Alex M.

CMO | Fractional Head of Growth | Over $200M in Incremental Revenue 📈 | Aspiring Movie Critic | Angel Investor

Executive marketing leader helping companies achieve their next level of growth.  Successful at both Fortune 50 companies and startups.  Examples include: 

 📈 At BENlabs, I managed all marketing teams, created all marketing infrastructure, guided the company's rebranding and helped spear its transformation from an agency model to an AI tech-oriented firm. My teams achieved revenue growth of our direct to consumer business and the most ever leads from a marketing team. 

 📈 At Bloomberg Media I reduced paid media costs by 400% and helped grow it first subscription business from $1M to $100M.  I did this by managing all our media expenditures, hiring and managing our agencies and signing partnerships with the likes of JetBlue and Samsung. 

 📈 At TubeBuddy I increased revenue by 30% during my first 6 months by revising pricing and packaging and A/B testing our messaging and positioning. 

 📈 At Verizon, I managed go to market and used a mixture of direct response and top of funnel marketing to lead multicultural marketing for the northeast area.  My team was responsible for an incremental 300K subscribers. Along the way, I won an award for Latino Marketer of the Year. 

None of the above happens without thinking a lot about leadership, both of my direct reports and cross functional colleagues while caring a lot about the intersection of data and creativity.

Fractional CMO

I oversee all marketing for BENlabs.  A tech company infusing AI into the creator economy across content optimization,  product placement, and influencer marketing. 

I lead a 20-person team that oversees the whole marketing funnel, including, brand, growth, and paid media.

Some recent wins include:

1) Increased our organic views by 200% 2) Led the creation of our brand strategy and creative assets 3) Increased subscribers and revenue 30% YoY

We work autonomously, and independently with a NO BS approach.   We believe in being world-class because intrinsically it is the best way to connect individual interests with company ones.

Come and join us.  We are just getting started!

10 months of growth. Then January hit: A bad month, a trip to Africa, the worst flu of my life, and other headwinds all at once.

𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴: 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀 𝗮𝗿𝗲𝗻'𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝘂𝗽 𝗮𝗻𝗱 𝘁𝗼 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁. 
𝗧𝗵𝗲 𝗯𝗮𝗱 𝗺𝗼𝗻𝘁𝗵 𝘄𝗶𝗹𝗹 𝗰𝗼𝗺𝗲. 

The question is whether you're ready for it.

We were. Not because we saw January coming, but because we'd been running the 70/30 rule:

70% of effort on what's working, 30% on preparing for when it stops.

By the time the rough patch hit, we already had experiments running in new channels. 

A product initiative in development. And meetings with senior leadership from three months prior mapping out exactly this scenario.

Most teams don't prepare for the bad months, because they don't believe it will come. Then it does. And they scramble.

Build the parachute before you need it.

Alex Montas Hernández

Chief Marketing Officer | Head of Growth | Helping Companies Scale Revenue and Customer Value

Ok Scott Morgan liked my picture so much 
He literally took the exact same one 🤣

graphical user interface, text, application, chat or text message

𝗜 𝗷𝘂𝘀𝘁 𝘀𝗽𝗲𝗻𝘁 𝟭𝟬 𝗵𝗼𝘂𝗿𝘀 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮𝗻 𝗔𝗜 𝗯𝗿𝗶𝗲𝗳𝗶𝗻𝗴 𝗮𝘀𝘀𝗶𝘀𝘁𝗮𝗻𝘁 𝘁𝗵𝗮𝘁 𝗻𝗼𝗯𝗼𝗱𝘆 𝗮𝘀𝗸𝗲𝗱 𝗳𝗼𝗿. It connects my calendars, emails, Slack, iMessages, and to-dos into morning previews and end-of-day summaries, then dumps everything into Apple Notes and pings me when it's ready.

𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝗰𝗵𝗲𝗰𝗸 𝗼𝗻 "𝘃𝗶𝗯𝗲 𝗰𝗼𝗱𝗶𝗻𝗴":

It's not actually accessible yet. Between configuring data sources, building AI logic for email parsing, selecting models, and wrestling with security protocols, this took serious technical chops. The "anyone can build" narrative is premature. Most people would hit a wall in the first hour.

𝗘𝗩𝗘𝗡 𝗧𝗛𝗘𝗡, the process became dangerously addictive. I kept tweaking, refining, going back for one more iteration. At some point I realized I was more in love with building than with what I was building. 

