Building the Marketing Function Behind All South's Next Stage of Growth
- Prepared by
- Victoria DeVita & Co.
- Date
- September 2026
- Proposed start
- November 1, 2026
You're Not Looking for Someone to Replace Lauren.
You're looking for the right senior-level support around her.
All South is entering an important transition.
As Lauren shifts the majority of her focus into marketing, she is taking ownership of a function the company has not historically had fully established internally.
At the same time, the flooring distribution landscape has changed.
Private-label brands have created new opportunities for growth, but they have also shifted more responsibility for brand awareness, positioning, demand generation, and consumer education onto All South.
The goal isn't to replace the dealer network or begin selling directly to consumers.
It's to create enough awareness and demand that consumers recognize All South's brands, seek them out, and ultimately walk into dealer locations asking for them.
That requires more than simply "doing marketing."
It requires a strategy.
The Opportunity
Build consumer awareness while strengthening the existing dealer channel.
The Internal Need
Give Lauren the strategy, systems, training, data, and senior-level guidance she needs to confidently manage the marketing function.
The Long-Term Goal
A stronger internal marketing function led by a confident Marketing Manager, with the right level of executive marketing leadership above and alongside it.
Senior Marketing Leadership Without Replacing Your Internal Team
Victoria DeVita & Co. will serve as All South's fractional marketing leadership partner while working directly alongside Lauren.
Our role is not to take marketing away from her.
Our role is to help her build it.
Victoria will provide executive-level marketing strategy and leadership while the VDC team supports research, analysis, audits, planning, and implementation guidance.
Lauren remains at the center of the marketing function while gaining experienced strategic leadership behind her.
All South Leadership
Business and revenue goals
Victoria DeVita
Fractional CMO / Strategic Marketing Leadership
Lauren
Internal Marketing Manager
VDC team: research, analysis, audits, planning support
Marketing Execution + Sales Alignment
Campaigns, channels, dealer and consumer demand
Two Complementary Roles
Working together, not one replacing the other.
Lauren
Marketing Manager
- Owns and coordinates the internal marketing function
- Manages day-to-day marketing activity
- Executes and coordinates campaigns
- Works with vendors and internal stakeholders
- Maintains marketing calendars and workflows
- Tracks performance and reporting
- Develops increasing confidence and strategic capability
Victoria DeVita & Co.
Fractional CMO
- Sets and pressure-tests overarching marketing strategy
- Connects marketing priorities to company revenue and growth goals
- Advises leadership on marketing investment and resource allocation
- Provides senior-level campaign and channel guidance
- Evaluates performance and identifies strategic adjustments
- Aligns marketing with sales and executive leadership
- Mentors and supports Lauren as the internal marketing leader
- Provides executive marketing expertise without requiring All South to hire a full-time CMO
What Our Partnership Includes
Strategic Leadership
- Fractional CMO leadership and oversight
- Marketing strategy development
- Marketing budget and resource allocation guidance
- Leadership and sales alignment
- Campaign planning and strategic review
- Vendor strategy and recommendations
- Quarterly planning
Market + Channel Strategy
- Residential and commercial audience strategy
- B2B/dealer and consumer pull-through strategy
- Customer journey analysis
- Channel prioritization
- Competitor research
- Market research
- Organic and paid acquisition strategy
Digital Marketing Oversight
- SEO audit and strategic recommendations
- AI search visibility assessment
- Website marketing analysis
- Email marketing strategy
- Social media strategy
- Paid media opportunity analysis
- Campaign measurement and optimization guidance
Marketing Operations
- KPI development
- Marketing reporting framework
- 90-day roadmaps
- Campaign planning systems
- Strategic documentation
- Performance analysis
Marketing Manager Support + Development
- Direct strategic mentorship
- Marketing planning training
- Analytics interpretation
- Campaign review and feedback
- Channel strategy education
- Strategic decision-making support
- Increasing ownership of planning and reporting throughout the engagement
The First 90 Days
We don't believe in walking into a business with a prewritten marketing playbook. The first phase of our engagement is designed to understand what All South already has, what is working, where the gaps exist, and where marketing has the greatest opportunity to support revenue.
Phase 1
Discover + Audit
- Executive onboarding
- Business and revenue goal review
- Current marketing audit
- Website + SEO assessment
- Existing email and social performance review
- Brand and collateral review
- Competitor research
- Residential/commercial audience assessment
- Dealer/customer journey review
- Lauren skill-gap and resource assessment
Phase 2
Build the Roadmap
- Establish marketing priorities
- Define KPIs
- Identify priority channels
- Establish residential vs. commercial strategies
- Define consumer pull-through opportunities
- Determine budget/resource priorities
- Present findings to leadership
- Finalize first 90-day roadmap
Phase 3
Execute + Develop
- Lauren begins executing roadmap
- Weekly strategic guidance
- Campaign reviews
- Analytics interpretation
- Channel optimization
- Leadership alignment
- Ongoing coaching
- Adjust strategy based on actual performance
At the end of each 90-day cycle, we review performance, identify what we've learned, and build the next roadmap based on real data rather than assumptions.
