$500K/day
in managed ad spend
Led marketing campaigns generating over $500,000 in daily ad spend. Earning as much as $2 million in revenue in a single day. Hundreds of millions in health products and services sold online.
Fractional CMO · Health & Wellness Ecom Brands
Your Health Ecom Brand Deserves to Squeeze the Most Out of Every Marketing Dollar
Get a performance-driven marketing leader who will set the right marketing strategy... lead the team to execute... and hit KPIs.
Helping Health & Wellness Ecom Brands Build High-Performing Growth Teams
Most health ecom brands hit a ceiling not because their marketing isn't good - but because getting where you want to go takes leadership. In the early stages, agencies make sense. They provide coverage without the overhead of a full team. But agencies are incentivized to keep you dependent on them. They're not building your internal capability - they're billing hours. So as the brand scales, you end up with a fragmented stack of specialists and no one connecting the dots. Paid media pointing one direction. Email going another. Creative that looks good but doesn't convert. What's missing isn't execution... It's strategic leadership that knows WHAT to focus on, WHEN. And that understands how health consumers actually make decisions — especially skeptical US consumers who've been burned by empty promises before.
Why Russ might be the perfect fit to lead your marketing efforts
The New Hope Framework
a published conversion system
Author of Selling to Skeptics - which outlines my framework for converting resistant buyers. Published on Amazon, Barnes & Noble, Walmart, and Bookshop.org. Built specifically for the psychology of health consumers who don't trust easy promises.
Health & Wellness
deep category knowledge
Background in healthy supplements... health devices... and beauty/skincare marketing - some of the most competitive and compliance-sensitive DTC categories. 3 health industry case studies inside the book.
AI Strategy
where it fits — and where it doesn't
I help leadership cut through the AI hype and decide where it actually belongs in your marketing stack. From creative production... to customer research... to media buying. We use AI where it enhances efficiency without sacrificing effectiveness.
Selling to Skeptics
A Simple Framework for Converting Maximum Customers in Minimum Time
Health consumers are the hardest buyers in any market. They've been overpromised, misled, and sold to relentlessly. Selling to Skeptics contains my proven, practical framework — the New Hope Framework — that will help you break through that resistance and convert at scale. Includes 3 health ecom case studies.
"Russ helped instill this concept into my mind — and helped me understand why sometimes our messaging wasn't working."— Tasos Ntallas
What working together looks like
I engage with health and wellness Ecom companies as a fractional CMO — embedded in your business at the strategic level... without the overhead of a full-time hire.
- - Messaging and conversion (what you say and how you say it).
- - Team Building (hiring and structuring the right agencies, freelancers, or in-house marketing function for your stage of growth).
- - Accountability (making sure your agencies and internal team are driving the right outcomes).
I typically work with 3–4 clients at a time. Engagements run 6–18 months.
If the timing is right, I'd like to understand your situation.
No pitch deck. No hard sell. Just a conversation about where your marketing is today and where it needs to go.
russreynolds.co · Cyprus-based, US-focused