// growth & marketing executive — subscription · eCommerce · MarTech · AI
Michael Donnon has spent 20+ years scaling consumer brands at the turning points of digital transformation — launching Paramount+ across 8 international markets, growing Pantaya to 1M+ subscribers before its $150M acquisition, and cutting CAC 81% at eHarmony.
Brands scaled, launched & grown
ting by Whisker Labs
Society6
whipmedia
HEMISPHEREMEDIA GROUP
🍃Leaf Group
Expedia
Hotels.com
Michael Donnon is a senior growth and marketing executive who scales consumer brands through their steepest growth curves — from streaming launches to subscription turnarounds to AI-powered hardware.
He led international demand marketing and user acquisition for Paramount+, launching the app in 8 new markets in 2 years using incrementality measurement, media mix modeling, and omnichannel performance marketing. Before that, he built Pantaya from a business plan into the #1 Spanish-language streaming service in the U.S., and pioneered in-house performance media at eHarmony in the early days of large data models — cutting customer acquisition costs 81%.
Today he's VP of Marketing at Whisker Labs — makers of Ting, the AI-powered fire-prevention sensor protecting 1.4M+ homes — where he built the company's MarTech and data stack from zero and deployed AI marketing automation across the org. He also advises startups on go-to-market strategy through MELT Labs. He's a builder first: data stacks, teams, brands, and the retention and lifetime-value systems that connect them.
Career highlights, presented the way a performance marketer would present them — with the numbers up front.
Built the #1 Spanish-language streaming service from scratch at Lionsgate, leading to a $150M acquisition by TelevisaUnivision.
campaign=pantaya_launch · result=acquiredLaunched the Paramount+ app across 8 new countries, drove 66% YoY subscriber growth while cutting CPA 14%, and led global media for Halo, 1923, and Top Gun: Maverick.
campaign=pplus_intl · kpi=subs_growthMoved all digital media in-house, rebuilt affiliate and display from the ground up, and tripled BD channels in one month at baseline ROI.
campaign=eharmony_inhouse · kpi=cacDriving 50K+ device activations per month, built the full data and MarTech stack from zero, and deployed AI automations across the marketing org.
campaign=ting_growth · kpi=activationsGrew the eCommerce brand's revenue 3x+ at Demand Media by scaling profitable media 3,000% during the company's pivot to commerce.
campaign=society6 · kpi=revenueCreated the first-ever TV clip affiliate program for publishers and IP owners, supporting a $40M Series C.
campaign=whippro · kpi=platform_launchTwo decades across streaming, subscription, marketplaces, and connected hardware.
Leading brand, growth, PR, creative, and partner marketing for Ting — AI-powered electrical fire prevention in 1.4M+ homes across 35+ insurance carrier partners including Nationwide and State Farm.
Advising startups on go-to-market strategy, growth, and the development of AI-driven marketing tools.
Built and led the international DR and brand media organization. Oversaw ~$X00M in budget, launched 8 new markets, and delivered 66% YoY subscriber growth.
Built streaming growth infrastructure post-STARZ acquisition. Launched Pantaya, Kevin Hart's LOL Network, and MovieSphere+; led MarTech, CRM, and BI buildout across the studio.
Led global marketing and built WhipPro, the first TV clip affiliate platform. Supported $40M Series C.
Led the pivot to eCommerce; scaled Society6 from $15M to $50M+ in revenue.
In-housed all digital media, cutting CAC 81%, in the early era of large data models in marketing.
What happens when a growth marketer can't stop building.
A consulting practice helping startups nail go-to-market strategy, performance marketing, and AI-driven tooling — from positioning to full MarTech stack architecture.
melt.biz ↗A manufacturing and logistics SaaS platform built for the steel industry — digitizing tracking, traceability, and workflow for mills, processors, and service centers. Live with active clients moving real tonnage.
milltag.com ↗Selected coverage of the businesses, launches, partnerships, and acquisitions I've led across Whisker Labs, Paramount+, Lionsgate, Kevin Hart's Laugh Out Loud Network, Whip Media, Leaf Group, and eHarmony.
My role: VP of Marketing at Whisker Labs — leading brand, growth, and partner marketing across the Ting program.
My role: VP of Marketing at Whisker Labs — overseeing partner marketing for the expansion.
My role: SVP, Demand Marketing & User Acquisition (International) — led media strategy and partnership execution for the global F1 deal.
My role: SVP, Demand Marketing — led international marketing strategy for the Halo launch and the global 'HALOgram' activation across 4 markets.
My role: SVP, Demand Marketing & User Acquisition — led the marketing rollout strategy across the UK, Ireland, Italy, Germany, France and Switzerland launches.
My role: SVP, Acquisition Marketing & Strategy at Lionsgate — built Pantaya from zero to ~900K subscribers, enabling the $124M sale.
My role: Built the asset that ultimately rolled into TelevisaUnivision's global streaming offering ViX+.
My role: SVP, Acquisition Marketing at Lionsgate — co-led the marketing strategy behind the Laugh Out Loud Network launch.
My role: SVP, Acquisition Marketing at Lionsgate — supported launch and audience growth for the LOL Network breakout that went on to over 320M lifetime views by season 3.
My role: Drove acquisition marketing across the LOL Network as Cold As Balls became its most-watched series and earned a two-season renewal.
My role: Led acquisition marketing for the YouTube Premium series that became one of the network’s defining franchises, running three seasons through 2020.
My role: SVP, Acquisition Marketing at Lionsgate — supported launch marketing for the curated SVOD service.
My role: SVP, Marketing at Whipclip — led growth and supported the Series C raise that brought total funding above $60M.
My role: VP, Acquisition Marketing at Demand Media — scaled Society6 from $15M to $50M+ in revenue post-acquisition.
My role: Led the early performance-marketing buildout that powered the company's commerce pivot — including Society6, Saatchi Art, and Livestrong.
My role: Director, Acquisition Marketing at eHarmony — led acquisition strategy across the Jazzed launch and integrated marketing partnerships.
Building growth engines from scratch: launching Paramount+ in 8 international markets in 2 years with 66% YoY subscriber growth, growing Pantaya into the #1 Spanish-language streaming service ahead of its $150M acquisition, and reducing digital CAC by 81% at eHarmony by bringing media in-house.
He is VP of Marketing at Whisker Labs, makers of Ting — an AI-powered electrical fire prevention sensor protecting 1.4M+ homes. He also advises startups on go-to-market and AI tools through MELT Labs.
Streaming and subscription video (Paramount+, Lionsgate, STARZ, Pantaya), online dating (eHarmony), eCommerce and marketplaces (Demand Media, Society6), live entertainment (Live Nation), social video (Whipclip), and AI-powered IoT hardware (Whisker Labs).
For consulting and advisory work, reach out through MELT Labs, connect on LinkedIn, or email md@melt.biz.