Ecommerce
DTC ecommerce brand: revenue grown from $500K to $4.8M over six years of managed paid acquisition, with the measurement built and verified by the same person running the spend.
Paid media specialist who does the analytics work to back it up.
I run paid media for ecommerce and DTC brands scaling acquisition, and for multi-location service businesses that need performance per market. I build and verify the measurement underneath it. One person, both jobs, so the spend decisions and the data behind them never disagree.
Revenue grown from $500K to $4.8M over one six-year engagement.
Ecommerce brand, media and measurement under one owner
If you've bought a generalist marketing retainer, you've probably lived the pattern: paid media is one of six line items, the person running your campaigns isn't the person who built your tracking, and when the numbers look off, nobody owns the question. That isn't a failure of effort. It's the structure. Senior attention spread across everything means junior execution on the one channel where your money is actually at stake.
Analytics & Reporting
The on-ramp, with published pricing. A clean measurement foundation: GA4 configured correctly, conversion tracking verified against real transactions, and reporting that ties spend to revenue. Most engagements start here: it proves the rigor before any media scales, and it's useful on its own even if we never go further.
Ecommerce Performance
Paid media (Google Ads and Meta) plus analytics for DTC and ecommerce brands, often on Shopify. Profitable scale, not vanity scale: ROAS you can defend, blended CAC you can plan against, a channel mix argued from data, and the tracking underneath verified by the same person making the spend calls.
Multi-Location Growth
Paid media and local measurement for multi-location service businesses. Geo-targeted Google Ads and Meta campaigns that perform per location, not just on average, with reporting that holds up market by market and rolls up cleanly for the people accountable for the whole.
Fractional Media Leadership
Senior paid-media and analytics ownership without the full-time hire. Strategy, channel mix, budget accountability, and oversight of your vendors or in-house buyers: someone at the table who can audit the work, not just receive the reports.
What that work has produced
Multi-location services
Multi-location service business: customer acquisition cost lowered by 24% over 6 months.
What the first 30 days actually look like
Week 1: Measurement audit.
Before touching a campaign, I trace every conversion event from click to revenue record. Which conversions are double-counted, which are missing, which are attributed to the wrong channel. You get a written findings document that separates the numbers you can trust today from the ones that need a rebuild. Most accounts have both.
Weeks 2–3: Fix the foundation, stop the obvious waste.
Conversion tracking gets rebuilt and verified against actual transactions or leads, not assumed correct because the platform says so. In parallel, I review the existing account structure and cut the spend that's plainly not working. No major restructuring yet: changing campaigns before the measurement is trustworthy just makes the data harder to read.
Week 4: Baseline and plan.
You get a baseline report that ties spend to revenue with definitions we've agreed on: what counts as a conversion, how ROAS and CAC are calculated, what the numbers looked like before I changed anything. Then a 90-day media plan argued from that baseline, not from a template.
The tradeoff, named: the first month is heavier on measurement than media. That's deliberate. Scaling spend on top of broken tracking doesn't get you growth faster. It gets you noise faster, and decisions you'll have to unwind.
I've spent 20+ years on the operating side of this work, across paid media and analytics, mostly for ecommerce and multi-location service businesses. Not advising from the sidelines: building the tracking, running the spend, and answering for the results. Mark in Charlotte is a deliberately small practice. The person you hire is the person doing the work.
If paid media is a real growth lever for your business and measurement is the bottleneck, let's talk.
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