A fractional Head of Growth for revenue-stage D2C brands and self-serve SaaS that grow through paid acquisition. 10+ years in performance marketing, $80M+ career P&L managed. Operator, not advisor.
I've spent my career inside paid acquisition systems — native, social and search — across D2C brands and self-serve SaaS. Long enough to know where they break when spend goes up, and how to fix them.
The through-line in every role: get inside the machine, pull the raw numbers, and move a specific one. I focus on execution, not decks, and I own the numbers.
Fractional Head of Growth & Growth Operator (Sep 2026–present). Own growth end-to-end for D2C brands and self-serve SaaS: CAC, contribution margin, creative, funnel, retention.
Head of Performance Marketing (Mar 2026–Sep 2026). Ran a portfolio of quiz-led D2C brands as one system — MDacne, MDhair and Nuvane. Built a four-pillar analysis method, a replication engine to move a proven win across brands, and an AI growth-ops stack. D2C category proof; career P&L across roles is $80M+.
Head of Performance Marketing (Mar 2024–Jan 2026). Self-serve SaaS for small businesses — SaaS and scale proof, not a consumer brand claim. Led a team of four and ~$40M annual paid spend across Meta, Google, TikTok, YouTube and affiliates. 40% YoY revenue growth.
Head of Growth (May 2022–Feb 2024). Telehealth D2C. Ran paid across native, search, social and display. Scaled spend 600% in two years with profitability held, across Germany, Portugal, Sweden, Denmark and Switzerland.
Social & Native Team Lead (May 2020–Apr 2022). Earlier role at Apomeds — ran social and native acquisition before stepping into Head of Growth.
Growth isn't a channel. It's a system — acquisition, creative, funnel, retention and unit economics moving as one. My core framework is the cohort waterfall: budget decisions driven by LTV cohort thresholds instead of flat CPA targets, so spend follows real payback.
Start with a call, or see services and pricing.