01
Paid that stays in the lines
Meta, Google and TikTok structured for creative testing, with claims that pass review and still land. Budgets set against subscriber LTV, not first order ROAS.
Fractional CMO for supplement brands
A fractional CMO for supplement brands where subscription is the whole business.
I'm Monica Hacker, a fractional CMO for DTC supplement and wellness brands. Acquisition, subscription retention, compliant creative and the AI system that runs it, with one senior person accountable for the number.
Part of my beauty and wellness practice. Based in New York and Miami.
The pattern
In supplements, the P&L is decided at month three.
Almost every supplement brand runs the same play: subscribe and save on the first order, a big Meta budget, and creative that promises more than compliance allows. It works for a quarter. Then subscription churn at month two and three eats the margin, the ad account gets flagged for claims, and the founder is buying the same customer twice.
The brands that compound do three things differently. They sell a habit, not a bottle, so the product gets used and reordered. They build creative around what they can say and prove, so the account stays healthy. And they treat month one to three as the retention window it is, with a flow designed to get someone to feel the difference before the next charge.
So I start with the cohort curve. Where people cancel, why they cancel, and what the first thirty days look like. Then acquisition gets rebuilt to buy customers who stay, not customers who are cheap.
What I run
How an engagement usually works.
02
Subscription that sticks
Onboarding, dosing and expectation setting in the first thirty days, cadence that matches real usage, and save flows that catch cancels before they happen.
03
Offers with honest economics
Bundles, starter kits and subscribe and save designed so the first order is profitable on its own and the second order is the default.
Who this is for
Supplement founders I tend to work best with.
A DTC supplement, gut health, sleep, beauty from within or sports nutrition brand that is already spending on growth, with a product that works and a subscription base that leaks.
Usually there's an agency or a small team running paid well enough and nobody senior looking at the cohorts. That's the gap I fill.
This sits inside my beauty and wellness practice. Not sure where you stand? Drop your site into the free audit and I'll send you three things I'd tighten up.
Where to start
Start with a Supplement Growth Audit.
A clear read on acquisition, subscription retention, creative compliance and the economics behind it. Delivered in 7 to 10 days with a recorded walkthrough.
What I look at first
- Acquisition: what a subscriber costs by channel and how much rides on Meta
- Cohorts: where subscribers cancel, month by month, and what it does to LTV
- Onboarding: what happens in the first thirty days after the first order
- Claims and creative: what your ads say, what they can say, and what converts
- 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 supplement founders ask me first.
What does a fractional CMO do for a supplement brand?
Owns the growth number across paid, subscription retention, the site and email and SMS, leads whoever is doing the work, and reports on what is actually driving profitable revenue. With me you also get the AI growth system underneath.
How much does a fractional CMO cost for a supplement brand?
From $8,500 a month for about 10 to 12 hours a week, 4 month minimum, review at month 3. Paid acquisition on its own from $4,500 a month. A Growth Audit is $1,500 and credited toward your first month.
How do you handle claims and compliance in supplement ads?
I build creative around what you can say and prove, and set up the account so one flagged ad doesn't take the whole thing down. Your regulatory counsel signs off on the claims. I make sure the creative still converts inside them.
Why is my subscription churning at month two?
Usually one of three things: the customer never felt the difference, the cadence doesn't match real usage, or the discount bought someone who was never going to stay. The audit tells you which.
Do you work with Amazon as well as DTC?
My focus is the DTC side, where you own the customer and the data. If Amazon is a meaningful channel I fold it into the plan and the reporting, but I don't run Amazon ads as a standalone service.
Let's fix month three.
I take on a few new clients each quarter. If you're building a supplement brand with a product that works, 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.