Start Small
On-Demand
Works best for ad hoc or one-off support for key inflection points.
- Stage
- Bootstrapped, Seed & Series A
- Cadence
- 30 or 45 mins, 1:1 video call
- Commitment
- No minimum commitment
- Fee
- 30 mins: $175 · 45 mins: $250
02 · THE CORRECTION
Reduce your CAC and improve ROI. Make your marketing more effective and sustainable.
Have you spent the last year chasing unsustainable growth? Are your customer acquisition costs (CAC) on the rise and is your Lifetime Value (LTV)/CAC benchmark ratio worsening with time?
In her words
If this sounds like you, I can help.
Have you spent your marketing budget across many channels without understanding what truly works? Do you know which channel is driving impact vs. others that are tagging along for the ride? I know the importance of rigor and discipline. I’ve led many B2C and B2B teams that delivered sizable revenue / LTV while adhering to specific cost efficiency and productivity goals.
As a Fractional CMO for your business, I will build an optimization plan.
And provide strategic direction to make your marketing more productive. I’ll work closely with your in-house team or agencies to ensure that our plan delivers impact.
01The engagement, staged
Discovery → Diagnosis → Co-build & launch.
DISCOVERY
Strategy review and alignment
- Understand business objectives and unit economics
- Align marketing goals and KPIs (CAC, ROAS thresholds) to business objectives
- Assess budgets and capabilities readiness vs. timelines for turnaround
DIAGNOSIS
Marketing review and gap assessment
- Review channel spend mix, revenue and ROI contribution
- Channel setup and tracking, measurement checks
- Audience targeting & creative performance insights
- Audit E2E user experience to understand conversion drop-offs
CO-BUILD & LAUNCH
Optimization roadmap
- Identify optimization opportunities across channels, creative, user journey and measurement
- Prioritize initiatives based on potential impact vs. lift to execute
- Align on leading indicators of success and timelines
- Supervise execution and track results. Test and iterate
- Mid to long term: invest in enablers and team capabilities
◎The CAC lens · interactive
Do you know which channel is truly working?
Drag your own numbers. The arithmetic is instant and stays in your browser — if LTV:CAC worsens as spend scales, that’s exactly the conversation this track exists for.
CAC — cost per customer$500
LTV — lifetime value$1,512
LTV : CAC3.0×
CAC payback6.0 mo
Illustrative arithmetic on your own inputs — computed in your browser, recorded nowhere. If the ratio worsens as you scale spend, that’s the conversation to have.
02Why it pays
What are the benefits of optimizing your marketing?
- Lower your burn rate: stop spending on ineffective channels. Extend your financial runway.
- Optimize the end-to-end user journey: identify gaps and sources of friction from ad creative / content to landing pages.
- Team focus: prioritize your team’s time on the channels that matter the most.
- Future-proof: invest in medium to longer term enablers to reduce Customer Acquisition Cost (CAC) and improve profitability.
03Choose your own path to growth
Engage on your own terms.
Level Up
Advisory
Works best for startups that need ongoing advisory input and expertise.
- Stage
- Seed & Series A
- Cadence
- 4 hours a week including 2 video calls with founder & marketing team
- Commitment
- Minimum commitment: 3 months
- Fee
- Custom pricing
Accelerate
Fractional CMO
Works best if you need a senior marketer embedded in your team.
- Stage
- Series A & Series B
- Cadence
- 1–3 days a week, hybrid (SG based) or remote
- Commitment
- Minimum commitment: 6 months
- Fee
- Custom pricing
Get started
External facing (eg. press or investor presentations)
I’m not sure about what kind of marketing support I need. What should I do?
No problem! I know the world of marketing and fractional talent can seem complex at first glance. Take a look at the engagement options available from fractional to on-demand expertise. If that doesn’t help, feel free to email me with your questions.
I’m interested! What happens next?
That’s great! Tell me about your business to get started. I look forward to getting to know you.
If there’s a fit, I will send over an initial proposal & scope of work to you after our discussion. Once we’re aligned, we’ll sign an MSA and get started.
Alternatively, if you’re just looking for strategic expertise on a one-off or ad-hoc basis vs. a longer time frame, you can book a 30 min or 45 min strategy session right away.
Insights on growth
View all
Marketing for Startups: How to Scale Performance Marketing
The Walk stage: scale what works without letting CAC run away from you.
Read the memo
Brand vs. Performance Marketing for Startups and Scaleups
It was never either/or. How the two work together — and what to fund at your stage.
Read the memo
Future Proof your Marketing with Commercial Acumen and Testing
Commercial fluency and a testing culture — the two habits that outlast any channel.
Read the memo