Bringing paid acquisition in-house saved $2.4M a year.
I transformed paid acquisition from an agency-supported model into an in-house growth engine, reducing costs and improving visibility, control and decision-making without sacrificing performance.
Project visuals
Paid acquisition was one of the company's largest investments, but agency management created unnecessary costs, limited visibility and slowed our ability to respond to performance.
I saw an opportunity to bring acquisition in-house. Not to spend more, but to create better economics by eliminating inefficiencies and making smarter decisions about where each marketing dollar went.
- Took sole ownership of paid acquisition strategy and execution, and rebuilt the campaign structures.
- Introduced more disciplined budget allocation and optimization, with hands-on campaign management every day.
- Found and eliminated wasted spend, and implemented automated rules and optimization workflows.
- Improved attribution and reporting, and built a measurement framework focused on true business performance instead of platform-reported results.
- Built a systematic creative testing process connecting creative and media.
Individual platforms reported ROAS approaching 10x, while true blended business ROAS was closer to 4x. By connecting spend to actual business outcomes, I made investment decisions based on incremental growth and profitability. We cut $2.4M in annual costs, spent 16.5% less on media, eliminated $600K in agency fees, held ~3.8x blended ROAS and improved CAC slightly despite significantly lower spend.
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I'm open to senior marketing roles and to consulting, contract and fractional work. Let's talk about what I'd build for your team.