Senior Marketing Leadership, On-Demand
Get clearer marketing direction, structured plans, and experienced leadership without long-term overheads. Partner with senior marketing leaders to shape strategy and improve performance.
Who We Are
Jendela Advisory is a fractional marketing practice that provides senior marketing leadership, clearer direction, and structured plans for companies that want to move with more focus and confidence. We help teams prioritise well, use resources effectively, and turn strategy into practical action.
You get structure and senior experience without adding long-term overheads or disrupting what already works. The aim is to align strategy, strengthen execution, and support decision-making with clarity and data.
Our approach is hands-on and collaborative. We act first and advise second, providing senior guidance and practical support that help your team deliver stronger results and build capability that lasts.
Our Approach
- Combined strategy and action
- Hands-on support where needed
- Knowledge transfer that builds internal strength
- A focus on outcomes that matter commercially
- Flexible engagement options to match your stage
Why Companies Call Us
Companies seek us out when marketing momentum stalls or performance plateaus despite investment. We provide the experienced leadership and fresh perspective needed for rapid diagnosis and effective solutions.
Growth Has Slowed
Marketing momentum and acquisition have plateaued despite sustained effort.
Poor Conversion
Campaigns don't convert despite significant spend, indicating funnel or targeting issues.
Strategy Drift
Strategy and execution diverge, causing confusion and undermining effectiveness.
Leadership Gaps
Leadership transitions or departures leave critical gaps in marketing direction.
We don't replace teams. We help them move faster, work smarter, and deliver measurable outcomes. Our role is to provide senior expertise and objective perspective to identify blind spots, fix problems, and establish sustainable systems for continued success.
Why Fractional Marketing Makes Sense
Not every company needs a full-time CMO. Fractional leadership delivers senior marketing direction and expertise precisely when you need it most, whether during growth, challenges, or transitions.
Strategic Leadership, Right-Sized Commitment
Access senior marketing direction that fits your stage of growth. You get the experience and judgment of proven leaders, without the permanence of a full-time hire.
Independent Perspective, Uncover Blind Spots
Gain fresh eyes to identify overlooked issues, leveraging best practices from diverse industries.
Flexible & Scalable Engagement
Adjust support as needs evolve – scale up for critical periods, scale down when appropriate.
Hands-On Operators Who Embed
We work directly with your team as an extension of leadership, not distant consultants delivering reports.
We work as part of your leadership team, practical, accountable, and focused on outcomes.
You gain senior-level guidance and hands-on support without adding permanent headcount.
You gain senior-level guidance and hands-on support without adding permanent headcount.
The Fractional Leadership Team
Melissa Chan
Managing Partner | Marketing & Strategy
Melissa leads overall marketing direction, ensuring alignment between brand positioning, product strategy, and commercial goals.
With extensive experience building and scaling marketing functions in high-growth environments, she combines strategic vision with operational rigour to create systems that deliver measurable results.
With extensive experience building and scaling marketing functions in high-growth environments, she combines strategic vision with operational rigour to create systems that deliver measurable results.
Core expertise:
- Go-to-market and brand strategy
- Aligning marketing with business objectives
- Planning, messaging, and performance rhythm
- Building and restructuring marketing teams
Formerly part of the founding team at Touch 'n Go eWallet, Melissa has also held leadership roles at iMoney, Involve Asia and Remix, and senior positions across major financial institutions including CIMB, HSBC, RHB, and Hong Leong Bank.
Nicolas Fidry
Senior Partner | Growth & Performance Marketing
Nicolas leads digital and performance marketing, bringing technical depth and analytical rigour to every stage of growth.
He ensures marketing investments translate into measurable ROI through data-driven optimisation and scalable systems.
He ensures marketing investments translate into measurable ROI through data-driven optimisation and scalable systems.
Core expertise:
- Acquisition and retention funnel optimisation
- Channel performance across paid, CRM, SEO, affiliate, and app
- Tracking, attribution, and automation systems
- Spend efficiency and reporting visibility
His experience spans iMoney, Involve Asia, Remix, Sony, Unilever, and First Abu Dhabi Bank, where he helped teams build efficient marketing structures that combine precision, scale, and commercial accountability.
