Fractional CMO for hospitality and wellness brands
I like to help the best brands get found.
Marketing strategy and leadership for boutique resorts, spas, retreats, studios and clinics. I set the direction; the right team carries it out. Toronto, Ontario, Canada, working across North America.
Good brand. Plenty of effort. Nobody leading the marketing.
You are running the business and the marketing, and the marketing always comes second.
Plenty is getting posted, sent and spent, and nobody can say what is working.
Your website, social and ads each have an owner, and nobody is leading the whole picture.
Guests find you by word of mouth, not by search, and not in the answers AI gives.
You have been sold deliverables before, with no strategy underneath them.
You know something needs to change, and you do not know where to start.
Your brand is already good. It needs direction more than it needs more effort.
Three ways to work together.
The biggest discoveries begin with the most powerful questions. When the right ones come up, they lead to the best stories.
Clarity Call
Thirty minutes with me. Bring your stuck points. Leave with one clear observation about where your brand is losing visibility and a direction for what to fix first. No pitch.
Marketing Strategy
A focused engagement to understand your business, your numbers and your guests, then build the plan: positioning, priorities, channels, and what to stop doing. You leave with a roadmap your team can run.
Fractional CMO
I sit inside your business as your marketing lead. A weekly rhythm, clear priorities, KPIs that mean something, and oversight of the people and partners doing the work. Strategy stays alive instead of living in a deck.
Most brands start with a Clarity Call. Some move into Strategy. The ones who compound stay for leadership.
Strategy from someone who has been in the room.
Twenty years of hospitality, then marketing.
Before marketing, I spent nearly twenty years in hospitality. I rose to General Manager of a golf resort in Ontario's cottage country, and spent years inside premium resort operations in the Canadian Rockies, including the property home to Alberta's first Nordic spa. Service is a craft, and the guest experience is the brand. That is still how I look at a business.
I have been working with AI tools every day since early 2023. Discovery has moved from blue links to AI answers, and I want to help brands get found in AI search, on Google, on social, wherever their guests are looking.
"I don't want to sell. I want to see your situation clearly and show you exactly where to start."
Wondering Concierge
Wondering Concierge is the agency I founded, a strategic marketing partner for boutique hospitality and wellness brands. It is where the building happens: websites, Search Everywhere Optimization, content and social, made by a team.
The agency is the doers. This is the strategist.
As a fractional CMO I set the direction. Wondering Concierge is one of the teams that can carry it out when that is the right fit, and you are never obliged to use it.
Visit wonderingconcierge.com
Leadership, not execution. Here is how to tell.
This is a fit if
- You run a hospitality or wellness brand that is better than its online presence shows.
- You want a marketing lead, not another vendor.
- You are willing to stop doing work that is not paying off.
- You value plain advice over frameworks with special vocabulary.
Probably not a fit if
- You need someone to post, design or build day to day.
- You want ideas without changing anything.
- You are looking for a quick fix, not a direction.
If execution is what you need, that is what an agency does. I run one, and I am happy to point you to the right people either way.
What it is like to work together.
"Since working with Miles, my website traffic has grown by 600%. He helped me build my website with SEO in mind, and then continue to implement effective ads to push traffic. I have already happily recommended Miles to other business owners who are looking for growth."
Miles really integrates himself deeply with the team. We never felt like he is a consultant.
What I really gained from working with Miles has been the lens of seeing my business from my story and my 'why' point of view. I have learned that more is not always better when it comes to marketing and being strategic.
Discovery, Growth, Connection. Sharing with others through story.
Travel
Discovery comes with travel. The trips end up on Instagram.
Hospitality
Nearly twenty years of it, from the front line to General Manager. Service is still how I judge everything.
Wellness
Nordic spas, retreats, studios and clinics: the brands I know from the inside and the ones I work with.
AI, daily
I use AI every day to help business owners, and talk about it each week on the Operator Mode podcast.
The ones people ask first.
What does a fractional CMO do?
A fractional CMO leads your marketing without being a full-time hire. I set the strategy, decide the priorities, define what gets measured, and direct the people and partners who do the work. You get senior marketing leadership for part of a week instead of a full-time salary.
Do you do the execution too?
No. As a fractional CMO I lead; I do not post, design or build day to day. When a client needs execution, my agency, Wondering Concierge, can take it on, or I work alongside the team and partners you already have.
Who do you work with, and where?
Hospitality and wellness brands: boutique resorts, Nordic spas, retreats, studios, clinics and practices. I am based in Toronto, Ontario, Canada and work with brands across North America, mostly remotely.
What happens on a Clarity Call?
Thirty minutes with me, no pitch. You tell me what is going on and what you have tried. I ask the questions others miss and name one or two things clearly, with a direction for what to fix first. If it is a fit to go deeper, I will tell you what that looks like.
Start with thirty minutes.
Pick a time below. You will leave knowing where your brand is losing visibility and what to fix first.
- Every call is with me, not an intake team.
- Nothing to prepare. Come with your honest read on where things feel stuck.
- No pitch deck, no follow-up sequence. A conversation and a clear next step.
Prefer to connect first? Find me on LinkedIn.