I didn’t come from an agency. I didn’t take a course and hang out a shingle. I learned this by doing it with real clients, real budgets, and real consequences when things didn’t work.
Early on, I figured out something most media buyers never do: running ads and building an acquisition system are two completely different things. One is a service. The other is infrastructure.
For a while I stayed busy the way most independents do… referrals, word of mouth, the occasional cold outreach. Work came in, work went out. The feast and famine cycle felt normal until I realized it wasn’t sustainable. I was good at the work but I hadn’t built anything that compounded.
At one point I spent a significant stretch doing high-volume implementation work behind the scenes for a larger operation. I was doing the work but did not owning the client relationships. The money was fine. The learning was real. But when that chapter ended, I had no pipeline, no brand, and nothing to show for it externally.
That's when I decided to stop being someone else's resource and start building something of my own.
I went back to first principles. Why do some eCom brands scale profitably while others grind on the same plateau for years? It’s almost never the ads. It’s almost always the absence of a system underneath them… no defined CAC targets, no testing architecture, no feedback loop that improves over time.
I got reminded of Ray Dalio’s thinking around the same time. The idea that any outcome is a product of a goal, a machine, and a feedback loop. It clicked immediately. That’s exactly what profitable paid acquisition looks like when it’s working: clear economic targets, a well-designed engine, and a control system that keeps improving the machine.
The Growth Machine framework came out of that thinking. I refined it across dozens of DTC brands, stress-tested across different categories, different margins, different stages of growth. It’s not theory. Every layer of it was built because something broke without it.
I work with a small number of eCom brands at a time… typically doing $30k–$150k/mo on Shopify, running Meta but not scaling it profitably. I install the Growth Machine for their specific brand, then operate and improve it month to month.
I’m not building a large agency. I’m not trying to manage 40 accounts. I want to do excellent work for a small number of brands and compound the results over time… and that’s exactly what I’d tell any of my clients to do.
If that sounds like what you’re looking for, the strategy call is the right next step.
Not because I can’t scale… but because I don’t want to. Close, attentive work produces better results than volume management. You won’t be handed to a junior account manager.
If your brand isn’t ready for what we do (wrong stage, wrong margins, wrong mindset) I’ll tell you on the strategy call. I’m not interested in onboarding clients I can’t help.
This isn’t a hands-off service. You’ll be part of strategy decisions, especially early on. The system works better when you understand it… and that requires your participation.
30 minutes. We’ll look at your numbers and figure out whether there’s a real path forward together. No pitch, no pressure.
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