FRACTIONAL CMO — ADVENTURE TRAVEL, TOURISM AND EXPERIENCE BRANDS
What’s missing isn’t effort.
It’s clarity.
You have the team. I’ll bring the strategy.
Based in Aspen, Colorado. Working with brands worldwide.
Most adventure travel and tourism brands I talk to have the same problem: good people, real potential, marketing activity that looks right on the surface, but no unifying direction. There's no one in the room connecting the marketing to where the business actually needs to go.
That's not a team problem. That's a strategy problem.
The fix isn't more marketing activity. It's clarity on where you're going and why, so your team knows exactly what to execute against.
Why Dan Sherman
I came into this industry with agency training from Edelman in Chicago, representing global brands like Expedia, Microsoft and Norwegian Cruise Line and never left. I'm not a generalist who stumbled into this industry. I've earned my place in it. I've spent 20 years inside adventure travel and tourism, most recently as CMO of Ski.com, where I led a full rebrand, built a customer lifecycle framework from the ground up and worked closely with leaders at the top mountain destinations and tourism offices in the USA, Canada, Europe, Japan and South America.
I'm based in Aspen, Colorado. This isn't a niche I chose. It's the world I live in.
I serve on the advisory boards of East West Hospitality and Mountain Travel Symposium and have been regularly cited as an industry expert in the New York Times, Wall Street Journal, Washington Post, Bloomberg, Forbes and CNN.
When you work with me, you're getting someone who has spent decades inside this industry and knows how to put that experience to work for your business.
MOST RECENTLY
CMO, SKI.COM
ADVISORY BOARDS
East West Hospitality
Mountain Travel Symposium
BASED IN
Aspen, Colorado
CITED IN
New York Times, Wall Street Journal, Washington Post, Bloomberg, Forbes, CNN
In Their Words
“What distinguishes Dan is his ability to quickly interpret emerging market trends and translate them into practical commercial strategy.”
Theron Gore
Chief Marketing Officer
East West Hospitality “Dan consistently brought a rare combination of deep industry knowledge, long-term vision and creative thinking that elevated every marketing initiative we developed together.”
Marsa Kindl-Omuse
Head of Market USA
Austria Tourism “When our team was searching for the right partner to help launch a new travel enterprise within Jackson Hole Mountain Resort, Dan was the first person I thought of.”
Julie Calder
VP, Guest Experience
Jackson Hole Mountain Resort 
Every engagement begins with the SPF Sprint, a defined 4 to 6 week process that produces a complete strategic foundation your team can execute against immediately. This is not a prolonged orientation period. It is a structured engagement with a clear scope, a built-in midpoint check-in and concrete deliverables.
For clients who want to maintain that momentum, I stay engaged as a fractional CMO, embedded in the business, in the room where decisions get made, making sure the strategy holds and the focus doesn't slip.
What working together looks like.
Discovery
A comprehensive look at where you are: your online presence, your market and your competition. Before any strategy is built, the picture has to be clear.
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Strategy
With the foundation in place, we define who you are talking to, what you stand for and how your customer moves from awareness to advocacy.
Roadmap
The strategy translates into priorities — what content to create, which channels to focus on and exactly what to execute against in the next 90 days.
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Embedded Fractional CMO
Ongoing strategic leadership to make sure the strategy stays alive, the team stays focused and the work keeps moving in the right direction.
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The brands I work with have real potential. What they're missing is someone to set the direction and hold the line. If that sounds familiar, let's find out if we're a fit.
ASPEN, COLORADO
WORKING WITH BRANDS WORLDWIDE