Daniel VonHerrmann
Summary
Senior marketing leader with 9+ years driving acquisition, retention, and revenue growth for broadband and subscription-based businesses. Proven in B2C and B2B go-to-market strategy, multi-channel campaign execution (digital and traditional), lifecycle and segmentation programs, and KPI-based budget management. Experienced translating product features into clear value propositions, partnering with sales and operations, and improving customer experience through measurable CAC, churn, and ARPU outcomes.
Overview
16
16
years of professional experience
Work History
Marketing Director (Contract)
SecureVision, LLC
12.2022 - Current
- Own end-to-end go-to-market and growth marketing strategy for a regional ISP serving MDUs, HOAs, and hospitality properties, driving acquisition and retention across digital, email, direct mail, and inbound lead funnels.
- Architect and execute multi-channel campaigns designed to move prospects through proposal, close, and onboarding stages, directly supporting monthly and annual revenue targets and improving sales-cycle velocity.
- Build KPI-driven dashboards tying campaign activity to proposed units, closed revenue, conversion rates, and churn reduction, enabling data-backed budget shifts and channel optimization.
- Implement marketing automation and lifecycle workflows to improve lead nurturing, customer education, and upsell conversion while supporting a high-touch customer experience.
- Partner closely with sales leadership to align spend, messaging, and reporting around measurable business outcomes and improved local sales execution.
Marketing Manager, Fiber Expansion & Growth
Cable One, Inc.
05.2021 - 12.2024
- Led revenue-focused marketing strategy for fiber expansion markets, supporting market launches and field activations while executing acquisition campaigns across paid digital, direct mail, email, and referral channels.
- Translated product capabilities into segment-specific value propositions and messaging to improve subscriber conversion and adoption across diverse customer profiles.
- Partnered with internal teams and external vendors across Cable One and Hargray markets to scale winning campaigns, strengthen attribution, and improve performance reporting.
- Designed and launched a Residential Refer-a-Friend program that created a scalable, cost-efficient acquisition channel contributing to sustained subscriber growth.
- Built and operationalized an AI-powered churn mitigation program using behavioral and service data to trigger targeted retention campaigns, reducing churn by approximately 5 percent among engaged segments.
Marketing Manager
Hargray Communications
01.2017 - 04.2021
- Created and scaled the New Build marketing program, exceeding ROI benchmarks on 75 percent
of projects. - Partnered with analytics teams to drive six months of double-digit sales growth through improved
targeting, reporting, and campaign optimization. - Produced record-breaking sales months through integrated multi-channel campaign efforts
supporting acquisition and retention goals. - Reduced logistics spend through process automation and vendor optimization across print and fulfillment workflows.
- Drove market expansion and customer retention across internet and telecom services, supporting
residential and multi-dwelling segments.
Faculty Manager
Kaplan
03.2013 - 03.2017
- Managed 90+ remote instructors, optimizing scheduling and performance across 250+ annual classes
- Developed internal tools to cut student matching time by 60%
- Championed engagement strategies for national teams to improve satisfaction and efficiency
Marketing & General Manager
ManGrate & EarthWalk Communications
01.2010 - 01.2013
- Led ecommerce growth strategy including paid media, email marketing, and direct response campaigns.
- Scaled online revenue past $1M with over 200 percent year-over-year growth through disciplined testing, funnel optimization, and channel expansion.
Education
Bachelor of Arts - Communication
George Mason University
Skills
- Go-to-Market Strategy (B2C and B2B)
- Broadband, Fiber, WiFi, Bundles (Positioning and Messaging)
- Customer Segmentation and Lifecycle Campaigns
- Acquisition, Retention, and Churn Reduction
- Multi-Channel Campaigns: TV, Print, OOH, Paid Search, Paid Social, Display, Programmatic
- Budget Management, CAC/CPGA, ARPU Uplift
- Field Marketing Activations and Market Launch Support
- Marketing Analytics, Dashboards, Attribution, A/B Testing
- Vendor, Agency, and Cross-Functional Leadership
Timeline
Marketing Director (Contract)
SecureVision, LLC
12.2022 - Current
Marketing Manager, Fiber Expansion & Growth
Cable One, Inc.
05.2021 - 12.2024
Marketing Manager
Hargray Communications
01.2017 - 04.2021
Faculty Manager
Kaplan
03.2013 - 03.2017
Marketing & General Manager
ManGrate & EarthWalk Communications
01.2010 - 01.2013
Bachelor of Arts - Communication
George Mason University