Three problems worth showing.

Everything that must exist before the first euro of spend

Fractional CMO · Skincare · D2C launch

A skincare brand launching direct-to-consumer alongside an established retail network — the brief was an operating structure, not a campaign.

The account was not underperforming. It was under-reporting.

Audit & measurement · Cosmetics e-commerce

Reported conversions didn't match backend orders — the campaigns were optimising toward a signal that reflected roughly two thirds of actual revenue. Conversion capture went from 65% to approximately 90% of backend orders.

Age was not the segmentation. Discretion was.

Consumer research · Health supplements

Three research-based personas across age cohorts in a category where buyers rarely discuss the problem out loud.