Fractional CMO · FamTech Marketing

Marketing Leadership Built for FamTech

I'm a Fractional CMO who works exclusively in FamTech — leading your marketing, not just advising.

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Before & After Working Together
Before
After
"I don't know where to focus."
A strategy with the team to execute it.
"Our marketing feels scattered."
One system, moving together.
"We're losing users early."
Users who stay and grow.
"Leads are unpredictable."
A pipeline I can count on.
"We just need someone to own marketing."
A marketing leader who drives results.
The Problem

The Right Marketing Help Is Hard to Find in FamTech

You’ve probably tried some version of this before. An agency that ran campaigns but couldn’t connect them to your business goals. A consultant who handed you a strategy deck and disappeared. A junior hire who needed more direction than you had time to give.

FamTech makes this harder. You’re rarely marketing to just one audience — you might be speaking to the parent your product is built for, the HR director who decides whether it reaches them, and the clinician whose recommendation carries weight, all at the same time. Each with different motivations and different definitions of trust.

And the families you’re trying to reach are stretched thin — overwhelmed, short on time, and filtering out most of what hits their inbox or feed. Getting through requires precision, not volume.

It’s why I focus exclusively on FamTech — and why that focus matters.

How I Help

I Lead Your Marketing. I Own the Results.

Most FamTech founders don’t need more marketing opinions — they need someone who will show up, make decisions, and drive things forward. That’s what I do.

I come in as your senior marketing leader. Not as a consultant dropping in with recommendations. Not as an agency managing deliverables from a distance. As the person who owns your marketing and is accountable for results.

That looks like:

  • Positioning and messaging that earns trust with families
  • Marketing strategy tied to pipeline and revenue — not just activity
  • Execution oversight so things actually get built and shipped
  • Performance tracking so you know what’s working and where to invest
  • Team and vendor management so your marketing organization gets stronger over time
How I Work

Two Types of Engagements

See all services →
Who I Work With

Built for founders navigating the complexity of marketing to families and caregivers.

🏥

Health, Mental Health & Wellness

You’re helping families with some of the most personal decisions they’ll ever make — and your marketing has to reflect that. The challenge is communicating real value in a way that builds trust and credibility without oversimplifying what you do.

🌱

Caregiving & Life-Stage Support

From fertility to elder care, your customers are navigating high-stress, high-emotion moments. Finding the right tone — empathetic without being clinical, clear without being salesy — is one of the hardest marketing problems in FamTech.

📚

Parenting, Education & Child Development

Parents are drowning in advice and options. If you’re building something genuinely valuable, the challenge isn’t doing more marketing — it’s figuring out how to stand out in a sea of noise without becoming part of it.

💳

Family Finance & Decision-Heavy Platforms

Your product helps families make important financial decisions — but if people understand what you do and still don’t convert, the problem isn’t awareness. It’s confidence. That’s a messaging and trust problem, and it’s solvable.

Getting Started

Three steps. Straight to the point.

STEP 01

Book a free 30-minute call

We talk about what you're building, where you're getting stuck, and where marketing could move the needle. No pitch — just an honest conversation.

STEP 02

Get a recommendation that fits

Based on what I hear, I'll map out which type of support makes sense — from a focused strategy engagement to ongoing Fractional CMO work.

STEP 03

A clear proposal. No surprises.

Transparent scope, transparent pricing. If it's the right fit, we get started. If the timing isn't right, you'll have a proposal ready for when it is.

Book Your Free Call →
Dan Ritzke
FamTech.org Champion Partner
About Dan

I chose FamTech because the marketing here is genuinely hard to get right.

I didn't start here by design. Early in my consulting work I took on a few FamTech clients — and they turned out to be some of the best client relationships I've had. The work felt meaningful in a way that's hard to manufacture.

That led me to start the Founders in Full podcast, where I've had dozens of conversations with FamTech founders building products for families, parents, and caregivers. Those conversations confirmed what I already suspected: this space has real complexity, real stakes, and a genuine need for marketing leadership that understands both.

So I went all in. Around the same time I discovered FamTech.org and joined as a Champion Partner — which deepened my connection to the community and the founders building inside it.

I focus exclusively on FamTech now — not because it's a niche that looked good on paper, but because the work pulled me here.

What Founders Say

What FamTech founders are saying.

