Managing Partner @ Brick | Ads & Creative for 100+ DTC brands - $300m+ in sales | I write content about paid ads, performance creative & e-commerce

We scale 7 to 9-figure DTC brands using a creative-first, full-funnel approach that blends paid ads, landing pages, and performance-driven creative.

Brick isn’t a bloated agency juggling 50 clients. 

We’re a boutique team of senior strategists, creatives, and media buyers working closely with a small group of brands we genuinely believe in.

Everything we do is grounded in research, strategy, and execution. No juniors, no handoffs, no fluff.

We’ve driven over $400M in trackable revenue for some of the fastest-growing DTC brands. Our work has been featured in Entrepreneur, Social Media Examiner, and other leading publications. More importantly, 92% of the brands we work with hit all-time revenue highs in under 90 days.

If you're spending on ads but not seeing consistent growth, we can help. 

We focus on fixing the bottlenecks that are holding your brand back—whether it's creative fatigue, poor landing page performance, or inefficient account structure.

Message me “GROWTH” or check the link in my featured section to see how we work.

Toby W.

Struggling to scale Meta Ads?

If your ad account isn’t built for scale, efficiency breaks with spend.

After helping 250+ DTC brands scale profitably, we’ve documented the exact Meta Ads framework we use internally.

I’m giving it away for free.

Inside the guide, you’ll learn:

✅ How to structure Meta campaigns for predictable scale
✅ A repeatable creative testing system to find winners faster
✅ Where most ad accounts leak performance as spend increases
✅ How to scale while protecting ROAS & CPA

If you want your Meta account set up to scale, this is for you.

To get a copy:

• Connect with me
• Like this post
• Comment “META”

I’ll send it straight to your inbox.

Toby Waller

I help eCom brands scale past $25M/yr with Ads + Retention. $450M+ in revenue | Moto, Leica, Kodak, Drake + 200+ more.

Most fashion brands don’t have a media buying problem.
 
They have a creative volume problem.

9/10 brands we audit aren’t testing anywhere near enough variety to let Meta do its job.

If your current approach looks like this:

 • Re-running the same carousel until it dies
 • 1–2 “hero” concepts per collection
 • Creative testing based on gut feel, not structure

You’re capping scale - even if performance looks fine.

I’ve pulled together 100+ high-converting ad creatives used by top-performing fashion brands to unlock scale through volume + variety.

Want access?

Like + comment “Fashion” and DM me - I'll reply with the deck.

Most beauty & wellness brands fail to scale because they:

🚫 Keep using the same ad angles
🚫 Don’t test enough different creative formats
🚫 Don't have a robust ideation process for new ideas

This swipe file fixes all of that...

100+ high-performing ad examples you need to test now for your beauty brand.

Want it? 

1: Like this post 
2. Comment ‘Beauty’
3. DM Me & I'll reply with the swipe file

Creative volume isn't your problem.

Most brands think they need 100 new ads per month.

What they actually need: 7-10 truly distinct creative angles.

We've catalogued 102 frameworks across every product category. 

The pattern is clear:

Winning accounts don't focus solely on volume.

They systematically test genuinely different approaches:

✅ Founder-led storytelling (not just "here's our story")
✅ Process/making-of content that builds product credibility
✅ Comparative positioning that reframes the category
✅ Lifestyle integration that shows the transformation
✅ UGC that addresses specific objections
✅ Interactive formats that stop the scroll

The difference between a $50K/month account and a $500K/month account isn't creative output.

It's creative diversity.

DM me if you want me and my team to dive into a deep audit across your creative and paid ads...

We'll show you where you're leaving growth on the table and how to break through your next revenue ceiling.

Creative Variety

We’re hiring a world-class Creative Strategist 🚀

This isn’t a junior role.

This role comes with real responsibility.

You’ll own creative ideation, testing, and iteration for some of the most recognisable DTC brands in the world - working directly with founders and senior operators to unlock scale.

We’re looking for the best of the best:

• Research-led, data-driven, and ruthless about what actually works
• Thinks in angles, insights, and systems - not random tests
• Wants to be deeply involved in brand growth, not hidden in delivery
• Hungry to level up inside a team that actively invests in your development

If you live and breathe performance creative, and want real ownership, this will be a fit.

Drop me a message, and I'll share the next steps 

{We must be connected}

We're scaling brands spending $100k+ per day on Meta.

The common thread?

Relentless optimisation of the boring, structural pieces that most teams overlook - the ones that compound into real scale.

Here are 5 we see time and time again:

1. Elite understanding of your economics

What we usually inherit:
 → Arbitrary CAC or ROAS targets
 → Blended metrics masking true new customer performance
 → Scale constrained by misunderstood payback and cash flow dynamics

What needs to be implemented:
 → True new customer CAC + contribution margin modelling
 → Payback period targets aligned to cash flow and inventory cycles
 → Scale decisions driven by unit economics - not surface-level ROAS

2. Rebuilding shallow creative portfolios

What we usually inherit:
 → Over-reliance on one format (usually UGC/testimonials)
 → Similar messaging dressed up as “new ads”
 → No creative built intentionally for placements

What we implement:
 → A balanced creative mix (UGC, product, educational, lifestyle, hi-res)
 → Hooks and angles mapped to buyer awareness stages
 → Placement-specific creative (Feed ≠ Stories ≠ Reels)

3. Be obsessive about learning from your customers

What we usually inherit:
 → Assumption that the current product range is “good enough”
 → Creative and offers forced to carry product gaps
 → No structured customer feedback loop into product strategy

What needs to be implemented:
 → Systematic customer insight mining (reviews, comments, support, surveys)
 → Clear feedback loops into product improvements and new SKUs
 → Product and offer expansion based on proven demand signals

4. Align ads to intent-specific landing experiences

What we usually inherit:
 → Everything sent to a generic PDP
 → Messaging disconnect between ad and page
 → One-size-fits-all post-click experience

What we implement:
 → Angle-matched landing pages
 → Problem-solution pages for pain-led ads
 → Comparison pages for competitor-aware traffic

5. AOV and offer architecture

What we usually inherit:
 → No structured upsell or cross-sell system
 → Discounts as the only lever

What we implement:
 → Bundles built from real purchase behaviour
 → In-cart and post-purchase upsell systems
 → Subscription and continuity offers where it makes sense

The uncomfortable truth:

Most brands don’t stall because their media buying isn't being micro-managed.

