In Cahoots Co provides fractional CMO support to RFDS

Fractional CMO support to assist with end of year operational workloads

Over an initial two-month, part time engagement, the work spanned everything from high-level project management and stakeholder coordination to the granular, day-to-day realities of digital marketing management. We provided comprehensive, on-demand expertise across the entire digital ecosystem.

Supporting a Federated Organisation

The RFDS is a dynamic organisation with state and territory sections, each with its own priorities and operational needs. Supporting the Federal office required a partner who could navigate this federated structure, respond to urgent state requests with agility, and manage a wide spectrum of digital platforms.

The core mandate was to provide consistent, reliable and expert support across multiple domains, including:

• Social Media Management: Monitoring a massive social media presence with over 1,300 carefully interactions reviewed reviewed during the period.

• Website & CMS Support: Assisting with website updates and troubleshooting.

• Project Coordination: Managing complex, multi-stakeholder projects like the CMS audit.

• Campaign Support: Assisting with critical campaigns, including LinkedIn recruiting and fundraising initiatives.

• Helpdesk & Technical Support: Resolving technical issues and managing access requests through Freshdesk.

The Fractional CMO in Action: A Multi-Portfolio Approach

As a Fractional CMO, Ben Hayward provided a flexible, senior-level resource that adapted to the organisation's needs. The engagement, structured around a 60-hour monthly retainer, covered a wide array of critical functions:

1. Strategic Project Leadership: The CMS Audit

As detailed previously, the website audit was a key project. The exercise required a structured, data-driven process. By leading the web crawl, creating interactive audit tools, and delivering a strategic report, we provided a clear roadmap for the future of the RFDS website. This was a high-level strategic initiative to help in-house team members build momentum leading into 2026.

2. Day-to-Day Digital Operations: Social Media & Community Management

Beyond strategic projects, a significant portion of the work involved hands-on management of the RFDS's vast social media presence. This included:

• Monitoring 1,328 posts through Statusbrew for sentiment and engagement.

• Managing community interactions, including responding to enquiries and escalating sensitive issues.

• Publishing content across Facebook, Instagram, and LinkedIn, including a custom-animated Christmas post that garnered over 189,000 views combined.

• Providing after-hours monitoring for critical posts to manage sentiment and risk.

This operational work was crucial for maintaining the RFDS's brand reputation and community engagement.

3. Cross-Functional Campaign & Technical Support

The role also required jumping in to support various teams with urgent needs. This included:

• LinkedIn Recruiting Campaign: Assisting with the complete setup, configuration, and billing reconciliation for a critical recruitment drive.

• Fundraising Support: Providing website assistance to the Victorian section for their fundraising campaigns.

• Helpdesk Support: Resolving Freshdesk tickets, covering everything from general advice to application access and IT support for various sections.

This demonstrates our Fractional CMO's ability to act as a versatile, cross-functional resource, filling gaps and providing expertise wherever it's needed most by large organisations. It was a privilege to work with such an iconic organisation and we look forward to providing assistance again in the near future.

Why a Fractional CMO Was the Right Choice

This engagement perfectly illustrates the power of the Fractional CMO model for large, complex organisations. The RFDS didn't need a full-time executive, nor did they need a collection of junior specialists. They needed a senior, strategic leader who could operate autonomously, manage a diverse portfolio, and provide technical hands-on expertise where it mattered most.

Ben Hayward was chosen for his ability to provide this holistic support. The success of the engagement proves that a Fractional CMO can deliver immense value by seamlessly blending high-level strategy with essential day-to-day execution, providing the exact support a dynamic organisation needs to thrive.

Is your organisation juggling multiple marketing priorities without the senior-level support you need? Contact Ben Hayward today to discuss how a Fractional CMO can provide the strategic leadership and hands-on expertise to drive your digital presence forward.