hallsbrook

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.

Start with a free auditEmail me

Every number on the dashboard was green.

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

The entry offer

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

But those customers were worth less over time.

So we raised the offer back up. LTV:CAC improved.

Connected TV

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

But the first $300k showed no incremental revenue.

So we reallocated the remaining $700k.

Paid traffic

Paid sessions looked healthy.

But 55% of them were bots.

So we measured paid on real visitors from then on.

More on what the work found

Across the funnel, similar issues affect brands this size.

They're invisible on platform dashboards, or nobody's job to check, so they can run for months.

Acquiring customers

  • Paying for branded clicks you'd get free
  • Creative wearing out

Converting them

  • A checkout step losing orders
  • Abandoned carts never chased

Keeping them

  • Buyers with no second order
  • Subscription churn from failed cards
Can you trust the numbers?Platform numbers that don't reconcile, and orders nobody can attribute.
Is it profitable?Returns eating margin, and profit by channel never calculated.

What I do about it: one view, a known list, and the hunt.

01

One view of the data

Every source consolidated in one place, for the comparisons no single tool can make.

02

A known list of issues

The most common ones, from industry research and 20+ years of practice.

03

The hunt for what's yours

Finding and fixing what's unique to your brand.

Start with a free audit.

The free audit

Free

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

The engagement

$10k a month

Three-month minimum, then month to month.

The 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.

How the audit and the engagement work

One person runs the growth and builds the measurement.

I'm Alton Phillips. I was SVP of Growth at Clique Brands and VP of Ecommerce, Media & Growth at Avaline, and earlier led audience development at NBC News. I hold a PhD in quantitative and qualitative research methods from NYU. Hiring someone to do both halves of this job usually means $250-400k and a six-month search.

alton@hallsbrookpartners.comMore about me