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

Ok Scott Morgan liked my picture so much 
He literally took the exact same one 🤣

graphical user interface, text, application, chat or text message

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)

BENlabs

Tubebuddy Lead
- Partnered with the product activation team to design regional tests; led to a 4.2% increase in MAU and sustained quarterly growth of 3.1%.

-Crafted a seasonal campaign strategy at TubeBuddy, achieving the highest-ever conversation rate & driving a 1.15x YoY increase in revenue. 

- Introduced a pioneering creator playbook & user guide across key engagement channels; boosted website traffic by 18.7% MoM alongside paid ads.

- Developed a lifecycle strategy for a new Beta product; achieved 5% increase in sign-ups & 11% surge in product engagement within first month.

- Revamped all evergreen user email journeys (onboarding, upsell, cross-sell, educational drips & winbacks); led to ~2.2% increase in open rates and a 1% boost in click-through rates.

- Established a new affiliate journey to enhance partner relationships, streamlining onboarding & engagement; resulted in a 9.3% YoY increase in referrals and a 13% rise in revenue attribution.

- Collaborated closely with Customer Success, Product & UX teams to create a dedicated resource/community page; led to becoming one of the top 5 website pages within three months of launch, and increased subscribers by 8% in the customer support YouTube channel.

Director, Growth & Lifecycle Marketing

Pearlized Marketing

Marketing Consultant 

Advised the Chief Marketing Officer on the development of their client communication, B2B marketing strategy, and lead nurturing program; resulting in an increase in qualified inbound leads and an increase in sales conversion rate.

Digital Marketing Consultant

American Dream

- Managed the integration of our custom data in Snowflake into our CRM; improving customer insights and segmentation capabilities -- resulting in a 155% YoY increase in user engaged.

- Launched our in-app and SMS, two new channels, quarter one of 2021; achieving an average conversion rate of 12.2% within the first month of launch.  

- Developed targeted email campaigns and evergreen drips that increased customer retention by 4.2%, resulting in a monthly average increase of $2.3M in revenue generated.

-Collaborated closely with cross-functional members, including the engineering team on technical and creative fixes to optimize the website.

- Leverage our first party data to design and implement a comprehensive, full funnel, lifecycle reopening strategy across our owned and paid digital channels; resulting in a blended 15x ROAS for quarter one of 2021. 

-Built comprehensive weekly and monthly marketing dashboards to monitor the customer journey, track our A/B tests, and optimize our strategy; resulting in a 222% increase in subscribers. 

- Develop bi-weekly reports to present to c-suit that highlight recommendations, strategic insights, and OKR targets.

Director, Marketing, CRM & Lifecycle Strategy

-Developed and lead the re-open strategy after COVID lockdown, overseeing $450k monthly spend with a 11.5 blended ROAS Q4 and 17.5 ROAS Currently; Digital Marketing efforts contributed to 77% of actualized revenue in the first month of reopening.

-Launched SnapChat and YouTube paid channels, maintaining 30.5x ROAS and 20.7x ROAS respectively; leveraged retargeting and broadened prospecting efforts to boost engagement and ROAS.

-Leveraged targeted ads to bring in three large scale buy-outs of our major attractions; resulted in over $105k in revenue.

Director of Marketing, Digital Strategy 

-Oversaw the distribution of $10k a month in donations to local charities.

-Developed and launched the company’s first social impact strategy, resulting in 4 new community-based local partnerships; achieved an increase in overall impressions by 570k MoM within our local demographic through in-kind ad placement in newsletters and across social channels.

Director, Social Impact and Community Relations

Fourpost

~Acquired by American Dream~
-Introduced an innovative email nurture strategy across all segments; achieved average email conversion rate of 15.67%.

-Increased MQL by 75%, resulting in $585k in revenue for sublease space.

-Lead the quantitative analysis and optimization of our customer journey across B2B and B2C through experimenting, testing & optimizing; leveraged CRM and marketing software to successfully increase shoppers/subscribers by 280% YoY.

-Built comprehensive weekly and monthly marketing analytics dashboards; analyzed data and frequently presented reports to senior management to share recommendations, strategic insights, and guide KPI targets.

-Designed and implemented pioneering lifecycle marketing strategies to convert subscribers into brands and loyal customers; built a database of qualified users and tested various strategies to boost conversion.

