Marketing Leadership Grounded in Real-World Results
Creating marketing strategies that build business success
I'm John McCarthy, Fractional Marketing Director for growth-stage companies that need strategic marketing leadership without the overhead of a full-time executive.
My approach is simple: marketing should drive business results—revenue growth, margin improvement, customer retention—not just generate reports and vanity metrics.
How I Got Here
Over my 15+ years, my marketing career has spanned fast-growth companies, digital agencies, and complex B2B environments across healthcare, aerospace, manufacturing, technology, and e-commerce.
Echo-Factory
Senior Account Director
Direct cross-functional teams managing $3.5M+ in consolidated marketing budgets for B2B clients in aerospace, defense, healthcare, technology, and manufacturing. Notable results include generating $175M+ in qualified pipeline, supporting major government contract wins, securing top Google rankings and AI Overviews, and building comprehensive marketing engines for complex technical products and services with long sales cycles (12-24 months).
Bruce Clay
VP of Sales
Led sales and client strategy for a pioneering SEO and digital marketing agency, working with enterprise clients on complex technical marketing challenges.
iHerb
VP of Marketing
Led marketing strategy during hypergrowth phase, scaling revenue from $180M to $625M through omnichannel marketing, international expansion, and customer acquisition optimization.
Ignite Design & Advertising, Revana Digital
Roles at Ignite Design & Advertising and Revana Digital, building foundational expertise in integrated marketing, SEO, paid media, and strategic planning. Markets included healthcare, travel, financial services, higher education, retail, professional services, and technology.
What Makes Me Different
Cross-Industry Pattern Recognition
When you've worked with 100+ brands across vastly different industries—from NASA-contracted space robotics to e-commerce supplements to hospital systems—you start seeing universal patterns:
- What actually drives customer decisions (vs. what companies think drives them)
- How to allocate budget for maximum ROI in different business models
- Which marketing tactics scale and which hit ceilings quickly
- How to navigate complex regulatory environments (HIPAA, ITAR, FDA)
This breadth of experience means I can bring insights from one industry to solve challenges in another—something a specialist or full-time hire focused on one company can't provide.
Business-First Mindset
I come from a business administration background (BS, University of Redlands School of Business), not just marketing. This means I naturally think about marketing through a business lens:
- How does this marketing investment impact cash flow?
- What's the customer acquisition cost relative to lifetime value?
- How do we improve margins while growing revenue?
- What marketing activities directly support our business development pipeline?
Marketing isn't an art project—it's a business function that should generate measurable returns.
Hands-On + Strategic
Unlike pure consultants who hand you a strategy document and disappear, I stay engaged. I help you implement, troubleshoot, optimize, and adapt as market conditions change. You get both the strategic thinking and the execution oversight to ensure plans actually happen.
Deep Experience Across Key Verticals
Healthcare & Life Sciences
- HIPAA-compliant marketing strategies
- Patient/physician acquisition programs
- Complex service line marketing
- Hospital systems, diagnostic laboratories, and healthcare services companies
Aerospace & Defense
- ITAR-compliant communications
- Technical B2B marketing for complex solutions
- Government contract support
- Space systems, defense contractors, and aerospace manufacturers
Manufacturing
- Technical product marketing
- Distribution channel strategies
- Trade show and industry event programs
- Long sales cycle nurture strategies
Technology & E-commerce
- Growth marketing and scaling strategies
- Digital acquisition and retention programs
- International market expansion
- Example: iHerb ($180M→$625M growth)
Committed to Advancing the Marketing Profession
American Advertising Federation
- President, Inland Empire Chapter
- Treasurer, District 15 Executive Committee
- Organizer of professional development events and American Advertising Awards
Guest Lecturer
- California State Polytechnic University, Pomona
- California State University, San Bernardino
- University of La Verne
Staying actively involved in industry organizations keeps me connected to emerging trends, best practices, and a network of specialists I can bring to client projects when needed.
Education & Credentials
University of Redlands School of Business
Bachelor of Science
Business Administration & Management
GPA: 3.86
Professional Affiliations
American Advertising Federation (AAF)
Let's Talk About Your Marketing Challenges
Whether you're frustrated with current results, preparing for growth, or just exploring what fractional marketing leadership could look like for your business, I'd welcome a conversation.
Schedule a Consultation →