Fractional CMO · Amsterdam

Marketing that
drives revenue.
Not noise.

B2B SaaS companies between €5M–€100M ARR stall not because of product — but because of unclear ICP, weak GTM execution, and marketing without revenue ownership. I step in where growth stalls.

See if we're a fit → View track record
+200%
YoY revenue growth at Payhawk
+500%
MRR growth at Virtuagym
20+
Marketing team FTEs scaled
Joeri Nanov — Fractional CMO
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Joeri Nanov
Fractional CMO · B2B SaaS & Tech
Experience at
Payhawk Virtuagym RemoteDream Dragons' Den The Power MBA
€20M → €80M
ARR growth at Payhawk
€1M → €16M
ARR growth at Virtuagym
5 → 20+
Teams scaled from scratch
6+
Markets localised
Sweet Spot

For B2B SaaS scale-ups
ready to grow properly.

You have product-market fit. You have early marketing hires. Now you need a senior operator with skin in the game — someone who builds the system, not just runs it.

  • B2B SaaS or Fintech between €5M and €100M ARR
  • First marketing hires are already in place
  • Marketing isn't a predictable revenue engine yet
  • You need GTM clarity, pipeline predictability, or channel scale
  • Senior marketing leadership without the full-time overhead
  • VC-backed growth & board reporting experience needed

Industries

B2B SaaS Fintech Marketplaces Health Tech Travel Tech

What I bring

Go-to-Market Strategy Revenue Marketing ABM Performance Marketing ICP Definition Team Building Board Reporting International Expansion

Way of Working

1–3 days / week Monthly retainer No equity
Use Cases

Where I step in
and deliver.

🎯

GTM Repositioning

When your messaging no longer resonates or your ICP has shifted. Audit, redefine, and rebuild your go-to-market motion around who actually buys.

📈

Performance Marketing Scale

Scale Google Ads, LinkedIn, and demand gen channels with CRO, A/B testing, attribution modelling, and funnel optimisation that compounds.

🏢

Account Based Marketing

Moving from spray-and-pray to precision targeting of your highest-value accounts. ABM that aligns marketing and sales around the same pipeline.

🔮

Predictable Marketing Engine

Building the dashboards, reporting cadence, and lead-scoring systems that give your board and sales team full pipeline visibility.

👥

Team Building & Leadership

Hiring, structuring, and mentoring marketing teams. Built teams from 5 to 22 FTEs — I know who to hire in what order and how to run them fast.

🌍

International Expansion

Localising GTM and marketing into new markets: DE, UK, FR, ES, US. From market analysis to channel selection and local content strategy.

How I Work

Three phases.
No wasted time.

A structured onboarding that takes me from zero context to revenue-generating initiatives in under eight weeks.

Week 1–3
01

Full Funnel Analysis

Deep audit of your marketing: ICP, channels, funnel conversion, attribution, tech stack, team structure, and competitive positioning. No assumptions — just data.

Week 4–6
02

GTM & Positioning

Redefining or sharpening your ICP, messaging framework, channel strategy, and budget allocation. Delivered as a clear roadmap your team executes against from day one.

Week 7+
03

Revenue Initiatives

Hands-on execution of the highest-leverage initiatives. ABM programmes, performance campaigns, pipeline reporting, team hiring — whatever moves the number.

Track Record

Real results.
Real companies.

Not consultancy theory — I've been inside these companies and owned the number.

Payhawk ↗
Marketing Director Benelux · Nov 2022 – Mar 2026
Fintech Unicorn
+200%
Avg. YoY growth
€20M→€80M
ARR during tenure
€1M+
Annual budget

Led Benelux marketing through 3.5 years of sustained hypergrowth. Introduced ABM, scaled performance channels, and drove regional PR. Managed the full mix: Demand Gen, ABM, Events, SEO, Content, and PR.

Virtuagym ↗
VP Marketing · May 2017 – Aug 2021
B2B SaaS
+500%
MRR growth
€1M→€16M
ARR during tenure
5→22
Team FTEs

Built and led the entire marketing function from 5 to 22 FTEs across Performance, Content, PMM, Design, Web, Events, Growth, and PR. Localised GTM into 5 international markets. Full attribution modelling and board-level reporting. Also hosted podcasts & webinars ↗ on B2B SaaS growth.

RemoteDream ↗
Co-Founder & CCO · Mar 2021 – Jul 2024
Founder

Launched and scaled a travel platform for remote workers. Secured investment on Dragons' Den ↗ and the Rabobank Innovation Fund. Built a revenue-share partnership with Expedia. First-hand founder experience — skin in the game, not just advice.

The Power MBA ↗
Growth & Marketing Lecturer · Ongoing
Education

Lecturing on growth and marketing strategy at one of Europe's leading online business schools. Staying at the edge of B2B growth methodology — frameworks that feed directly into client work. Follow along on LinkedIn ↗.

Hands-on experience with VC-backed companies backed by
Endeit
Lightspeed
Eleven Ventures
Greenoaks
Earlybird
QED Investors
HubSpot Ventures
Why Fractional

Senior leadership.
Without the overhead.

  • Faster than hiring full-time

    No 3-month recruitment cycle, no 6-month ramp. Operational from week one, insights by week three.

  • Low risk, flexible engagement

    Monthly retainer. No equity, no long-term commitment. Scale up or down based on your stage.

  • Board-ready from day one

    Direct experience presenting to boards and VCs. I speak revenue, pipeline, and CAC — not impressions.

  • Clean exit when the team is ready

    The goal is a self-sufficient marketing function. I exit when the team can run without me.

"
Marketing als omzetmotor —
niet als kostenpost.
Joeri Nanov · Fractional CMO · Amsterdam
Let's Talk

Let's see
if we're a fit.

A 30-minute call to understand your current marketing situation, growth targets, and where the biggest gaps are. No sales pitch — just an honest conversation about whether a fractional engagement makes sense.

I work with 2–3 companies at a time. If you're a B2B SaaS or Fintech between €5M and €100M ARR with growth ambition, reach out.

joerinanov@gmail.com
+31 6 24 40 96 11
linkedin.com/in/joeri-nanov

Send a message

I respond within one business day.