Alex M.

CMO | Fractional Head of Growth | Over $200M in Incremental Revenue 📈 | Aspiring Movie Critic | Angel Investor

Executive marketing leader helping companies achieve their next level of growth.  Successful at both Fortune 50 companies and startups.  Examples include: 

 📈 At BENlabs, I managed all marketing teams, created all marketing infrastructure, guided the company's rebranding and helped spear its transformation from an agency model to an AI tech-oriented firm. My teams achieved revenue growth of our direct to consumer business and the most ever leads from a marketing team. 

 📈 At Bloomberg Media I reduced paid media costs by 400% and helped grow it first subscription business from $1M to $100M.  I did this by managing all our media expenditures, hiring and managing our agencies and signing partnerships with the likes of JetBlue and Samsung. 

 📈 At TubeBuddy I increased revenue by 30% during my first 6 months by revising pricing and packaging and A/B testing our messaging and positioning. 

 📈 At Verizon, I managed go to market and used a mixture of direct response and top of funnel marketing to lead multicultural marketing for the northeast area.  My team was responsible for an incremental 300K subscribers. Along the way, I won an award for Latino Marketer of the Year. 

None of the above happens without thinking a lot about leadership, both of my direct reports and cross functional colleagues while caring a lot about the intersection of data and creativity.

Fractional CMO

I oversee all marketing for BENlabs.  A tech company infusing AI into the creator economy across content optimization,  product placement, and influencer marketing. 

I lead a 20-person team that oversees the whole marketing funnel, including, brand, growth, and paid media.

Some recent wins include:

1) Increased our organic views by 200% 2) Led the creation of our brand strategy and creative assets 3) Increased subscribers and revenue 30% YoY

We work autonomously, and independently with a NO BS approach.   We believe in being world-class because intrinsically it is the best way to connect individual interests with company ones.

Come and join us.  We are just getting started!

10 months of growth. Then January hit: A bad month, a trip to Africa, the worst flu of my life, and other headwinds all at once.

𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴: 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀 𝗮𝗿𝗲𝗻'𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝘂𝗽 𝗮𝗻𝗱 𝘁𝗼 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁. 
𝗧𝗵𝗲 𝗯𝗮𝗱 𝗺𝗼𝗻𝘁𝗵 𝘄𝗶𝗹𝗹 𝗰𝗼𝗺𝗲. 

The question is whether you're ready for it.

We were. Not because we saw January coming, but because we'd been running the 70/30 rule:

70% of effort on what's working, 30% on preparing for when it stops.

By the time the rough patch hit, we already had experiments running in new channels. 

A product initiative in development. And meetings with senior leadership from three months prior mapping out exactly this scenario.

Most teams don't prepare for the bad months, because they don't believe it will come. Then it does. And they scramble.

Build the parachute before you need it.

Alex Montas Hernández

Chief Marketing Officer | Head of Growth | Helping Companies Scale Revenue and Customer Value

𝗜 𝗷𝘂𝘀𝘁 𝘀𝗽𝗲𝗻𝘁 𝟭𝟬 𝗵𝗼𝘂𝗿𝘀 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮𝗻 𝗔𝗜 𝗯𝗿𝗶𝗲𝗳𝗶𝗻𝗴 𝗮𝘀𝘀𝗶𝘀𝘁𝗮𝗻𝘁 𝘁𝗵𝗮𝘁 𝗻𝗼𝗯𝗼𝗱𝘆 𝗮𝘀𝗸𝗲𝗱 𝗳𝗼𝗿. It connects my calendars, emails, Slack, iMessages, and to-dos into morning previews and end-of-day summaries, then dumps everything into Apple Notes and pings me when it's ready.

𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗰𝗵𝗲𝗰𝗸 𝗼𝗻 "𝘃𝗶𝗯𝗲 𝗰𝗼𝗱𝗶𝗻𝗴":

It's not actually accessible yet. Between configuring data sources, building AI logic for email parsing, selecting models, and wrestling with security protocols, this took serious technical chops. The "anyone can build" narrative is premature. Most people would hit a wall in the first hour.

