AI Strategies
- AI Implementation
- Advanced Leadership
Aston University
MSc · Marketing Management · Birmingham, United Kingdom
Nottingham Trent University
BSc (Hons) · Physiology & Pharmacology · Nottingham, United Kingdom · 2.1
Certifications & licenses
Marketing Strategy in the Digital Age
IMD
Strategic Thinking
IMD
Digital Strategist
Section Business School
Statistics
Experience
Global experience
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Joanna is based in Geneva, Switzerland and can operate in on-site, hybrid, and remote work models.
Joanna speaks the following languages: English (Native), French (Intermediate).
Joanna has at least 24 years of experience. During this time, Joanna has worked in at least 8 different roles and for 8 different companies. The average length of individual experience is 3 years. Note that Joanna may not have shared all experience and actually has more experience.
Based on recent experience, Joanna would be well-suited for roles such as: Advisory Board Member, Co-Founder The Marketing Meetup Geneva, Fractional CMO & Strategic Advisor.
Joanna's most recent position is Advisory Board Member at Pleinert & Partner.
In recent years, Joanna has worked for Pleinert & Partner, The Marketing Meetup, Various, and The Travel Corporation.
Joanna is most experienced in industries like Tourism, Banking and Finance, and Professional Services. Joanna also has some experience in Information Technology and Insurance.
Joanna is most experienced in business areas like Marketing, Strategy, and Product Development. Joanna also has some experience in Information Technology, Business Intelligence, and Operations.
Joanna has recently worked in industries like Tourism, Information Technology, and Professional Services.
Joanna has recently worked in business areas like Marketing, Strategy, and Information Technology.
Joanna holds a Master in AI & Digital Acceleration from IMD, a Master in Marketing Management from Aston University and a Bachelor in Physiology & Pharmacology from Nottingham Trent University.
Joanna has 3 certificates. These include: Marketing Strategy in the Digital Age, Strategic Thinking, and Digital Strategist.
Joanna is immediately available part-time for suitable projects.
Daily rate distribution
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The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Calculated based on our freelancers’ daily rates as of 30 Aug 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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