Fractional Chief Product & Marketing for Wellness Brands
We don’t just run campaigns—we strengthen the product, positioning, and pathways to scale. From formulation and claims to SEO, e‑commerce, and retention, we refine what you sell as much as how you sell it.
Services built around outcomes
Choose retained leadership, a sprint, or a project. We tailor the stack to your stage and goals.
Product & Marketing Leadership
Positioning, claims & compliance, pricing/pack architecture, analytics, GTM plans, channel strategy.
- Regulatory‑safe messaging & review
- Value proposition & pack differentiation
- North Star metrics & dashboarding
SEO, Content & Demand Gen
Education‑led growth for wellness buyers. Evergreen content, programmatic SEO, thought leadership.
- Search strategy & topical maps
- UGC & expert‑backed content
- Lead magnets & webinars
E‑commerce & Lifecycle
Conversion and retention for DTC & marketplaces. Data‑driven experimentation and journeys.
- Listing optimization (Amazon/Shopify)
- Email/SMS flows & subscriptions
- Testing roadmap (LPs, bundles, offers)
90‑Day GTM
- Positioning & claims playbook
- SEO & content plan
- Launch funnel + email flows
Fractional CPO/CMO
- Leadership + execution pod
- North Star dashboard & weekly ops
- Quarterly roadmap & experiments
E‑com & Lifecycle
- Amazon/Shopify optimization
- Retention systems (email/SMS)
- Offer & pricing experiments
A product‑first growth approach
We pressure‑test claims, formats, pricing, and use‑cases before we scale spend—so growth is durable, not just loud.
Assess & Align
Audit product, compliance, positioning, channels. Define success metrics.
Design the System
Create the GTM engine: content, SEO, offers, lifecycle, analytics.
Ship & Learn
Launch quickly with tight feedback loops and weekly experiments.
Scale & Defend
Double‑down on what works, expand channels, protect CAC & retention.
Proof over promises
Selected outcomes from wellness brands (details available on intro call).
SEO compound growth
Topical map + expert content → 6‑month organic sessions +140%, CAC –28%.
E‑commerce conversion
Amazon listing overhaul → CTR +35%, CVR +22%, revenue +48% QoQ.
Lifecycle retention
New onboarding + replenishment flows → repeat rate +19%, churn –15%.
Why founders choose The Afanasyevs
- ✓ Deep product background in fish oil & supplements; functional beverage founder experience.
- ✓ Compliance‑aware messaging (FDA/EFSA safe practices) and science‑backed storytelling.
- ✓ Full‑funnel growth: SEO, content, e‑com, email/SMS, analytics, and offers.
- ✓ Bilingual (EN/RU) & cross‑border go‑to‑market capability.
Alexander Afanasyev
Nutrition operator & marketer. Ex‑CEO (fish oil & supplements). Ex‑founder (infused coffee). Fractional CPO/CMO for wellness brands.
FAQs
How are you different?
We combine product and marketing. We’ll sharpen claims, format, pricing, and nurture loops before pushing acquisition—so dollars go further and stick.
What does “fractional CPO/CMO” look like week‑to‑week?
Leadership cadence (weekly standups, roadmap), plus a small execution pod. Expect measurable deliverables every week across product, content, and growth.
Do you work globally?
Yes. We operate across time zones, with bilingual EN/RU support and experience in US, EU, and Asia‑facing go‑to‑market.
Disclaimer: We do not provide medical advice. All content and claims are reviewed for marketing compliance but are not a substitute for legal or regulatory counsel.
Let’s build a wellness brand people trust
Tell us a bit about your stage and goals. We’ll reply with a suggested cadence and next steps.
- Free 30‑minute intro call
- Operator‑grade feedback on product & messaging
- Clear, outcome‑driven engagement models