Free game planGame plan

Fractional CMOs and software for the trades. Both run the same playbook, Moneyball Marketing™, and both report in revenue, not vanity metrics.

Get your free game plan
Brianna SkiffingtonLexi ZilaAlex BurmistrovEvan HoffmanNatalie RosadoMike YanchukStyphanie DuplisseySam MayAmanda DanfordOleksii SiniaievColten MurphyMike KolesnikovDee OlenickAnna VazhlivtsevaBrett HansenCory CullatherJani ShaikMyk BaisasClarissa MosqueteJulianne ChavezCzarina EstacioDonna Mae EscarillaJosh AbalosMichael CiervaThane DumlaoMaria Cierva

Who does the work

Three teams, one scoreboard

Free Agency is half service, half software, and the reason both work is that the same people feed both.

Team 01 · The performance team

The performance team

Is the CMOs. Each one embeds as the marketing leader inside a client's business, builds the plan, and runs every partner, channel, and budget line against it. One standing meeting a week with the owner. The rest of the week goes to running the game plan, not defending the players.

They choose their own workload, schedule, and location. Every one of them holds a Free Agency CMO certification.

We bet the company's reputation on them, which is exactly what a client is doing.

  • Free Agency CMO certification
  • One standing meeting a week
  • Their own workload, schedule, location

CMOs

  • Colten MurphyUnited StatesColtenCMO
  • Styphanie DuplisseyUnited StatesStyphCMO
  • Amanda DanfordUnited StatesAmandaCMO
  • Dee OlenickUnited StatesDeeCMO
  • Brett HansenUnited StatesBrettCMO
  • Lexi ZilaUnited StatesLexiCMO
  • Natalie RosadoUnited StatesNatalieCMO
  • Cory CullatherUnited StatesCoryCMO

Department lead

  • Evan HoffmanCanadaEvanCOO

Team 02 · The product team

The product team

Builds the software our CMOs have run on since the start.

Attribution that assigns revenue across Fans, Fielding, Loading Bases, and Home Runs instead of letting last click flatter paid search. A budget engine that reweights spend against goals, pacing, and channel performance. And Mr. Moneyball, the virtual CMO that ties it together.

Every feature started as something a CMO needed on a client account, and the CMOs have run all of it on real accounts before a customer ever will.

  • Attribution by position
  • The budget engine
  • Mr. Moneyball

Functional owners

  • Mike YanchukUkraineMikeIntegrations
  • Jani ShaikIndiaJaniAI Engineer
  • Mike KolesnikovUkraineMikeMarketing
  • Oleksii SiniaievUkraineOleksiiFull-stack Engineer
  • Anna VazhlivtsevaUkraineAnnaSoftware Engineer

Department lead

  • Alex BurmistrovUkraineAlexCTO

Team 03 · The support team

The support team

Has spent years behind the CMOs on the work that has to be right and that a CMO shouldn't be doing at 11pm: onboarding, account administration, call processing, call disputes, data reconciliation, phone number testing, campaign organization, UTM parameters, QR codes.

They know how a trades business runs, what its leads look like, which ad credits each platform offers, how to connect all of it, and how to keep the servers tight and clean.

That's why they support software customers too, at no charge. Same objectives, same problems, same people who already know the answer.

  • Onboarding and administration
  • Call disputes and data reconciliation
  • Software customers, at no charge

Channel owners

  • Myk BaisasPhilippinesMykThumbtack, Service Whale, Goodzer & HomeGuru
  • Clarissa MosquetePhilippinesClariLSA
  • Julianne ChavezPhilippinesJulianneYelp
  • Czarina EstacioPhilippinesCzarinaeLocal, Service Direct, Modernize, Networx
  • Donna Mae EscarillaPhilippinesDonnaLocal Listings Optimizer

Coordinators & analysts

  • Josh AbalosPhilippinesJoshMedia Coordinator
  • Michael CiervaPhilippinesMhikoLocal Listing Leader
  • Thane DumlaoPhilippinesThanePerformance Analyst

Department lead

  • Maria CiervaPhilippinesMariaSupport Leader

Open roles

No open roles.

There never are. We don't post jobs and we don't take applications, because the marketers we want aren't looking for one.

Every CMO on this page was found and recruited by name, then trained and certified before they touched a client. If you're that good, we'll find you.

Want in anyway? Write to us and say what you'd run.

cmo@freeagency.ai

The loop: performance learns what works in the field. Product builds it into the software. Support keeps the accounts clean enough that both can trust the data. An owner running Mr. Moneyball gets the same framework a Commissioner client gets, because it's the same framework.

What we actually do

More good, less bad.

Agency reports blend everything. Brand search can run 100x. Prospecting runs 3x. Blended, they read as a comfortable 7.6x that says nothing about which one is growing your company, and the blend is the point. That number is what the Bullsh*t Filter™ was built to zap.

100×Brand searchPeople who already know your name, typing it into Google. The easiest number to win, and to take credit for.
3×ProspectingStrangers looking for a plumber, a roofer, an electrician. Costs more. The only number that grows a company.
7.6×BlendedThe two averaged into one line on the agency's report. Reads fine. Hides which one moved.

Free Agency started as one Google Ads discipline: data clean enough to separate prospecting from brand. That one split changes every decision, so we hired CMOs to run it across every channel. Social blends prospecting with remarketing. Direct mail blends new households with your existing database. Pull them apart and the same two-word strategy works everywhere: more good, less bad, every month, until it compounds.

That's the whole method. The CMOs run it for clients. Mr. Moneyball runs it for everyone else.

