Case Study: Repositioning a Modern DTC Brand as a Fractional CMO

Erika Weiss is a fractional CMO. She brings 20+ years of consumer marketing experience from iconic companies like Disney, 20th Century Fox, and Beachbody - as well as scrappy DTC startups seeking traction and transformation. Today, she leads Elevated Brand: A Boutique Marketing Consultancy, where she helps lifestyle brands grow through resonant brand strategy, compelling storytelling, and holistic, integrated marketing plans that drive measurable results and lasting impact. 

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Human Touch has been a leader in high-performance massage chairs and recovery technology for over 45 years, but while it’s innovation remained cutting-edge, the brand’s marketing, customer experience, and identity had fallen behind - anchored in its legacy reputation and reliant on a shrinking segment of B2B and distributor based-segment, it was struggling to connect with today’s wellness-conscious, lifestyle-driven DTC consumer.

That’s where I came in. As a fractional CMO for Human Touch, I was brought on to lead a strategic brand refresh, develop a modern, emotionally resonant DTC marketing strategy, and lay the foundation for sustainable, consumer-led growth. Working ~10 hours per week, I focused on high-impact initiatives, from repositioning the brand to mentoring the internal team and implementing current DTC best practices.

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Why Fractional?

Like many scaling companies, Human Touch had a solid internal marketing team in place, but lacked senior-level DTC brand leadership. They didn’t need a full-time CMO, but they did need expert guidance from someone who could jump in, identify blind spots, and provide strategic direction, without the overhead or long ramp-up.

The CEO specifically sought a fractional leader who could bring an up-to-date outside perspective, mentor the team, modernize the brand, and connect the dots across channels. Compared to hiring an agency (expensive and external) or a full-time CMO (a long-term fixed cost), a fractional solution gave them executive-level firepower along with a network of trusted experts, a scrappy, get-it-done mindset, and the flexibility to scale support as needed.

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Why Me?

My background checked every box the CEO was seeking: 20+ years of experience in consumer marketing, brand strategy, and integrated campaigns; deep roots in the fitness and wellness space; and the ability to blend big-brand thinking with startup scrappiness, which was exactly the hybrid mindset needed for this stage.

What sealed the deal? I was based in Southern California, held an MBA from a top-tier program, and brought a trusted network of fractional experts I could tap into—from PR and affiliate pros to email strategists, copywriters, and designers. I could embed seamlessly into their team, bring a fresh perspective, and start delivering value from day one.

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My Big Wins

In just a few hours per week, I helped lay the groundwork for a full brand transformation:

• Repositioned the Brand: Shifted Human Touch’s messaging from product-first to customer-first. Led the development of a brand strategy rooted in emotional storytelling, lifestyle relevance, and wellness positioning.
• Built a Strategic Brand Foundation: Created a comprehensive brand brief that aligned mission, vision, values, audience personas, and unique selling proposition.
• Optimized the Digital Ecosystem: Directed a website refresh for stronger UX and brand expression, launched automated email flows to drive lifecycle engagement, and reshaped the customer journey for better conversion.
• Scaled Awareness Through PR & Affiliates: Launched performance-driven PR and affiliate programs that generated over 20 million media impressions and steadily increasing revenue, creating a flywheel of awareness and sales.

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A Smarter, More Impactful Way to Work

Being fractional allowed me to focus on high-leverage activities; no filler meetings, no red tape. Every hour was spent on what mattered most: aligning the brand, upskilling the team, launching growth-driving campaigns, and optimizing customer touchpoints.

And because I wasn’t siloed inside the business full-time, I brought external insights from other clients, market trends, and proven playbooks. That cross-pollination is part of the magic of fractional leadership.

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Here’s what the CEO had to say:

"Erika’s impact was immediate and lasting—her organizational skills and efficiency transformed our marketing operations. She played a pivotal role in reshaping our brand narrative, bringing fresh perspectives while staying true to our core values. What sets Erika apart is her ability to both strategize and execute, ensuring every initiative exceeds expectations. Beyond her expertise, she brings energy, professionalism, and a collaborative spirit that make her an invaluable asset to any team. If you want a marketing leader who delivers results and elevates team dynamics, Erika is the one."
- David Wood, CEO of Interactive Health (Human Touch | Relax The Back)

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Human Touch now stands on a stronger foundation, one built for growth, not just legacy. We transitioned the brand from functional to aspirational, and I helped empower the internal team with the strategy and tools to keep it moving forward.

That’s the power of hiring fractional: You get executive experience, fresh thinking, and real results, without the overhead.
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If you’re a wellness, lifestyle, or DTC brand ready for strategic clarity and meaningful growth, I’d love to help. Connect with me at erikahweiss@gmail.com, or check out my website or Linkedin.

And if you’re looking for a different kind of fractional leader, that’s where Fractional Jobs can help (the site you’re reading this on). Fractional Jobs helps startups, SMBs, and nonprofits hire fractional talent across about 10+ different function areas. You can book a call with Fractional Jobs founder Taylor Crane right here to learn more.