01
Acquisition that moves units
Meta, Google, Pinterest and retail media, measured on what sells at retail, on Amazon and on your own site.
Fractional CMO for baby and personal care brands
Marketing leadership for baby and personal care brands competing with the giants.
I'm Monica Hacker, a fractional CMO for baby and personal care brands. I led the Huggies account, running paid media across Meta, Google and Pinterest. Now I bring that playbook to brands of any size, with one senior person accountable for the number.
Part of my CPG work. Based in New York and Miami.
$10M+in ad spend managed
6.2xreturn on ad spend
$2MARR, grown from $300K for one brand
60%lower cost to acquire a customer
“She doesn't just come in and tell you what you should be doing. She actually gets in there and does it.”
HuggiesThe pattern
Personal care is a repeat purchase. Most marketing treats it like a one time sale.
Diapers, wipes, body care and hygiene get bought again and again. Yet most brands spend on the first order and leave the second one to chance. Retail and Amazon blur what's working, and the biggest brands win the shelf on budget alone.
So I start with the repeat. How often your customer runs out, where they buy the second time, what they're worth over a year, and which spend actually moves units. Then the plan, in priority order.
What I run
How an engagement usually works.
02
Subscription and replenishment
Subscribe and save, reminders timed to how fast a product runs out, and bundles that make switching harder.
03
Trust that converts
Reviews, expert voices and creative that parents and shoppers believe, inside platform rules.
Who this is for
Who I tend to work best with.
A baby, family or personal care brand selling through retail, Amazon or online, usually more than one, spending on growth and unsure which spend moves units.
This sits inside my CPG work. Selling on subscription? See fractional CMO for subscription brands.
Where to start
Start with a CPG & Ecommerce Growth Audit.
A prioritized read on acquisition, retail and online measurement, subscription and retention, delivered in 5 days.
What I look at first
- Acquisition: what each channel brings in and what it costs
- Measurement: which spend moves units at retail, on Amazon and online
- Retention: repeat rate, subscription and replenishment
- Discovery: whether Google and AI answers recommend you
- The verdict: where growth is leaking and what to fix first
Starting at $1,500
Delivered in 5 days
What does a fractional CMO do for a personal care brand?
Owns growth end to end: paid and retail media, subscription and replenishment, reviews and trust, and reporting on which spend moves units across every channel you sell in.
How much does a fractional CMO cost for a personal care brand?
From $8,500 a month, 4 month minimum, review at month 3. Paid acquisition on its own from $4,500 a month. A Growth Audit is $1,500, and it's how most engagements kick off.
Can a smaller brand compete with the biggest names in the category?
Yes, on the right ground. Big brands win on reach. Smaller brands win on a clear promise, a tighter audience and a stronger repeat purchase program.
What did you do for Huggies?
I led the account, running paid media across Meta, Google and Pinterest.
What I do
Four ways to work with me.
Let's win the second order.
I take on a few new clients each quarter. If your brand is ready to grow, let's talk.
Book a call →Thirty minutes. Bring your numbers, or just bring the problem. You'll leave knowing what I'd fix first.