Pull them apart

Google AdsProspectingBrand
SocialProspectingRemarketing
Direct mailProspectingDatabase
The Bullsh*t Filter™ · smellslikebullshit.co

Why we're different

Warning: if you like the way agencies treat you, you won't like us.

  1. No 01

    No contracts.

    Month-to-month, and every preferred partner we bring in is month-to-month too. Nobody stays because paperwork says so.

  2. No 02

    No kickbacks.

    Vendors would pay us to refer you. We don't take it, and whatever they would have paid us comes off your bill with them instead.

  3. No 03

    No hostage situations.

    Your ad accounts, your data, your creative, your strategy docs. If you leave, you take all of it, and while you're here you can audit our spend on any Tuesday without asking.

  4. No 04

    No custom quotes.

    Pricing is on the website. You don't need a discovery call to find out what this costs.

  5. No 05

    No 50 accounts per person.

    Each CMO is capped at four clients. Most carry two or three. We don't assign a new client until the current ones are on track.

  6. No 06

    No vanity reports.

    Every number we show you ties back to revenue in your ServiceTitan, with prospecting separated from brand so you can see which one is actually growing. Calls are recorded and summarized. If a channel is bleeding, we say it before the report does.

  7. No 07

    No board rooms.

    We need the owner in the room, because the work changes when the person who built the company is the one making the call.

  8. No 08

    No sales team.

    We've never cold-called anyone. Every client came from word of mouth.

  9. No 09

    No hope-based math.

    If we can't see a path to returning ten times our fee in measurable gains, we don't take the engagement.

  10. No 10

    No secret playbook.

    The Moneyball Marketing™ Model is published, benchmarks included, and Free Advice Fridays sends the same material we use with paying clients every week with no pitch at the end.

  11. We can do all of this for one reason:

    We grow by reputation, and every agency you've fired grows by salespeople. When your growth is the only thing that gets us the next client, we're on your side whether or not a values page says so.

    Get your free game planOr see the six things we run on

The dugout rules

Six things we run on.

20%

A year, minimum

the number on every client

  • Freedom Is Fundamental

    Nobody here is held by paperwork, client or team.

  • Chase Data Not Credit

    When the data says our idea was the wrong one, we say so before you find it.

  • Obsess Over Growth

    An internal scoreboard, a number on every client that starts at 20%, and we compete against ourselves.

  • Protect The Good Vibes

    Fewer clients who love this beats more clients who tolerate it.

  • Say The Hard Things

    You hear the bad news from us before you see it in a report.

  • Be Remembered

    A relationship, not an account. Up to 80% of our team's pay is tied to your retention and growth, so your success is theirs.

A note from Bri

Brianna Skiffington

Brianna Skiffington

Founder

I spent seven years at a performance agency for the trades. Loved the work. Someone clicked, they called, they paid. Fastest feedback loop in marketing.

The system around it was the problem. Owners had been burned by the last agency and had no way to tell if we were the same, so 90% of every week went to meetings proving we weren't screwing anyone. We weren't. But by spending the time that way instead of on the work, we screwed everyone.

The fractional CMOs I met weren't the answer either. They justified the title by trashing every agency in the room, then took a commission for moving the budget to their friends.

I didn't want another agency and I didn't want to be that. I wanted to sit inside the business, own the marketing, and be judged by the scoreboard. So in January 2024 I started Free Agency as a side hustle to fund the software I actually wanted to build. Hired the first CMO in March. Hit seven figures by July. We're a team of 28 now, and I've still never made a sales call.

The software has been running under our own CMOs the whole time, on real accounts with real money on the line. What's new is a version anyone can use.

Bri

The proof

The strategy appears to be working.

We hit seven figures in our first six months. Inc. named us to its 2025 Best in Business list in six categories, including Best Bootstrapped and Best in Innovation. Yelp made us a Platinum Partner in year one and nominated us for innovation in lead generation. Inc. put Bri on its 2026 Female Founders 500. All of it on word of mouth, with a marketing budget of zero until we finally ran ads this year, and they were about a device that doesn't exist.

Inc. Best in Business 2025Yelp Advertising Platinum PartnerFemale 500 Founders 2026ServiceTitan Official Partner

Nobody should pick a marketing company because it's popular. But it's a decent sign when the only people selling you are your clients.

Where this is going

Every CMO a free agent.

  1. Step 01: The platform

    Every CMO here is meant to end up a free agent in the full sense: owning their own book of business, representing Free Agency because they keep earning the right to, backed by our software and our clients. Free Agency becomes the platform.

    The Software

  2. Step 02: The algorithm

    Moneyball Marketing™ becomes the algorithm underneath it.

    The Playbook

  3. Step 03: The strategists

    The CMOs become the only white-glove strategists implementing it, and they hold that standing by passing an annual certification.

    The CMOs

A CMO earns more clients by hitting performance thresholds with the ones they already have. That's the only way anyone here gets more, and when nobody is up to bat, onboarding slows and new clients wait. We'd rather you wait than get someone stretched thin.

The whole idea in one sentence

Independence for the client and the team, growth neither gets without the other , and Free Agency as the machine each one runs to get what they're after.

Bootstrapped

We're bootstrapped. Nobody outside this page and our clients has ever had a say in what we build or who we take on.

So tl;dr

A company built to be checked.

We hope you leave this page knowing what we are: a company built to be checked. The service side is headed for employee ownership, which is the real brag. The software is bootstrapped, and we intend it to be the most ruthless martech software in the trades. Both exist so everyone involved, client or CMO, gets to be a free agent.

If we haven't convinced you, come back in a few months. Mr. Moneyball will have learned something new.

Let's talkTry the Software free

P.S. Sadly, the Bullsh*t Filter™ doesn't exist. But Free Agency does. smellslikebullshit.co