Big capability. Fractionally.

Fractional Co. embeds senior capability into growing businesses to solve problems, build better ways of working and create momentum — without adding unnecessary permanent headcount.

Senior business support, without another full-time hire.

Book a consultation
Book a consultation

Not an employee. Not an agency.

Fractional means accessing experienced capability when and where you need it.

We can operate as an extension of your leadership team, own a specific business function, deliver a transformation project or build capability inside your existing team.

How it works
Some Background

I've built teams, functions, brands, customer strategies, systems, CRM and automation — and worked across both sides of the strategy-to-execution divide.

25 years

Across business building, marketing and leadership.

Global brands

Many times over. Both in-house and for agency clients.

10+ start ups

And grown a boutique agency from 2 to 12 people. Twice.

The Model

Growing businesses need different things at different times.

As businesses grow, things don’t always grow neatly with them.

Systems that once worked start creating friction, roles become blurred, the founder is still carrying too much, and new tools like AI get added without necessarily making anything easier.

You might have plenty of customer data but not enough real insight, a busy marketing function that isn’t connected to the rest of the business, or an important project that keeps slipping because no one has the capacity to own it.

Fractional Co. steps into those gaps, bringing the right senior capability to solve what’s getting in the way and help plan and execute what the business needs next.

Fractional support

  • Business and growth strategy, commercial priorities, go-to-market planning and practical roadmaps that connect where you want to go with what needs to happen next.

  • We sharpen your proposition, find the customer story and build the path to market — connecting product, marketing and sales so what you offer is clear, relevant and commercially compelling.

  • Customer profiling, segmentation, journeys and audience strategy that turn data and assumptions into useful commercial insight.

  • We look at how work actually happens and improve the structures, processes and ways your team can unlock smarter work practices.

  • From full team rebuilds and employee attraction, to setting employer value propositions and performance planning. We can create clearer structures, roles, responsibilities and ways of working that help good people do their best work.

  • Over ten years’ experience working with founders and start-up environments at all phases of the scale-up spectrum. Expert in operationalising vision and strategy into sustainable, functional workstreams.

SEE HOW WE CAN HELP 
our Services
How we can work together

There's no neat formula for what a growing business needs next.

Not sure what you need yet?

You don't need to diagnose the problem before you get in touch.
See how we can help.

Start

The Fractional Audit

Find out what the business actually needs.

A focused review across strategy, operations, systems + AI, customers, team and go-to-market.

We identify what's working, what's creating friction, where capability is missing and what deserves attention first.

You leave with:
A clear diagnosis + prioritised 90-day roadmap.

Sprint

One
Priority
Area

A focus area with a dedicated solution.

For a defined problem or opportunity that needs senior thinking and concentrated attention.

Think customer segmentation, AI opportunity mapping, team structure, product positioning, business planning, CRM strategy or go-to-market.

Typically: 1–3 weeks

Build

A
Fractional Project

Something important needs building, so we’ll build it.

A defined piece of work with an agreed outcome.

From redesigning an operating model or customer journey to implementing a CRM, developing a go-to-market strategy or leading a business-critical project.

Typically: 4–12 weeks, scoped out.

Embed

Your Fractional Partner

Senior capability, inside your business.

Ongoing support for businesses that need experienced leadership, capacity and momentum at the level that suits your business situation.

I work as part of your business, alongside your leadership team and existing people, taking ownership of agreed priorities and making sure things move.

Choose from a pre-set amount of working days per week or per month, on a rolling 30-day arrangement.

Access to a network of fractioneers.

Get access to a proven network of like-minded fractional entrepreneurs who can form a full fractional team. Or, just engage me.

Hi, I'm Sonia.

I've spent 25 years figuring out how businesses work. And how they could work better.

I've worked client-side, agency-side, consulting-side and now for myself. I've worked with global brands and small businesses, led teams and functions, grown companies, built brands, introduced systems and technology, worked with founders and executive teams and jumped into plenty of situations where the brief wasn't much more than “we need to sort this out.”

Turns out, that's where I do some of my best work.