𝗘𝗩𝗘𝗡 𝗧𝗛𝗘𝗡, the process became dangerously addictive. I kept tweaking, refining, going back for one more iteration. At some point I realized I was more in love with building than with what I was building. 

𝗧𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗱𝗼𝗽𝗮𝗺𝗶𝗻𝗲 𝘁𝗿𝗮𝗽 𝗼𝗳 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: 𝗶𝘁 𝗳𝗲𝗲𝗹𝘀 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗲 𝗲𝘃𝗲𝗻 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂'𝗿𝗲 𝗷𝘂𝘀𝘁 𝘀𝗽𝗶𝗻𝗻𝗶𝗻𝗴.

Developers aren't going anywhere. If anything, this widened the gap. Good developers can now ship at 3x speed. Great developers are becoming superhuman. But the barrier to entry? Still high.

What I learned building my "personal AI":

Security was my forcing function. With AI agents proliferating, I wanted a controlled way to share context between tools (and with myself) without spraying sensitive data everywhere. This became my secure handoff layer.

The humbling part? 90% of the value came from basic automation with no AI required. 𝗧𝗵𝗲 𝗔𝗜 𝗹𝗮𝘆𝗲𝗿 𝗮𝗱𝗱𝗲𝗱 𝗽𝗼𝗹𝗶𝘀𝗵, 𝗻𝗼𝘁 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻. 𝗜'𝗺 𝘀𝘁𝗶𝗹𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘁𝗵𝗮𝘁 𝗺𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗯𝗲 𝗶𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 𝘁𝗶𝗺𝗲.

Now I'm rethinking the interface. Right now it leans too heavily on manual Apple Notes input. In the next few weeks, I'll likely build a proper UI to replace that bottleneck and see if this thing actually scales beyond my specific workflow.

If you're technical and want to build something similar, let's compare notes. Happy to share the architecture, the dead ends I hit, and what I'd do differently next time.  (Demo pictures attached)

JND Marketing

Deliver strategic direction and executional oversight for DTC, B2B, B2B2C lifestyle, healthcare, and wellness brands in the areas of omnichannel marketing, digital and physical customer experiences, patient experiences, member experiences, CRM, loyalty, brand identity, digital media, product positioning, website design, UX, cross-channel journeys, customer acquisition, and content strategy.

Key wins include:
Healthcare: brand, CX, digital marketing, patient engagement
Hospitality: website launch, social media, CX
DTC gifts: product development, branding, website launch, demand gen
Food/beverage: brand experience, go-to-market planning
CPG: CX, platform migration, product development
Non-profit: digital experience creation, design

Offerings: Strategic planning, online marketing and advertising, performance marketing, data analytics, organic social, email marketing, CRM, content marketing, startup advisory, market research, brand management, platform migrations

Executive Advisor for a startup in the health and wellness space

Vice President of Marketing

HealthCare.com

Recruited to lead the conception and development of Healthcare.com's reimagined customer experience vision and first end-to-end visual identity rebranding (rollout in progress). Managed and mentored the marketing and creative teams that developed personalized, cross-channel digital journeys and experiences about the D2C healthcare-related products, including health insurance, home delivery pharmacy (Trust Rx, Healthcare Pharmacy), and prescription savings card. Also directed the team responsible for Pivot Health insurance agent acquisition and engagement marketing programs.

Responsibilities spanned: Strategic marketing, branding building, creative development, lifecycle marketing, CRM, SMS, AI decisioning, journey mapping, data analytics, website design and development,  email marketing, team leadership, retention marketing

Head of Brand and Customer Marketing

Long-Term Strategic Marketing Consultant

Served as CX subject matter expert within AbbVie’s inaugural agile lab, to transform the Skyrizi Complete patient program using a new data model/approach to optimize digital experiences and human interactions. Appointed as CX business owner for CRM platform migration to Salesforce Marketing Cloud (SFMC).

