Behind the Scenes of a Fractional Executive’s Journey
With more than 20 years in global marketing, Steve Gonzalez has become a results-driven Fractional CMO known for blending creativity, data, and innovation. Based between Europe and Israel, he leads Shattered Glass Studios , helping brands in SaaS, high-tech, and emerging industries stand out with clarity and measurable results.
“Results-driven marketing executive with 20+ years of experience in international marketing, branding, digital, and AI implementation. Expertise in B2B and B2C, leveraging data and innovation to drive business growth.” - Steve Gonzalez
The Leap Into Fractional Leadership: Steve Gonzalez Career Pivot
Steve Gonzalez shift into Fractional leadership came naturally. After decades leading international marketing teams, he realized he could create greater impact by applying his expertise across multiple industries.
“I wanted to service more than one industry and apply my knowledge to many.”
Superpower in Action: Steve's Strength as a Fractional Executive
Every Fractional has a challenge they’re uniquely skilled at solving. For Steve, it’s all about simplifying complexity.
I am calm. I can help break complex ideas and things down to toddler science.
This ability to distill overwhelming concepts into clear, actionable insights makes Steve an invaluable partner for companies that need clarity, focus, and execution.
Breaking the Myths: What Fractional Leadership Really Looks Like
That the work will do itself. People sometimes think I am a marketing company too - they don't just want talk, they want action
As Steve Gonzalez explains, Fractionals aren’t just advisors. They roll up their sleeves and lead, guiding businesses through both vision and execution.
Wins That Define Their Fractional Journey
Over the last year, I've brought together a powerhouse group of women - chefs, fitness coaches, beauty influencers, journalists, and entertainers and helped them step into the spotlight with their own shows, branding, and sponsorship packages
For Steve, projects like this represent more than marketing – they’re about impact, visibility, and creating platforms for voices that deserve to be heard.
Lessons from the First Few Months in Fractional Work
Looking back, Steve Gonzalez reflects on the importance of building structure early:
Steve's Advice for New Fractionals
Avoid the Freelancer Trap
The biggest mistake new fractional leaders make is treating the role like freelance work – jumping in, doing tasks, and clocking out. But real impact comes when you step in with ownership. That means asking the hard questions, challenging the strategy, guiding the vision even if you’re only there a few hours a week. You’re not just filling a gap – you’re helping reshape the business.
Beyond the Resume: The Real Steve
I believe leadership is about presence - not just performance. I've sat on the floor with team members going through personal crises. I've stayed up all night helping someone prep for a pitch they didn't feel ready for. I lead with loyalty, not ego. You won't find that on my résumé, but it's the reason people trust me with their brands, their business, and their dreams.
No cell service, no showers, just creativity, dust, and soul. It was chaos. It was magic. And somewhere between the rainstorms and repairing brake lines in the desert, I remembered why I love building things from scratch with nothing but vision, grit, and a good team.
One Quote That Sums It All Up
"I turn chaos into cash flow and passion into a plan" -Steve Gonzalez
That single line captures Steve’s approach to leadership, marketing, and life: turning uncertainty into opportunity, and vision into results.