I like getting under the hood of a business quickly — understanding the customer, the commercial reality, the people, the systems and all the little things getting in the way. Then working out what needs to change, with a highly practical enablement plan (no out-of-touch methods needed).

I'm equally comfortable around a strategy table or getting into the detail with the people doing the work.

Book a free consultation

Why Fractional Co.?

Because after years of working with growing businesses, I've noticed they rarely need all of another senior person.

They need the right experience at the right moment.

A founder might need someone to take a strategic project off their plate. A leadership team might need an experienced outside brain. A growing business might need better systems before it needs more people. And sometimes everyone knows something isn't working, but nobody quite knows what the answer is.

Fractional Co. gives businesses another option.

Senior capability when you need it, with full flexibility.

The OG.

Fractional Co. comes from SOSH Co., the consulting business I founded to bring senior brand, marketing and customer thinking to businesses without all the usual agency carry-on.

SOSH remains focused on brand, marketing + creative.

Fractional Co. takes that same way of thinking further into business strategy, operations, systems + AI, customers and teams, with an operational focus.

Same strategic brain. More of the business covered.

Book a free consultation

Mercedes-Benz Australia

Swarovski International

Tourism Noosa

MTV

Adjacency Group

LCC Group

Theola Agency

7-Eleven

Noosa Biosphere Reserve Foundation

Scentre Group (Westfield)

Map Creative

Mercedes-Benz Australia Swarovski International Tourism Noosa MTV Adjacency Group LCC Group Theola Agency 7-Eleven Noosa Biosphere Reserve Foundation Scentre Group (Westfield) Map Creative

Let’s chat.

Frequently Asked Questions

  • It means accessing experienced capability for part of the time rather than employing someone full-time. That might be a few days each month, a defined project or a short intensive engagement.

  • No. In fact, that's often the point.

    Tell me what's happening, what's not working or what you're trying to achieve. We'll work out whether the answer is strategy, systems, people, customer, marketing — or a combination.

  • I can work across both territories and have held both CMO roles in-house and operations management for start-ups. But, Fractional Co. isn't built around a job title.

    The value is being able to look across the business and bring in the capability the problem actually requires. If you specifically need a permanent COO or full-time CMO, I'll tell you.

    This distinction is useful because much of the Australian fractional market currently sells a specific executive role, and in today’s market, business needs often require more flexibility and cross-departmental coverage.

  • Both.

    Sometimes my job is to provide direction and help your team execute. Sometimes I'm brought in specifically to own the work.

  • Absolutely. Usually that's preferable.

    I can lead, support or fill the gaps around the people you already have, including internal teams, agencies, freelancers, technology partners and other specialists.

  • No. Fractional support should make your existing capability stronger, not automatically replace it.

    Sometimes we'll identify a genuine capability gap and recommend hiring. Other times, better structure, clearer priorities or the right external specialist is all that's needed.

  • Yes, but I won't start by trying to sell you AI.

    We'll first look at the business problem, workflow and opportunity. If AI can genuinely save time, improve quality or unlock something useful, we'll work out how to apply it, together with a highly experienced AI engineer, if it’s required.

  • Projects and Sprints have defined scopes and timeframes. Ongoing Fractional Partner arrangements usually have a rolling monthly engagement.

    We can structure the perfect arrangement to suit your current and future business needs.

  • SOSH Co. is where I work across brand, marketing and creative.

    Fractional Co. was born from the current market need and it goes wider: business strategy, operations, systems + AI, customers, teams and go-to-market.

    There’s a deliberate overlap to enable flexibility of offering, making it better for you - the customer.

  • Where specialist technical, creative or professional expertise is required, I'll work with your existing partners or bring the right people around the problem.

    My ‘fractioneers’ are trusted peers and colleagues that I’ve worked alongside for 10+ years, who are all experts in their respective fields.

    I engage the best people to deliver the best work for my clients.

  • Tell me what's getting in the way.

    If the problem is clear, I'll recommend the right engagement. If it isn't, The Fractional Audit is designed to work that out.

    I look forward to hearing from you!