"
Our marketing attempts felt like guesswork and a bit chaotic. The Strategy Sprint walked us through content planning, marketing channels, and execution of a plan designed to engage our audience without overwhelming us. The progress we are making now is clear and measurable.
Strategy Engagement Client
"
The strategy work helped us clarify our thinking, sharpen our direction, and feel more confident about where to focus our marketing efforts moving forward.
Strategy Engagement Client
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Dan has been at the helm of so many important marketing initiatives. We were able to measure our leads better than ever before and increase our intake inquiries. Our marketing feels more streamlined, organized, and clearly defined.
Fractional CMO Client
🎙 Free Webinar Series

The FamTech Marketing Webinar Series

Practical sessions on the marketing challenges FamTech founders actually face — from reaching overwhelmed families to building AI workflows for lean teams. Sign up to get notified of upcoming sessions and access to past recordings.

No spam. You'll hear from Dan directly when the next session is scheduled.

View All Sessions →
Past Sessions
  • Marketing to Overwhelmed Families & Caregivers
  • AI Workflows for FamTech Teams
Subscribers also receive a summary + recording after each session.

Let's talk about what you're building.

Book a free 30-minute call. No pitch, no pressure — just an honest conversation about where you are and where you want to go.

Book Your Free Strategy Call →

Two Ways to Work Together

Different stages call for different kinds of support. Whether you need a focused strategy engagement or ongoing marketing leadership, every option is built to create momentum — not just ideas.

01
One-Time Strategy Engagements

Clarity and Direction — On Your Timeline

For founders who need to solve a specific challenge or build a comprehensive marketing plan before committing to ongoing support.

Marketing Clarity Session

Solve one specific marketing challenge. A focused, half-day working session built around the question that’s keeping you stuck. You walk away with a clear recommendation and a prioritized action plan — typically within one week.

Best for: Founders who need an expert perspective on a specific decision before committing resources.

Strategy Sprint

Build a complete marketing plan. A comprehensive engagement over 3–4 weeks. I audit your marketing, assess your competitive landscape, and deliver a full strategy — including positioning, messaging, channel priorities, a 90-day execution roadmap, and budget recommendations.

Best for: Companies at a strategic inflection point — pre-launch, entering new markets, post-funding, or resetting after scattered efforts.

02
Fractional CMO Engagements

Ongoing Marketing Leadership — Embedded in Your Team

For companies ready for dedicated, ongoing marketing leadership. I join your team as your senior marketing leader — with a defined scope, regular cadence, and clear accountability.

Strategic Partnership

Senior direction for teams with execution capability. I set your marketing priorities, guide your team or agencies, and make sure every dollar and hour is pointed at the right things. Your team handles day-to-day execution. I make sure it’s the right work, done well.

Best for: Companies with a marketing hire, content person, or agency partner who need senior strategic direction to focus and accelerate their efforts.

Full Fractional CMO

Your marketing leader — without the full-time hire. The full operator engagement. I own your marketing function: strategy, execution oversight, vendor management, channel performance, team development, and accountability for growth metrics. This is not advisory. This is marketing leadership.

Best for: Growth-stage companies that need a real marketing leader who will own outcomes, build systems, and drive measurable growth.

You don’t need a full marketing team to get started.

Most FamTech companies don’t have a full marketing team — and you don’t need one to work with me. When your marketing requires specialist execution like paid media, SEO, content writing, PR, design, or branding, I bring in trusted partners I’ve worked with across nearly 20 years in marketing and eight years of consulting.

I vet them, manage them, and hold them accountable — just like a full-time CMO would. And if you already have vendors or freelancers you like, I work with them too. Either way, you get one person who owns the full picture.

Not sure which engagement is right for you?

That’s exactly what the first conversation is for. We’ll talk through what you’re building, what’s challenging, and what kind of support would move the needle most. No obligation — just clarity.

Schedule a Call →
About Dan Ritzke

Marketing leadership for FamTech companies — from strategy through execution.

I’m a Fractional CMO with nearly 20 years of experience across agencies, in-house teams, and consulting. I work exclusively with FamTech companies: the brands, platforms, and services built for families, parents, and caregivers.

FamTech is not a simple market. You’re often marketing to multiple audiences at once — parents, employers, providers — during emotionally complex, high-stakes moments. Trust matters more than cleverness. Timing matters more than volume. And generic playbooks fall apart fast.

I chose this space deliberately because good marketing here makes a genuine difference in people’s lives. And after years of immersion — working with FamTech founders, building marketing systems across the space, and hosting Founders in Full, a podcast dedicated to the people shaping the future of family-focused solutions — I bring pattern recognition that most fractional CMOs can’t.

Whether you need a focused strategy engagement or an embedded marketing leader who owns your strategy, directs execution, manages your vendors, and drives measurable growth — my job is to move your marketing forward at the right pace for your stage.

