Strategic Growth Advisor Focused on Performance
I work with leadership teams to diagnose where their growth system is breaking down, identify which phase they’re actually in, and build the strategy to move through it with clarity.
The focus is not just on growth — but on understanding how growth actually works.
Most marketing problems are approached tactically.
Channels are optimized. Campaigns are adjusted. Creative is refreshed. But at scale, performance issues are rarely caused by isolated tactics.
They are the result of how the system is structured — and more specifically, which phase of growth a business is actually in.
Every phase has a different problems to solves. The strategy that solves one phase can actively make the next phase worse.
My work focuses on identifying where the system breaks, diagnosing the phase accurately, and helping leadership teams address the right constraint with clarity — not just more activity.
This is not about managing campaigns. It’s about improving how growth is understood and executed.
The Beliefs Behind the Work
Every engagement is grounded in three premises that shape how problems are diagnosed and how strategy is built.
Growth is synonymous with increasing total profit. Everything else (revenue, spend, volume) is a means to that end. Profit = Revenue − Cost.
Every growth decision comes down to one of two things: improving efficiency or increasing scale. Knowing which lever to pull (and when) is the key to profitable growth.
You cannot make the right call on which lever to pull without clean data that is correctly tracked and measured.
Brands Sit in One of Five Growth Phases
Each phase has its own distinct marketing profit equation; One that isolates the specific KPIs that drive efficiency and scale at that stage. The strategy that works at Phase 1 actively breaks at Phase 3. Knowing your phase is the starting point of all serious growth.
Marketing Profit = TS * (AOV - COGs)
Marketing Profit = TS * (AOV - CPA)
Marketing Profit = TS * MPER * TCPA
Marketing Profit = (nS + rS) * (LTV - nCAC)
Marketing Profit = (MS * TAM) - ((nS + rS) * TCPA)
Diagnosing what phase you are in unlocks the answers for complete alignment — the right focus, the right marketing profit equation, the right goals, the right strategy, the right tactics, and the right KPIs.
Get the phase right and everything else becomes clear.
Complimentary. No commitment. Results delivered immediately.
Over a Decade in Performance Marketing & Growth Strategy
My experience spans hands-on execution, strategic leadership, and advisory roles across multiple industries and organization types.
- eCommerce
- Lead generation
- SaaS
- Retail & luxury
- Home services
- Enterprise platforms
- Regional Director of Customer Success, North America
- Marketing Director
- Director of Media Buying
- Growth Strategy Advisor
Companies I’ve Worked With
From high-growth startups to established enterprise brands across multiple verticals.
Who This Work Is Best Suited For
Engagements are most effective when there is a genuine need for strategic clarity and the capacity to act on it.
- Investing meaningfully in paid media with existing execution capacity
- Looking to understand the phase constraint — not just optimize tactics
- Leadership wants clarity on what is actually driving or limiting growth
- Open to a diagnostic-first approach before strategy is defined
- Value structured thinking over reactive decision-making
- Looking for hands-on execution — media buying, creative, or dev
- Want short-term fixes without addressing the underlying system
- Not ready to engage with real performance data honestly
- Expect strategy without a diagnostic foundation
- No capacity to implement or act on recommendations
Over time, I’ve found that the most valuable work isn’t in optimizing campaigns — it’s in helping teams understand the system behind them.
The businesses I’ve seen scale successfully didn’t do it by spending more. They did it by getting clear on their phase, addressing the right constraint, and aligning their team around an honest definition of success.
When that clarity exists, decisions become simpler, execution becomes more focused, and growth becomes more predictable.
That’s the role I aim to play.
The Growth Phase Diagnostic takes seconds and uses your actual business data. The clarity it provides changes how you think about growth strategy, KPIs, and what your team should be focused on right now.
Discover Your Growth PhaseComplimentary. No commitment. Results delivered immediately.