Strategy and tactics get thrown around like the same word. They are two different jobs, and mixing them up is where a lot of marketing budgets go to die.
Strategic is the big calls
Which channels you play in, what the brand actually says, how the budget splits. This is CMO-level work. Get it wrong and everything downstream is just efficient busy work.
Tactical is the execution
Which ad is working, which landing page converts, shifting spend from branded to non-branded, running the A/B tests, tightening the CRO. This is where the daily work happens and where you react to what the market tells you.
They feed each other
Strategy points the tactics. What the tactics show you feeds back into the strategy. Run tactics with no strategy behind them and you are just guessing, quickly.
If you want that senior marketing thinking without a full-time hire, that is exactly what I do as a fractional CMO. If you would rather just talk it through, book a quick call.