Book a Free Call →
Dan Ritzke and family

I live in the Chicago area with my wife, our two kids, and a golden retriever who has never once cooperated for a family photo.

My Approach

What you can expect.

Clarity before activity

Most marketing problems aren’t channel problems — they’re clarity problems. I start by understanding what you’re actually trying to accomplish, then build and execute a plan to get there.

FamTech-specific expertise

I don’t apply generic B2C or SaaS playbooks to FamTech. The category has its own rules, and I’ve spent years learning them across many companies and stages.

Honest over comfortable

I’ll tell you what’s not working, even if it’s something you’ve invested in. Founders deserve honest feedback, not validation of sunk costs.

Results over reports

I care about measurable outcomes — retention, pipeline, qualified leads — not vanity metrics or beautiful decks that sit on a hard drive.

The right level of leadership

Different stages need different things. I’ll recommend the engagement that fits where you are now — and scale with you as your needs evolve.

A partner, not a vendor

Every founder I work with is a genuine priority. I stay selective so I can be deeply invested in every business — not spread thin across a long roster.

Want to see if we're a good fit?

Book a free 30-minute call. No pitch — just a conversation about what you're building.

Book a Free Call →
The Podcast

Founders in Full

Exploring the future of family-focused solutions — candid conversations with founders on what it really takes to start and scale a FamTech company.

Apple Podcasts Spotify YouTube
Founders in Full
About the Show

Founders in Full explores the future of family-focused solutions — from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive. Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.

Whether you're a family-focused founder, investor, or advocate, you'll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts. Hosted by Dan Ritzke — Fractional CMO and FamTech Marketing Consultant.

All Episodes

Listen here or on your favorite platform

Know a FamTech Founder With a Story Worth Telling?

I’m always looking for builders doing meaningful work for families. If that’s you — or someone you know — I’d love to hear about it.

Get in Touch →
Webinars

Practical Marketing Webinars for FamTech Founders

Building for families and caregivers comes with a unique set of marketing challenges. These sessions are designed to tackle them — one focused topic at a time.

Topics We Cover
  • Messaging for FamTech Audiences
  • AI Workflows for Small Teams
  • Positioning in a Crowded Market
  • Content Strategy That Generates Leads
  • Email Marketing for FamTech
  • Sales Enablement
  • Investor Pitches & Marketing Narratives
Why These Exist

Why I host these webinars

I work exclusively with FamTech founders — and I see the same thing over and over: smart, mission-driven companies building meaningful products, but wrestling with positioning, messaging, and how to get traction.

These webinars exist to close that gap. They're not generic marketing theory, trend reports, or sales pitches. They're focused, practical conversations about the real challenges founders in this space are navigating right now.

I only cover a topic if it's a question I'm hearing repeatedly from founders, a problem showing up across multiple companies, and something I can offer specific and actionable guidance on. Many topics come directly from community conversations, podcast interviews, and founder calls.

If there's a topic you're wrestling with, reach out. I genuinely use those suggestions to shape future sessions.

What to expect

  • Interactive — live Q&A and open discussion
  • Specific — built around frameworks and real examples
  • Practical — you should leave with something you can use immediately
Past Webinars

Watch previous sessions on demand

Free to watch — no sign-up required.

Marketing to Overwhelmed Families and Caregivers

Families and caregivers need what you're building — but reaching them is harder than it looks. This session offers a practical framework for marketing to overwhelmed audiences without adding more noise.

What's covered:

  • Why marketing to families and caregivers is uniquely challenging
  • What's actually happening in the first few seconds of attention
  • Five filters to reduce friction and mental load
  • How to align your marketing with how overwhelmed people consume information

This isn't a tactics session. It's a framework for asking less of your audience — because when families are operating at capacity, lighter marketing works better.

Watch Session →

AI Workflows for Lean FamTech Teams

Most FamTech founders are already using AI. But even with tools open all day, marketing still feels like guesswork. This session shares a practical system for making AI actually useful — not just faster, but more effective.

What's covered:

  • Why most AI output feels generic (and how to fix it)
  • How to turn what's in your head into AI-ready context
  • A simple way to build personas AI can actually use
  • Six practical workflows for messaging, content, and decision-making

This isn't a tools demo or a prompt library. It's a system built around context — because better AI output doesn't come from better prompts, it comes from better inputs.

Watch Session →
🎙 Stay in the Loop

Get notified when the next session opens

If what you've read sounds useful, join the list. You'll get access to past recordings and a heads-up when the next session opens for registration — no spam, just the good stuff.

