FRACTIONAL CMO — CONSUMER BRANDS
Matt Coapman. 15+ years building revenue for consumer brands — from a $50K startup to $1.2B, from zero to 250,000+ subscribers. No agency. No retainers. You hire me.
WHAT I DO
Design, launch, and scale a program from zero. Partner recruiting and onboarding, traffic-sharing deals, attribution, and compliance — the same playbook that took Black Rifle Coffee from nothing to $2M in twelve months.
Proven CMO-level leadership without the full-time hire. Strategy, channel mix, team direction, and board-ready numbers — from someone who has run marketing at a public company.
Acquisition, retention, and lifetime value for subscription and repeat-purchase businesses. I supported a 250,000-subscriber coffee club with a $74M annual target — the mechanics transfer.
A supporting offer, delivered with implementation partners: connect your systems and kill the busywork so your team can focus on growth.
THE WORK
AFFILIATE PROGRAM — BUILT FROM ZERO, SUMMER 2023
Black Rifle Coffee had no affiliate program. I designed and launched one: recruited and onboarded 100+ partner brands, structured traffic-sharing partnerships reaching a combined audience of 30M+, and built the attribution and compliance backbone so finance trusted every dollar it reported.
CATEGORY CREATION & SCALE — STARTUP TO $1.2B
I joined blu when it was a $50K startup and helped build it into a $1.2B company. Grew online sales from $0 to $28M in two years, secured Walgreens as the first major retail partner, expanded from 8,000 to 80,000 doors on the way to 135,000+, and ran the first national campaign — $600M+ in retail sales over three years, with a rewards program that lifted loyalty 43%.
ALSO BUILT WITH
MATT COAPMAN — CHARLOTTE, NC
ABOUT
I've spent my career inside consumer brands, not advising them from the outside. I was one of the first ten people at blu eCigs and stayed through the ride to $1.2B — building the online business, landing Walgreens, and taking the brand international across the U.S., U.K., Italy, and France, with consulting work for Perrigo Pharmaceuticals and Imperial Tobacco along the way.
Then I ran marketing as Chief Marketing Officer at cbdMD, a public company, leading growth across three DTC brands. Most recently I built Black Rifle Coffee's first affiliate program and supported a subscription business with 250,000+ members.
Now I do the same work for founder-led consumer brands that need proven growth leadership without a full-time CMO on payroll.
HOW I WORK
No account managers, no junior handoffs. The person on the intro call is the person doing the work.
Every engagement has a defined deliverable and a fixed fee. You know the cost before we start, and you're never locked in.
I build programs your team can run. The goal is a revenue channel you own — not a dependency on me.
CONTACT
A short intro call, no pitch deck. Tell me what you're trying to grow and I'll tell you honestly whether I'm the right person to build it.