Together, we combine strategic direction and performance execution. Our partnership offers both high-level thinking to define your path and hands-on expertise to get you there efficiently.
What We Do
We bridge the gap between marketing effort and commercial results, focusing on high-impact growth strategies.
Go-To-Market & Growth Strategy
Define market positioning, segment audiences, and prioritize campaigns. Align marketing with business goals and market opportunities.
Performance Optimisation
Optimize customer acquisition costs, ROI, and funnel efficiency across channels. Identify and resolve inefficiencies.
Team & Operations Setup
Provide interim leadership, coaching, and scalable processes. Build team capabilities for sustained performance.
Marketing Systems & Reporting
Implement dashboards and metrics for visible, repeatable results. Establish infrastructure for data-driven decisions.
We work alongside teams to stabilise operations, optimise performance, and build sustainable systems. Each engagement strengthens strategy, structure, and capability that endures beyond our involvement.
How We Work
Every company is unique. We start where it matters most, offering flexible, responsive solutions for immediate tactical fixes or long-term strategic transformation.
Stabilise
Audit the funnel, fix tracking gaps, and identify quick wins. Restore confidence in your marketing operations.
Scale
Reset strategy, optimize budgets, and rebuild performance. Establish sustainable, efficient growth.
Sustain
Strengthen internal capability and reporting for long-term growth. Build independence through knowledge transfer.
Starting Points
We can start with a diagnostic, a focused sprint for specific challenges, or an embedded leadership role for ongoing direction.
Our approach adapts to your urgent needs, delivering measurable improvement quickly. The goal is always to build momentum for lasting success.
Our Proprietary Tools
Growth MRI Diagnostic(Marketing & Revenue Intelligence )
A structured, high-level assessment of your marketing and revenue performance. It highlights what works, what doesn’t, and where the biggest gains are likely to come from, without going into full deep-dive analysis at this stage.
- Category and market context, giving a quick read on demand patterns, competition, and where you sit in the broader category
- Funnel review, outlining how prospects move from awareness to retention and where early friction may be slowing growth
- Audience, journey, and attribution, showing how well your current flow aligns with real decision behaviour
- Brand and perception check, highlighting credibility gaps and message inconsistencies
- Channel and content effectiveness, assessing visible strengths and weak spots across organic, paid, and owned media
- Team, capability, and agency setup, noting bandwidth, role clarity, and alignment signals
- Measurement and analytics baseline, identifying obvious tracking and reporting gaps
- Prioritised action plan, showing what to fix first and why. This practical assessment leads directly to implementation, providing a clear roadmap of what needs fixing and why.
This quick-touch diagnostic gives you clarity and direction before deeper work begins. It sets the foundation for stronger planning and execution once we move into implementation.
Mini Immersion Sessions
Short, focused 60–120 minute working sessions designed for rapid problem-solving without long processes or documentation. They are also used at the start of an engagement to understand the business, context, and how things work on the ground.
These sessions help you:
- Stress-test campaigns or strategies in real time
- Align decision-makers quickly on pressing issues
- Workshop solutions with your team
- Build early understanding of your operations and challenges
- Leave with clarity and concrete next steps, not long decks
Mini Immersions are ideal for fast diagnosis, early alignment, and tactical issues that need immediate attention.
Selected Experience
We've helped companies across different stages and industries get unstuck and rebuild marketing momentum. Here are representative examples of the work we do:
Post-Acquisition Rebuild
Industry: FinTech
Client: Regional financial aggregator
Client: Regional financial aggregator
Problem
After COVID and a change in ownership, the business was severely weakened. Teams were depleted, revenue had fallen to near zero, and core growth engines had stalled.
After COVID and a change in ownership, the business was severely weakened. Teams were depleted, revenue had fallen to near zero, and core growth engines had stalled.
Action
We rebuilt the marketing function from the ground up. This included redesigning the website, revamping the go-to-market strategy, restarting performance marketing, strengthening bank partnerships, and improving segmentation and product-market clarity.
