Fractional CMO Services for the Signage & Exhibits Industry

A trusted strategic advisor for signage, exhibit & visual communications companies.

Executive-level guidance for visual communications, signage, exhibit, display, and experiential marketing companies navigating growth, differentiation, and change.

Dina Wasmer and Maria Fuster bring two complementary perspectives to your signage or communications company via Incite’s unique fractional CMO² model.

“Gable believed that we were missing a senior Marketing thinker that had the knowledge of modern marketing strategies that could direct our marketing team at a high level. Dina and Incite have met us where we are and, in a very nurturing but firm way, have pushed us out of our comfort zone and did it in the most practical way. Incite has most definitely helped us achieve our goals and beyond. If your business is at the intersection of needing high skill sets but can’t take on the burden of a full-time CMO, Dina and team Incite is the answer.”

Ross Hancock

SVP – Sales, Marketing, Creative, Gable

Many companies are known for what they make. The ones that grow are known for why clients choose them.

That’s becoming increasingly important in an industry facing labor shortages, increasing competition, industry consolidation, evolving technologies, and constant pressure to differentiate.

Too often, conversations revolve around price, production capacity, installation schedules, and turnaround times. Important? Absolutely. But rarely the reason a client becomes a long-term partner.

Most leaders aren’t looking for another marketing vendor. They’re looking for a trusted advisor.

Someone who understands project-driven businesses. Someone who can help connect the dots between business development, marketing, operations, project management, leadership, and long-term enterprise value.

For more than 26 years, we’ve helped organizations navigate growth, change, and complexity. Within visual communications, we’ve worked alongside leadership teams to strengthen market positioning, improve sales and marketing alignment, evaluate growth opportunities, develop stronger teams, and focus resources where they’ll have the greatest impact.

Sometimes the conversation starts with marketing. More often it leads to differentiation, recruiting, succession planning, business development, leadership alignment, and profitability — because every business challenge ultimately impacts your ability to win opportunities, attract talent, and create long-term value.

Representative Industry Experience

We’ve worked across the visual communications landscape.

Visual Communications
Signage & Wayfinding
Exhibits & Displays
Experiential Marketing
Architectural & Environmental Graphics
Manufacturing & Fabrication
Installation & Field Services
National Account Programs

Where We Help

Moving the conversation beyond price, capacity, and turnaround times.

Differentiation & Market Positioning

Many firms have exceptional capabilities — the challenge is communicating them in a way that resonates with buyers. We help you identify what truly sets you apart, clarify your position, and develop messaging that moves conversations beyond price and turnaround times.

Winning Better Opportunities

Not every opportunity is worth pursuing. We help you identify the verticals, accounts, and project types that align with your strengths, improve business development, and create a more intentional approach to growth.

Portfolio Activation & Knowledge Management

Many companies are sitting on one of their most valuable business development assets without realizing it — years of completed projects, installation and progress photography, client success stories, before-and-after transformations. The challenge isn’t creating great work; it’s consistently capturing, organizing, and leveraging it. We develop practical workflows and digital asset management strategies that turn finished projects into case studies, proposal support, thought leadership, and social proof. In a search- and AI-driven environment, the companies that document and promote their expertise are the ones that get discovered, referenced, and remembered.

Sales & Marketing Alignment

A common challenge is a disconnect between what leadership wants, what business development needs in the field, and where marketing invests. We create alignment so the organization works toward shared goals — and momentum follows.

Team Development & Marketing Leadership

Many organizations don’t need more marketing activity — they need stronger marketing leadership. Whether your team is one person or several, we provide direction, coaching, and accountability that helps marketers become stronger business contributors.

Growth Without Losing Focus

Many companies grew through referrals, reputation, and relationships. At some point growth becomes more complex — new markets, services, facilities, leadership responsibilities. We help you grow intentionally without losing sight of what made you successful.

Technology, AI & Operational Efficiency

Technology continues to reshape how you communicate, estimate, manage projects, and deliver work — and AI creates both opportunities and distractions. We help you evaluate tools through a practical business lens: efficiency, effectiveness, and long-term value over hype.

Succession, Acquisition & Enterprise Value

As consolidation continues, owners are asking larger questions. What is the business worth? Is it positioned for acquisition? How dependent is it on a few clients or key employees? These are important — and increasingly common — conversations.

Not sure where to start? Most leaders don’t — that’s the point of a first conversation.

Readiness Check

How ready is your company for what’s next?

Check every foundation you already have firmly in place. What’s left is where an experienced advisor goes to work. Nothing is stored or shared — this is just for you.

What Makes Us Different

We help companies move from reactive to intentional.

We understand the industry’s complexity

You’re part creative firm, part manufacturer, part project management organization, part installer, part service provider. We’ve worked in this environment long enough to understand the challenge of balancing all those moving pieces.

We focus on the business, not just marketing

Marketing is often where the conversation begins, rarely where it ends. The strongest engagements involve growth strategy, business development, leadership alignment, recruiting, market expansion, customer retention, operational efficiency, and long-term business value.

We help you move from reactive to intentional

Many firms spend their time responding to opportunities. The strongest firms create them. We help you become more proactive in how you position, pursue target markets, support business development, and build momentum around growth.

We help build stronger teams

Many marketing professionals are expected to execute campaigns, support sales, manage vendors, and juggle competing priorities without experienced leadership. We provide the guidance, mentorship, and perspective that helps teams gain traction, improve decision-making, and contribute at a higher level. The result isn’t just better marketing — it’s a stronger organization.

We’re a trusted sounding board

Running a growing business can be isolating. Our role isn’t to tell you what to do — it’s to ask good questions, challenge assumptions, share what we’ve seen work elsewhere, and help you decide with clarity and confidence.

You get two experienced strategists

Our CMO² approach provides access to two senior-level advisors for significantly less than the cost of hiring a full-time executive — broader perspective, deeper expertise, greater accountability, and ongoing leadership without additional overhead.

Frequently Asked Questions

A few things owners ask first.

Are you a marketing agency?

No. We’re strategic advisors who help leadership teams make better decisions, align growth initiatives, and ensure marketing investments support broader business goals.

Can you help us break into a new vertical market?

Absolutely. Many clients engage us to help evaluate market opportunities, refine positioning, and develop strategies for entering new industries or customer segments.

Do you work with internal marketing teams?

Yes. In many cases we work directly with internal marketing team members, providing strategic leadership, coaching, mentorship, and accountability while helping them become more effective contributors.

Do you help with acquisitions and succession planning?

Yes. While we’re not attorneys, accountants, or investment bankers, we regularly help leadership teams strengthen brand value, market positioning, communications, growth strategies, and leadership alignment that support transition and exit planning objectives.

Do we need a marketing department?

Not at all. Many clients engage us because they need executive-level guidance without adding another full-time executive to the payroll.

Let’s talk.

Whether you’re trying to differentiate your company, strengthen business development, enter a new market, develop your team, prepare for succession, improve profitability, or simply need an experienced sounding board — we’d welcome the conversation.

We’ll listen first. Then we’ll help you build a practical path forward.