Fractional Marketing Leadership
Marketing strategy and the system to run it.
A senior marketing partner who sets your strategic foundation and builds the AI-enabled systems to execute it, and a plan built to run without us. Not a campaign-runner. Not a full-time hire.
Who it's for
Founders and teams who need senior marketing strategy, not a full-time CMO
What you get
The strategy, the systems, and the plan — built to run without us
Commitment
Monthly partnership or scoped project. No long contract.
Why it works
Senior strategy, built into a system you own.
You get the judgment of a senior marketing leader who sets your foundation and builds the workflows that let a lean team punch above its weight, and then hands it over. No full-time salary, no long contract, no agency overhead, and no staying dependent on us to keep it running.
- Senior strategy without a full-time salary or long contract
- AI-enabled workflows that make a lean team punch above its weight
- A clear plan and the systems to run it - handed to your team, not hidden
- Right-sized to your stage, scaling up or down as you go
How it works
Foundation → Systems → Handoff.
Most marketing breaks down because the foundation is missing or the work never ships. We fix the first, build the second, and hand you something that runs.
01
Foundation
We start with the brand and strategic foundation: who you're for, what you stand for, the plan that makes the rest of the work obvious.
02
Systems & AI
We build the systems and AI-enabled workflows that turn that strategy into something a lean team can actually run.
03
Handoff & growth
You own the system and the plan. Your team runs it, and growth compounds on a real foundation.
Spaces we work in
Spaces we've worked in and care about.
We're not a single-niche shop, but these are the worlds we keep coming back to. We're especially drawn to grief, end-of-life, serious illness, and spiritual care.
- Grief, Loss & End-of-Life
- Spiritual Care
- Health & Wellness / Functional Medicine
- HealthTech
- Mission-Driven & Nonprofit
- AgTech
- Education
Ways to work together
Flexible Support
Project
Foundation
A focused engagement to set your strategic foundation.
Scoped on our intro call
- Positioning & brand messaging
- Audience & values discovery
- One-year strategic plan
- The core messaging to launch it
Monthly · no contract
Partner
An experienced strategic partner embedded with your team.
Scoped on our intro call
- Strategy & planning
- Ongoing systems and workflow building
- Regular working sessions
- Direct access by Slack / email
- Flexible monthly priorities
Project
Launch
For when you need to move fast on a launch or a raise.
Scoped on our intro call
- Everything in Foundation
- A launch / go-to-market system
- Investor-ready materials
- Priority turnaround
What clients say
Kind words from the people we've worked with.
"Christy is a consummate professional. She is creative, artistic and strategic. She has a wicked sense of humor and is a joy to work with."
"She has a bias toward action, problem solving, and is a resourceful and focused entrepreneur."
"She led me through her branding process before we launched, and consistently delivers more value to my business than I could have imagined."
"Christy is smart, courteous, and to the point."
"She helped us clarify and focus our thinking on our concept, then guided us as we turned that concept into a real media presence."
Led by Christy Knutson · Well Refined
The strategist behind the work.
Well Refined's fractional marketing leadership is led by Christy Knutson, an experienced healthcare communications strategist with 15+ years of executive and strategic communication and hundreds of projects brought to market. Her gift is prioritization and simplification: turning overwhelming, confusing information into streamlined messaging that drives action.
Christy leads the strategy and stays close to every engagement, and she never works alone. Behind her sits the full Well Refined studio, a group of designers and builders ready to turn strategy into brand, product, and whatever else the plan calls for.