No spam. You'll hear from Dan directly when the next session is scheduled.

Past Sessions
  • Marketing to Overwhelmed Families & Caregivers
  • AI Workflows for FamTech Teams
Subscribers also receive a summary + recording after each session.

If you're building something meaningful for families, I'd love to hear about it.

No pitch, no pressure — just an honest conversation about where you are and where you want to go.

Let's Talk →
FAQ

Questions founders ask before working together.

Everything you want to know before we work together.

About FamTech & Who I Work With

What kinds of companies do you work with?

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I work with FamTech companies — brands, platforms, and services built for families, parents, and caregivers. That includes parenting platforms, education and childcare services, family financial tools, mental health and wellness brands, caregiving support companies, and other businesses supporting families across different life stages.

I’m not sure if my company is considered FamTech.

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If your product or service is built to support families, parents, or caregivers in any capacity, we should talk. FamTech is a broad and growing category, and many founders don’t realize they’re part of it. You don’t need to identify as a “tech company” to be a fit — I work with service-based businesses, wellness brands, product companies, and more. The common thread is that your audience includes families and the marketing challenges that come with reaching them.

Do you only work with tech companies?

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No. While many of my clients are technology-enabled, I also work with service-based businesses, education and wellness brands, and product companies. If your audience includes families and caregivers, I can help.

About Fractional CMO

What is a Fractional CMO?

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A Fractional CMO is a senior marketing executive who works with your company on a part-time basis. You get experienced marketing leadership — strategy, execution oversight, vendor management, team direction, and accountability for results — without the cost or commitment of a full-time hire.

What does a Fractional CMO actually do?

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I function as your marketing leader. Depending on the engagement, that includes setting strategy, directing what gets built and shipped, managing agencies and freelancers, tracking channel performance, developing your team, and owning marketing metrics. I don’t just advise — I lead the work and take accountability for outcomes.

You offer two Fractional CMO tiers. What’s the difference?

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The Strategic Partnership is for companies that have some execution capability — a marketing hire, a content person, or an agency — and need senior strategic direction to focus and accelerate their efforts. I set priorities, review work, and guide your team. The Full Fractional CMO is the operator engagement — I own your marketing function, manage your vendors, run standups, track performance, and am accountable for growth metrics. The difference is depth of ownership.

How do Fractional CMO engagements work?

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Both tiers are month-to-month after an initial 3-month commitment. The first 2–4 weeks include a structured onboarding period where I audit your current marketing, meet your team, and build a prioritized plan. From there we move into a regular cadence of calls, async communication, and execution.

What if I don’t have a marketing team?

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That’s common, and it’s not a problem. When your marketing needs specialist execution — paid media, SEO, content writing, PR, design, or branding — I bring in trusted partners I’ve worked with across nearly 20 years in marketing. I vet them, manage them, and hold them accountable. And if you already have vendors or freelancers you like, I work with them too. Either way, you get one person who owns the full picture.

I already have a marketing team. Can you still help?

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Yes. I often work with companies that already have a team but need clearer direction, better prioritization, or more senior leadership. My role is to make your team more effective — not replace them.

About the Engagements

What if I just need help with one specific challenge?

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That’s what the Marketing Clarity Session is designed for. It’s a focused, half-day working session built around one specific question — positioning, messaging, channel strategy, launch planning, or anything else that’s blocking progress. You walk away with a clear recommendation and an action plan.

What’s the difference between a Marketing Clarity Session and a Strategy Sprint?

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A Marketing Clarity Session is focused on one specific question or challenge — you get a clear answer and action plan, typically within a week. A Strategy Sprint is a deeper, multi-week engagement where I audit your marketing, assess your competitive landscape, and deliver a comprehensive strategy with positioning, messaging, channel priorities, a 90-day roadmap, and budget recommendations.

What if I’m not sure which service I need?

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That’s completely normal. You don’t need to figure that out on your own. We’ll talk through what you’re trying to solve and figure out together whether a Marketing Clarity Session, Strategy Sprint, Strategic Partnership, or Full Fractional CMO engagement makes the most sense.

Getting Started

What if I’m not sure this is the right fit or the right time?

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That’s okay. A short conversation is usually enough to figure that out. If it’s not a good fit or the timing isn’t right, I’ll be honest and tell you. The goal is clarity, not pressure.

How do we get started?

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We start with a short conversation about your business and what you’re trying to solve. From there, we figure out together which engagement makes the most sense. No pressure — just a clear next step.

Still have a question?

Book a free call and ask me directly. Straightforward questions get straightforward answers.

Book a Free Call →