Fractional CMO & GTM Strategist
Growth strategy, proven by the infrastructure behind it.
I'm Michael Herman. I run growth as a GTM strategist — not a media-buying operator — and I build the attribution, data, and routing systems to prove every recommendation before it becomes a plan.
Engagement Model
Scope-based retainers. Contractor-first teams. Deliverables, not timesheets.
3×
Revenue Growth
50%
CAC Reduction
$100M+
Media Managed
50M+
Insurance Lives Reached
What I Do
Strategy and execution, under one roof.
GTM strategy, persona development, channel audits, and data infrastructure — scoped as deliverables, not hours.
Media & Budget
Direct channel ownership
Hands-on direction of paid social, paid search, and TV/podcast — including agency direction, not just oversight — at budget scale into the tens of thousands per day, with full-funnel accountability.
Org & Team
Leadership at scale
Built and managed teams of 15+ across marketing, creative, and data functions — hiring, structuring, and running the org, not just setting strategy from the outside.
Operating Rhythm
Cross-functional cadence
Daily and weekly pacing reviews, WBRs, and forecasting rhythms that connect marketing to product, finance, and data — so growth doesn't operate in isolation.
Case Studies
The receipts, briefly.
Four engagements. Four different mechanisms. All measured the same way — in dollars and conversion, not activity.
3×
Fuzzy Pet Health
Revenue growth, CAC held flat
Tripled monthly revenue and customer growth during a product-market-fit pivot, while holding CAC flat and doubling ROAS through pricing architecture and funnel redesign against a $2M+/month media budget.
D2C · Telehealth & E-commerce
↓ CAC
Dreem Health
CAC reduction via persona reallocation
Rebuilt audience segmentation and reallocated spend across personas rather than channels — cutting acquisition cost while lifting recurring revenue and conversion, backed by new attribution infrastructure.
D2C · Digital Sleep Clinic
↑ Rev/CAC/ROAS
Tax Client
Smarter routing, not more spend
Improved revenue, CAC, and ROAS through persona-based lead routing and allocation — lifting prospect-to-consult and consult-to-sale conversion, and revenue-per-consult, without increasing spend.
Services · Consumer Tax
GLP-1
Telehealth Vertical
The sharpest edge, by vertical
GLP-1 and metabolic telehealth as a lens into the broader consumer health and wellness category — regulated-market growth, insurance-based acquisition, and retention built for a compliance-heavy funnel.
Category Specialization
How I Work
Retainer. Scope. Contractor-first.
No hourly billing, no time-cards — engagements are structured around outcomes and delivery.
"The work is priced against what gets solved — not against how long I sit in front of a dashboard."
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Scope-based retainers
Engagements are structured around a defined set of deliverables and outcomes, not hourly tracking.
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Contractor-first delivery
Lean, senior teams built around the engagement — assembled to fit the scope, not padded to fill hours.
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Built to hand off
Infrastructure and reporting are built so the systems keep running and reporting clearly after the engagement ends.
Background
13+ years, seed through Series C.
Growth leadership across telehealth, D2C subscription, edtech, and media — plus the technical stack behind it.
- Head of Growth Marketing, Cerebral
- Sr. Director of Growth, Fuzzy Pet Health
- Director of Growth Marketing, MakeSpace
- Director of Performance Marketing, HOMER Learning
- Digital Subscription Growth Manager, Star Tribune
Data & Infrastructure
Media, CRM & Experimentation
Let's talk about the mandate.
Whether it's a fractional engagement, a full-time role, or a single diagnostic — I respond to every message myself.
michaelgeorgeherman@gmail.com linkedin.com/in/michaelgherman1 (952) 297-4393