They stall because their unit economics, product strategy, creative system, and offer architecture aren’t built to support scale.

You can patch tactics for a while.

But eventually, structure becomes the ceiling.

If growth feels capped… It’s usually hiding in one of these.

Hiring: Senior Creative Strategist

We're looking for someone who can own creative strategy for our 7-9 figure DTC brands.

You need to be:

✅ A savage with direct response creative strategy who proactively hunts for pockets of opportunity.

✅ Insanely granular with analysis - figuring out exactly why things work and why they don't.

✅ 10/10 attention to detail. Nothing slips through the net.

✅ A good eye for design principles and basic design skills.

✅ Someone who grinds and wants to help our clients dominate.

You'll own creative ideation, testing, and iteration for brands doing 8-figure months.

Real responsibility. Real influence on outcomes.

Fair warning: This isn't just a 9-5. 

This is ownership, accountability, and relentless focus on results.

If you're systems-oriented, research-driven, and ready to prove you're one of the best creative strategists in the game - message me.

$20M in 90 days.
From ~$170K to ~$210K per day.

LinkedIn's character limit won't let me write everything we actually did for this brand...

So here's the bullet list version for ya'll:

→ Analyzed 18 months of support tickets, had leadership call 50+ customers, audited every creative. Found they'd been speaking to their smallest, noisiest audience while ignoring the segment doing most of the buying. 
Enthusiasts cared about specs. Most buyers just wanted something that worked. Complete messaging repositioning across every touchpoint.

→ Separated testing and scaling environments. Dedicated testing campaigns with 15-20% of budget to prove creative before it touched scaling budgets. Winners graduated to scaling campaigns optimized for scale, not learning.

→ Killed competing campaigns creating auction overlap. Consolidated to a few core campaigns with clear objectives. Account simplification unlocked efficiency improvements before we touched creative.

→ Shifted from polished brand content to raw founder UGC. iPhone videos with authentic storytelling outperformed $5K studio productions. 35% higher engagement, 28% lower CPA.

→ Leant into angular diversity, not volume for volume sake. When one angle fatigued, others kept performing because they reached different audiences.

→ Expanded to Canada, UK, Australia with localized creative and offer testing. Added 30% to total spend at maintained efficiency.

→ Tested offer structure over lazy discounting. BOGO frameworks, product bundles that increased AOV 23%, threshold offers. A $100 product with $20 of bonus items converts better than the same product at $80 while protecting margin.

→ Rebuilt landing pages as advertorials. Improved site speed (mobile 13→66, desktop 32→96) and implemented progressive disclosure for objection handling. Lifted CVR 18%.

→ Implemented systematic creative rotation. Monitored frequency caps, CTR degradation, and hook rate decay. Refreshed at the angle level, not the ad level.

→ Built feedback loops between creative performance and product messaging. What worked in ads informed email, SMS, and site copy. What converted on landing pages informed new creative angles.

→ Got global CVR to 2.8% (previous peak was 1.9%). The compounding effect of better traffic quality, aligned messaging, faster site speed, and smarter offer structure.

The result: $20M in 90 days. 
37% YoY growth.
Healthy unit economics.

We didn't chase breakthroughs. We stacked optimizations.

Better structure + authentic creative + smarter offers + post-click experience = better efficiency = more scale.

Most brands try to scale before they've built the foundation. 

They add budget to broken systems and wonder why performance degrades.

Research isn't sexy. Account audits aren't glamorous. 

But they're the difference between growth that scales and growth that stalls.

Our goal isn't a 100-client agency.

Far from it. 

It's to be the most effective partner for a small group of elite brands.

That's it.

I'm watching my team execute at a level I didn't think was possible. 

Media buyers, creative strategists, email team - all moving in lockstep.

Besides the metrics. Here's what really tells me we're onto something:

- Clients introducing us to their network unprompted 
- Clients asking if we need testimonials (not the other way around) 
- DMs from partners saying they've never seen returns like this

All three happened this week. 

From brands we only started with in Q4/Q1.

The compound effect when you align the right people around the right clients is absurd.

You found a winner. Congrats. 

Now what?

It wasn’t luck.
It was a signal.

Most brands miss this.

They scale creative without understanding why it worked.

They recycle winners instead of reverse-engineering them.

Here’s the 4-step system we use to scale Meta ad accounts from $50k to $500k/month:

✅ Review the top 20 ads
✅ Run a message + visual analysis
✅ Extract scroll-stopping hooks, angles & motifs
✅ Brief 5–10 net-new concepts to test

It’s simple. It’s scalable. And it compounds over time.

We recently used this exact process to help an apparel brand unlock their biggest month ever.

Reverse Engineer

Every week, I audit accounts spending $100K > $1m/month+ on Meta.

They’re “testing aggressively.”

But here’s what that actually means in practice:

→ 5 UGC creators saying the same hook in different kitchens
→ 3 versions of the founder story with new B-roll
→ 4 testimonial cuts with the same message
→ 6 statics with one value prop in different colours

18 ads launched.
3 concepts tested.

