Ep. 4 Interview– Kymm Martinez

Transcript from the show:

Amanda: Welcome to “Female Fractionals,” I'm your host and fractional CMO, Amanda Nizzere. Today, I'm excited to speak with Kymm Martinez, CEO and founder of Wilder Marketing Group. Kymm is an executive with over 25 years of experience spanning organizations from Fortune 200 companies to nonprofits and higher education. She brings diverse real-world experience from the C-Suite and boardroom to help organizations unlock the full potential of their brands and marketing teams.

Her career highlights include driving growth, reinvigorating legacy brands, and navigating complex organizational challenges. Kymm has served as the chief marketing officer for the University of St. Thomas, the largest private university in Minnesota, and the American Cancer Society, the leading cancer-fighting organization in the United States.

Kymm's career includes two decades at General Mills, where she rose to become a corporate officer, leading some of the world's most iconic brands, including Cheerios, Pillsbury, and Y Play. Her leadership extends beyond borders with international experience in Latin America and expertise in building culturally resonant strategies.

Collaborative, agile, and deeply strategic, Kymm is a trusted partner to executives seeking to make their marketing organizations and brands a true driver of business value. She resides in Minneapolis, Minnesota, and holds an MBA from the Kellogg School at Northwestern University, and a BA in International Relations and Economics from Mount Holyoke College.

Amanda: Hi Kymm, welcome to Female Fractionals. I'm so happy to have you. I'd love for you to share a bit about your professional background and how you got started in marketing.

Kymm: Actually, I've never worked outside of marketing. During college, between my first and second year, I had an internship at a regional bank where they randomly assigned me to the marketing department. I've been in marketing ever since. What I love about marketing is the opportunity to walk in somebody else's shoes, to look at the world through their perspectives, understand their pain points, and then figure out how to connect and bring solutions.

After graduating, I went to work for MetLife Insurance in New York in a management training program where my rotations were always in marketing. After four years in financial services, at age 26, I felt like I was teaching more than learning. I wanted to work for an organization that could truly teach me the craft. So I set my sights on consumer packaged goods, believing that CPG's classic marketing training would be exactly what I needed.

To do that, I got an MBA from Northwestern's Kellogg School and was then recruited to General Mills in Minnesota - a move I never expected. I had a rent-controlled apartment in Manhattan and fully anticipated returning there, but I couldn't turn down the General Mills offer. It seemed like the perfect training opportunity.

I was with General Mills for almost 20 years, working internationally in Mexico City across Latin America. Eventually, I moved into higher education, becoming the first-ever chief marketing officer at the largest private university in Minnesota. Then I went to the American Cancer Society as their National Chief Marketing Officer before founding Wilder Marketing Group last year.

Amanda: What inspired you to take the leap into becoming a fractional executive?

Kymm: I was turning 55 and wanted to step back and evaluate what gives me energy versus what takes energy away. I also had personal considerations, like caring for elderly parents, where having more control over my time would be beneficial. For the first time in my career, I left a job without knowing what I'd do next - something completely unlike my typically planful approach.

I took time to focus on my health, started a new sport, and listened to my network. Many suggested I start my own thing. The idea of being an entrepreneur was new to me, but it offered control over my time and who I work with. I've always loved throwing myself into new experiences where success isn't guaranteed because I believe I'll learn more in those environments.

I started Wilder Marketing Group without an existing client - a leap of faith. Many people said I'd be great at this and should do it, but nobody had an immediate project. In retrospect, this forced me to be strategic about my approach rather than just taking the first available opportunity.

Amanda: Taking that leap without a client must have been challenging, especially for someone who's always been calculated in her career moves. How did you give yourself permission to take a break?

Kymm: Having a supportive spouse made a big difference. My husband works full-time and provides our family's health insurance, which reduced my financial pressure. This was particularly significant for me, as I've typically been the primary breadwinner.

I sat down with my financial planner to understand my financial stability. Happily, they confirmed I had enough savings to take a break. I gave myself a full year to figure out my next steps, removing the pressure to immediately find a new role or client. Financially, there might be a slight adjustment to our retirement standard of living, but I was fundamentally okay.

Another important aspect was detaching my identity from my job title. Throughout my career, I'd defined myself by my professional role. Stepping back and acknowledging that my worth extends beyond my job was challenging but necessary. My husband was incredibly supportive, understanding my strong drive to contribute meaningfully.

Amanda: How did you end up landing your first client?

Kymm: Business development initially worried me. I didn't want to be the person constantly selling at every networking event or cocktail party. A trusted confidant helped shift my perspective. She pointed out that my natural networking style - constantly having coffee meetings and making connections - was actually perfect for business development.