𝗧𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗱𝗼𝗽𝗮𝗺𝗶𝗻𝗲 𝘁𝗿𝗮𝗽 𝗼𝗳 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: 𝗶𝘁 𝗳𝗲𝗲𝗹𝘀 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝘃𝗲 𝗲𝘃𝗲𝗻 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂'𝗿𝗲 𝗷𝘂𝘀𝘁 𝘀𝗽𝗶𝗻𝗻𝗶𝗻𝗴.

Developers aren't going anywhere. If anything, this widened the gap. Good developers can now ship at 3x speed. Great developers are becoming superhuman. But the barrier to entry? Still high.

What I learned building my "personal AI":

Security was my forcing function. With AI agents proliferating, I wanted a controlled way to share context between tools (and with myself) without spraying sensitive data everywhere. This became my secure handoff layer.

The humbling part? 90% of the value came from basic automation with no AI required. 𝗧𝗵𝗲 𝗔𝗜 𝗹𝗮𝘆𝗲𝗿 𝗮𝗱𝗱𝗲𝗱 𝗽𝗼𝗹𝗶𝘀𝗵, 𝗻𝗼𝘁 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻. 𝗜'𝗺 𝘀𝘁𝗶𝗹𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘁𝗵𝗮𝘁 𝗺𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗯𝗲 𝗶𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 𝘁𝗶𝗺𝗲.

Now I'm rethinking the interface. Right now it leans too heavily on manual Apple Notes input. In the next few weeks, I'll likely build a proper UI to replace that bottleneck and see if this thing actually scales beyond my specific workflow.

If you're technical and want to build something similar, let's compare notes. Happy to share the architecture, the dead ends I hit, and what I'd do differently next time.  (Demo pictures attached)

Anthropic just took a shot at ChatGPT in their Super Bowl ad.
The message? "We don't show you ads."

It's a classic positioning play. Define yourself by what you won't do.

And it's smart. AI chatbots sit in an unusually trusted space. People share their half-formed ideas, their anxieties, their rough drafts. 

Introducing ads into that relationship risks making users wonder: "Is this answer serving me, or a sponsor?"

(Now, I've actually seen OpenAI's ads. They're tasteful. But taste isn't the point.)

The point is that when products start looking the same, marketing becomes the differentiator. Not features. Not benchmarks. Meaning.

Anthropic isn't the market leader. But with one ad, they claimed a position: the AI that doesn't monetize your attention.

That's the power of choosing what NOT to do.

LinkedIn

I led product partnership opportunities with leading technology peer companies including Google and several social media platforms to build new experiences, drive innovation, and fuel growth across dynamic platform ecosystems.

Senior Business Development Manager - Strategic Partnerships

Spotify

Product & Platform Partnerships Lead for Spotify’s strategic partnership across the Google ecosystem including but not limited to the Google Assistant, Google Maps, Android TV, Chromecast, Google Play, Google Home, Nest Hub, and more.  

Delivering the best Spotify experience possible. 

To as many people as possible. 

In as many moments as possible.

Consumer Business Development Lead

Facebook

Product partnership strategy for Facebook’s Augmented Reality platform on Facebook, Messenger,  and more with movie, television, game studios, sports leagues/teams, music labels and independent artists reaching nearly 2 Billion users around the world.  

Contributing to Facebook’s product development and platform strategy in augmented reality, masks, lenses, and frames for a more personalized user experience that allows individuals to better express themselves across the Facebook family of apps.

Strategic Partner Manager, Product Partnerships

PlayStation

Managed, retained and grew PlayStation’s Media and Entertainment (M&E) partnerships in Over-The-Top (OTT) and TV Everywhere to create economic and strategic value for SCEA, contributing to 18% YOY growth in FY14 and annual revenues of approximately $50 million.

Negotiated and closed complex partnership agreements for the PlayStation 4 launch including Netflix, Hulu, Crackle, Amazon Instant Video, Redbox Instant by Verizon, Vudu, MLB.TV and NHL GameCenter Live.

Cultivated and evaluated new business opportunities in subscription, transactional, ad-supported and authenticated video products to drive revenue growth and increase customer satisfaction with PlayStation. 

Executed contract renewals, agreements and amendments through collaboration with in-house attorneys and paralegals. 

Collaborated in product development and platform planning with project management and engineering teams to maximize performance, investigate new features, attract new partners and increase customer engagement.

Tracked, analyzed and communicated quantitative metrics and key performance indicators to media and entertainment partners and Sony stakeholders to uncover performance optimizations and new business opportunities.

Monitored and analyzed evolving content lineup for competitive connected living room devices including Xbox One, Xbox 360, Apple TV, Roku, Amazon Fire TV, Chromecast and Samsung Smart TV and Blu-ray Players.