This is the illusion of testing - tons of output, zero hypothesis diversity.

Takeaway: More ads don’t equal more insights. 
Without angle diversity, you’re just repeating yourself louder.

Your best creative has 10X more juice left in it than you think. 

Here's how to extract it:

Video ads:

New hooks (change text overlay or reshoot opening 3 seconds)
Swap in different leads while keeping the rest identical
Same script, different creators
Change b-roll (especially powerful for AI VO ads)
Speed up/slow down pacing
Cut to core message or extend with more proof
Test different testimonials

Static ads:
Winning visual + new headlines
Winning headline + new visuals

For native-style ads: 
Use AI tools to swap the person/main subject across demographics

The key: 
Change one variable at a time.

This is how you get more from each creative winner.

Most brands see a winner and spend a week building something new from scratch.

The sophisticated approach treats iteration like a controlled experiment.

$20.1M in sales & 39% YoY growth. 
A huge part of that came from our Google Ads strategy. 
Here's the full breakdown ⤵

The foundational mistake most brands make:

They jump to tactics without understanding what they're optimizing for.

We spent weeks in research before acting:

✅ Multi-year search trends to map demand curves 
✅ Profitability mapping across every SKU 
✅ Competitor analysis on creative diversity and offers 
✅ Landing page audit to identify where traffic was dying

This research revealed the core problem:

Google's PMax algorithm was optimizing for volume, not profit.

Their consolidated campaigns funnelled 60%+ of budget into low-AOV purchases (£25-£40) while starving high-margin hero products (£150-£250).

Classic algorithm behaviour.

More conversions = better performance in Google's eyes.

Even if those conversions are killing your margins.

Here's what we did:

1. Product Segmentation by Profit Architecture

Split PMax into three distinct campaigns:
✅ High-AOV hero products (£150-£250) 
✅ High-margin seasonal bestsellers (40%+ margins) 
✅ Volume drivers (for retargeting and list building)

Each with separate budgets, creatives, and bidding.

Result: 45% lower CPA on high-AOV products.

2. The Full Seasonal Cycle (Not Just "Scale During Peak")

Most brands turn budgets up in November and call it seasonality strategy.

We ran a three-phase cycle:

Phase 1 - Pre-Season Momentum (October) Early-bird campaigns 30 days before peak demand. Locked in conversions before competition heated up.

Phase 2 - Aggressive Peak Scaling (Nov-Dec) Increased budgets 92% while holding 4X ROAS. This is the critical bit - most brands either under-scale (leave money on table) or over-scale (kill profitability).

Phase 3 - Post-Season Retargeting (Jan) Extended revenue cycle by converting browsers who didn't buy during peak. Captured an additional 15-20% of peak revenue.

3. PMax Creative Rotation

Test 3-4 new variants every 10-14 days 
Scale winners across all campaigns within 48 hours 
Kill underperformers after 7 days

4. Landing Page Segmentation by Intent

Generic product pages = generic conversion rates.

We built dedicated pages for: 
✅ Seasonal traffic (messaging tailored to "right now" demand) 
✅ High-AOV browsers (heavy social proof, urgency, risk reversal) 
✅ Returning visitors (bundle offers, loyalty messaging)

The bottom line:

Most brands have a scaling problem because they have a precision problem.

Google Ads will happily spend your budget.

It won't spend wisely unless you force constraints that align algorithm behavior with profit goals.

Segmentation isn't a tactic. It's a forcing function.

I've seen brands with 100+ active ads struggle to break $500K/month. And brands with 50 scale past $5M. 
The difference?

One is making more ads. The other is testing more angles.

Creative strategy isn't about volume. It's about angular diversity.

Here's what that means:

Most brands think they need "more creative." So they brief their team:

"Make 10 new ads this month."

What they get back: 
10 variations of the same concept. Different hooks, different B-roll, maybe different talent. 

But fundamentally the same psychological approach.

That's not 10 ads. That's one angle with 10 executions.

An angle is the core strategic premise. 

The "why should I care" that everything else hangs on.

"This product solves [specific pain point]" = one angle
"This product delivers [aspirational outcome]" = different angle
"This product works differently than [expected solution]" = different angle
"You're already doing [behavior], this makes it better" = different angle
"Everyone else is wrong about [belief]" = different angle

Each angle appeals to different psychology, performs in different audiences, and fatigues independently.

What I see working at scale:

The brands spending $500K+ monthly? 

They're running 8-12 distinct angles simultaneously. Each angle might have 2-3 executions, but the strategic diversity is in the angles, not the volume.

They're not asking "Can we make more content?"

They're asking "What angles haven't we tested?"

Pain point vs aspiration. Social proof vs founder story. Education vs entertainment. Problem-unaware vs solution-aware.

When one angle fatigues, the others keep performing because they're reaching fundamentally different audience psychology.

The brands stuck at $200K are making their 47th iteration of the same winning ad.

The brands at $3M are testing their 9th completely different approach.

Your creative production bottleneck isn't volume. 

It's your angle diversity.

You don't need 50 ads a month. 

You need 5 genuinely different angles, each executed 2-3 ways.

Stop counting ads. Start counting angles.

This supplement brand was stuck selling to gym bros. 

We helped them hit $595k/month by talking to real people.

In early 2025, they came to us with solid traction in a niche audience, think high-protein macros, muscle recovery, bodybuilding lingo.

But our research showed something very different:

Their real growth potential wasn’t in gyms.

It was in busy, health-conscious women who wanted convenience, nutrition, and taste.

So we did what most agencies don’t:

We stopped guessing... and started listening.