My first client came through my network. It was an advertising agency seeking a workshop to help their account team build empathy with marketing partners. The agency's CEO heard about my background and saw an opportunity. Other clients followed similar paths - recommendations from former colleagues, network connections, often with a "six degrees of General Mills" connection.

Amanda: Are you finding you still need to differentiate between fractional work and consulting?

Kymm: Absolutely. I'm still defining this for myself and my clients. Currently, I define fractional work as being part-time but deeply embedded in an organization. Unlike a consultant who looks from the outside in, I'm working from inside the organization. I can lead marketing teams or efforts part-time because of my efficiency and extensive experience.

What I offer is a precisely right-sized resource for specific challenges. For me, it provides flexibility and the opportunity to work with multiple clients simultaneously. This cross-pollination of experiences actually makes me a better fractional CMO, as I can make connections across different organizational contexts.

I believe fractional work is the future of work - allowing businesses to get exactly what they need, when they need it, at the right budget.

Amanda: How many clients can you manage simultaneously? How do you handle switching between them?

Kymm: About six months in, I'm still figuring out my ideal client load. Currently, I'm contracted for about 60% of my time across several clients. Other experienced fractionals suggest a sweet spot of three to five clients, which aligns with my goals. Right now, five clients might feel overwhelming, so I'm taking a "walk before you run" approach.

I leverage existing frameworks and templates from my previous work, which helps me transition between clients. I'm also collecting data on where I'm adding the most value. My unique approach involves helping CEOs articulate their organizational narrative - often starting with strategy before moving to marketing plans.

Amanda: Looking back, what advice would you give yourself?

Kymm: Give yourself a break. Don't put so much pressure on immediate results. Control what you can control - the number of networking meetings, connections, and activities. Measure progress by your networking efforts, not by arbitrary client acquisition timelines.

It's also crucial to have a financial runway and be realistic about your income expectations in the early stages.

Amanda: Do you see this as a long-term path?

Kymm: Yes. Unlike some who use fractional work as a placeholder between full-time roles, I'm genuinely enjoying this approach. I don't wake up with the same stomach-churning stress I experienced in full-time executive roles. The part-time nature allows me more control and less constant demand.

I'm aware of potential challenges, like potential dry spells after the first year, which is motivating me to continuously develop my pipeline and networking strategies.

Amanda: Are you ready for the rapid-fire round?

Kymm: As ready as I can be.

Amanda: First job that taught you something valuable?

Kymm: I taught piano in high school, managing 12 students. It was my first exposure to running a business without realizing it. I was responsible for keeping books, finding clients, and managing parent communications. Only recently did I connect those early experiences to my current entrepreneurial journey.

Amanda: Best investment you've made in yourself?

Kymm: Two things stand out. First, my current husband - having the right life partner who supports your wings is invaluable. Second, I've periodically invested in executive coaching. I'm a big fan of having someone to help me unpack challenging professional moments.

Tactically, I also invested in a professional logo for Wilder Marketing Group. I initially tried to do it myself, but quickly realized I needed professional help. My former creative director nailed it, and now every time I look at my logo, I feel happy.

Amanda: Fun fact not on your LinkedIn profile?

Kymm: I've never had a headache. And that's absolutely true.

Amanda: Early bird or night owl?

Kymm: Night owl, definitely.

Amanda: Mentor you'd like to give a shout-out to?

Kymm: Mark Addicks, the former chief marketing officer at General Mills. He's been an incredible advocate and inspiration. I've brought him in as a speaker at every organization I've worked with to push team thinking. Now he's helping me with my current venture. Whatever he's done for me, I want to pay forward to others.

Amanda: If you could instantly master one skill or hobby, what would it be?

Kymm: Singing. I'd love to get on stage and sing like Mariah Carey, Whitney Houston, or Kelly Clarkson - maybe hitting that incredible final note from "Wicked" like Cynthia Erivo.

Amanda: Last thing you impulse bought?

Kymm: Sketchers slip-on shoes. After seeing Martha Stewart dance in them during the Super Bowl ad, I thought, "Who has time to tie shoes?" I ordered them online and can't wait to try them.

Amanda: What's the most adventurous thing you've ever eaten?

Kymm: During my time in Mexico City, I've eaten crickets with Parmesan and accidentally tried ant larvae - a local delicacy. They weren't terrible, though it sounds gross when you think about it.

Amanda: Well, this has been fantastic. Thank you so much for your time.

Kymm: Thank you! I hope listeners feel inspired to jump into the fractional world. There's so much potential for women to take control of their careers, work with exciting clients, and step into their power.

Amanda: As always, please remember to follow, like, comment, and share. Check out female fractionals.com for a full transcript and links to everything we discussed. Thanks for listening.

Resources & Links:

💼 Wilder Marketing Group -https://www.wildermarketinggroup.com/

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