I build the systems behind efficient paid acquisition: Reliable measurement, effective creative testing engines, and media buying structured for success; with years of experience scaling brands in regulated categories where most marketers can't get an ad approved.
If you’re looking to take your paid media efforts to the next level, don’t hesitate to reach out.
Annual ad spend managed at a leading 8-figure cannabis brand
Subscribers in year one for Curology's Agency brand
ARR growth achieved at men’s health brand Maximus.
I've spent 14 years leading growth for DTC, subscription, and wellness brands, from zero-to-one launches to 8-figure ad budgets.
Most recently, as Fractional Head of Growth for a hemp wellness brand, I oversaw more than $1.2M a month in ad spend, led a team of four plus seven media and creative agencies, rebuilt attribution around a custom in-house model, and restructured media buying from growth-at-all-costs to LTV/CAC efficiency.
Before that, I launched Curology's Agency brand from zero to 16,000 subscribers in its first year while cutting CAC by 75%. I also led DTC growth at Pet Honesty, reporting to the CMO with ownership of budget and strategy across Meta, Google, Amazon, and TikTok. Earlier work includes Yelp, Maximus, Solawave, Frownies, Clean People, Plastiq, and Trivago.
I'm a hands-on operator, not just a strategist. I build the measurement, creative systems, and account structures myself, then lead teams to run them.
Hiring a growth leader? I'm open to Director, VP, and Head of Growth roles with DTC and wellness brands.
Need senior growth help now? Fractional leadership, growth audits, and advisory
Growth in 2026-2027 isn't won by pulling platform levers. It's won by the systems underneath: clean data, a disciplined testing engine, and the judgment to know when the algorithm is wrong.
Attribution audits & rebuilds, server-side tracking and Conversions API setup, and reporting tied to MER, blended ROAS, LTV/CAC, and tested incrementality instead of just platform-reported numbers.
Creative is the biggest growth lever. I build hypothesis-driven testing pipelines, creator and whitelisting programs, and briefing systems that use AI for speed while keeping strategy and brand voice human.
Account structures across Meta, Google, YouTube, TikTok, AppLovin, Amazon, and native, built to scale without eroding margin.
Hemp and THC, telehealth, supplements, and skincare. I handle compliant creative, landing page remediation, and account health, so you can scale where most brands get shut down.
