20+ Years on Both Sides of the Executive Table.
I bridge high-level marketing strategy with deep engineering execution. Most companies don't have a marketing budget problem—they have a leadership and architecture problem.
Blake Baxendell
Fractional CMO, MarTech Architect, Founder of Wahha Design
Why Fractional Leadership Works Better Than an Agency or a Full-Time Exec
Middle-market firms and scaling healthcare groups frequently get trapped between two extremes: overpaying for executive overhead that doesn't build, or under-governing agencies that bleed capital on vanity metrics.
Full-Time CMO
Often structural overkill for companies generating $2M – $25M. Full-time executives quickly build organizational layers and get disconnected from the actual engineering, CRM data flows, and attribution tools.
Traditional Agency
Incentivized to sell higher ad spend and retain billed hours. Junior account reps manage accounts after pitch day. Agencies rarely scrutinize back-end waste, software redundancies, or clinic-level patient conversion leakage.
Blake's Fractional Model
A true executive seat at your table. High-level corporate strategy in, rigorous vendor accountability out, and deep technical scrutiny across your stack. Zero junior hand-offs; you speak directly with Blake every single week.
Credentials & Executive Track Record
A rare dual-threat profile uniting hands-on technical architecture with commercial C-suite accountability.
20+ Years Technical & Marketing Mastery
Spanning modern web development, WordPress enterprise server infrastructure, custom CRM integrations, conversion-rate engineering, and multi-touch server-side attribution. I do not rely on agencies to translate technical friction.
$15M+ In Managed Ad Spend & RevOps
Directly built, audited, and optimized high-velocity paid acquisition funnels and patient acquisition pipelines. Specialized in uncovering phantom cost-per-click leaks and aligning ad dollars with verified CRM pipeline stages.
Veteran Discipline & Clear Accountability
Military-grade operational precision. Zero tolerance for vanity impressions, fluff marketing presentations, or ambiguous agency reporting. Unfiltered, candid assessments of what is working, what is failing, and where budget is wasted.
12+ Dental & Healthcare Portfolios
Deep, proven mastery of dental service organizations (DSOs), group practices, and elective medical clinics. Seamless integration with PMS systems, VoIP tracking, high-value case acceptance pipelines (All-on-X, Invisalign), and multi-location SEO.
How I Work — The Clear Scope Line
A fractional executive must never be mistaken for a commoditized task-runner. Here is how we draw clear boundaries to ensure high-impact governance.
What I Do
In-Scope Executive Leadership- Direct Marketing Strategy & Growth Roadmaps: Setting commercial quarterly OKRs, budgeting, and performance milestones for your executive team.
- Vendor & Agency Contract Scrutiny: Auditing third-party deliverables, holding retainers accountable to performance SLAs, and renegotiating vendor contracts.
- Technical Architecture & Data Verification: Reviewing CRM data flow, server logs, API automations, and server-side tracking pipelines to ensure complete data integrity.
- Board-Level Reporting & Closed Revenue Attribution: Delivering clear financial clarity to leadership, connecting top-of-funnel activity directly to EBITDA.
What I Direct
Out-of-Scope Production Work- Daily Social Posting & Content Calendars: Strategically directed and scheduled by Blake, but executed daily by your in-house staff or vetted external freelancers.
- Routine Graphic Design & Video Editing: Creative direction and wireframes provided; asset assembly handled by your creative team or preferred production partners.
- Junior Ad Campaign Tweaks: I architect target structures and conversion tracking; campaign adjustments and day-to-day bidding are held accountable under agency SLAs.
- Customer Support & Front-Desk Tasks: High-converting SOPs and call scripts are created for staff, but frontline booking remains an operational practice function.
Relationship to Wahha Design
Wahha Design operates as a dedicated custom WordPress and design studio. My fractional consulting and advisory practice is independent executive governance. When custom technical execution or development is required, Wahha Design is available as a specialized execution partner.
Ready to diagnose your growth bottlenecks?
Every executive engagement begins with a deep forensic audit of your existing marketing stack, paid acquisition metrics, and revenue attribution channels.