Behind the Scenes of a Fractional Executive’s Journey
With a career rooted in the service industry, she has built her reputation as a strategist, leader, and content creator who helps businesses grow with words that sell. Based in Canada, Lori runs Lori Karpman / The Copy Lab and works as a Fractional CMO, partnering with businesses that need senior-level marketing leadership without the cost or commitment of a full-time executive.
“I create content that converts prospects into clients.”
– a statement that perfectly sums up her career philosophy.
The Leap Into Fractional Leadership: Lori’s Career Pivot
“I have always hated being an employee, I need to be the Boss!”
That drive for independence pushed her to seek a path where she could control her own destiny, while still creating impact for companies that needed marketing expertise. The transition wasn’t without its challenges, but Lori quickly learned that Fractional work gave her the chance to lead on her own terms.
Today, she collaborates with businesses of all sizes – from startups to established brands: offering strategy, content, and leadership that bridge the gap between ambition and execution. Her career pivot is proof that you can step into leadership on your own terms and still deliver high-value results.
Superpower in Action: Lori’s Strength as a Fractional Executive
Every Fractional brings a unique gift to the table. For Lori, it’s her ability to use words as a business tool.
“Writing is my superpower. I can communicate anything in words.”
Her skill isn’t just about stringing sentences together – it’s about crafting messaging that resonates with audiences and compels them to act. From building brand stories and creating marketing funnels to optimizing sales copy, Lori’s approach blends creativity with strategy.
Breaking the Myths: What Fractional Leadership Really Looks Like
“They do not understand what a Fractional is.”
For Lori, the role isn’t just part-time marketing, it’s high-impact executive strategy delivered with precision and flexibility.
Wins That Define Their Fractional Journey
“There are big highs, but also big lows. In the lows you have to remember that the high is coming soon.”
Her wins have included helping clients launch new brands, re-energize struggling marketing campaigns, and build long-term content strategies. At the same time, she’s faced seasons of uncertainty – common for entrepreneurs and Fractionals alike.
What keeps her grounded is resilience: the mindset that setbacks are temporary and every challenge prepares you for the next opportunity. For those starting out, Lori reminds them that success isn’t linear. It requires patience, adaptability, and faith in the bigger picture.
Lessons from the First Few Months in Fractional Work
Looking back, Lori reflects on the reality of starting out as a Fractional.
Lori's Advice for New Fractionals
“There will be highs and lows.”
Her lesson? Success isn’t linear, it requires patience, resilience, and remembering that every low is temporary.
Beyond the Resume: The Real Lori
One Quote That Sums It All Up
“The secret to success is doing the simple things uncommonly well.”
This line captures Lori’s philosophy, growth doesn’t always come from complexity, but from mastering the fundamentals with consistency and excellence.
