Fractional Head of Growth

For consumer brands doing $5-50MM that want to grow faster and know what's working. I run the growth and build the measurement underneath it.

What the dashboard didn't say

Every number was green.

Three findings from one consumer brand. Each looked fine where the team was looking.

The entry offer

Looked like

A cheaper first-order offer cut CAC and lifted conversion.

Was actually

Those customers were worth less over time.

Raised the offer back up. LTV:CAC improved.

Connected TV

Looked like

A $1MM CTV plan, running through the agency.

Was actually

The first $300k showed no incremental revenue.

Reallocated the remaining $700k.

Paid traffic

Looked like

Paid sessions looked healthy.

Was actually

55% of paid sessions were bots.

Measured paid on real visitors from then on.

The offer

Start with a free audit.

Free audit

Free

Read-only access to your data. What the numbers say, including if it's nothing.

The engagement

$10k/mo

THREE-MONTH MINIMUM

First quarter: fix the list and build the measurement. After that: the decisions that recur, and a quarterly lift test.

Built in your accounts, on standard tools.When we're done, keep it, hand it to your team, or move to a vendor. I'll tell you which.

Independent.No agency, no media commission, no referral fees.

Who does the work

Alton Phillips

One person who runs the growth and builds the measurement. SVP Growth at Clique Brands. VP at Avaline. Earlier, NBC News. PhD in quantitative and qualitative research methods.

alton@hallsbrookpartners.com