Mike Herman Email & Phone Number

Washington, DC, US

Claymont, Delaware, US

• Lead the Growth Team with a focus on member acquisition journeys through CRM, Paid Media, Conversion Rate Optimization, and Retention/Activation. Responsible for yearly growth planning, forecasting, modeling and.
• Improved CAC by 50% while increasing subscriber volume through marketing + product optimization.
• Increased CRM contribution + CRO by implementing structured A/B testing on cohort offers.
• Launched high-impact insurance marketing campaigns serving over 50 million+ lives.
• Developed and managed growth model to drive strategic prioritization and OKR alignment.
• Utilized data-driven decision-making and analytics using Looker for strategic planning across Finance, Product, Ops, Data

Boston, MA, US

San Francisco, California, US

• Led cross-functional teams in growth marketing at Fuzzy Vet & Pet Health, achieving 3x monthly revenue growth for telehealth and Rx services.
• Successfully scaled Paid Search & Paid Social campaigns to over $2m per month, tripling monthly user trials and doubling subscriptions.
• Improved CVR by 50% through CRO and product marketing efforts, doubling AOV and ROAS through campaign optimization.
• Drove data-driven business decision making by utilizing Tableau and SQL reporting for weekly executive dashboards and updates

London, England, GB

• Developed and executed full-funnel paid advertising strategies for Cleancult, tripling monthly revenue from paid media and achieving a 40% increase in overall ROAS.
• Implemented a robust data integration and attribution infrastructure for enhanced analytics and insights.
• Launched multichannel campaign consolidation and restructuring in Paid Social, Paid Search, and Google Shopping.

New York, NY, US

• Led growth strategy at MakeSpace by optimizing multi-channel performance marketing and driving qualified leads to sales.
• Oversaw scaling of paid marketing across various channels and successfully launched MakeSpace in six new markets.
• Increased qualified lead volume through channel testing and conversion optimization.

New York, New York, US

• Led omnichannel and paid programmatic marketing strategies to drive revenue growth and improve retention for Speakaboos and Homer.
• Optimized key metrics like CAC and CLTV to ensure successful acquisition strategy performance.
• Contributed to securing 2 rounds of Series B investments for the company.

New York, New York, US

• Executed comprehensive approach to optimizing performance, scaling core channels, and advancing projects with a focus on sales and brand impact.
• Increased install rate by 10%, decreased cost-per-install & cost-per-trial while scaling marketing spend 4x.
• Improved CAC efficiency by 50% in first 4 months.
• Implemented and optimized effective retargeting campaigns.

Minneapolis, MN, US

• Led strategic marketing vision for growing digital subscriptions at Star Tribune, resulting in 18,000 net paid digital subscribers and a $1.07 million increase in revenue.
• Led all CRO experimentation and A/B testing on paywall, helping improve conversion rates and leading to a 30.6% increase in on-site subscription purchases versus 2014
• Led strategic retention team, driving a massive 13% improvement in digital subscription retention as well as a 6% increase in early payments (impact in the millions of dollars)
• Managed a 12-person telemarketing team to enhance customer engagement and drive subscription growth.
• Implemented a Vacation Policy/Digital Product-Trial resulting in 2,000 digital subscription product trials per week and an additional $800,000 revenue/year.

Minneapolis, Minnesota, US

As the Performance Marketing Manager at Nerland Co., I collaborated with management and led client initiatives in the digital and social landscape, driving business growth at both brand and campaign levels. My responsibilities included developing marketing strategies, implementing campaign structures, and continuously monitoring and optimizing projects..

Bloomington, MN, US

• Executed multiple marketing campaigns for 5 restaurant locations and CRAVE Catering brand.
• Managed MOA in-mall marketing campaigns and developed business relationships with retailers.
• Directed hotel hospitality programs and on-site/off-site event planning for multiple restaurants.
• Collaborated with Creative Director and Social Media Director to drive social engagement.

Bloomington, MN, US

• Developed and managed CRAVE Mall of America Referral Program, fostering business relationships with targeted retailers to drive referrals and brand loyalty.
• Executed marketing promotions for 4 Twin Cities CRAVE locations, specializing in building profitable relationships with local retailers.
• Head Trainer of 4 CRAVE Marketing Interns, assisting in digital and social media management.
• Assisted in marketing presence at local charity/company events.

Bloomington, MN, US

Assisted Director of Marketing and Marketing Manager in execution of CRAVE presence at live events, as well as launch CRAVE's Mall of America Retail Referral Program, which increased brand awareness and advocacy to over 40 strategic retail partners in the Mall of America.Since it's inception, the program has accounted for over $2 million in incremental.

Fargo, ND, US

• As Marketing Officer, I directed all of KNDS FM (NDSU) marketing efforts, including local outreach, event promotion, targeted partnerships, and market research initiatives that focused on gaining higher market share.
• Managed and led a team of 5 underclassmen to execute a campus-wide research initiative to gauge brand awareness and demographic listener data. Information gathered led to changes in station philosophy and programming.
• Increased visibility by managing official involvement at 26 major live concerts and events.
• Exceeded student and community attendance for annual “Block Party” fundraiser by over 100 attendees, leading to a record attendance and fundraising for the station.

Bachelors, Marketing

High School