Simone Passacantilli
Fractional CMO in London for founder-led companies.
Let’s build the Go-to-Market System your company is missing.
Every month without it is a month your pipeline depends on luck.
21+ Years > Marketing Experience
100+ Projects > Directed and Executed
2 Agencies > Founded and Exited
You have probably said one of these in the last 90 days:
Our marketing is nobody's job. It gets delegated part-time to whoever has a spare hour, or to an idea someone had in a Monday meeting.
Our team is technical, brilliant, and terrible at explaining what they do. The product is strong, but the message is not.
When a competitor runs a campaign, we increase the budget on the ad platforms and hope something sticks.
Our pipeline runs on the founder's relationships. It works, until it doesn't.
I can help you solve this.
Four phases, at the end of each one, you own something concrete.
Phase 1: Diagnostic & Foundation
Time needed: 2 to 4 weeks.
I extract what exists through stakeholder interviews, CRM analysis, and competitor research.
The first meeting feels different. Instead of talking about product features, we talk about the problems your product solves. Your team starts answering differently.
We extract what exists, map the gaps, and build the strategic core together.
Deliverables:
> Strategic Workshop,
> Diagnostic Report,
> Positioning & ICP/ Persona Documentation,
> Strategic Alignment Session.
Tools I use the most
Phase 2:
Messaging, Website copy & wireframing
Time needed: 1 to 2 weeks
Your positioning is defined. We rewrite your website so every page speaks to the right person in the right order. When a prospect lands on it, they will recognise themselves immediately.
Deliverables:
> Homepage copy and basic wireframing,
> Messaging Framework for Sales,
> Website Architecture.
Tools I use the most
Phase 3:
Go-To-Market plan
Timeneeded: 2 to 3 weeks
The team stops working at random. Case histories get published. Customer interactions stop feeling like interruptions and start feeling like signals.
There is a direction now. Everyone feels it, and the founder will stop being the only one who holds it.
Deliverables:
> 90-Day actionable GTM Plan,
> Agency Brief,
> Channel Priority.
Tools I use the most
Phase 4:
H(AI)ndover
Timeneeded: 1 to 3 weeks
Team members and new hires will not start from scratch everytime.
The agency will not guess.
AI workflows, positioning agents, and content tools stay inside the company.
The founder stops being the only source of truth.
Deliverables:
> AI Positioning Agent,
> Content & Campaign tools,
> Governance Playbook,
> Team training session,
> 30-day check-in call.
Tools I use the most
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Ongoing Retainer (Optional)
The system I build works without me, but often clients ask me to stick around as they need a monthly support from a senior GTM Operator partner to keep pushing forward.
What you get each month:
Monthly Review: KPI vs targets, blockers, strategic decisions
Product and Campaign launches, GTM Plan Revision or revamp.
Agency relationship management
AI Enablement: custom AI tools architected and designed for your team and agency.
Ready to build this?
About me.
I started my first agency in Italy in 2005. Built RichClicks in London and Milan, grew a remote team across 5 countries, and sold it in 2024.
I know what it feels like to have vision but no system to execute it. To brief an agency and hope for the best. To be the only person in the room who can see the full picture but not find the time to act on it.
That is why I build infrastructure instead of giving advice.
Because I needed it myself, and nobody built it for me.
What Others Say.
“It was a pleasure to have worked with Simone. He is intelligent, creative, entrepreneurial and very competent in the execution of projects.”
Thiago Goes
Acquisition Manager, Betway Africa
“Simone manages to strike a brilliant balance of strategic insight, operational excellence, and genuine leadership. He is just as comfortable getting to grips with the detail as he is discussing the same issue at the board level. He brings clarity, direction, and impact to every project, and for companies looking for support in driving growth and streamlining operations, he’s a great asset.”
Carly Bonas
Managing director,
Attacat
“He's one of those rare professionals from whom you can learn simply by observing. I think the best recommendation I can give Simone is telling him I wouldn't be where I am today without his guidance.”
Lorenzo Ghini
Founder & CEO,
Privacy Rise
“Simone is simply one of the smartest, kindest and pragmatic people I know. Not only is he quick to find solutions to complex problems, but he does this with a wider vision of anyone it affects in mind, including other teams, his direct reports and the wider company. On top of this, he is a top man, genuinely kind and approaches everything with empathy and understanding. Is a great human to be around.”