AbbVie Pharma / Allergan: Customer Experience and Innovation (Consultant)

Designed plans to increase DTC/eRetail sales, profitability, and customer loyalty via personalized user journeys. Built strategic framework to optimize UX, CX for websites to increase conversions, customer engagement, and loyalty program enrollments.

Enfamil Nutrition (div. of Reckitt): Global Growth CX Strategy (Consultant)

Chelsea Clock

Led marketing for this aspirational consumer and B2B brand and creator of luxury gift products in partnership with Tiffany & Co, Ralph Lauren, and more. Optimized brand identity, digital strategy, creative, sales materials and e-commerce (website and Amazon Marketplace), catalog, paid and organic demand generation and social media (Facebook, Instagram), and omni-channel digital marketing campaigns. Created lead generation programs for sales team to generate incremental revenue from wholesale accounts.

Responsibilities spanned: performance marketing, Google Analytics, Google Adwords, Google Shopping, Bing PPC, SEO, paid and organic social media, LinkedIn, Twitter, Facebook, Instagram, CRM, Magento, Mailchimp email, CX, UI, content creation

Head of Marketing and Ecommerce

Keurig Green Mountain, Inc.

Directed the end-to-end marketing and relaunch of the Keurig home delivery coffee subscription platform which included an enhanced value proposition and benefits, new branding, and an optimized U/X and member experience. Developed customer relationship strategy that translated into customized online and offline brand relationships using micro-targeted segmentation, personalized onsite journeys and marketing automation and best practices in demand generation. Formulated and directed customer database reach expansion through improved U/X and through uncovering/reactivating lapsed segments and executing cross-channel test plans incorporating email, direct mail, and social/display campaigns. Won “Push the Envelope” award for innovative ideas.

Responsibilities spanned: digital marketing strategy, CRM, online marketing, personalization, email marketing, CPD, DMP, Salesforce Krux, Salesforce Marketing Cloud / ExactTarget / SFMC, Adobe Target, A/B testing, paid social, growth marketing, innovation, retargeting, product management, data analysis

Head of Customer Relationship Marketing / Subscription Product Marketing

DXagency

Served as senior marketing strategist and advisor to agency D2C and B2B Fortune 500 clients, building strategy, creative, data/analytics, customer acquisition and retention, e-commerce and marketing campaigns for programs supporting Mastercard Priceless Cities, Masterpass, Apple Pay, GRAMMYs, Stand Up to Cancer, Major League Baseball, luxury travel, and B2B financial services campaigns. Generated new business leads for the agency by participating as a subject matter lead in pitches, including winning Mastercard US and LAC accounts. Mentored and provided leadership to agency staff.

Responsibilities spanned: marketing strategy, digital communications, marketing automation, inbound marketing, email marketing, loyalty program, ABM, lead generation, business development, prospecting, customer retention, CRM, new business development, marketing management

Senior Account Director / Mastercard Account Lead

Bliss World (Spas and E-Commerce)

Developed a digital vision for this luxury spa and consumer products beauty company to build and expand its digital relationship with its customers during a period of fast growth, parlaying that vision into online traffic, email, lifecycle/engagement programs, catalog, e-commerce, direct mail, automated marketing, and blended digital/real-life experiences. Managed customer acquisition and brand awareness expansion via social media, SEO/SEM, display advertising, remarketing, influencer marketing, and social media. Co-led development of integrated marketing and activation programs for new product launches and promotions.

Responsibilities spanned: brand marketing, business strategy, activations, retail marketing, partnerships, data analytics, paid search, product activations, email marketing (Listrak), affiliate marketing, CRM, customer marketing, agency management, marketing communications

Digital Marketing Consultant

WebMD

Served as business leader/product owner for the relationship WebMD had with its consumer channel via medical and wellness digital content editions. This spanned acquisition, retention, and ongoing customer engagement initiatives, as well as creation and launch of its mobile/tablet app and B2B initiatives. Created targeted programs to sell to advertisers. Wrote business unit’s marketing and operations plans, managed P&L, and provided team leadership.