🧠 Step 1: Deep Consumer Research (Not Just Surveys)

We went beyond surface-level insights:

✅ Poured through past survey data
✅ Analyzed 1000s of customer support tickets
✅ Reviewed post-purchase survey feedback via KnoCommerce
✅ Had the founders call customers to uncover why they really bought
✅ Cross-referenced with Google search data to understand intent

Insight: 60%+ of their customer base wasn’t fitness-focused... they were professionals, busy parents, women 30–50 who just wanted a quick, tasty, healthy option.

🧭 Step 2: Repositioning the Product Around Real-World Value

We rewrote the narrative from “macros & muscle recovery” to:

“Delicious, healthy breakfast in under 30 seconds”
“A filling, guilt-free way to start your day”
“Keeps cravings down. Keeps energy up.”

We rebuilt creative to match:

UGC + Reels from real customers, not influencers

Copy that focused on feelings (satiety, ease, flavor)

Lifestyle ads: women eating on-the-go, at work, with kids

The same product.

But it finally spoke to the people actually buying it.

🚀 Step 3: Creative x Media Buying Synergy

Most brands create ads in a vacuum.

We built a feedback loop between creative and media buying.

Here’s how:

Creative briefs were built using top-performing hooks and past winners

Weekly reviews to identify trends

Modular creative approach: Swappable hooks, offers, CTAs

Result?

35% higher engagement and 28% lower CPA with Reels vs. static.

📊 Step 4: Strategic Scaling, Not Spray & Pray

We scaled winners slowly: +20-30% budget every 2–3 days

Doubled down on ASC+ and segmented campaigns by persona

Recycled & refreshed past winners for retargeting

Built persona-specific landing pages aligned with the new messaging

We didn’t just “spend more.”

We created a scalable system.

🧪 Step 5: CRO & Offer Testing That Moved the Needle

Built new landing pages per persona (conversion uplift: +18%)

Simplified navigation + branding for first-time buyers

Introduced tiered discounts to increase AOV

Added post-purchase surveys to fuel future creative

Raised site speed scores from 13 → 66 (mobile)

💥 Results:
282% increase in monthly revenue YoY
$595k revenue 
34% increase in subscriptions
22% drop in CPA

If your brand has plateaued or you're only speaking to one version of your customer, you're leaving scale on the table.

Everyone’s seen IM8 broken down by now.

But most people are still missing what actually made it work.

After spending time properly dissecting their execution, it’s clear that a lot of the real leverage points are either misunderstood or completely glossed over.

What they built isn’t impressive because of the headline numbers.

It’s impressive because of how deliberately the system was designed.

A few things in particular are worth studying:

1. Their “Creator Army” is a production system, not an influencer play

IM8 didn’t rely on a handful of big names and hope for virality.

They built a distributed creator operation:

• 50–200+ micro-creators
• Hundreds to thousands of assets per month
• Centralised briefs + creative direction
• Licensing top performers for paid
• Small-budget testing at scale
• Scaling only what proves performance

Creators aren’t a channel.

They’re a manufacturing layer for paid media.

This is why they can sustain 3,000+ active creative variations without losing focus on one core offer.

Most brands bottleneck on creative.

IM8 engineered the bottleneck out of the system.

2. Offer depth, not product breadth

IM8 didn’t scale by launching more SKUs.

They did the opposite:

One core product.
No flavours.
One primary bundle.

Then they tested thousands of angles against the same offer.

Depth of offer > width of catalogue.

This is why they can run thousands of ads without fragmenting learnings or operational focus.

Most brands expand product lines to chase growth.

IM8 expanded message density around a single economic engine.

3. Funnel congruence is what unlocked 80% subscription conversion

Their subscription rate isn’t one clever trick.

It’s alignment across the entire funnel:

Defaults to subscription.
Pricing favours subscription.
Messaging frames transformation, not purchase.
Social proof validates the subscription choice.
Bonuses + guarantees remove risk.

Every element reinforces the same decision.

Most brands optimise pages in isolation.

IM8 optimised the system.

4. Their stubborn obsession with LTV is what makes everything else work

Subscription isn’t an add-on.

It is the business model.

That changes everything:

How aggressive they can be on CAC.
How much they can test.
How fast they can scale.

They’re not optimising for short-term ROAS.

They’re optimising for long-term economics.

That’s what gives them strategic freedom.

The bigger lesson:

IM8 didn’t win by being more aggressive.

They won by being more deliberate.

They removed complexity.

They built infrastructure for creative scale.

They aligned the entire funnel around lifetime value.

They let the algorithm handle targeting and focused humans on messaging.

Most brands are still trying to scale ads.

IM8 scaled a system.

That’s the difference.

Think your account is hitting a ceiling?

Here's how to tell if creative is actually the bottleneck👇🏼

Most brands blame Meta's algorithm, iOS, or audience saturation when performance plateaus.

But 90% of the time, the problem is creative infrastructure.

Here's a simple diagnostic you can run in 10 minutes:

Check #1: Pull your creative library

Count how many unique concepts you've tested in the last 90 days.

Not variations. Not hook swaps. Actual distinct concepts.

Compare to your monthly spend:

$10-30k/month → you need 7-10 concepts
$30-60k/month → you need 15-20 concepts
$60-100k/month → you need 20-30 concepts

If your number is 50% below these benchmarks, creative volume is your constraint.

Check #2: Look at your top 5 performing ads

How long have they been running?

If your best performers are 30+ days old and you don't have fresh winners graduating to replace them, you're one fatigue cycle away from a performance crash.

Healthy accounts have new winners graduating weekly. Stagnant accounts ride 2-3 ads until they die, then scramble.