We rebuilt the marketing function from the ground up. This included redesigning the website, revamping the go-to-market strategy, restarting performance marketing, strengthening bank partnerships, and improving segmentation and product-market clarity.
Result
- Digital returned to being a profit-positive engine
- Credit card growth recovered to double digits
- Gross profit per user rose more than 10 percent
- Leads grew 36 percent and revenue 39 percent year-on-year
- New multi-million-dollar revenue streams unlocked with stronger margins
Regional Platform Recovery and Stabilisation
Industry: MarTech
Client: Southeast Asia–based marketing technology platform
Client: Southeast Asia–based marketing technology platform
Problem
More than 70 percent of the marketing team resigned within six months. The marketing head role remained vacant for almost a year. PR stopped, campaigns froze, approvals slowed, and the remaining team became order-takers instead of drivers of growth.
More than 70 percent of the marketing team resigned within six months. The marketing head role remained vacant for almost a year. PR stopped, campaigns froze, approvals slowed, and the remaining team became order-takers instead of drivers of growth.
Action
We stepped in as a fractional marketing team, led by an interim head. We stabilised operations, reset priorities, and backfilled daily work across digital, PR, CRM, creative, and performance. A joint working model improved speed, campaigns were relaunched, PR restarted, and LinkedIn content and engagement were refreshed to rebuild visibility and credibility.
We stepped in as a fractional marketing team, led by an interim head. We stabilised operations, reset priorities, and backfilled daily work across digital, PR, CRM, creative, and performance. A joint working model improved speed, campaigns were relaunched, PR restarted, and LinkedIn content and engagement were refreshed to rebuild visibility and credibility.
Result
- Momentum and output returned within weeks
- Performance marketing output grew more than 3x
- Cost per lead fell by over 75 percent
- Organic visibility and rankings improved across key markets
- LinkedIn following grew more than 20 percent
- Vendor costs were cut nearly in half
- A full campaign calendar delivered across acquisition, engagement, and brand
Post-Funding Marketing Rebuild
Industry: MarTech
Client: High-growth affiliate technology platform
Client: High-growth affiliate technology platform
Problem
Following a funding round, the company needed a stronger regional marketing engine across four markets. The team lacked structure, discipline, and visibility. Growth required stabilising operations and setting a clearer direction.
Following a funding round, the company needed a stronger regional marketing engine across four markets. The team lacked structure, discipline, and visibility. Growth required stabilising operations and setting a clearer direction.
Action
We led brand, digital, PR, and partnerships across the region. This included building in-house creative and performance teams, overhauling SEO, tightening referral programmes, and launching a Media Solutions unit to create new commercial opportunities.
We led brand, digital, PR, and partnerships across the region. This included building in-house creative and performance teams, overhauling SEO, tightening referral programmes, and launching a Media Solutions unit to create new commercial opportunities.
Result
- Marketing became a measurable growth driver
- Double-digit ROI delivered across key initiatives
- Acquisition costs cut by 50 percent
- A multi-million-dollar pipeline developed at healthy margins
- Global media coverage secured
- Structured, disciplined marketing execution established across four markets
Shape Your Marketing for What’s Ahead
We offer fractional marketing leadership, strategic clarity, and structured support to help you focus your efforts, plan effectively, and deliver stronger marketing performance.
Engagement Models
These are our most sought-after engagement options, designed to cover the situations we see most often. We can also tailor the scope to what your business genuinely needs.
- Fractional CMO / Performance Leadership (monthly retainer)
- Growth MRI Diagnostic (2–4 weeks)
- GTM & Growth Sprint (4–8 weeks)
- Profitability & Scale Revamp (8–12 weeks)
- Advisory for Founders / Investors (project or retainer)
Pricing is based on scope. The focus stays on outcomes.
Pricing based on scope; focus remains on outcomes.
Our goal: drive measurable marketing growth, leaving your team stronger.
Ready to Get Started?
If you’re navigating a shift, planning growth, or need experienced leadership, contact us and see what support fits.
Jendela Advisory Reg. No. 202503218968 (MA0335144-A)