-Collaborated closely with cross-functional members, including the engineering team on technical and creative fixes to optimize the website, and ensure brand partners and customers can find what they need on our site swiftly and seamlessly. 

Fourpost is a shopping destination for today’s family that combines the best brands and experiences under one roof. Our retail communities feature rotating selections of brands, local eats, and family-friendly environments. Beyond shopping, we offer educational programming, networking, and workshops for both adults and children that encourage endless discovery and engagement.

Senior Manager, Lifecycle, Operations and Analytics

Financial Times Commercial

Developed the Financial Times’ global B2B luxury marketing strategy; created compelling presentation materials in response to RFPs for digital/integrated proposals, developed lead and partnership email nurturing flows, and established lead score criteria-- resulting in a 100% buyout across all digital luxury adverting positions with 15% revenue generated from new advertisers; developed proactive marketing collateral including media kits, sell sheets and case studies; post-sale client management, communications, and campaign recaps; collaborated with sales team members to develop content programs and experiential opportunities for clients.

Executive, Partnerships and Growth 

Financial Times

-Managed, trained, and supervised 3 new employees on public relations for 4 global partnerships, the coordination for 13 bespoke events, and the development of social media campaigns for VIP clients.

-Designed and launched a completely new partnership evaluation tool; utilized companywide KPIs to quantify the value and success of international partnerships with renowned organizations such as Art Basel and Frieze.

Marketing And Public Relations Consultant

UCLA Luskin Employees

Managed a team of 15 people who provided support in areas of calendar management, phone and email screening; scheduled, planned and organized in-office and off-site events between potential applicants, alumni, and key stakeholders. As a result, UCLA Luskin School received a 17% increase in qualified applicants in 2014.

Brand and Community Relations Specialist

Community Dynamics

Worked directly with the president to identify target areas for metropolitan infill development; investigated property offerings for development feasibility; negotiated purchase agreements and prepared purchase offers for the President’s execution.

Land Acquisition Specialist

UCLA Labor Center - Los Angeles Black Worker Center

-Developed the Los Angeles Black Worker Center’s first marketing and public relations strategy; built relationships with community residents, key stakeholders, and strategic allies.

-Grew the organization’s membership base by 175%; successfully lobbied the MTA in Los Angeles to adopt a local hire policy, the first of its kind, to ensure equity, transparency, and accountability on public works jobs, and address economic inequality issues in the Los Angeles area.

Community Organizer & Marketing Strategist 

UCLA Community Service Commission

Managed the fiscal operations for SHAPE— a program that provides academic and mentoring services to over 550 students in Inglewood and Los Angeles. Hired and managed the program director, 25 staff members, and the $700,000 annual budget. Identified new grant opportunities and managed donor relationships, resulting in a $18,000 YoY increase in grant operating dollars.

Development Manager

An enthusiastic and customer-oriented marketing and communications leader with  a decade of progressive experience spanning digital marketing & strategy, partnership management, lifecycle strategy, marketing communications, compelling campaign creation, and brand development expertise in legacy and SaaS companies. 

Well-versed in leveraging technology, innovative B2B & B2C marketing strategies and refined brand development principles to drive brand awareness, on-board new customers, and achieve year-on-year revenue growth within new and existing channels. 

Notable clients and partnerships include: Art Basel, BMW, Christie's Real Estate, Financial Times, Frieze, Laurent-Perrier, LVMH, Patrón Tequila, The Armory Show, Roomeze, and UCLA.

Passionate about developing meaningful and impactful community relations, with experience in working with both emerging and legacy brands - unearthing the essence of brands, bringing clarity to ethos, and crafting social impact and marketing strategies anchored in serving the brand's community.

Key Competencies
Partnership Management | Strategy Development | Campaign Creation | Search Engine Optimization (SEO) Specialist | SEM | Email Marketing | Public Relations | Digital Strategy | Project Management | CRM | Brand Development | Data, Trend & Competitor Analysis | Customer Lifecycle | Consulting | B2B & B2C Marketing | Business Development | Content Strategy | Advertising | Social Media Strategy | Digital Marketing | Community Relations | Social Impact

Software
Microsoft Office Suite | Adobe Acrobat Pro | Adobe InDesign | ArcGIS 10.0 Desktop | Google Analytics | WordPress | Mailchimp | Salesforce | Hubspot | Klayvio | Braze

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Alex M.

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The Battle

Alex M.

Pearl Loehnig

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Posts

Engagements

Likes

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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