Finance's Favorite Marketer

I make marketing measurable, manageable, and fun to run.

I help founders understand why growth is winning or losing.

Growth measurement, reporting systems, and decision infrastructure for teams that need numbers they can trust.

fewer broken dashboards, fewer fake arguments about CAC, fewer meetings where nobody trusts the math.

Get the $4B Ad Audit Guide Subscribe to the Substack →

$100M+ managed $4B+ analyzed / audited F500 → startups

Operator history across:

Johnson & Johnson Bristol-Myers Squibb IBM Codecademy Skillsoft PointsBet Fubo Zola

The Scan

If you're nodding at three of these, we should talk.

Your dashboard says things are working. Your budget says otherwise.
Your CFO is asking questions your reporting can't answer.
You know the CAC number. You don't trust it.
You're being asked to spend more before the creative has proven anything.
Every channel report tells a different story than the bank statement.

Start with the Reporting & Creative Roast →

What You Actually Get

Artifacts, not philosophy.

Every engagement leaves you with documents your team can use after I'm gone. Here's what shows up in the folder.

Exhibit A

Red-Pen Audit

What it looks like: A marked-up version of your dashboards, ad units, and tracking. Every line item gets a verdict and, where it deserves one, a rewrite.

What it unlocks: A short list of things to fix this quarter — and a longer list of things to stop pretending are fine.

Exhibit B

Metric Definitions Sheet

What it looks like: One document that defines every number driving a budget decision. CAC. Payback. MER. Contribution margin. Signed by marketing and finance.

What it unlocks: Finance stops second-guessing your numbers in every meeting.

Exhibit C

Creative Evaluation Framework

What it looks like: A rubric for grading ads with evidence, not vibes. Hook strength, claim specificity, proof, CTA — scored, named, defended.

What it unlocks: You spend more on the creative that's actually working, with reasons.

Exhibit D

Decision Memo

What it looks like: Two pages on a real budget call. What the data says. What the creative says. What to do — and what to stop.

What it unlocks: A board-ready answer instead of a Slack thread.

Exhibit E

Reporting Layer Cleanup

What it looks like: Naming taxonomy, channel definitions, source-of-truth dashboards — the plumbing nobody wants to do but everyone needs.

What it unlocks: One number, defended.

Exhibit F

Testing & Instrumentation Roadmap

What it looks like: A six-month sequence of tests with hypotheses, sample sizes, and expected lift bands — sequenced so the next test learns from the last one.

What it unlocks: Permission to spend more, with evidence.

Proof

Receipts (without violating NDAs).

Each case file follows the same structure: what was broken, what I saw, what changed, what it unlocked. Real cases — names withheld.

Concept v1 — final case files pending review with named permissions.

Case File 01 · B2C Streaming

What was broken: Channel attribution overstated paid social meaningfully against holdout tests. Budget rising on a number that couldn't survive a controlled comparison.
What I saw: Audience overlap between owned and paid was driving phantom incremental in last-touch reports.
What changed: Holdout-anchored measurement rebuilt around contribution margin — not last-touch ROAS.
What it unlocked: Quarterly budget reallocated without losing real revenue.

Case File 02 · Regulated B2B SaaS

What was broken: Three teams were reporting "CAC." Three different numbers. The CFO trusted none of them.
What I saw: Different denominators, different attribution windows, no agreed contribution-margin definition. Each team was technically right and operationally useless.
What changed: One CAC. One payback. One method — documented, signed by finance, deployed.
What it unlocked: Marketing stopped explaining itself in every board meeting.

Case File 03 · Consumer / Sports

What was broken: Acquisition was strong — until the creative library exhausted. Net-new collapsed inside 60 days.
What I saw: Same hook recycled across more than a dozen variants. Same opening frame. Audience fatigue, not channel decay.
What changed: Creative evaluation rubric applied to the next test batch. Hook, claim, and proof diversified deliberately.
What it unlocked: Net-new acquisition restored without lifting paid budget.

Work With Me

Four ways in.

01 · Entry

Reporting & Creative Roast

For founders who suspect the dashboard is lying — and the ads aren't doing their job either.

Red-pen pass on your reporting and creative
Short list of fixes, ranked by leverage
Decision memo with verdicts you can act on

2 weeks · pricing on call

Get the Roast →

02 · Fast Build

Systems Sprint

For teams whose measurement layer needs to be cleaned up before more budget gets approved.

Reporting layer cleanup
Metric definitions sheet
One source-of-truth dashboard you can defend

4–6 weeks · pricing on call

Run a Sprint →

03 · Deeper Install

Playbook Sprint

For teams ready to wire measurement, creative evaluation, and testing into how the org operates.

Payback logic, metric definitions, creative tagging
Measurement maps + testing roadmap
Decision infrastructure your team will keep using

8–12 weeks · pricing on call

Install the Playbook →

Other ways to work together

Marketing Analytics Advisory

Ongoing decision support, metric governance, spend/readout rigor, and system upkeep. Limited availability.

Portfolio / VC Audits

Diligence-grade reads of portco measurement, attribution, and creative quality across a portfolio.

Analyst Reboot (Training)

Train your in-house analyst to evaluate creative the way I do — and report numbers that survive a CFO read.

Fit

Who this is — and isn't — for.

Good fit

Reporting you don't trust — and a team that knows it.
Finance and marketing telling two different stories about the same number.
About to spend more, not sure the creative deserves it.
A budget-growth case that keeps stalling in finance.
Teams that want to see the math, not the slogan.

Bad fit

You want a yes-man.
You want a black-box attribution miracle with five-decimal-place confidence.
You want someone to run your ads or own your channels.
You want a dashboard for the board meeting.

FAQ

The questions that come up first.

What's the difference between the Roast and the Sprint?

The Roast is diagnosis: I tell you what's broken in your reporting and your creative, with evidence. The Sprint is the fix: we rebuild the measurement layer or wire in the operating system. Most teams start with the Roast.

Do you run ads?

No. I'm not a media buyer and not a channel manager. I help you measure them, evaluate the creative, and decide whether to spend more.

Project-based, or ongoing?

Both. The three sprints are scoped engagements. Marketing Analytics Advisory is the ongoing seat — limited availability, for teams that want decision support and measurement governance month over month.

What does "growth measurement" actually mean?

Numbers your CFO will defend, dashboards that reconcile to the bank statement, and a creative evaluation rubric your team uses before approving spend. Less attribution theater. More decisions you can act on.

Why not just hire a full-time analyst?

Eventually you will. But analysts are expensive to hire well and easy to misuse. Bringing me in first gets you the operating system and the metric definitions the analyst will inherit — so the seat starts paying for itself on day one.