01
Creators and paid together
Creator content that feeds paid, measured on sales, with a testing calendar built around launches.
Fractional CMO for makeup and cosmetics brands
Marketing leadership for makeup and cosmetics brands ready for the next stage.
I'm Monica Hacker. I built growth for Summer Fridays and work as a fractional CMO for makeup and cosmetics brands. Creators, paid, launches, retention and the AI system that runs it, with one senior person accountable for the number.
Part of my beauty and wellness 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
“A really rare mix of brand instinct and performance expertise. She understood the brand immediately, but she was always thinking about the business behind it.”
Summer FridaysThe pattern
Makeup runs on launches. Growth needs more than the next drop.
Most cosmetics brands live launch to launch. Creators drive a spike, paid chases it, and sales settle back down. Shade matching drives returns. Retail and marketplaces make it hard to see what's working.
So I start with the customer. Which products bring people in, which bring them back, how creators and paid work together, and what a customer is worth across your site and retail. Then the plan, in priority order.
What I run
How an engagement usually works.
02
Launches and retention
Email and SMS around launches, restocks and replenishment, so each drop builds on the last.
03
Retail and AI discovery
Retail and marketplace measured alongside your site, plus product pages that get you named in AI shopping answers.
Who this is for
Who I tend to work best with.
A makeup or color cosmetics brand selling online and often in retail, spending on growth, with creators and paid running separately and nobody senior connecting them.
This sits inside my beauty and wellness work. I also go deeper on skincare brands.
Where to start
Start with a Beauty & Wellness Growth Audit.
A prioritized read on creators and paid, launches, retention and retail, delivered in 5 days.
What I look at first
- Acquisition: what creators and paid bring in and what each costs
- Launches: what each drop does for new and repeat customers
- Retention: repeat rate 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 makeup brand?
Owns growth end to end: creators and paid, launches, retention, retail and marketplace measurement, and AI search visibility.
How much does a fractional CMO cost for a makeup 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.
How do creators fit with paid media?
The best performing creator content becomes paid creative, and spend follows what actually sells.
Do you work with brands sold in Sephora or Ulta?
Yes. Retail changes the measurement, and the work is knowing what your online spend does for retail sales.
What I do
Four ways to work with me.
Let's make every launch build on the last.
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.