Responsibilities spanned: product roadmap, user experience, marketing plans, publishing, newsletter, magazine, business analysis, A/B testing, iPad, tablet, product management, advertising, Salesforce ExactTarget, physician, medical and pharmaceutical communication, marketing programs

Senior Director of Marketing

Madison Square Garden Entertainment Corp.

Directed omni-channel direct to consumer marketing for entertainment at Madison Square Garden, Radio City Music Hall, the Beacon Theater, and the Chicago Theatre. Led cross-functional team of 15 to reinvent customer engagement and capture more new and repeat customer revenue. Managed digital marketing and re-branding strategies for 6 re-launched websites that included consumer-centric design, a better customer journey, thoughtful UX upgrades, and integrated merchandise, video, blogs, Facebook, and Twitter. Reported to division’s VP of Marketing. 

Responsibilities spanned: business planning, strategic marketing, market analysis, email marketing, rebranding, relaunch, database segmentation, brand strategy, customer loyalty, direct marketing, budget management

Director of Online and Database Marketing

Godiva Chocolatier

Created the vision for and led execution of Godiva’s first omnichannel relationship with its customers, including a customer loyalty/CRM program that drove double-digit revenue increases across all customer touchpoints (boutiques, godiva.com, and the call center) and significant increases to customer engagement KPIs. Oversaw D2C and B2B corporate and consumer catalog businesses. Reported to Vice President of E-Commerce. 

Responsibilities spanned: digital marketing strategy, product forecasts, email marketing, catalog, customer service, call center, retail store operations, databases, data modeling, marketing analysis, qualitative research, quantitative research, brand development, creative development, innovation, multi-channel marketing

Director of CRM / Loyalty

👉 "When the customer wins, everyone wins” has been a driving force in my career. (And when I say customer, that could be a consumer or business buyer, patient, physician, member, guest, client, employee, etc.) As a seasoned marketing and customer experience executive with a track record of growing businesses and building breakthrough programs for top brands, I’m passionate about weaving together art (vision/storytelling/design) and science (data/analytics/technology) to uncover new human-centered opportunities and forge those crucial company-to-consumer connections, which elevate brand equity, revenue, and consumer loyalty.

I bring to the table extensive experience developing marketing and business strategies, leading teams, and launching successful digital, phygital, brand marketing, and CX transformations while wearing various hats in-house, at agencies, or while consulting. My portfolio spans premier lifestyle brands (Mastercard, Godiva, Keurig, Bliss Spa, Madison Square Garden, Dunkin’) and leading health and wellness companies (WebMD, Enfamil, AbbVie/Allergan, Healthcare.com, TrustRx, Pivot Health).

I’m obsessed with doing deep dives into consumer/industry insights to find possibilities for new markets, brand extensions, or innovative ways of attracting and engaging customers.

I’ve had the good fortune of working with some of the best minds and brands in the business, and I love to bring that accumulated knowledge to companies who want to elevate their marketing efforts and build and expand long-term relationships with passionate, loyal customers.


My formula for success: 
insights + strategy + creativity + data + tech + analytics + buy-in + collaboration + execution = customer delight + brand love + brand growth

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Let's connect / discuss: jondeaner@gmail.com

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Specialties:

Strategy --> branding • business planning • creative • product • brand loyalty • sales management 
CX --> consumer research • experience design • CX measurement • journey mapping 
Platforms --> digital • bricks & mortar • phygital• social  media marketing • events 
Retention --> email • CRM • loyalty • personalization • subscription • direct mail
Performance Marketing --> digital strategy • websites • mobile • SEO & SEM • partnerships • online advertising
Analytics & Data --> KPIs • A/B testing • segmentation • databases • insights
Tech --> Google Ads • Google Analytics • Tableau • Facebook • Shopify • Salesforce • SFMC • Apollo.io
Industries --> • retail • luxury • health/wellness • food & beverage • hospitality • DTC • B2B • B2B2C
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Alex M.

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alex M.'s LinkedIn Performance

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