Fractional CMO Leadership + Full-Funnel Execution.
Our Story
Evolving to Meet Your Needs
Six years ago, we founded Shoestring Services—a marketing agency built to serve startups and SMBs with high-impact, affordable growth solutions. Our model was simple: modular, tactical services designed to give early-stage teams access to expert support without the overhead. And it worked. We’ve delivered results for hundreds of companies, from seed-stage startups to established global brands.
But as our clients grew, their needs evolved. They weren’t just looking for execution anymore — they needed strategic oversight. Someone to connect the dots across channels, align marketing with business objectives, and lead a unified, end-to-end growth function.
That’s why we created Shoestring Labs: a more holistic solution built for scale. Where Shoestring Services provides the tools, Shoestring Labs provides the system — fractional CMO leadership paired with full-funnel delivery, so every activity works together to drive measurable growth.
Why Shoestring Labs?
Startups and mid-sized businesses often find themselves caught in a gap between tactical execution and strategic direction. Tactical marketing alone quickly reaches its limit, and without senior leadership, growth becomes inconsistent and unpredictable.
Shoestring Labs bridges this gap. We combine proven strategic leadership with robust execution, acting as your fractional CMO and operational growth team in one cohesive partnership. Our mission is simple: provide clarity, drive results, and empower your business to scale smarter, faster, and more sustainably.
Strategic Oversight
Every engagement is led by senior marketers who align activity with business outcomes, ensuring your entire funnel is working toward clear, measurable goals.
Trusted Delivery Partners
Our network of vetted, best-in-class service partners brings deep expertise across content, video, automation, design, and demand generation. You get agency-quality work, without the agency bloat.
Visibility & Accountability
You’ll have clear reporting, regular check-ins, and full transparency around what’s working, what’s changing, and what’s coming next — without micromanagement or confusion.
Simple, Predictable Pricing
Fixed monthly pricing means no surprises — making it easier to manage budgets, forecast costs, and stay in control as you scale.
Tailored Solutions to Fuel Your Growth
We craft comprehensive marketing strategies uniquely designed to achieve your corporate objectives. Each engagement starts with an in-depth audit and strategic roadmap, then evolves through real-time insights and performance-based adjustments.
We stay ahead of the curve so you don’t have to. Our team leads and manages a full suite of modern marketing capabilities designed to drive B2B growth — all delivered through simple, fixed-price packages starting at $5K/month.
- Fractional CMO & Strategic Oversight
- Generative Engine Optimisation
- Social Media Management
- High-Quality Content Writing
- Multichannel Lead Generation
- Webinar-as-a-Service
- Lead Magnet Creation
- Video Creation & Repurposing
Meet the Team Behind Shoestring Labs
Startups and growing businesses often reach a point where tactical marketing isn’t enough—they need leadership. Someone to pull everything together, set a clear direction, and ensure every action drives measurable results. Shoestring Labs was built for exactly that. We bridge the gap between strategy and execution, providing the leadership needed to take your business to the next level. We’re passionate about helping businesses grow through strategic marketing, expert advice, and hands-on support. Our vision is to empower businesses with the leadership they need to scale smarter and faster.
Emma Hoffman, Fractional CMO
Emma is a seasoned entrepreneur with over 15 years in B2B marketing, recognized among Australia's top entrepreneurial talent. Having founded multiple ventures—including Blockbid, CofoundX, Classhopper, and bigdeal Mobile App—Emma specializes in brand-building, fundraising, and strategic partnerships. Her hands-on leadership ensures your marketing initiatives drive real, measurable outcomes.
Jo-Ann Chan, Fractional CMO
Jo-Ann combines her Chartered Accounting expertise with deep strategic insight gained from roles at global enterprises like Unilever and fast-paced SaaS startups. With a background spanning law and commerce, Jo-Ann aligns financial strategy and marketing innovation, ensuring every campaign is not only creative but financially sustainable and results-focused.
Giving Back
10% Pro-Bono Commitment
We believe in supporting organizations that are making a difference. That’s why 10% of our time goes to pro-bono work with selected not-for-profits and community initiatives. When you work with us, you’re also supporting meaningful causes.
Why Fractional Services
Growing businesses need strategic marketing leadership to scale — but hiring a full-time CMO can be costly, time-consuming, and high-risk. Shoestring Labs offers a smarter alternative. We embed senior marketing expertise inside your business, supported by a full-service delivery team, to lead your growth function without the overhead of a full-time hire. Our fractional CMOs provide clear strategic direction, ensure your marketing budget is invested where it matters most, and track performance against real business goals — not vanity metrics. We help you stay agile, responding quickly to shifting market dynamics and customer behaviour so your marketing stays relevant, effective, and efficient. You get leadership, execution, and results — without the long-term financial commitment.
Fractional CMO Services
how we deliver value
All our packages provide strategic oversight, execution management, detailed weekly updates, and monthly performance reports to ensure transparency and continuous optimization.
Initial Audit & Strategy Development
Implementation & Execution
Continuous Optimisation & Growth
Success Stories
join US NOW
Let’s create something extraordinary together
Schedule a complimentary consultation to discuss your business goals and discover how Shoestring Labs can drive your growth.
Your questions answered
Common questions
How does a fractional CMO work?
A fractional CMO provides senior-level marketing leadership on a part-time basis, offering startups the strategic direction and execution they need without the cost of a full-time hire.
How involved is Shoestring Labs in our day-to-day marketing?
Shoestring Labs act as an embedded team within your business, overseeing strategy, guiding execution, and ensuring all marketing efforts are aligned to your goals. We don’t just advise — we actively drive performance, manage delivery partners, and adapt your strategy in real time as your business evolves.
Why choose Shoestring Labs?
Unlike traditional fractional CMOs, we don’t just create strategies—we execute them. With Shoestring Labs, you get access to our full team and proven methods tailored to startups.
Is there a minimum commitment?
Yes, we recommend an initial three-month engagement to build momentum and deliver results. After that, we offer flexible month-to-month support.
Ready to Scale Smarter and Faster?
Let’s Build Your Growth Engine. We don’t do fluff, one-size-fits-all retainers, or random acts of marketing. We build full-funnel systems, backed by data, optimized for results, and executed by senior marketers. Let’s talk strategy. Schedule your complimentary consultation today.