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Paid built for CPG
Meta, Google and Pinterest structured by where the product sells, with creative that works in the feed and holds up at the shelf. Amazon folded into the plan when it's a real channel.
Fractional CMO for CPG
A fractional CMO for CPG brands that need the product to move, not just the ads.
I'm Monica Hacker. I ran paid media for Huggies across Meta, Google and Pinterest, and I now work as a fractional CMO for CPG founders. Paid, retail and your own site working together, and the AI system that runs it, with one senior person accountable for the number.
Based in New York and Miami. Working with CPG founders across the US.
The pattern
CPG growth is decided at the shelf and in the cart. Most ad accounts only talk to one of them.
Here's what I see in most CPG accounts by the time a founder calls me. The brand budget buys reach nobody can tie to a sale. The performance budget points at a DTC site that does a fraction of the volume. Retail is where the product actually moves, and the ads don't send anyone there. So velocity is flat, the buyer wants more support, and the founder is paying for awareness on one side and acquisition on the other with nothing connecting them.
The job is to make paid work for every place the product is sold. Meta, Google and Pinterest driving to the retailer's cart, Amazon and your own site, each measured on its own terms. And a DTC channel sized for what it's good at: trial, subscription and first party data, not a volume play that undercuts your retailers on price.
So that's where I start. Not with a new campaign, with the doors. Where the product sells, what it costs to move a unit through each one, which one has room to grow, and what the repeat rate says about whether people come back. Then the channel mix, the creative and the budgets get built around that.
What I run
How an engagement usually works.
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Retail and DTC that help each other
Where to buy, retailer links and store finders built into every ad path. Your own site tuned for trial, subscription and the customer data retail will never give you.
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Measurement that holds up
Sell through, velocity and repeat purchase next to the ad metrics, so the buyer conversation and the growth plan run off the same numbers.
Who this is for
CPG founders I tend to work best with.
A CPG brand already selling through retail, Amazon or your own site, usually more than one, that is spending on growth and can't say which spend moves units. Sometimes a founder still running marketing herself. Sometimes a brand with an agency on paid and nobody connecting it to the shelf.
I ran paid media for Huggies across Meta, Google and Pinterest. The playbook scales down. A challenger brand with a real product and a handful of retail doors runs on the same logic, without the big brand budget.
Selling mostly online? I go deeper on that: fractional CMO for DTC and ecommerce brands. Or drop your site into the free growth check and I'll send you three things I'd tighten up.
Go deeper
I go one level deeper for these:
Where to start
Start with a CPG Growth Audit.
Before a retainer, a clear read on where velocity is leaking: paid, the path to retail, your own site, repeat purchase and the economics behind it. Delivered in 7 to 10 days with a recorded walkthrough.
What I look at first
- Acquisition: what it costs to move a unit through each channel and how much rides on one
- Path to retail: whether your ads get people to the shelf or the retailer's cart, and what happens when they arrive
- Your own site: trial, subscription and first party data, and whether it earns its keep
- Repeat: who buys again, how often, and what you're doing about it
- The verdict: where growth is leaking and what to fix first
Starting at $1,500
Delivered in 7 to 10 days
Fair questions
What CPG founders ask me first.
What does a fractional CMO do for a CPG brand?
Owns the growth number across paid, retail support, your own site and repeat purchase. Sets the strategy, leads whoever is already doing the work, fills the gaps, and reports on what moves units, not just impressions. With me you also get the AI growth system underneath, so reporting and the first pass of the work run without you.
How much does a fractional CMO cost for a CPG brand?
With me, from $8,500 a month, 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 it's how most engagements kick off.
Do you work with brands that sell mostly through retail?
Yes. Most CPG does. The ads still have to send people somewhere, and the results still have to show up as velocity. I build the paid plan around the doors you're in and the ones you want next, with your own site doing the jobs retail can't: trial, subscription and first party data.
Do you run Amazon?
Amazon is usually a real channel for CPG, so I fold it into the plan and the reporting. I don't run Amazon ads as a standalone service. If that's the whole brief, I'll tell you plainly and point you to someone who does.
Which CPG brands have you worked with?
I ran paid media for Huggies across Meta, Google and Pinterest during my agency years at NoGood and Forward Progress. Since then, consumer brands like Summer Fridays and Luce Divina directly. Most of my current roster is CPG, ecommerce, beauty and wellness, and healthcare.
Let's make the product move.
I take on a few new clients each quarter. If you're building a CPG 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.