The First Six Months
Months 1–2
Understand + Build
Baselines, audit, and the first strategic roadmap.
Months 3–4
Execute + Develop
Roadmap in motion, performance reviewed, strategy refined on real results.
Months 5–6
Optimize + Scale
Scale what works, close gaps, and set the next strategic priorities.
Month 6 is not an assumed end to the Fractional CMO relationship.
It is the end of the 6-Month Minimum Commitment. Fractional CMO leadership can continue alongside Lauren for as long as it provides meaningful strategic value to All South.
What Working Together Looks Like
Weekly
Dedicated strategy session with Victoria and Lauren
Ongoing
Research, analysis, and implementation guidance from the VDC team based on current strategic priorities
As Needed
Strategic campaign review and decision support between scheduled meetings
Leadership
Participation in relevant leadership meetings when marketing strategy, revenue goals, budgets, or major initiatives are being discussed
Monthly
One in-person strategy/training session at All South's Charlotte office when beneficial
Quarterly
Executive strategy review + next 90-day roadmap
Meeting cadence may flex around launches, seasonal initiatives, campaigns, and business priorities.
A look at how Victoria DeVita & Co. has helped growing organizations navigate marketing transformation, changing customer behavior, and the systems required to support their next stage of growth.
When Strategy Needs Execution Support
During our conversation, graphic design and brand consistency emerged as a recurring challenge, particularly when developing physical sales and dealer materials.
Fractional CMO support includes strategic direction and review, but All South can also add dedicated creative production capacity when needed.
Creative Support Retainer
+$1,500 / month
Includes up to 10 hours per month of graphic design and creative production support.
Potential uses
- Product sales sheets
- Dealer-facing collateral
- Presentation materials
- Email graphics
- Social graphics
- Promotional materials
- Existing binder/handboard updates
- Brand consistency support
Large-scale creative projects such as complete architectural binder systems, catalogs, packaging systems, or major brand-development projects may require a separate project scope.
Investment
Primary Engagement
Fractional CMO + Marketing Leadership Development
$6,500/month
6-Month Minimum Commitment
Target start November 1, 2026. Two ways to pay for the same engagement:
Monthly Payment
$6,500/month
6 monthly payments
$39,000 initial six-month commitment
Preferred Payment Option
Paid in Full
$37,050
One-time payment for the initial six-month commitment
5% paid-in-full savings
Save $1,950
Includes
- Strategic marketing leadership
- Marketing Manager support + development
- VDC team research, analysis, and implementation guidance
- Initial comprehensive audit
- 90-day strategic roadmaps
- Research + analytics
- Leadership alignment
- Monthly in-person strategy availability
- Ongoing strategic guidance
Engagement Term
6-Month Minimum Commitment
Fractional CMO partnerships are designed as ongoing strategic leadership relationships rather than short-term marketing projects.
All South's engagement will begin with a six-month minimum commitment, providing enough time to establish the strategic foundation, understand the business deeply, implement multiple planning cycles, and build an effective working relationship with Lauren and the leadership team.
Most Fractional CMO engagements continue for 6–12 months or longer based on the organization's evolving needs. At the conclusion of the initial six-month commitment, the Fractional CMO relationship can continue alongside Lauren if ongoing executive marketing leadership remains valuable to All South.
After the initial six-month commitment, ongoing engagement terms can be discussed based on All South's needs and the scope of continued Fractional CMO leadership.
Optional Add-On
Creative + Graphic Design Support
Up to 10 hours per month
+$1,500 / month
The Goal Isn't Outsourcing Marketing.
It's Building It Correctly.
All South already has something many companies spend years trying to build: an internal person who understands the business, knows the customers, has earned the trust of leadership, and wants to grow into the role.
The opportunity now is to surround that person with the strategic expertise necessary to accelerate the learning curve.
Instead of asking Lauren to figure out an entire marketing function alone, All South gains experienced marketing leadership while retaining the institutional knowledge and long-term value of an internal Marketing Manager.
Two complementary roles: a confident Marketing Manager owning the function, and executive-level marketing leadership above and alongside it.
Ready for November 1.
- 01Review proposal
- 02Follow-up strategy conversation
- 03Confirm engagement + agreement
- 04Executive onboarding
- 05November 1 kickoff
- 06Comprehensive audit
- 07First 90-day roadmap