Check #3: Calculate your hit rate

Total concepts tested ÷ concepts that scaled profitably = hit rate

If your hit rate is above 40%, you're not testing aggressively enough. 

You're playing it safe with concepts too similar to what's already working.

If your hit rate is below 15%, your creative strategy is broken. 

You're guessing, not testing hypotheses.

Sweet spot: 20-30% hit rate with high testing volume.

Check #4: Review your account structure

Are you testing new creative in the same campaigns where you're scaling winners?

If yes, you can't diagnose what's working. 

When performance drops, you don't know if:

Your winner fatigued
New tests are dragging down averages
Budget increases triggered learning phases
Testing and scaling need separate environments.

Check #5: Audit your production cadence

When was the last time you launched new creative?

If it's been more than 7 days, you don't have a production system, you have an ad hoc scramble.

Sustainable scale requires predictable creative flow. 

Weekly launches minimum at $30k+ spend.

What your answers mean:

If you failed 3+ of these checks, creative infrastructure is your bottleneck.

The fix isn't complicated, but it requires investment: 

→ Separate testing from scaling campaigns 
→ Build a weekly creative calendar 
→ Hire or contract production capacity that matches your spend 
→ Set clear kill criteria so bad creative dies fast 
→ Accept that 70-80% of tests will fail

The pattern I see constantly:

Brands scale spend from $15k to $60k without scaling creative production.

They wonder why they hit a ceiling at <$100k in spend.

It's not the market. It's that their creative engine can't support the volume their budget requires.

You can't deploy $2,000/day efficiently with 4 active creatives. The math doesn't work.

Run this diagnostic on your account right now.

If creative volume is your constraint, you know exactly what to fix.

Creative is your targeting mechanism. 

Audience selection has become largely irrelevant. 

Meta's ASC, Google's Performance Max, and TikTok's Smart+ all use creative assets as the primary signal for audience discovery. 

Manual targeting parameters have minimal impact on delivery. Most brands haven't rebuilt their production systems to match this shift. 

They're still optimizing for a model that no longer exists. 

The previous paradigm: 
Precision targeting, limited hero assets, long development cycles, targeting-led optimization. 

The current reality: 
Broad targeting, systematic testing infrastructure, rapid iteration, creative-led optimization. 

This creates a specific operational challenge: 

Brands need systems capable of 8-10 testable concepts weekly while maintaining strategic coherence. 

Our implementation framework: 

1. Strategic testing allocation - Structure your testing program to identify patterns, not just winners. 

Run creative against intentionally diverse audience segments within your broad targeting to understand which creative angles drive efficiency in which contexts. 

This reveals creative-audience fit patterns that inform production priorities. 

2. Systematic variation - Build a tagging taxonomy that tracks creative variables independently (hook type, problem framing, social proof format, CTA style). 

This lets you isolate which specific elements drive performance, not just which complete ads work. 

Most brands test whole ads and learn nothing transferable. 

3. Internal capability development - Train media buyers on basic design tools.

Use AI for headline variation at scale (20+ versions from each winning angle). 

This removes production bottlenecks from the testing pipeline. 

4. Offshore execution leverage - Deploy offshore talent for variation work, performance tagging, and competitive analysis. 

Reserve internal capacity for strategic decisions and creative direction. 

Results from a recent implementation: Beauty brand constrained by production capacity. 

30-day outcome: creative output increased from 20 to 60 monthly assets. 

The structural advantage belongs to mid-market brands ($25M-$250M annual). 

They can execute creative decisions without enterprise approval friction. 

The platforms have fundamentally changed the leverage points for paid acquisition. 

Brands that rebuild their creative systems accordingly will compound advantages over time.

Fractional CFO : Scaling E-commerce Brands from 7 to 8 figures through Financial & Data Analytics : Husband & Father x4 : Former Semi-Pro Soccer Player : Lover of Olives

Hey! Thanks for visiting. I’m Jarrod Souza, Founder of CFO Expertise, a fractional CFO agency for 7-8 figure Ecommerce & D2C brands.

I’ve been a CFO for 15+ years working with big names like Michael Hyatt. 

Today, I work with 25+ Ecom brands as their fractional CFO. We don’t just crunch numbers…we connect marketing metrics to strategic financial performance, illuminating the road to your brand’s success.

As a founder, you know that navigating the financial landscape of your D2C brand is crucial for success. But what if you had a strategic partner who not only understood the numbers but also had a deep appreciation for the power of customer data and marketing?

Enter CFO Expertise.
I’ve always been fascinated by the power of customer data. I love diving into the non-financial metrics that drive success and using those insights to create actionable strategies.

Whether it’s holding ad agencies accountable or leveraging attribution software, we have the knowledge and connections to help you make informed decisions that fuel growth.

What truly sets us apart from other fractional financial firms is the ability to provide actionable context.
By tying together all the metrics that matter to your business, we create a comprehensive roadmap for your success. And my journey is as diverse as my skill set. 

As a former semi-pro soccer player who was called up to train with the LA Galaxy, I started a direct-mail magazine, worked in the oil-field services industry, and immersed myself in the world of Ecommerce. With experience establishing manufacturing relationships in Israel, Mexico, and China, I bring a global perspective to your brand.

But it’s not just about business. I’m also a family man who married my college sweetheart, adopted twins within four days of their birth and have two biological children. 

I’ve faced challenges head-on, from surviving a near-death experience on a water rope swing to working with prominent coaches like Michael Hyatt.

If you’re a founder who doesn’t need a full-time dedicated CFO but knows you need more than just a number-cruncher, we could be the strategic partner you’ve been looking for.

