Fractional CMO
RemoteFull-time
The role
We are looking for a Fractional Chief Marketing Officer to help shape and execute Riina’s early go-to-market strategy. We need a hands-on, strategic operator who can move between positioning, launch strategy, growth loops, creator/community marketing, and early user acquisition. You will work directly with the founders to define how Riina goes from beta product to a strong public launch, with the first major milestone being 10,000 high-quality users.
What you’ll do
- Refine Riina’s early marketing strategy in direct partnership with the founders.
- Develop founder-led seeding, local partnerships, and grassroots growth experiments in Porto.
- Build programs and test partnerships with coaches, athletes, creators, and credible sports voices.
- Identify the most promising acquisition loops and create a clear measurement framework.
- Create playbooks that can be repeated across similar communities and geographies.
- Lead PR efforts around Riina’s narrative and build a recognizable public voice for Riina across channels.
- Help define what future marketing hires should look like as the team grows.
- Work closely with product to improve the app experience based on what drives activation, engagement, and repeat usage.
What we’re looking for
- 10+ years of marketing experience, with meaningful fitness, sports, or wearables companies.
- Experience in strategic marketing roles, ideally as a director or VP, in startup environments.
- Proven expertise in mobile user acquisition and growing community-led platforms.
- Ability to work directly with founders and turn product vision into market-facing messaging.
