Fractional CMO & Marketing Consultant · Springfield, MO

Dan
Who
Brands

I've managed $1B+ in ad spend for the world's biggest brands.
Now I work for the ones I believe in.

Book a Strategy Call See Packages →
15+
Years of brand-side &
agency experience
$1B+
In career ad spend managed
across platforms & brands
30+
Global brands moved across
every major vertical
80+
International markets managed
at Domino's alone
Domino's Pizza
FILA
Quest Diagnostics
Uniqlo
Conair
SmileDirectClub
Chobani
Lindt
Edible Arrangements
Winnebago
CARFAX
Enterprise
Patreon
The Cosmopolitan LV
Jetset Pilates
Reddit
Domino's Pizza
FILA
Quest Diagnostics
Uniqlo
Conair
SmileDirectClub
Chobani
Lindt
Edible Arrangements
Winnebago
CARFAX
Enterprise
Patreon
The Cosmopolitan LV
Jetset Pilates
Reddit
OVER
$1 Billion
IN ADS SERVED
and unlike the burger, the results actually hold up.
About Me

The Guy
Behind the
Numbers.

I'm Dan Thomas — a performance-driven marketing leader who's sat inside the brands and run the agencies. That dual perspective is rare, and it's why I deliver results most consultants can't.

Over 15+ years across CPG, QSR, eCommerce, and Franchising, I've managed over $1B in ad spend across global brands, led cross-functional teams of 20+ at R/GA (IPG), scaled SmileDirectClub across 8 international markets, and rebuilt digital infrastructure for 40+ Jetset Pilates franchisees from the ground up.

"I didn't learn this from a course. I learned it spending hundreds of millions of dollars for the biggest brands on earth — and being accountable for every dollar."

Now I bring that firepower directly to brands and founders who deserve senior-level thinking — without the full-time overhead. Fractional. Focused. Accountable to results.

Brand Strategy
Paid Media
Fractional CMO
eCommerce
CTV / OTT
Performance Marketing
TikTok
Meta
Google / DV360
Influencer
CRM / Email
Franchise Marketing
Analytics
Global Markets
NIL Marketing
$1B+
In career ad spend managed across brands, agencies & global markets
$200M+
A/B testing "winnings" at Domino's — 148MM+ pizzas sold digitally
+480%
Conversion growth for Uniqlo via cross-platform media
+300%
FILA eCommerce sales YoY at R/GA (IPG)
+400%
To-goal conversion growth for SmileDirectClub internationally
Brands I've Moved
The Work

Campaigns That
Actually Moved
the Needle.

These aren't case studies pulled from a deck. These are real campaigns, real budgets, real results — from brands you've ordered from, worn, and seen on TV.

International eCommerce
Domino's Pizza
$200M+
In A/B testing "winnings" · 148MM+ pizzas sold digitally · 80+ international markets · 80%+ of all orders online
International Paid Media
SmileDirectClub
+400%
To-goal conversions · $1MM+ Snapchat single-day takeover · 8 international markets
Performance Media @ R/GA
FILA
+300%
eCommerce sales YoY · TikTok upper-funnel · U.S. + LATAM
Senior Director @ DAC
Uniqlo
+480%
Conversion growth via cross-platform media innovation · Influencer integration
DTC Launch @ R/GA
Quest Diagnostics
$100M+ ROI
ROI on "Put Your ___ to the Test" DTC launch campaign
Senior Director @ DAC
Conair
+3000%
In-store visit growth · Cross-platform media innovation
Experience

Where I've
Been.