We will help you eliminate anxiety around cash flow, optimize your supply chain, and make data-driven decisions that propel your brand to new heights.

Ready to see if we’re a good fit for your growing Ecom brand?

Book a call & let’s chat: https://calendly.com/cfoexpertise/cfo-expertise-intro

Jarrod Souza

Founder: "How can a CFO help me scale without losing profitability?" 

Jarrod: “Growth without financial control isn’t scaling—it’s amplifying risk.”


Most Ecommerce and D2C founders think a CFO is there to “watch the numbers.”
That’s underselling the role.

Here’s what a CFO actually does to help you scale and protect (or increase) profit:

1/ Turns revenue into usable insight
We break down margins by SKU, channel, and customer so you know what to scale and what to stop funding.

2/ Builds a cash-first growth model
A CFO forecasts cash weekly, not quarterly, so growth never outpaces liquidity.

3/ Fixes hidden margin leaks
Small leaks in shipping, COGS creep, ad inefficiency, and chargebacks compound fast. We plug them early.

4/ Stress-tests growth decisions
Every move in new hires, inventory buys, and channel expansionis are modeled before money is spent.

5/ Aligns marketing, ops, and finance
Growth works when teams operate from the same numbers, not gut feel.

---

Scaling without clarity destroys profit.

Remember: 

Cash flow is your growth ceiling.

Not all revenue is good revenue.

Margins are built in decisions, not hindsight

You need a CFO in your corner, so growth is intentional, not reactive.

---

What’s the biggest thing making scaling feel risky right now—cash, margins, or forecasting?

♻️ Share this with a founder who's scaling fast so they don't learn these lessons the hard way.

P.S. Let me show you to scale your business with real financial clarity ➜ https://lnkd.in/eZ9cu5vR

CFO for 7-8 figure Ecommerce & D2C brands. Book a call & let’s talk finances.

How to know if your overhead is too high for your revenue level: 


If your revenue is growing but cash still feels tight, your overhead is probably the problem.

𝗠𝘆 𝟭𝟱+ 𝘆𝗲𝗮𝗿𝘀 𝗼𝗳 𝗖𝗙𝗢 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝗮𝘂𝗴𝗵𝘁 𝗺𝗲 𝘁𝗼 𝘂𝘀𝗲 𝘁𝗵𝗶𝘀 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸 𝘄𝗵𝗲𝗻 𝗮𝘀𝘀𝗲𝘀𝘀𝗶𝗻𝗴 𝗼𝘃𝗲𝗿𝗵𝗲𝗮𝗱 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆:

- Healthy Ecommerce businesses typically run overhead at ~15–25% of revenue.

- Over 30% is a red flag unless you are intentionally investing ahead of growth.

Overhead = fixed operating costs like payroll, software, rent, G&A. 

It's not COGS or paid media.


𝗘𝘃𝗮𝗹𝘂𝗮𝘁𝗶𝗻𝗴 𝗼𝘃𝗲𝗿𝗵𝗲𝗮𝗱 𝗮𝗴𝗮𝗶𝗻𝘀𝘁 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗯𝗲𝗰𝗮𝘂𝘀𝗲:

- High overhead kills flexibility.

- It raises your break-even point.

- It turns small revenue dips into cash flow emergencies.


𝗜𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗮𝗯𝗼𝘃𝗲 𝘁𝗵𝗲 𝗼𝗽𝘁𝗶𝗺𝗮𝗹 𝗿𝗮𝗻𝗴𝗲, 𝗵𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗳𝗶𝘅 𝗶𝘁:

1/ Tie overhead expenses to revenue impact.
- If a cost doesn’t directly drive growth, efficiency, or risk reduction, it needs to be questioned.

2/ Delay “nice-to-have” hires until margins, not just revenue, support them.
- Hiring ahead of revenue locks in fixed costs before the business can actually afford them.

3/ Audit software and agencies quarterly.
- Most brands are overspending here.
- Tools and retainers quietly pile up and often outlive their usefulness as the business evolves.

---

Protect cash flow and you'll run operations without stress.

Scale predictably with costs aligned to revenue.

Boost profitability without chasing every sale.

Make smarter decisions, not last-minute fixes.

Stay in control.

---

Do you know your current overhead as a percentage of revenue, or are you guessing?

♻️ Repost this if you know a founder scaling revenue but quietly bleeding cash behind the scenes.

P.S. Want a 1:1 financial strategy session for your Ecommerce business? Book a time with me here ➜ https://lnkd.in/eZ9cu5vR

How to know if your overhead is too high for your revenue 

7 numbers to review before setting 2026 financial goals: 

Before locking in 2026 targets, make sure the math actually supports them.

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟳 𝗻𝘂𝗺𝗯𝗲𝗿𝘀 𝗲𝘃𝗲𝗿𝘆 𝗘𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗳𝗼𝘂𝗻𝗱𝗲𝗿 𝘀𝗵𝗼𝘂𝗹𝗱 𝗿𝗲𝘃𝗶𝗲𝘄 𝗳𝗶𝗿𝘀𝘁
(And what a healthy Ecommerce business looks like):

1. Gross Margin
What’s left after product and fulfillment costs.
Why it matters: Margin funds growth. Low margin kills your options.
Ideal: 60–70%+ for most D@C brands (lower can work, but only with volume and efficiency).

2. Contribution Margin (Post-Ads)
Revenue minus COGS and paid media.
Why it matters: Shows if growth is profitable or just loud.
Ideal: 20–30%+ on blended channels.

3. Customer Acquisition Cost (CAC)
What it costs to acquire a new customer.
Why it matters: Rising CAC breaks forecasts fast.
Ideal: CAC < 30–35% of LTV.

