FAQ

What is Sailors & Mermaids?

Sailors & Mermaids is a tiny content and marketing studio run by me, Jonas Strandell. I’m an award-winning marketer, designer, and writer based outside Stockholm, Sweden.

That sounds remarkably similar to the About section.

Sorry, was that a question? This is an FAQ, after all.

Doesn’t that sound an awful lot like the About section?

I’m not sure I understand. Let’s move on.

What kind of work do you do?

I offer companies my services as a fractional or interim Chief Marketing Officer (CMO). Many companies struggle to generate leads despite having a fantastic product. There is nothing unusual about that. I offer a fresh perspective on their marketing efforts, and with my help, they can unclog that inbound funnel.

Some companies have a good marketing team in place, and they are this close to breaking through. I can help them by coaching them for a day or a week.

I also speak at events and companies about marketing, design, and trends.

What is a fractional CMO?

A fractional CMO is a contract-based chief marketing officer who works only the agreed-upon hours or projects, delivering high-level strategy and oversight without a full-time salary and benefits.

You set the goals together, schedule the check-ins, hold each other to the metrics, and when they step away, the playbook stays behind, living in your culture. Leadership without long-term lock-in, guidance without heavy overhead, and momentum without delay.

You get the expertise without having to pretend you understand why they need a Herman Miller chair that costs more than your car.

Why do people come to you? Why have you worked with so many brands?

The most common reason? “We need someone who has done this before. We have a lot to say about our product/service, and we need to say it simply so that people will listen.”

But I have also been at the right place at the right time and have known the right people. For example, I had the good fortune of working with MTV, where I was able to create animations and edit videos. I helped Ben Sherman and Sega Games because I knew the people working with them. Networking works; who knew?

How much does it cost?

Over the course of 15 years, I’ve developed a set of skills and expertise, consistently delivering stellar work. So, a million dollars is the starting fee. No, just kidding, but the point is it costs real money. I’m not doing work for anyone in exchange for exposure and to “promote my business.” It costs about $100 per hour, depending on the scope of your project.

Do you work with sub-contractors?

Yes, sometimes.

Why the name Sailors & Mermaids?

The nautical theme was always fascinating, and it was a good opportunity also to have a name with an ampersand in it. The abbreviation S&M is just a childish bonus.

Did you write this FAQ yourself? Like, are you just asking yourself questions? Or did other people really ask?

Who’s asking? No, really. I can’t tell anymore.