Jetset Pilates
Sr. Director, Digital Marketing
40+ franchise locations · U.S., Australia, U.K.
Led all digital strategy for HQ and 40+ franchisees. Rebuilt digital infrastructure with AI automation and Meta Pixel integrations. $100k+ monthly AUV, +45% MoM lead growth — first studios profitable in opening months.
2025
Bader Rutter
Freelance Consultant
Ingredion · Global AOR Pitch
Paid media and digital strategy lead for Ingredion AOR pitch. Full-funnel B2B2C media architecture. Secured a 7-figure global AOR win.
2025
DAC Group
Senior Director, Media
Conair · Uniqlo · Winnebago · CARFAX · Apple Bank · Newell Brands
Global team of 10+ · $100MM+ annual spend. +480% conversion growth for Uniqlo · +3000% in-store visits for Conair.
2023–2025
R/GA (IPG)
Director, Performance Media
FILA · Quest Diagnostics · Reddit · Enterprise · Patreon · Cosmopolitan LV
20+ person team across U.S. & LATAM · $100MM+ managed. +300% FILA eCommerce YoY · $100MM+ ROI on Quest DTC launch.
2022–2023
SmileDirectClub
Manager, Int'l Paid Media
8 markets · U.K. · Australia · Germany · Canada · Mexico · Spain · HK
$100MM+ across Snap, Meta, YouTube, CTV. $1MM+ Snapchat single-day takeover. +400% to-goal conversions.
2021
Domino's Pizza
Program Lead, Int'l eCommerce
80+ international markets · Mexico to Mauritius
80+ franchise marketing teams globally · $100MM+ budgets. $200MM+ A/B testing "winnings" · 148MM+ pizzas sold online.
2018–2020
Horizon Media
Sr. Manager, Performance
Chobani · Lindt · Edible Arrangements · Sprint · Weight Watchers · Sleep Number
$10MM+ multi-brand budgets across Affiliate, Search, Programmatic, Video & Social. Record CPA efficiency for DTC and Retail clients.
2017–2018
Packages

Pick Your
Engagement.

Flexible retainer models for brands that need senior marketing leadership — not junior account managers. No fluff. Accountable to results.

Starter
$4K
/month
Digital Essentials
For brands that need a strategic foundation and senior oversight on core digital channels.
  • Monthly strategy session (2hrs)
  • Paid media audit & recommendations
  • Channel-specific growth roadmap
  • 1 platform focus (Meta, Google, or TikTok)
  • Monthly performance report & insights
  • Email/Slack access for Q&A
Book a Call
Most Popular
$6K
/month
Growth Partner
Full digital marketing oversight. Campaigns planned, executed, and optimized by someone who's done it at scale.
  • Bi-weekly strategy calls
  • Full-funnel digital marketing strategy
  • Multi-platform campaign management
  • Creative briefing & direction
  • Influencer & content strategy
  • Weekly reporting & optimization
  • Vendor/agency management support
Book a Call
Full Engagement
$10K
/month
Fractional CMO
Embedded senior leadership. I become your CMO — minus the full-time salary and equity ask.
  • Up to 3 strategic sessions/week
  • Full marketing leadership & team management
  • Board & executive-level reporting
  • Brand strategy & positioning
  • Agency RFP, hiring & oversight
  • Budget modeling & forecasting
  • Priority Slack/phone access
Book a Call
NIL Marketing

Springfield.
NIL.
Done Right.

The NIL era rewrote the rules of college marketing — and most brands in the Ozarks are still figuring it out. I've been operating at this intersection since day one.

Through DairylandNIL.com, I've built a framework for connecting local and regional brands with college athletes in campaigns that are authentic, conversion-driven, and measurable. Not just logo placements and Instagram posts.

Springfield is home to two programs with deeply loyal fan bases. Missouri State Bears and Drury Panthers athletes are ready to partner with brands that actually know how to tell a story.

DairylandNIL.com

My NIL consulting platform connecting Midwest athletes with brands that want authentic, performance-driven partnerships — built on the same data-first approach I used at every global brand I've touched.

Missouri State
Bears athletics across football, basketball, and more. Springfield's largest program with a passionate regional fanbase ready for brand partnerships.
Drury University
Panthers — a perennial Division II powerhouse with loyal fans and engaged student-athletes ready to authentically represent your brand.
Your Brand Here
Local Springfield businesses, regional chains, and national brands entering the Ozarks market — I'll build the NIL strategy that makes the partnership actually work.
Athlete identification & vetting
Brand-athlete matching & deal structure
Creative direction & content briefs
Performance tracking & reporting
Springfield MO market connections
GO
Let's Talk

Ready to
Actually
Grow?

Whether you need a Fractional CMO, a campaign strategist, or a NIL partner in Springfield — let's get on a call. No hard sell. Just a real conversation about what you're building.

Book a Call → [email protected]