About Shane
I'm Shane Rasnak. The Fractional CMO for premium brands in health, wealth, and community.
The businesses I work with have proven the offer and built real revenue – $2M to $50M, with offers priced $10K and up. Growth has stalled because marketing still routes through the founder. My job is to install the leadership, systems, and AI workflows that take the business past that ceiling – without the commitment of a full-time hire.
The role I play
The Chief Marketing Officer. I own positioning and messaging, channel strategy, the acquisition roadmap, the team's operating rhythm, and the metrics that matter – CAC, LTV, pipeline. I lead the in-house team, freelancers, and agencies under one strategy. The founder stops being the bottleneck.
My practice runs at two CMO engagements at a time. That's a hard cap, by design. It's how the work stays strategic rather than transactional, and how my clients get a partner instead of a vendor.
Track record
Since launching the practice in 2014, I've led marketing for 85+ organizations — across health, education, professional services, and other markets where trust earns the sale, cycles run long, and the buyer is discerning.
Work has ranged from end-to-end marketing leadership for early-stage operators to running paid media campaigns for institutions including Penn and NYU.
For 6+ years I served as Director of Digital Strategy with Condor Growth, a New York agency specializing in healthcare marketing – leading growth strategy and significant paid media investments across complex, regulated markets, including taking Nushama from zero to $3M in annual revenue.
Earlier, I was a founding member and Director of Marketing at ReWork, a recruiting startup. I built the marketing function from scratch, grew the platform past 50,000 users, and helped to establish the client base. ReWork was later acquired by Koya Partners.
B.S. in Applied Economics and Management, Cornell University with a specialty in accounting and finance that taught me to treat marketing as a P&L function, not a cost center. Certified Fractional CMO through CMOx®.
I live in their world.
Your ideal customer is my peer. Over a decade in the NYC metro. Years inside business masterminds and peer communities – not as a researcher, as a member. I know what a $10K offer feels like when you're the one writing the check, and what makes a buyer at that level dismiss a premium brand the second they land on the site.
That's an edge research can't replicate.
Outside the work
Based in Jersey City, NJ, with my wife and son. Active Brazilian Zouk dancer, instructor, and community organizer. A full life outside the work is part of how I stay sharp inside it.
If you're a founder who's outgrown the marketing you built, let's talk.