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)

Level Agency

I lead marketing for the Level Agency platform, driving net new growth and logo acquisition strategy across all agency business units.

Head of Marketing

WebMechanix

Made the leap to running WebMechanix's marketing efforts. 

Headed up & ran point on demand generation, marketing operations, copy & content, social media, partnerships, account-based marketing, community / "dark social" strategy & more.

Innovated new marketing plays that generated multiple millions of dollars in both marketing-sourced pipeline and Closed Won revenue.

Produced & managed our company podcast, from guest sourcing to podcast production & distribution.

Managed external vendors & a small internal marketing team -- including SDRs, content marketers, creatives & developers -- prioritizing their initiatives to drive results.

Developed key new partnerships that resulted in 6-figures of realized revenue for both WebMechanix and its partners.

Director of Marketing

Moved to overseeing & managing the sales efforts for WebMechanix. Both actively sold and led the sales strategy, generating 7-figures in sourced pipeline and closing at least multiple 6-figures in won revenue annually.

Led key pitches and sourced key accounts. Led the charge & writing on RFP responses. Ran a tight ship in our HubSpot CRM to ensure pipeline and sales reporting accuracy.

Oversaw & guided the efforts our of internal marketing teams & external lead gen partners to drive more qualified pipeline.

Director of Business Development

Told my CEO I wanted to do sales for the agency. He looked at me funny (because I didn't look the part and had hair down to my butt at the time.) But he said, "Okay, let's try it."

Started taking some calls. Worked a warm lead. Closed a deal. Cut my hair. Became officially in sales.

Over the next few years, worked hundreds of deals and sourced / managed / closed $1M+ in pipeline opportunities. Spearheaded initiatives to break into key accounts and target verticals, landing several. Attended and drove pipeline from events and conferences.

Lots of ups and downs (that's sales.) But had a ton of fun doing it.

Sales & Business Development Specialist 

Started as an SEO copywriter at WebMechanix. Learned how to do SEO/SEM, paid search, paid social, conversion rate optimization. 

"Trial by fire'd" my way into learning how to get results for clients. Helped dozens of small & medium businesses grow their sales so they could support and grow their company and team. The direct line of sight from my effort to business impact was incredibly fulfilling.

Also managed and grew ("Supermanned") client accounts -- owning both the account performance & the client relationship. Learned how to talk to & relate to clients... as well as what they do and don't care about.

Digital Marketing Specialist

The Healing Path

Handled daily business operations, developed and distributed marketing content, and delivered superior service to clientele.

Studio Manager

US Census Bureau

Distributed materials to field staff, processed data, acted as liaison to participating establishments in the community, and provided direct assistance to census participants at stations within the local community.

Field Operations Clerk

Director of Marketing at WebMechanix | Unlocking customer acquisition growth through digital marketing & advertising

As Head of Marketing at Level Agency, I teach brands, CMOs & performance marketing leaders how to win in the volatile digital landscape of the 2020’s.

In a world of rising costs for consumer attention (B2C or B2B)... 

Where the major ad & tech players are consolidating power in the name of consumer privacy…

There are 3 “Keys” brands must use to overcome these challenges & unlock new growth:

🗝️ Key #1 is DATA. Aggregating & activating data to reduce reliance on the “walled gardens” & train algorithms to optimize for business outcomes (not fluffy marketing metrics.)

🗝️ Key #2 is MESSAGE. Competition for attention is only going up. Brand messages & creatives MUST resonate with buyers & stand out like a beacon in the fog -- at every step of the buying journey.

🗝️ Key #3 is DISTRIBUTION. Right channels, right message, right time, right people. Without distribution, your message is a tree falling in a forest (with sometimes-disastrous results.)

The use of these 3 keys MUST coincide with the use of technology to maximize EFFICIENCY (both in paid advertising and other channels.)

This is not an option. It’s an existential choice for brands that want to thrive in this decade & beyond.

I’m fortunate to collaborate every day with some of the greatest minds in these core areas of modern performance marketing. All working together under the same “roof” that is Level Agency.

My job is to help brands & their performance teams understand & act on the this seismic shift. And (when appropriate), connect them with a team of Level Agency geniuses to unlock their potential.

If your brand needs help breaking through a plateau in performance marketing OR unlocking new potential, contact me. Let’s talk.

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