Your Marketing Isn't the Problem. Your Marketing Leadership Is.
Henry 'Hank Hugh' Hernandez. Fractional CMO. Revenue architect. Twenty years building the system underneath the numbers — every seat in the marketing stack, every channel, every dollar accountable. I take command, build the structure, and stay accountable to revenue.
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Three reasons you're here.
Three versions of the same root problem — marketing without leadership.
Every ad, every email, every campaign decision still routes back to your desk because nobody else owns the picture. You have outgrown founder-led marketing — but a full-time CMO at $400,000 to $600,000 burdened cost is not the answer either.
You have cycled through agencies. Six figures spent across two or three of them. Different deliverables, same frustration. Activity reports. Account managers who have never run a campaign. Invoices that do not connect to revenue. You are past that stage.
You know something is structurally broken — but every hire has treated the symptoms, not the system. Nobody owns the whole picture.
Foundations I have built. Numbers I can defend.
A 1.4% share of voice in 2015. Today, $1.21M per month in organic traffic value.
In September 2015, Teladoc signed my agency to architect the marketing infrastructure underneath their pre-IPO growth. They had nearly 11 million members. Roughly 600,000 telehealth visits projected for the year — double the 300,000 they had completed the year before. And a 1.4% share of voice in their own category. They were not ranking for "telemedicine." Not ranking for "telemed." Not ranking for most of the cluster they were trying to own.
I led the engagement as CEO of the agency. Principal Strategist on the contract.
The work was multi-layered marketing infrastructure: keyword taxonomy and intent mapping, B2B audience segmentation across seven verticals, brand voice and messaging governance, content production standards, technical and backlink audit, meta architecture, member portal strategy, and the analytics stack underneath all of it. The work nobody outside the room sees, and everyone outside the room benefits from for the next decade.
Today, Teladoc Health ranks for 98,000+ organic keywords — including telehealth, telemedicine, online doctor, online counseling, virtual doctor, and virtual healthcare — driving organic traffic SEMrush values at $1.21 million per month, plus 3,400+ citations across ChatGPT, Perplexity, Gemini, Google AI Overviews, and Microsoft Copilot.
They dominate the category they could not rank in when I started. Foundations compound. That is what I get hired for.
Page 10+ to page 2 on the most competitive terms in the category — in four months.
CURLS came in not ranking inside the top 10 pages of Google for any of their primary commercial keywords. The brand had product, audience, and a real social following — none of which were translating into search-driven revenue.
Inside 120 days of disciplined SEO architecture and on-page work, the site was on page two for "curly hair products" and "best curly hair products" — two of the most contested terms in their category. Organic traffic climbed 60.9 percent. Bounce rate dropped 24.82 percent. Revenue, attributable to the organic channel, rose 22.06 percent.
Same product. Same brand. New marketing leadership.
A 92% reduction in cost per call. From $209.45 to $16.26.
MHC was paying $209.45 for every inbound call from paid media, with market saturation sitting at 42 percent and call volume at 288 per period. The campaigns were producing activity. They were not producing efficient revenue.
After we restructured the account architecture, intent layer, and conversion path, cost per call collapsed to $16.26 — a 92 percent reduction. Market saturation moved from 42 percent to 98 percent. Call volume nearly doubled, from 288 to 507.
That is what happens when paid media is run as a system instead of as a line item.
I do not just rank client sites. I have ranked my own — for the words everyone wants.
Most marketing leaders ask you to take their work on faith. I do not. I have put my own money on the line and ranked my own domains for some of the most competitive keywords in search.
Two domains on page one of Google simultaneously for "search engine optimization" — seop.com and searchengineoptimization.com. Number one for "social media marketing". Number one for "reputation management consultants". Number one for "Texas SEO" at texaseo.com — still holding. Number one for "HVAC digital marketing" at hvacdm.com — still holding.
Single-word and two-word commercial terms most agencies will tell you cannot be won — rings, diamond rings, engagement rings, hangers, cigars, Cuban cigars. Won them anyway.
No client budget. No external authority. My own capital. My own receipts.
What it actually feels like to have me on the inside.
Henry has a deep knowledge and understanding of what it takes for a website to rank well in all of the major search engines. He is also one of the most honest businessmen I have ever worked with.
"Henry has been an invaluable resource for my company. He has helped build us from a very small company to a large network. He is extremely responsive, helpful, and really knows what he's doing. Plus he's a good human being, which is the most important part of finding someone you trust."
"Working with Henry changed how I think about marketing entirely. He showed me exactly why what I was doing wasn't working and what to do instead. That clarity was worth more than anything else I had spent on marketing."
I take a maximum of three Fractional CMO clients at any time.
Taking command of a company's marketing function — building the structure, owning the revenue line, and staying accountable — is not something you do for ten clients at once and do well. If you are evaluating whether we should talk, request access. If we are not the right fit, I will tell you on the call.
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