4. Customer Lifetime Value (LTV)
Total gross profit per customer over time.
Why it matters: Sets your ceiling for ad spend and scale.
Ideal: 3x CAC minimum.

5. Operating Expense Ratio
Overhead as a percentage of revenue.
Why it matters: Fixed costs creep quietly.
Ideal: 20–30% for most scaling brands.

6. Cash Burn / Runway
Monthly net cash outflow and months of runway left.
Why it matters: Profit on paper doesn’t pay the bills.
Ideal: 9–12 months of runway (or positive cash flow).

7. Inventory Turnover
How fast inventory converts to sales.
Why it matters: Cash trapped in stock slows growth.
Ideal: 4–8 turns annually, depending on category.

---

Clarity on these metrics defines what’s truly realistic for 2026.

Hidden constraints surface before they turn into costly issues.

Sustainable growth becomes distinguishable from expensive optimism.

Strategic goals translate into executable, finance-backed plans.

Cash stays controlled, predictable, and intentional.

---

Founders—which of these numbers do you track monthly, and which do you avoid looking at?

♻️ Repost this if you know a founder who's setting goals without pressure-testing the numbers first.

P.S. I can translate these metrics into a realistic 2026 financial plan for your business ➜ https://lnkd.in/eZ9cu5vR

6 KPIs to track monthly in 2026 to stay profitable: 


Revenue doesn’t equal profit.
And “busy” doesn’t mean “healthy.”

If you want to stay profitable all year, track these 6 KPIs every single month:

𝟭/ 𝗚𝗿𝗼𝘀𝘀 𝗠𝗮𝗿𝗴𝗶𝗻 %
Tells you if your products are actually making you money before ads and overhead.
If this drops, everything gets harder.

𝟮/ 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗠𝗮𝗿𝗴𝗶𝗻 %
This is your real margin after variable costs.
This KPI answers: “Are we scaling profit…or just scaling work?”

𝟯/ 𝗖𝗔𝗖 (𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗔𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗖𝗼𝘀𝘁)
Not ROAS. Not clicks. Not vibes.
CAC tells you what you’re paying to get a new customer.

𝟰) 𝗟𝗧𝗩 (𝗟𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝗩𝗮𝗹𝘂𝗲)
If your LTV isn’t growing, your paid ads get more expensive every quarter.
Retention is profit.

𝟱/ 𝗜𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 𝗧𝘂𝗿𝗻𝗼𝘃𝗲𝗿
Inventory is cash sitting on a shelf.
High inventory + low turnover = cash flow pain.

𝟲/ 𝗡𝗲𝘁 𝗣𝗿𝗼𝗳𝗶𝘁 %
Tells you if the business is actually working after all your expenses.
If revenue is growing but net profit isn’t, you've just built a treadmill.

---

Profit doesn’t disappear overnight. It slips…slowly.

These KPIs catch those leaks early.

Track them monthly and you’ll make smarter decisions faster.

You’ll know what to fix before it becomes a fire drill.

And you’ll stop confusing growth with progress.

---

Which KPI do you track consistently today—and which one do you ignore until it’s “too late”?

♻️ Repost this if you know a founder who’s doing “big revenue” but still feels broke.
This is how you protect profit in 2026.

P.S. If you want to build a monthly KPI dashboard that actually shows what’s driving profit (and what’s killing it), I'm here to help ➜
https://lnkd.in/eZ9cu5vR

AI won’t fix your Ecommerce finances. But it will expose the problems faster. Let me rant: 

AI is not a magic wand for your cash flow, margins, or budgeting. 

But it will shine a spotlight on the cracks in your financial house. 

And that’s where real improvement starts.

𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗔𝗜 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘂𝗻𝗰𝗼𝘃𝗲𝗿 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗳𝗮𝘀𝘁:

1/ Cash flow blind spots
AI can flag delayed payments, unexpected inventory costs, and subscription churn before they bite.

2/ Margin erosion
Automatically spot which SKUs, campaigns, or channels are silently bleeding profit.

3/ Expense leaks
Identify overspending patterns in marketing, fulfillment, and operations in minutes instead of weeks.

4/ Forecast inaccuracies
Highlight gaps between projected and actual performance so you can course-correct quickly.

---

AI is your early-warning system, not your CFO. 

It won’t make decisions for you.

It points out financial leaks  hiding in plain sight.

Quick visibility = faster fixes, better cash flow.

---

What’s one financial blind spot you wish you caught earlier in your business?

♻️ Repost this to a founder who’s trying to scale without drowning in financial guesswork.

P.S. If you want a quick, no-fluff session on how to use AI insights to fix real Ecommerce financial problems, let's talk ➜ https://lnkd.in/eZ9cu5vR

How AI can help Shopify brands understand their numbers in real-time: 


AI doesn’t replace your finance team. It replaces your blind spots.

If you run a Shopify brand, you already have “data.”
The problem is… you don’t have clarity.

Because Shopify revenue and gross revenue get messy fast when you add:

- Discounts + bundles
- Returns + exchanges
- Shipping income
- Multiple sales channels
- Ad spend changing daily

This is where AI actually helps.

𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗔𝗜 𝘁𝗼𝗼𝗹𝘀 𝗵𝗲𝗹𝗽 𝗦𝗵𝗼𝗽𝗶𝗳𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝗻 𝗿𝗲𝗮𝗹-𝘁𝗶𝗺𝗲:

𝟭/ 𝗖𝗹𝗲𝗮𝗻 𝘂𝗽 𝗦𝗵𝗼𝗽𝗶𝗳𝘆 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 (𝗳𝗮𝘀𝘁)
AI can auto-categorize sales, discounts, shipping, and taxes so your top-line number isn’t inflated or misleading.

