Performance — D2C at scale
Rebuilding paid growth for 85+ D2C brands across India & the UK.
Fixing unit economics before media, across fashion, beauty, skincare and fragrance — with one team owning the whole funnel.
Business Problem
Fashion, beauty, skincare and fragrance brands stuck in the same loop: broken tracking, permanent discounting, stale creative, stockouts on bestsellers, thin social proof, and CAC climbing while ROAS quietly bled out — typically +62% CAC and −44% ROAS over six unmanaged months.
Strategic Thinking
Treat the ad account as the last mile, not the strategy. Fix the unit economics first — pricing architecture, PDP and checkout leaks, pixel and attribution hygiene — then rebuild media around real contribution margin. One team owning Meta, Google, CRO, creative, analytics and retention, so nothing falls between vendors.
Execution
Full-funnel teardown in week one. Meta and Google campaigns rebuilt around unit economics, always-on creative testing, CRO fixes across PDP and checkout, clean pixels and dashboards, and retention systems turning first orders into LTV — shipped inside the first 90 days, with weekly optimisation compounding after.
Commercial Outcome
D2C brands scaled — India & UK
Ad spend managed with full accountability
Average ROAS across active accounts
Lifetime ROAS across 326 campaigns on a single account
Gross sales month-over-month on a managed Shopify store
Returning customer rate on a separate managed store (+39%)