Let’s be real. Events aren’t just a brand moment. They’re one of the most powerful tools in your marketing mix to build trust, drive pipeline, and deepen customer loyalty. In fact they are the #1 marketing channel for both ROI and building TRUST.
But they’re also high stakes. And without the right strategy, events can become… expensive guesswork.
What’s a Fractional Executive?
By now, most business leaders are familiar with the Fractional Executive model… senior-level experts who plug into your business part-time to fill high-impact roles. Think: Fractional CMO, CFO, COO, or Head of People. You get C-suite strategy without the full-time cost or long ramp-up.
Fractional leaders are brought in when:
- You need experienced leadership without adding another headcount
- You’re scaling fast and need expertise now
- You’ve got a high-priority initiative and need someone to own it
But somehow, events, despite being one of the largest line items in many marketing budgets (often up to 25% or more), have rarely had a seat at that same strategic table.
That’s a mistake. And it’s costing companies time, budget, and credibility.
Enter the Fractional Head of Events (affectionately called... the FHOE)
In 2024, I launched a new kind of service… one I hadn’t seen offered before: Fractional Head of Events (FHOE).
I created it because I saw the same problem again and again: Companies were investing six and seven figures in events, without senior strategic leadership in the mix. Either a junior event coordinator was expected to “figure it out,” or a busy marketing lead was being asked to moonlight as an event expert.
Spoiler: that doesn’t work.
The FHOE role solves that.
A Fractional Head of Events is a senior event executive who joins your team part-time or project-based, bringing 20+ years of expertise, executive-level thinking, and a serious strategy lens, without adding a full-time salary (and benefits) to your org chart.
At Wendy Porter Events, we lead with our proprietary Ruby Ribbon Experience Strategy™, powered by the THREAD Framework™, to tie every touchpoint to real business outcomes.
Why Companies Hire a FHOE
Here’s what’s driving the shift:
1. Events are your #1 TRUST and ROI builder
Since 2022, events have ranked as the top-performing marketing channel for both return on investment and building trust with customers (Freeman Trends Report, 2023). If you're investing in events, they need to deliver measurable impact.
2. The experience gap is real
70% of the live events industry jobs have turned over in the last 3-4 years (Julius Solaris Research, 2024). That means most people are either new to their companies, new to the role, or new to events, or all three. And that has massive implications for how we train, strategize, and execute.
A FHOE brings steady leadership, mentorship, and structure to make sure nothing gets dropped, and your brand doesn’t suffer.
3. Strategy and logistics are not the same thing
Anyone can book a ballroom. But aligning your events to pipeline goals, sales cycles, brand experience, and CX strategy? That takes serious expertise. A FHOE brings both vision and execution.
4. You’ve got a high-stakes event and no margin for error
Launching a customer summit? Investor day? Executive offsite? These events are too important to learn as you go. A FHOE steps in quickly, builds the plan, leads the team, and protects the outcome.
5. You’re growing, but not ready for a full-time head
Not every org is ready to add a VP or Head of Events. Fractional gives you executive-level leadership, scaled to fit your stage and budget.
Who Should Be Hiring a FHOE?
You’ll benefit from a FHOE if you’re:
- A Marketing Leader drowning in demand gen while also being asked to lead events
- A Founder or CEO who wants to create a major moment for customers, partners, or prospects, but doesn’t have the internal bandwidth to pull it off
- A Lean Event Team that needs seasoned backup, mentorship, and air cover
- A VC- or PE-backed brand that needs to scale experiential quickly and smartly
- A company in Healthcare, Fintech, or SaaS, where compliance, trust, and reputation are mission-critical
But Does It Work?
Yes. Here’s one example: A HealthTech client brought us in to reimagine their flagship event portfolio. During our collaboration with this client, we:
- Increased qualified leads by 200%
- Improved client retention rates from 85% to 95%
- Landed a 70K deal in one curated customer dinner event
- Cut out waste while elevating the experience for top-tier customers
- And more
Their words, not mine: “This was not just an event. This was an EXPERIENCE that will drive ROI.” Their Chief Growth Officer GOT IT.
The Bottom Line
The Fractional Head of Events model is still new, but it’s working.
Events are too important to be led by someone without experience… and too expensive to get wrong.
Hiring a FHOE gets you the strategic leadership you need, without overcommitting on headcount, budget, or time.
Ready to Explore the Fit?
Here’s how to get started:
👉Option 1: Book a 30-minute discovery call: http://bit.ly/4jOMaOb
👉Option 2: Request aFree Event Audit (limited spots per quarter). Contact me at wendy@wendyporterevents.com to apply for an audit spot.
You wouldn’t hand your financials to an intern. Why trust your brand’s biggest moments to anyone but an expert?
Let’s talk.
To learn more: https://www.wendyporterevents.com/fractional-head-of-events-service