Mersudin Forbes
Founder & CEO,
Forbes Digital
“I had Simone by my side on the external team supporting paid advertising. Together we tackled various challenges: GA4, consent mode, pixel, digital tax, etc... His competence is beyond question, but what I appreciated most was the way he managed his team. Brilliant in his ideas and kind in his manners.”
Nicola Mazzara
Head of Marketing,
SAE Institute
“Simone is a superb talent. His approach and attitude are the result of his extensive experience in all things marketing. He is an easygoing individual and will unpack each element of the digital strategy for you, just to ensure all parties in the room are confidently brought into the partnership with him. Simone has not only the expertise and the personality to lead a thriving team, he also has unique managerial skills that allow him to push on the strengths of each individual and drive them to achieve results way beyond their own expectations. I truly hope we'll have a chance to work together again in the future. Grazie, Simo!”
Stella Rossi
Associate Director,
Brainlabs
“I've worked with Simone over the past eight months. It's been a period of significant change, and throughout it, Simone has been a steady and grounded presence. He leads with calm, clarity, and a real focus on people. His commitment to his team's well-being is clear, and he has a way of building trust and keeping morale strong even when things are uncertain. Simone doesn't seek the spotlight, but his impact is obvious through clear communication, confident decision-making, and doing what's right, even when it's not easy. I've learned a lot from observing his leadership.”
Daniel Morris
Marketing Manager,
RSPCA
“Simone’s commitment to innovation led to numerous successful initiatives that significantly improved the processes and outcomes of every project. Simone is a true asset to any organisation, and I am grateful for the opportunity to have worked with him.”
Giuseppe Tano
Co-Founder & Director,
Privacy Rise
FAQs
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The cost of misalignment is concrete: leads that do not convert, agency spend that produces reports instead of revenue, and a founder spending hours translating between sales and marketing. One lost client or one wasted agency retainer typically costs more than my engagement.
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Agencies execute.
They need a brief, a positioning, a defined audience, and clear KPIs to perform. If those do not exist, the agency guesses.
I build what your agency needs to actually do its job. Most of my clients come to me because their agency is delivering activity but not results.
Why are you looking at this question if you can handle everything with your current agency? 😇
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Some say yes. But an agency has a commercial interest in keeping you dependent on their execution.
I have no retainer tied to channel performance. I’m not committed to any Advertising Platform that is pushing me to make clients spend more. I’m completed and proudly 100% independent.
My only output is a system your team owns permanently.
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Not as a project manager. What I do is strategic alignment: I brief them on positioning, define shared KPIs, and make sure their reporting reflects what actually matters to your business.
I can also evaluate their proposals and their work, and tell you directly whether they are the right fit for what you are trying to build.
Day-to-day management stays with your team.
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Not ongoing execution. During the engagement, I write operational briefs, create reference examples for ads, content, website basic wireframes, and LinkedIn posts, and set up the Notion knowledge base your team and AI tools will use going forward.
The goal is to give your team and agency everything they need to execute independently after I leave.
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Yes, and that is often the best setup.
I work with your team, not around them. My role is to give them the strategic foundation, the tools, and the briefs they have been missing.
A Head of Marketing with clear positioning, a defined ICP, and a GTM plan executes faster and with more confidence.
I build what makes their work easier, not a parallel structure that competes with it.
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Internal teams are too close to the problem. They see the trees. The positioning issues, the sales-marketing disconnect, the agency brief that was never written. These are invisible from the inside. That is exactly why they persist.
Moreover, why are you looking at my website if you can handle everything internally?
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There is never a perfect moment to fix positioning. But every month without clarity costs something: an agency executing without direction, a sales team closing the wrong clients, a founder explaining the company differently every time. The diagnostic phase is designed to give you a concrete picture in two to four weeks.
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Honestly? Mostly remote.
I'm London-based and can join strategy days or key sessions in person when needed.
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Pricing depends on the scope and complexity of your situation.
Book a diagnostic call, and we will establish in 30 minutes whether there is a fit and what the right engagement looks like for your business.
Disclaimer: I don’t work with everyone.
Work with me if:
You know something is not working, but cannot put your finger on exactly what. You have a team, an agency, and a budget that isn't producing enough. You want someone who will tell you the truth, build the system, and hand you the keys.
Don’t contact me if:
You need someone to manage your social networks or execute without questioning your direction. That is not what I do. If you want a yes-man, I am genuinely not the right fit, and I will tell you that on the first call.