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'm not a generalist who found adventure travel. I came into this industry with agency training from Edelman, representing global brands like Expedia and Microsoft, and never left. 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, Forbes and Bloomberg.
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, Forbes, Bloomberg, Travel + Leisure, etc.
Clarity, Perspective and Strategic Insight
I've worked with Dan Sherman for many years as an executive peer in the travel industry and value the clarity, perspective, and strategic insight he brings to complex business conversations.
What distinguishes Dan is his ability to quickly interpret emerging market trends and translate them into practical commercial strategy. He consistently connects marketing, brand positioning, customer trends, and business objectives in a way that creates real organizational clarity.
For organizations navigating growth, positioning, market evolution, or strategic change within the travel sector, Dan is someone I would absolutely want advising leadership.
— Theron Gore
Chief Marketing Officer,
East West Hospitality
What working together looks like.
Every engagement starts in the same place: a deep dive into your business, market, audiences, core messaging and your team. This isn't a surface-level audit; it's a detailed strategic diagnosis based on what's actually true about your situation. From there, you get a clear positioning strategy, a defined ideal client profile, a full customer journey and a prioritized 90-day execution roadmap your team can act on immediately.
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. The goal is simple: a marketing operation that's aligned with where your business is actually trying to go.
Strategic diagnosis
A deep look at the business, market, audiences, messaging and team.
01
02
Positioning and roadmap
Positioning, ideal client profile, customer journey, 90-day execution plan.
Embedded fractional CMO
Ongoing strategic leadership to make sure the strategy stays alive and the team stays focused.
03
— LET’S TALK —
If you want to cut through the noise, align marketing with business objectives and give your team a north star worth executing against, let's find out if we’re a fit.
ASPEN, COLORADO
WORKING WITH BRANDS WORLDWIDE