Full-Funnel Scaling for Beauty DTC Brand

Took over the brand’s paid accounts across Meta and Google and built a full-funnel system over a five-month period. The engagement opened with a complete audit — tracking verification, account structure, audience setup, and creative review — to fix the foundations before scaling spend.

Once every system was confirmed, the account was rebuilt across prospecting, retargeting, search, and Performance Max, supported by structured creative testing and clean conversion tracking, then optimized continuously for growth.

During the period, the campaigns generated €2.5M in revenue from €250,000 in ad spend — a sustained 10.17 ROAS at significant scale — while protecting margin through disciplined audience and budget management.

I managed the entire process from strategy to execution — planning, account structure, campaign management, optimization, tracking, reporting, and scaling decisions. Everything was built and managed end-to-end, by me.

The first priority after taking over was verifying that every system was sound — conversion tracking, attribution, and account structure — so scale would compound on accurate data rather than amplify errors.

Acquisition was then scaled in controlled increments, each validated against contribution margin before the next budget step. Retargeting and email-aligned audiences compounded returns from existing demand, while creative was refreshed continuously to fight fatigue at scale and keep the system optimizing toward growth.

It comes from disciplined execution, clear data, structured systems, and consistent optimization over time.