Most marketing leaders optimize campaigns. I optimize how marketing connects to your P&L, your operations, and your growth trajectory. With 15+ years leading marketing at Fortune 500 companies and as CMO and President at high-growth startups, I bring the strategic rigor of enterprise and the speed of a founder.
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I'm Ian Hackett, a fractional CMO and growth executive who's spent 15+ years at the intersection of marketing and operations, scaling ecommerce divisions from zero, launching brands in competitive markets, and building teams that deliver results.
I help companies grow by making marketing a core business function, not a cost center that operates in isolation.
My career spans Fortune 500 ecommerce leadership at Macy's and Estée Lauder to CMO and President roles at growth-stage companies. Along the way, I've delivered a 27% revenue increase at one company, 134% conversion improvement at another, and built multiple businesses from the ground up.
What sets me apart: I've owned full P&L responsibility, built cross-functional teams, and optimized supply chains and customer experiences, because sustainable growth requires alignment across the entire business, not just better ads.
CEOs bring me in when they're ready to professionalize their marketing function. Whether you've hit a growth ceiling, you're preparing for a funding round, or you need someone who understands how marketing, product, and operations move together, I bring structure, reset priorities, and make sure the work connects to outcomes that matter.
CMO and President roles with board-level reporting. I understand the business, not just the marketing.
Deep experience in cannabis and wine—navigating compliance, packaging restrictions, and advertising limitations.
Award-winning leader nominated by my own team members. I build cultures where people do their best work.
Built ecommerce divisions from zero to 3x+ growth. Deep expertise in unit economics, CAC/LTV, and channel optimization.
I solve the real business problems behind your marketing challenges—whether you're scaling fast, repositioning, or building marketing capabilities from zero.
Develop and refine your positioning, identify your ideal customer, and create a comprehensive Go-To-Market plan that connects to your business model and financial reality.
Build or optimize your customer acquisition machine. From CAC/LTV analysis to channel strategy to funnel optimization—measure what matters.
Strategies to boost conversion rates, optimize product positioning, and build customer loyalty. From Macy's to marketplaces to direct-to-consumer brands, I know what works.
Streamline your martech stack, track analytics and define reporting that actually matters, and build processes that scale with your business.
Define or refine your brand narrative. Create positioning that resonates with your audience and differentiates you in competitive markets.
Build high-performing teams, establish accountability systems, and create a marketing culture where people want to work. Leadership matters more than tactics.
Fortune 500 enterprises, venture-backed startups, and founder-led businesses ready to build marketing that scales.
Ian joined us pre-launch and built our entire go-to-market strategy from scratch. He brought structure to chaos, defining our positioning, planned out the marketing org, and identified resources and agencies to help us meet our goals. When you're scaling fast in health tech, you need someone who gets both the vision and the operations. Ian delivered both.
Oura · Health Tech
Ian doesn't just do marketing, he rewired how I think about my business. I was underpricing my work and competing on the wrong things. He helped me understand my true value and how to communicate it. My margins improved, and I'm now attracting customers who appreciate craftsmanship over cost.
Batacan Ceramics · Artisan Retail
I had a vision for Surf + Sand Co. but no idea how to bring it to market. Ian translated that vision into a brand strategy and marketing plan, including community events that have become the heartbeat of our boutique. We're now known as Mill Valley's destination for connection, not just shopping.
Surf + Sand Co. · Boutique Retail
Ian took RegalVision from a side project to a brand I'm proud to present to high-end clients. He built our entire narrative—the website, the positioning, the story. Now when I walk into a meeting, I have confidence. Prospects understand we're craftsmen, not just another AV installer.
RegalVision · AV & Home Automation
15+ years scaling ecommerce divisions, launching brands, and building teams—from Fortune 500 enterprises to CMO and President roles at high-growth companies.
Built and scaled DTC ecommerce from zero to 3x+ revenue at TRX Training.
Delivered measurable performance improvements through strategic marketing optimization.
Transformed customer acquisition and funnel optimization across multiple brands.
Launched category-defining products that built fiercely loyal customer bases.
The Challenge
TRX Training
The Approach
Built D2C business from scratch—product strategy, UX, digital marketing, localization, and operations. Full P&L ownership and cross-functional team leadership.
The Result
3x revenue growth. Built the DTC playbook that established TRX as a direct-to-consumer leader.
The Challenge
Napa Valley Fumé
The Approach
Led as President & CMO—launched two brands, managed regulatory compliance (METRC), built supply chain and distribution functions, and delivered growth through creative marketing and strategic sales partnerships.
The Result
2 brands launched. Award-winning culture. Achieved distribution growth in the world's largest regulated market.
The Challenge
Wonder Workshop
The Approach
Reset the marketing function and brand narrative. Launched two award-winning STEM products in a crowded market, leveraging Amazon and D2C channels to exceed revenue targets. Aligned content, performance marketing, and product marketing.
The Result
Scaled marketing org through Series C growth phase. Established repeatable playbooks.
The Challenge
Macy's & Estée Lauder
The Approach
Led ecommerce merchandising, marketing, and customer acquisition. Managed multi-million dollar budgets at enterprise scale.
The Result
Built high-performing teams. Drove early digital adoption at Fortune 500 scale.
From luxury beauty at Estée Lauder to regulated cannabis at Napa Valley Fumé. From global fitness at TRX Training to consumer tech at Oura, Navdy, and Lyve. From EdTech at Wonder Workshop to wine at TastingRoom. The throughline: I find inefficiencies, build scalable systems, and create marketing engines that drive revenue.
Recognized by industry peers for leadership, team building, and values-driven business practices.
Leadership Award · Cannabis Business Times
"If everyone can see how they fit in and contribute, they are more likely to show up and collaborate."Read the Article
Diversity in Leadership Award · North Bay Business Journal
"We should be actively seeking out fresh and new perspectives. People see things from different vantage points based on their environments."Read the Article
Higher Profile Feature · High Times Magazine
"It's important for me to be wholly who I am wherever I go."Read the Article
Let's have an honest conversation about where you are, where you're trying to go, and whether I'm the right person to help you get there.
