Fractional Chief People Officer · SMBs 10–100

I help SMB leaders build cultures people chase, not escape.

The Chief People Officer your SMB needs — without the full-time cost. I build cultures that lower turnover, lift engagement, and grow the business.

Brian Yackel, founder of Arise
Brian Yackel Founder · Arise
Where cultures crack

Every business feels them. Most never name them.

Trust, communication, and purpose — the three places culture cracks under pressure. Quietly at first. Then all at once.

T
The floor

Trust

People don't speak up when safety isn't there. And what leadership can't hear, it can't fix.

Signs: silence in meetings, private venting, complaints running through side channels, top performers leaving without warning.

C
The middle

Communication

Sales, operations, and leadership speaking different languages — inside the org and out to the customer.

Signs: siloed decisions, "I didn't hear about that," duplicated work, cross-functional friction accepted as normal.

P
The top

Purpose

People stuck in seats that don't match their why. Without purpose, no one is elite at what they do.

Signs: quiet quitting, checked-out performers, "just a job" energy, plateaued careers.

Meet the founder

I'm Brian.

Brian Yackel, founder of Arise
Brian Yackel Founder · Arise

Culture is the operating signal.

I'm a Minnesota-based fractional Chief People Officer who helps leadership teams build cultures people chase, not escape. Culture, to me, is not a buzzword or a poster on the wall — it is the operating signal people feel the moment they join, the standard they experience when things are working, and the truth they uncover when things get hard. Healthy cultures attract top talent, retain strong performers, and create the conditions for stronger client experiences and better business outcomes. Broken ones quietly erode all three.

I've spent my career in nearly every seat, from front-line work to general manager, which gives me a practical view of how culture actually shows up inside a business. I've seen environments that help people rise and environments that drain energy, trust, and momentum. That range matters — it has taught me how to challenge the status quo, build trust, and help teams rise through change, pressure, and growth.

At Arise, I work with leaders who know culture is their edge and want a partner who can build it with them — not hand them an HR binder. My approach is simple: assess, calibrate, grow. Together we strengthen accountability, sharpen communication, clarify expectations, and build the habits that make culture measurable, not accidental — cultures people chase, where they feel seen, heard, and valued.

If you're building something better and want a conversation that is honest, practical, and human — let's grab coffee or an adult beverage and talk.

McDonald's· Best Buy· Sonos· Tesla· Arise
The Journey

Every partnership follows the same arc.

Assess. Calibrate. Grow. A proven three-phase journey that moves a culture from where it is to where it should be — and leaves your team stronger than when we started.

Phase 01

Assess

Where are you now?

Culture survey, leadership and employee interviews, doc review, and a prioritized action plan — before we touch anything.

Phase 02

Calibrate

Are the right people in the right roles?

Team fit and temperament, role alignment, decision rights, and internal messaging — so culture can be built on solid ground.

Phase 03

Grow

How does the culture sustain and compound?

Comp philosophy, L&D, operational rhythms, manager coaching, and recognition — the systems that keep it going.

Who it's for

Built for teams of 10 to 100.

Any organization where people are the edge, and culture is the multiplier.

Service businesses

  • Construction and specialty trades
  • HVAC, plumbing, electrical, and mechanical contractors
  • IT services and managed service providers
  • Marketing, creative, and advertising agencies
  • Commercial cleaning and janitorial companies
  • Landscaping and grounds maintenance

Operations-heavy businesses

  • Manufacturing and light assembly
  • Wholesale distributors
  • Transportation and logistics
  • Warehousing and fulfillment
  • Property management and facility services

People-intensive businesses

  • Dental practices
  • Medical practices
  • Veterinary practices
  • Private schools
  • Training centers
  • Childcare providers

Multi-unit local businesses

  • Local retail chains
  • Multi-location specialty retailers
  • Restaurants with multiple locations
  • Larger restaurant groups with back-office teams

Sports organizations

  • High school
  • Collegiate
  • Professional
Ways to Engage

Three ways to work together.

From a fixed-fee foundation to an intensive transformation — the level of engagement that fits where you are.

Tier 01

The Foundation

Fixed fee · 4–6 weeks

A full assessment of your culture — survey, interviews, doc review — with a prioritized action plan and recommended next steps. Your team takes execution from there, with a clear map and the confidence to start.

Start with Foundation
Tier 02

The Partnership

Monthly retainer · 6-month min

Everything in Foundation, plus I'm in the seat with you. Monthly working sessions, manager coaching, hiring framework rollout, systems installation. The fractional CPO your SMB needs — without the full-time cost.

Explore the Partnership
Tier 03

The Transformation

Project fee · 3–6 months

For high-stakes moments — a merger, a leadership change, sudden turnover, any transition where culture is at real risk. Intensive presence, executive coaching, and stakeholder support. What could break becomes a turning point.

See the Transformation

Ready to build a culture people chase?

Twenty-minute call, no pitch. If it's the right fit, we take it from there. If not, I'll point you somewhere better.