Francine Feder is the Fractional Chief Marketing Officer at OK4WD, a premier off‑road and overland vehicle outfitter founded in 1979 that builds custom trucks and serves as North America’s exclusive distributor for several international brands. She brings over two decades of award‑winning strategic marketing experience, including leadership roles at Foot Locker, where she drove creative campaigns, digital transformation, and brand equity growth. In her fractional CMO capacity at OK4WD, Francine provides high-level strategic guidance, digital strategy, and brand development without the commitment of a full-time executive.

Staying relevant in marketing today requires more than simply keeping up with trends. With digital platforms multiplying and consumer expectations shifting constantly, marketers must be both strategic and adaptable. So, how can professionals leverage big-brand experience while successfully navigating fast-moving niche markets?

According to Francine Feder, a veteran marketing leader with decades of experience building iconic campaigns, the key lies in balancing long-term brand thinking with agile execution. She underscores the value of data-driven insights as a roadmap and stresses that creativity is what helps messages break through the noise. Blending enterprise strategy with nimble tactics enables marketers to evolve with their audiences while staying grounded in what works. Francine also emphasizes the importance of understanding the entire customer journey and shaping marketing around it, not just the last-click moment. Her cross-industry experience reinforces how foundational principles can flex across company sizes and sectors.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Francine Feder, Fractional Chief Marketing Officer at OK4WD, to talk about bridging enterprise-level strategy with niche execution. They discuss aligning brand and performance marketing, building marketing structure in a fast-scaling business, and how to speak to niche audiences without alienating loyalists. Francine also shares how to stay creatively sharp in a data-dominated world.