Your Fractional CGO for your digital product business
I’m Matt Cromwell. I work with founders and teams who already have a WordPress product, a plugin or SaaS, and need growth to be someone’s actual job.
I embed with your team, learn how the product gets built and supported, and connect product, customer experience, and marketing around one growth lever at a time. Engagements run 1, 3, or 6 months, from €4,200 a month. I take three clients at a time, because the work is hands-on.
I’m based in Braunfels, Germany, and I work with teams globally.
Co-founder of GiveWP. Former marketing and CX leadership at StellarWP.
I learned this by doing the job
If you’re building a WordPress product you’re proud of, but growth still feels stuck, you’re not alone. That’s the gap I built Roots & Fruit to fill.
I don’t sell more noise or a cookie-cutter playbook. I stay close to the team and help you make the decisions that actually move the needle.
I co-founded GiveWP and helped grow it through an eight-figure acquisition. After the sale, I led marketing and customer experience at scale across StellarWP brands like LearnDash, Kadence, and The Events Calendar. For more than a decade, the work has been the same job: connect what customers feel with how teams build, and turn that into results you can measure.
If a shorter block of coaching is a better fit than a fractional seat, Solo Coaching and Team Coaching are on the services page.
I co-founded it and stayed through an eight-figure sale.
I led marketing and customer experience across the brands.
I take three fractional clients at a time, because the work is hands-on.
A strong fit, and a clear no
A solid product, and a gap between the teams
Product, CX, and marketing are each doing real work, and growth still doesn’t add up. This is a strong fit if you sell WordPress products into a market that now competes with well-funded SaaS and rising customer expectations. Solo founders fit here too, when you need a sounding board and someone who can also do the work.
Ads, social, and quick wins
If you want someone to run paid ads, manage social, or chase quick wins without owning the systems underneath, I’m the wrong person.
From people who have done the work with me
Matt is one of the most well-rounded product leaders I’ve worked with. Product instincts, customer success expertise, and real marketing chops.
Devin Walker
Co-founder of GiveWP, now Creative Director at Jetpack
What truly sets Matt apart is his passion for people and process. He builds teams that love their work and systems that make it easier. He’s equally strong in strategic discussions and day-to-day execution, earning respect everywhere he goes.
Joe Oesterling
CTO at Falfurrias Management Partners