I turn ad spend into
tracked revenue.
Seven years of paid media, CRO and lead generation across DTC and B2B ecommerce — with over $25M in career revenue generated on Meta, Google and Pinterest. Software engineering background, so the tracking that proves it gets built, not outsourced. Now building AI-powered marketing systems with Claude.
Marketing Specialist Apex Brands · Remote, USA — CT
Results, with the receipts
Lead quality was the constraint, not lead volume. The ad platforms were optimizing toward raw form fills, so spend chased contacts that never became customers.
Built a custom lead-gen funnel on on-site behavioral data, then fed CRM-qualified conversions back into Meta and Google so the algorithms bid on real prospects.
8x+ ROAS held week over week across both platforms, with the funnel still running on the same signal architecture.
Server-side tracking was failing in WooCommerce, so Meta could not see a large share of conversions and the account was being optimized on incomplete data.
Rebuilt tracking through Stape.io to near-100% attribution accuracy, then scaled paid media and led the go-to-market for SuperNova HD, the company’s proprietary console.
$213K+ profit at 4.35 ROAS, 30% month-over-month social growth for nine straight months, and 35% year-over-year business growth.
Acquisition was unprofitable at 1.7 ROAS, and attribution was split across Klaviyo, TripleWhale and GA4 with no agreed source of truth.
Consolidated pixels and tags, rebuilt the funnel across TOF, MOF and BOF — Meta, Performance Max, email/SMS and landing-page CRO — and led the team of writers, designers and marketers executing it.
ROAS more than doubled to 4.07 with CPA down 25%, and AOV rose through upsell, cross-sell and checkout optimization.
Straight from the ad accounts
What I do
Strategy and execution in the same pair of hands. I learn the business first, then build the campaigns, the tracking underneath them, and the pages they land on.
Business, product and customer research
Margin, repeat rate and LTV per SKU; what the product replaces and why people chose it; reviews, support tickets and converting search terms read properly. The output is a message map — the angles worth selling on, matched to the audiences they belong to.
Paid media strategy & execution
Meta, Google Search and PMax, Pinterest and TikTok. Hands-on building and optimization, monthly media plans, budget pacing, and breakdown-level analysis by placement, audience and device.
Conversion tracking & data infrastructure
Meta CAPI via Stape, server-side GTM, GA4 and direct platform integrations. Custom events and CRM-based conversion signals for qualified lead bidding, validated against Shopify reporting.
CRO & creative testing
Ad creative and landing-page variants tested together, iterating toward the highest-performing combination per account. Product-page templates, checkout and AOV work.
Subscription & nCAC growth
Subscription-first acquisition built around nCAC, new-user acquisition and LTV expansion, run in partnership with retention teams and backed by incrementality analysis.
Lifecycle email & SMS
Klaviyo personalization, behavioral segmentation, win-back and reorder flows, Figma-to-HTML builds, SMS and ManyChat automations.
Shopify development & AI workflows
Liquid and theme development, plus AI-powered reporting and CRO workflows that shorten optimization cycles from days to hours.
The first 90 days
What working with me actually looks like, in the order it happens. The account work comes third on purpose — media buying is only as good as the understanding of the business behind it.
Understand the business first
Before I touch an ad account I want to know how the business actually makes money: margin per product, repeat rate, what a customer is worth over a year, which SKU carries the P&L. Then the product itself — what it does, what it replaces, why someone chose it over the alternative. I ask a lot of questions in this stretch, and the good ones usually come from the founder and the support inbox rather than a brief.
Map the customer and the angles
Who buys, what problem they were trying to solve that day, and what almost stopped them. Reviews, support tickets, sales calls and the search terms already converting. Out of that comes a message map — the distinct angles the product can be sold on, matched to the audiences each one belongs to, so creative is testing real hypotheses instead of new layouts.
Fix the measurement
Audit pixels, CAPI, server-side GTM and GA4, then reconcile ad-attributed revenue against what the store actually banked. Agree the scoreboard up front: MER as the number the business is judged on, blended CAC against contribution margin, platform ROAS as a channel signal rather than the truth. No decisions get made on numbers nobody trusts.
Rebuild the account
Restructure campaigns around a clean signal and the message map, set budget pacing, and test creative against landing pages rather than in isolation. CPM tells me how expensive the audience is getting, CTR and hook rate tell me whether the angle landed, CVR and AOV tell me whether the page and offer carried it through. Each one points at a different fix.
Scale what holds
Push spend into what survives breakdown-level analysis by placement, audience and device, and watch MER hold as budget climbs — the point where ROAS looks fine and blended performance quietly slips is the one that costs money. New-customer CAC and LTV get worked alongside the retention team, backed by incrementality checks rather than last-click.
You get one person who learns your business properly, runs the strategy, builds the campaigns, writes the tracking and reports on it — and who tells you what the numbers mean before you have to ask. That is the whole pitch.
Seven years, five seats
Senior Performance & Growth Marketing Specialist
Primary point of contact for 9+ DTC and lead-gen accounts, owning paid media end to end across Meta, Google and Pinterest.
- Deployed $3M+ in ad spend in 2026 for $15M+ in tracked revenue at 5x+ blended portfolio ROAS.
- Architected conversion pipelines with Meta CAPI via Stape, GTM and direct integrations; validated against Shopify reporting and incrementality analysis.
- Ran weekly client performance reviews and day-to-day account communication.
Manager, Marketing & Influencer Partnerships
Owned growth analysis, brand social and launch strategy — including the go-to-market for SuperNova HD, RetroVentures' proprietary console.
- 30% MoM growth across social channels for nine consecutive months; contributed to 35% YoY business growth.
- Resolved server-side tracking failures in WooCommerce with Stape.io, reaching near-100% Meta attribution accuracy.
- Took over email marketing after staff turnover and generated ~$10,000 in new revenue within four weeks of RetroFam's launch.
- Launched TikTok Shops for Retro vGames and RetroFam, securing category approvals in a heavily regulated niche.
Marketing Manager
Led cross-functional teams of editors, writers, designers, influencer managers and email marketers — cutting CPA 25% and lifting ROAS from 1.7 to 4.07.
- Consolidated pixels and tags and refined attribution across Klaviyo, TripleWhale and GA4 UTMs.
- Raised AOV through upselling, cross-selling and checkout CRO.
- Hired and trained Content Leads, PPC Managers and SEO Managers.
Digital Marketing Manager
Built and ran sites on WordPress, Wix and Square with Lightspeed POS, plus an online Clinical Trial System for participant management.
Freelance Digital Marketer & Shopify Developer
Designed and developed 265+ Shopify stores — dropshipping, white label and private label — across niches, with ad accounts and tracking to match.
The stack
About
I started as a software engineer and ended up in growth marketing, which turns out to be the useful order to do it in.
Most accounts I'm handed are not short of tactics. They are short of a clear answer to two questions: who is this actually for, and what is a customer worth. So I start with the business — margin, repeat rate, LTV, the reason someone picked this product over the alternative — and I ask more questions in the first two weeks than most people expect.
Then I make the numbers trustworthy — CAPI through Stape, server-side GTM, CRM-fed conversions, reconciled against what the store actually banked — and agree what we are steering by: MER for the business, CAC against contribution margin, ROAS and CPM and CTR as diagnostics that tell me which part broke. After that it is the ordinary work done properly, and clients who hear from me before they have to ask.
- Pioneered AI-produced UGC, avatar sales video and review content at scale
- Wrote the SOPs and trained US warehouse teams on brand-aligned video
- Launched a profitable white-label Shopify store of my own