01
Acquisition that scales past Meta
Meta and Google structured for creative testing and scale, TikTok and CTV where they earn a place, and landing pages built for the product, not a template. Creative direction sits with me.
Fractional CMO for beauty and wellness
A fractional CMO for beauty and wellness brands that are past the launch and need growth to compound.
I'm Monica Hacker. I've built growth for Summer Fridays, Luce Divina, Stitch Fix and Huggies, and I now work as a fractional CMO for DTC beauty and wellness founders. Paid, retention, conversion and the AI system that runs it, with one senior person accountable for the number.
Based in New York and Miami. Working with beauty and wellness founders across the US.
The pattern
Beauty brands rarely have an acquisition problem. They have a compounding problem.
Here's what I see in most beauty and wellness accounts by the time a founder calls me. Meta is working, but it's the only thing working, so every bad creative week is a bad revenue week. Email is a promo calendar, not a retention engine. Subscription exists but churns by month three. Influencer is a spend line with no read on what it returns. And the site converts first time buyers fine but does nothing to make the second purchase inevitable.
None of those are channel problems. They're system problems. One channel winning on its own doesn't compound. Repeat purchase, replenishment timing, bundles that lift AOV, a post purchase flow that makes people feel like they picked right: that's where beauty margin actually lives, and it's usually where the team is thinnest.
So that's where I start. Not with a new campaign, with the economics behind the glow. What a customer costs, what they're worth at 90 days and 12 months, what's profitable after discounts, shipping and returns, and which lever moves that first.
What I run
How a beauty and wellness engagement usually works.
02
Retention that pays for acquisition
Email and SMS built around replenishment cycles and skin or routine milestones, subscription that people keep, and offers designed to lift second purchase, not just first.
03
One brain underneath it
The AI growth system: an audit agent that reads your funnel weekly, reporting that writes itself, and outreach and partnership work that runs from what the system already knows about your customer.
Who this is for
Founders I tend to work best with.
A skincare, haircare, body or supplement brand that is already spending on growth, with a small team or an agency and nobody senior connecting the pieces. Sometimes a founder still running marketing herself. Sometimes a brand with a full team that has plateaued and can't say why.
I keep my roster small on purpose. You get me, in the room, close to the numbers. Not a junior account manager and a templated report.
If you'd rather see how I think before we talk, drop your site into the free audit and I'll send you three things I'd tighten up.
Where to start
Start with a Beauty and Wellness Growth Audit.
Before a retainer, a clear read on where growth is leaking: repeat purchase, subscription, influencer, and the economics behind it. Delivered in 7 to 10 days with a recorded walkthrough.
What I look at first
- Acquisition: what a customer costs by channel and how much rides on Meta
- Revenue quality: contribution margin after discounts, shipping and returns
- Customer behavior: repeat rate, replenishment timing, subscription churn and LTV
- Influencer and partnerships: what the spend actually returns
- The verdict: where growth is leaking and what to fix first
Starting at $1,500
Delivered in 7 to 10 days
Credited toward your first month if you move to a retainer.
Fair questions
What beauty founders ask me first.
What does a fractional CMO do for a beauty or wellness brand?
Owns the growth number. Sets the strategy across paid, email and SMS, influencer and the site, leads whoever is already doing the work, fills the gaps, and reports on what is actually driving revenue. With me you also get the AI growth system underneath, so the reporting and the first pass of the work run without you.
How much does a fractional CMO cost for a DTC beauty brand?
With me, from $8,500 a month for about 10 to 12 hours a week, with a 4 month minimum and a review at month 3. Paid acquisition and funnel on its own starts at $4,500 a month. A Growth Audit is $1,500 and is credited toward your first month.
When is a beauty brand ready for a fractional CMO?
Usually when you are already spending on growth, paid is running but not scaling, repeat purchase is thinner than it should be, and nobody senior is holding the whole picture. If you are still pre-revenue, start with the free site audit instead.
Do you work with the agency or freelancers I already have?
Yes, most of the time. I lead them, set the priorities and hold the work to a number. If someone is not the right fit I will tell you plainly, but I am not here to replace a team that is working.
Which beauty and wellness brands have you worked with?
Summer Fridays and Luce Divina directly, plus consumer brands like Stitch Fix and Huggies during my agency years at NoGood and Forward Progress. Most of my current roster is DTC, beauty and wellness, and healthcare.
Let's make your growth compound.
I take on a few new clients each quarter. If you're building a beauty or wellness brand that's real, let's talk about what's next.
Book a call →Thirty minutes. Bring your numbers, or just bring the problem. You'll leave knowing what I'd fix first.