Michael McWhorter

About Michael McWhorter

Marketing Director with nearly five years of experience leading growth, retention, and brand strategy at a high-growth, direct-to-consumer subscription company.At Good Ranchers, I oversee marketing initiatives across acquisition, retention, CRM, lifecycle, and brand—focused on building long-term customer value, not just short-term wins. My work centers on scaling subscription businesses through stronger onboarding, lifecycle marketing, loyalty, and thoughtful brand positioning that resonates with values-driven consumers.I’ve led teams through periods of rapid growth and operational complexity, partnering closely with product, CX, operations, and leadership to align marketing strategy with business outcomes. My approach blends data-driven decision-making with creative execution, always with an eye toward improving customer experience and lifetime value.I’m particularly interested in- Subscription and retention strategy- Lifecycle and CRM optimization- Brand building and voice differentiation - Cross-functional leadership and team development

Experience

1. Marketing Director

   Good Ranchers

   Jul 2021 — Present · US

   Led marketing strategy and execution for a fast-growing, direct-to-consumer subscription brand focused on 100% American-sourced meat.Key responsibilities & impact:Owned marketing strategy across acquisition, retention, CRM, and brandBuilt and evolved lifecycle marketing programs focused on onboarding, retention, loyalty, and winbackDrove subscription growth and long-term LTV through improved messaging, offers, and customer experienceLed cross-functional initiatives with Product, CX, Operations, and Engineering to support scalable growthOversaw agency and vendor relationships, ensuring alignment with performance and brand standardsDeveloped and mentored team members as the organization scaledFocus areas:Subscription optimization and retention strategyLifecycle and CRM performanceBrand positioning and storytellingMarketing operations and process improvement

Education

• University of Houston, C.T. Bauer College of Business

  Bachelor of Business Administration (BBA), Marketing

  2015 — 2017