Grow your portfolio
with a marketing leader
who works in lending.
As a fractional Chief Marketing Officer (CMO),
I lead your marketing team toward your two-year goal.
Marketing needs
its own leader —
and it shouldn’t
have to be you.
Running a lending company means wearing many hats, and marketing is just one of them. There’s already a lot on your plate, and you don’t want more on it. With so much going on, the urgent tends to crowd out the important. You know marketing matters, but it’s not always clear what order to do things in or how much budget and effort each part deserves. If the right numbers aren’t being tracked, the data won’t tell a clear story about where to go next.
As your company and your vision grow, so does marketing’s role. A bigger vision needs an investment to match its ambition. Marketing is a craft of many small decisions, made in conditions that are always changing. Each specialist naturally focuses on their own area. Someone has to see how the pieces fit together, decide which details matter most, and keep everything on track. Without that person, the quality can slip and the channels can drift apart. The bigger the goal, the more it depends on having the right person leading marketing.
How I work
I lead your marketing specialists and keep everyone in sync. My job isn’t to run ads, design graphics, or write email campaigns. Instead, I set priorities and the standard for what borrowers see, and bring in new specialists as needed.
Quarterly Plan
Each channel specialist drafts their own plan, and I reconcile them into one 90-day plan, sorted into now, next, and later. On top of the day-to-day work in each channel, up to three projects are active across the team at a time, and a new one starts only when one finishes. I present the plan in our weekly meeting before the quarter starts, and you green-light it there.
Messaging Standard
One reference guide with the key facts about your business, the phrases to use, and the language to avoid, including anything lending advertising rules don’t allow. Every channel and every new specialist works from it. You approve the first version and see every update.
Dashboard
It tracks key performance indicators for each channel, from leads to new loans. I walk you through it once a month, in one of our weekly meetings. The numbers guide what to prioritize and where to invest the budget.
Weekly Rhythm
We meet for updates, decisions, and what’s coming next. I run the kickoff and final review for every project, so each one is finished, not just started.
What’s on
a marketing leader’s plate
- Meeting weekly with your specialists, and with others as projects require
- Ending every meeting with decisions, owners, and next steps
- Building the marketing plan every quarter, with each specialist’s input
- Deciding which projects happen now, next, and later
- Keeping the messaging across all channels accurate and consistent
- Making sure everyone on the marketing team knows the advertising rules lenders have to follow
- Figuring out the best opportunities to attract more of the right borrowers
- Reviewing key ads, web pages, and designs against the standards we’ve set
- Finding, interviewing, and onboarding new specialists
The difference
a fractional CMO can make
Your Time
45 minutes a week once we’re up and running, with fewer things depending on your input, stalling, or falling through the cracks.
Planning
Clear priorities for what gets done this quarter, in sequence, so the team’s effort goes where it counts.
Messaging
Accurate, consistent messaging across every channel, so potential borrowers don’t get confused.
Reporting
A clearer view of which marketing brings in the borrowers you want, so you can do more of what works and less of what doesn’t.
Team
The team you have in place, held to a higher standard, so you can be more confident in what they can achieve.
Who you’ll be working with
Hi, I’m Lewis Goldstein. I’ve run Blue Wind Marketing since 2018, leading marketing for 7- and 8-figure businesses, including Property Tax Funding, a Texas lender. The Wall Street Journal and Inc. magazine have quoted me.
I graduated from the University of California, Berkeley, with a B.A. in sociology. It taught me to see the invisible forces that shape how people behave in different settings.
Where do you want
your portfolio to be
in two years?
Let’s talk about it: that goal, what’s in the way,
and whether I’m the right person to help you get there.