A fractional CMO who is actually in the account.
In Meta Ads Manager, in the data, in the comments where the buying signals live. Twenty years in sales and marketing.
- 20 yrssales &
marketing - $250ka day
managed - $100M+revenue
scaled - 8brands
right now
The short version
I am Briar Jessica McGregor, a fractional CMO based in New Zealand. I work with Shopify and e-commerce brands on the three things that decide whether paid marketing works: the creative, the media buying and what happens after the click.
I've run ad accounts from $20 a day to $250,000 a day, and helped build brands from scratch to past $100 million USD. These days I'd rather work with brands doing under $10 million NZD a year. Once a brand gets past that, the work becomes process, meetings and politics 🥱 The fun part is the early days, when a decision you make on Tuesday shows up in the numbers by Friday.
I am in Meta Ads Manager every day, in the data, and in the comments sections where customers say what they actually think. That is not a workflow preference. It is where the answers are.
Most people at my level have stopped opening the account. I have not.
How I got here
First proper job at a startup radio station, George FM. I had a front row seat to the entire shift from traditional media to social, before anyone called it that.
Brand side at Best of the Best, giving away supercars online. The best lesson in trust I've ever had, because the hard part was never the media. It was convincing anyone that we would actually hand over the car.
Agency side. I stopped booking media and started being accountable for the sales it made, which is a completely different job. The numbers went from being a report to being my problem.
Briar Jessica Limited. Eight brands at a time, across New Zealand and Australia, deliberately unalike: men's grooming, beauty, fashion, oral care, baby, supplements and keepsakes.
Eight is enough range to see the patterns between them, and few enough to be properly inside each one. When one account has a bad week, I can see whether the other seven did too.
How working with me works
Fractional CMO. I take on a small number of brands at a time and act as the marketing lead: strategy, creative direction, media buying and the reporting that tells you whether any of it is working. Hands on the account, not oversight from a distance.
The free community. Everything I know about Meta media buying fundamentals is going into a free Skool community, Meta Ads Built to Scale, for Shopify owners running their own ads. No gate, no upsell to see the basics.
The free tools. The calculators on this site are the ones I use in real client work. Breakeven ROAS, campaign profitability, growth modelling and creative safe zones. No sign-up.
Common questions
What is a fractional CMO?
A senior marketing leader who works with your business part-time instead of joining full-time. You get the strategy and the execution of an experienced marketer without carrying a six-figure salary. For most brands under about $10 million a year, it is the sensible version.
What kind of brands do you work with?
Shopify and e-commerce brands in New Zealand and Australia, across men's grooming, beauty, fashion, oral care, baby and keepsakes. Usually businesses already spending real money on Meta who can feel that the creative and the account are not pulling in the same direction.
Do you only do Meta?
Meta is where I am strongest and it is usually where the growth is. But nothing in marketing works in isolation, and it never has, so the work covers Google, email and what happens on the site after the click. Anyone selling you a single channel as the whole answer is selling you their skillset, not your growth.
Last reviewed 4 September 2026.
In the rooms
Everything I know about Meta fundamentals, free.
Meta Ads Built to Scale, for Shopify owners running their own ads. No gate, no upsell to see the basics.