Managed the budgeting, forecasting and financial reporting for M&E and personalized digital content businesses

Business Development Manager, Media & Entertainment

ESPN

Managed the digital media planning & strategy for live sports and studio programming from the NBA, NFL, MLB, College Football, and NASCAR, in addition to digital products including ESPN Mobile, ESPN.com, Fantasy Football and WatchESPN across online, mobile, social and digital video channels. 

Executed and managed landmark digital partnership with Sports Illustrated extending ESPN’s reach with iconic sports brand.  

Planned and implemented ESPN’s online and mobile media strategy that led to more than 20MM downloads of ScoreCenter, the No. 1 free mobile sports application increasing monetization opportunities for ESPN Mobile.

Collaborated with brand marketing teams to achieve YOY ratings growth, customer acquisition, increased brand awareness and though leadership within digital, mobile and social channels including ESPN-owned digital assets such as ESPN Mobile Web, ESPN.com in addition to 3rd-part partnerships including Facebook, YouTube, Yahoo Sports and Wall Street Journal.

Managed, planned and executed the digital media execution of BCS Championship and NBA Playoffs & Finals that achieved record TV ratings.

Associate Marketing Manager, Digital Media

Sports Illustrated

Developed	and executed customer-focused	solutions through integrated platforms that combined SI’s digital	assets with magazine	and event marketing platforms including Super Bowl, Sportsman	of the Year	and Swimsuit contributing to top line digital revenue. Delivered optimization solutions	through analysis of media delivery & engagement	 metrics to increase advertiser ROI.

Collaborated in the closing and design of Sports Illustrated’s franchise digital partnership with ESPN increasing SI’s digital revenue with its No. 1 advertising partner by 130% YOY.

Managed fulfillment of SI.com promotional contest and sweepstakes programs including the Peter King Challenge that increased General Motors’ investment with SI more than 15% YOY in 2007.

Delivered optimization solutions through analysis of media delivery & engagement metrics to increase advertiser ROI.

SI Digital Client Marketing Associate

NBC Sports Chicago

Launched,	managed and executed the	online content and brand strategy for Comcast SportsNet’s	Chicago-based regional sports network delivering	unique experience to local sports fans	and creating digital brand identity for network. Coordinated	digital marketing campaigns for live	sports and	studio programming to increase brand	awareness, tune-in intent and fan	engagement.

Launched	strategic	email	marketing	campaign	to establish daily engagement targeting local	fans.

Managed the development of three website interns to expand department’s capabilities and create talent pipeline.

Website Coordinator

Minnesota Timberwolves

Delivered segmented customer solutions to consumer and business customers for individual game group entertainment experiences during 2004-05 NBA season, the franchise's most successful year in its history.

Created group ticket sales promotion that sold 115 tickets to weeknight Timberwolves game

Assist ticket sales executives in group and season ticket sales for Timberwolves and Lynx

Provide ticket information to Timberwolves fans during games and assisted with implementation of group ticket promotions

Ticket Sales and Marketing

National Basketball Association

Member of NBA's 2003 Summer Internship Class of 30 undergraduate and graduate students within Marketing and Communications Group focused on Market Research and Analysis projects for League and team business endeavors including:

Customized research reports to NBA and WNBA teams to identify potential corporate sponsors 
 
Arena and facility study for potential WNBA relocation or expansion cities

Multicutural and Ethnic market population profiles for all 30 NBA teams 

Cost effective recommendations for radio and television advertising in WNBA playoff markets

On-site data collection targeted to understanding WNBA attendee consumption habits

Participation in NBA Events including NBA Draft, WNBA All-Star Game, NBA Basketball and Books clinic, NBA Inside Stuff taping, NBA Rhythm ‘N’ Rims and NBA All-Star Game

Market Research and Analysis

With over 15 years of experience at the intersection of sports, media, entertainment, and technology, I have built a career specializing in strategic partnerships and business development. My expertise spans distribution, monetization, product innovation, and business strategy within complex digital ecosystems.

I have successfully led high-impact initiatives across industry-leading organizations like LinkedIn, Spotify, Meta, Sony, and ESPN. My work has driven growth, innovation, and strategic value in partnerships with global tech platforms, augmented reality developers, and entertainment leaders. From launching groundbreaking AR platforms to forging pivotal collaborations with tech giants like Google, I thrive in creating value through visionary partnerships and cross-functional collaboration.

I hold an MBA from NYU Stern and have a proven ability to navigate dynamic industries, delivering measurable results through analytical insights and creative problem-solving. Based in New York City, I am passionate about exploring new challenges where strategy meets innovation, driving meaningful impact in transformative industries.

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