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Emergence Fractional

Solving commercial challenges for manufacturing
& technology CEOs

Why Technical Companies Hit Growth Walls

Most technical and manufacturing companies I work with have hit the same walls:

  • You know your product is solid, but explaining its value is a challenge

  • Your Marketing feels disconnected from what you actually do

  • Sales conversations get bogged down in technical details

  • Your teams are working hard but not necessarily together

  • Growth feels harder than it should be

The good news? These aren't product problems - they're clarity problems.

And clarity problems can be solved.

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“Emergence” is Creating Order from Chaos

You've built something genuinely innovative. The engineering is solid, the product works, but the commercial side feels like chaos. Marketing doesn't quite hit the mark. Sales conversations are harder than they should be. Growth has stalled.

Kia ora, I’m Michelle Haynes. Fractional CCO/CMO.

I started Emergence Fractional to help technical companies create commercial clarity. I bring over twenty-five years’ expertise of turning complex products into clear market stories, messy go-to-market approaches into smooth growth engines, and misaligned teams into motivated, engaged high performers.

It might not actually be chaos (although I know it often feels like it), but together we can ensure your company exceeds its goals. Both in the short term and into the future.

Let's have a chat about what you're feeling stuck on
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Real Results for Manufacturing & Technical Companies

    • 98% revenue growth through clearer positioning and execution (Global Construction Manufacturer)

    • Grew market position from #3 to #1 in 12 months (NZ Medical Devices company)

    • Cut marketing costs by 40% while increasing leads by 25% (Global FoodTech Manufacturer)

    • Built & led commercial teams operating across 5 global regions (Global AgTech company)

    • Successful rebrand of 5 amalgamated companies & nationwide distributor network (NZ Construction Manufacturer)

  • I work with:

    Manufacturing • AgTech • FoodTech • Construction Tech • Medical Devices • Food Processing

  • Based in Auckland NZ, working with companies across New Zealand, Australia, Europe, South East Asia, and North America

How I Help

I started Emergence Fractional because I saw too many great companies losing momentum for all the wrong reasons.

Focusing on the wrong problem, or worse, the wrong solution.

By reviewing and aligning all your commercial functions - marketing, product, sales and customer service - I ensure we identify and remove all the roadblocks and bottlenecks restricting your growth.

Not knowing where to start can often feel like the biggest hurdle. And identifying the right problems to solve is the first step to success.

  • Figure out what's really going on: Get clarity on where you are and what needs fixing first

  • Turn confusion into a clear plan: Evidence-based direction that your team can actually execute

  • Work alongside your team to get it done: Hands-on leadership without the full-time hire

  • Fix specific problems, fast.
    Intensive programs for product launches, market expansion, or digital transformation

  • “Michelle excels at building motivated teams and operationalizing strategy into practical initiatives. Her innovative approach, combined with cross-industry best practices, makes her a powerful accelerator for your growth agenda.”

    — Jessica Brennan, SVP Strategy, TOMRA Food

  • “Michelle has the rare ability to see both the big picture and the specific actions needed to get there. She gave us the commercial clarity and alignment that transformed how we operate."

    - CEO, Global Construction Manufacturer

  • “Michelle cuts through complexity like no one else. Through detailed research and analysis, she identified key insights and opportunities that we'd missed."

    - CEO & Founder, Global AgTech Manufacturer

  • “Michelle has an exceptional ability to lead discussions that not only inspire creative solutions but also ensure the customer remains at the heart of every activity. Her focus on customer-centric marketing made a significant impact on our team’s approach."

    - Global AgTech Product Leader

What is Fractional Leadership?

Senior Expertise,
Flexible Investment

Fractional leadership means getting senior executive expertise without the full-time hire. Instead of employing a permanent CMO, you work with an experienced commercial leader on a monthly retainer basis.

This isn't consulting or project work. Fractional leaders integrate with your team, attend leadership meetings, and take accountability for results. You get the strategic thinking and hands-on leadership of a senior executive at a fraction of the cost of a full-time hire.

For growing companies, this means accessing expertise that might otherwise be out of reach - senior-level commercial leadership without the $250K+ salary commitment.

Most fractional engagements run 6-12 months, giving enough time to build real momentum and leave your team with stronger capabilities.

Learn more about fractional leadership →

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Services Snapshot

  • A modern desk lamp with a curved metallic shade positioned on a wooden surface, casting light in a gradient background.

    Discovery & Assessment: Go-To-Market Assessment

    Comprehensive evaluation of how your product, marketing, sales, and customer experience functions currently go to market, where revenue is being left on the table, and what's needed to accelerate growth.

    When you need this: Before major initiatives, when growth has stalled, or when you suspect you're leaving money on the table.

  • Two workers in safety gear standing inside a large industrial warehouse with metal shelves, machinery, and materials.

    Strategy Development: Commercial Growth Blueprint

    High-level strategic assessment and direction focusing on your top 3-5 growth opportunities with clear priorities and next steps. Built on findings from your Go-To-Market Assessment.

    When you need this: Need strategic direction quickly, want to test the waters before bigger commitment, or have limited budget but need clarity on where to focus.

  • Desk with a laptop, two potted plants, two cups, notebooks, and a window showing a sunset.

    Fractional Business Transformation Partnership

    Working in your business rather than beside it, I take ownership of the input and responsibility for the outcomes produced during our partnership.

    When you need this: Major change, aggressive growth targets, or market disruption requiring comprehensive transformation.

  • Close-up of cherry blossom branches with white and pink flowers against a blue sky

    Fractional Strategic Advisory Partnership

    When you need this: Strong internal team needing expert guidance and external perspective on growth opportunities.

  • A young green plant with glossy leaves growing in soil inside a transparent box, with bright light shining from above.

    Specialized Program: Product Launch Excellence

    Complete go-to-market strategy and execution for new product introductions, ensuring maximum market impact and adoption.

  • A group of diverse smiling colleagues gathered around a table in a bright office space, with a cheerful older woman in the foreground.

    Specialized Program: Marketing Transformation

    Transform marketing from cost center to revenue engine through organizational development, strategic planning, and digital optimization.

Learn More About my Services

Why work with me

I'm not your typical consultant. As a Fractional Leader I don't disappear after delivering a strategy deck. I work alongside your team until you see results.

My background is 25+ years leading commercial functions for manufacturing and technology companies. I understand the unique challenges of selling complex, technical products in competitive markets.

I'm also a proud Māori (Ngāpuhi/Ngāti Hineira), which means I approach business relationships through manaakitanga - genuine care for long-term success rather than quick wins.

Credentials: Chartered Marketer (CMktr); Fellow of the Chartered Institute of Marketing (FCIM) • Based in Auckland, NZ • Working globally

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Get in touch.

Most people start with a conversation where we figure out what's really going on and whether we're a good fit to work together.

Find a time that works for you. I’m looking forward to talking with you.

let's talk