Fractional Growth Leadership, Plus the Paid Media to Power It
The same strategic thinking that moves the largest brands in the world, built at the highest levels of performance marketing and applied directly to any business.
I built Cassa to bring senior strategic partnership to growing businesses. Someone who has built and managed programs at scale, knows the platforms deeply, and can translate that into a plan that works for where you are right now.
Whether the need is a one-time project to get the foundation right or an ongoing partner to run and grow the programs, every engagement is backed by the same frameworks and methodologies developed across 18 years and $150M+ in managed spend, tailored to your goals, your stage, and your budget.
Big Ideas,
Real Impact.
Driven by curiosity and built on purpose, this is where bold thinking meets thoughtful execution. Let’s create something meaningful together.
Our Services
Every engagement is run by the same operator who managed $150M+ inside Meta for Fortune 500 brands. Not an account manager, not a junior team. Me.
Fractional Head of Growth
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I own the entire growth engine: paid media, lifecycle, pricing, and the P&L, managed end to end every month.
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A senior strategist, the same person who ran $150M+ inside Meta, actively managing and growing your program every month, never handed off to a junior team.
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Embedded growth is an ongoing partnership with a minimum commitment, scoped on a call.
I embed inside your DTC or B2B business and own the outcomes end to end, including P&L, pricing, operations, customer lifecycle, and acquisition strategy, run like I built it myself.
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Comprehensive analysis of your existing campaigns, creative performance, audience targeting, and budget efficiency to identify what's working, what's not, and where the opportunities are delivered with a strategic roadmap for improvement.
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Strategic blueprint for your paid media program including KPIs, audience targeting strategy, full-funnel campaign structure, creative messaging direction, testing framework, and budget allocation.
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Deep research into target audience behaviors and interests, translated into ready-to-use custom, lookalike, and retargeting audiences in your ad account.
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Hands-on platform building your campaigns, ad sets, and ads in Ads Manager with proper tracking, UTM parameters, and quality assurance before launch.
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Combine services and receive discounted rates:
Audit & Insights: Campaign Audit & Insights + Analytics & Tracking Insights
Strategy & Targeting: Campaign Architecture + Audience Research & Personas
Execution: Campaign Build + Initial Optimization
Audit to Roadmap: Campaign Audit + Analytics & Tracking + Campaign Architecture
Every dollar of spend tied to real unit economics. CAC, LTV, payback periods. The same measurement and creative frameworks built for some of the largest advertisers in the world, applied to your brand and your margins across DTC and B2B.
Paid Media & Acquisition
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Full audit of your channel pixel, GA4, and conversion tracking to ensure data accuracy, proper attribution, and reliable reporting — including CAPI implementation, fixes, and infrastructure buildout.
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Full cost-of-goods and operational expense review. Vendor rationalization, margin modeling, and pricing restructures that turn unprofitable units into profitable ones.
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Membership tier redesigns and lifecycle email marketing builds — from segmented flow architecture to content and deliverability — grounded in retention and margin targets.
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SEO audits and cleanup, GEO (AI search) optimization, Google Merchant Center and product feed restructures to improve discoverability and conversion.
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Something's broken and you need it fixed fast. Whether campaigns have gone off the rails, tracking has fallen apart, or performance has tanked with no clear reason why, this is rapid-response triage from a senior expert who can diagnose the problem and get you back on track quickly.
Pricing restructure. COGS audit. Membership model redesign. Email marketing builds. Tracking and CAPI implementation. SEO and GEO optimization. Google Merchant Center and product feed cleanup. Scoped as standalone projects or folded into an ongoing partnership. Always grounded in the same analytical rigor the largest brands rely on.