𝟮/ 𝗦𝗲𝗽𝗮𝗿𝗮𝘁𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘃𝘀. 𝗴𝗿𝗼𝘀𝘀 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 (𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗻𝗳𝘂𝘀𝗶𝗼𝗻)
You can instantly see:
- Shopify sales revenue
- Gross revenue (before returns/discounts)
- Net revenue (what you actually keep)
No more guessing which number is “real.”

𝟯/ 𝗦𝗽𝗼𝘁 𝗺𝗮𝗿𝗴𝗶𝗻 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆
AI can flag when your gross margin drops because of:
- Promo stacking
- Rising shipping costs
- Product mix shifting
- Increased refund rates

𝟰/ 𝗧𝘂𝗿𝗻 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀 𝗶𝗻𝘁𝗼 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀
Real-time reporting isn’t just “nice to have.”
It tells you when to:
- Pull back ad spend
- Push a winning SKU
- Adjust pricing
- Fix a leaky offer

𝟱) 𝗔𝗻𝘀𝘄𝗲𝗿 𝗳𝗼𝘂𝗻𝗱𝗲𝗿 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗶𝗻 𝗽𝗹𝗮𝗶𝗻 𝗘𝗻𝗴𝗹𝗶𝘀𝗵
The best part?
You can literally ask: “Why is revenue up but profit down?”
And AI helps you pinpoint the driver in minutes.

---

AI doesn’t magically make you profitable.

But it does help you see the truth faster.

AI helps you catch problems early, not after the damage is done.

You don’t need more reports—you need cleaner signals.

And the faster you see what’s happening, the faster you can fix it.

---

I'm curious: What’s the hardest part of tracking your Shopify revenue right now—discounts, returns, or ad performance?

♻️ Repost this if you know a founder who’s making decisions with “last month’s numbers” and wants real-time clarity.

P.S. I can help you set up real-time revenue + margin reporting. Book a quick intro call here ➜ https://lnkd.in/eZ9cu5vR

How to build a profitable Ecommerce growth plan for 2026:


If your 2026 growth plan doesn’t start with profit, you’re planning to fail fast.

Here’s a framework I use with Ecommerce and D2C founders:

𝟭/ 𝗦𝗲𝘁 𝗮 𝗽𝗿𝗼𝗳𝗶𝘁 𝗴𝗼𝗮𝗹 𝗳𝗶𝗿𝘀𝘁. 
Don't focus on revenue alone. Decide how much net profit you want by the end of 2026.

𝟮/ 𝗪𝗼𝗿𝗸 𝗯𝗮𝗰𝗸𝘄𝗮𝗿𝗱. 
Once your profit target is set, figure out the revenue you need, your target margins, and required sales volume.

𝟯/ 𝗠𝗮𝗽 𝗲𝘅𝗽𝗲𝗻𝘀𝗲𝘀 𝘁𝗼 𝗴𝗿𝗼𝘄𝘁𝗵. 
Marketing, fulfillment, and product costs should all be tied to projected revenue. 

𝟰/ 𝗧𝗲𝘀𝘁 𝗮𝗻𝗱 𝗶𝘁𝗲𝗿𝗮𝘁𝗲. 
Use small-scale campaigns to validate margins and ROI before scaling big.

𝟱/ 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝗺𝗼𝗻𝘁𝗵𝗹𝘆. 
Compare actuals vs. plan. Adjust before small variances become big problems.

---

A profit-first plan keeps your business sustainable.

Working backward ensures every decision supports your end goal.

Mapping expenses to revenue prevents costly missteps.

Small tests protect cash while proving strategy.

Monthly tracking keeps your plan actionable, not theoretical.

---

What’s your biggest challenge when planning profit-driven growth for the next year?

If you know a founder who needs to tie their 2026 growth plan to profit, please ♻️ share this post with them to help them out.

P.S. Let's build a 2026 growth plan that actually works for your bottom line ➜ https://lnkd.in/eZ9cu5vR

How to build a profitable Ecommerce growth plan for 2026

A Masterclass on "COGS" for a $10M Ecommerce Business: 


If you’re doing $10M+ on Shopify, you don’t have a “revenue problem.”
You have a COGS clarity problem.

Let's make COGS ridiculously simple.

COGS = Cost of Goods Sold
In plain English: What it costs you to deliver the product you sold.

Not your ads.
Not your team.
Not your software stack.

Just the costs tied directly to the product leaving your hands.

𝗪𝗵𝗮𝘁 𝗖𝗢𝗚𝗦 𝘂𝘀𝘂𝗮𝗹𝗹𝘆 𝗶𝗻𝗰𝗹𝘂𝗱𝗲𝘀 𝗳𝗼𝗿 𝗮 $𝟭𝟬𝗠+ 𝗦𝗵𝗼𝗽𝗶𝗳𝘆 𝗯𝗿𝗮𝗻𝗱:

1/ Product landed cost
- Unit cost from your supplier/manufacturer
- Freight/shipping to get inventory to you (or 3PL)
- Duties, tariffs, customs, broker fees

2/ Packaging & inserts
- Boxes, mailers, labels, inserts
- Anything physically shipped with the product

3/ Fulfillment + shipping
- This depends on your accounting setup.
- Some brands include pick/pack fees, postage/shipping.
- Others keep it in a separate “Fulfillment Expense” line.
- The key is consistency.

4/ Inventory adjustments
- Damaged inventory
- Write-offs
- Shrinkage
- Manufacturing defects

𝗪𝗵𝗮𝘁 𝗶𝘀 𝗡𝗢𝗧 𝗖𝗢𝗚𝗦 (𝗯𝘂𝘁 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀 𝗸𝗲𝗲𝗽 𝗺𝗶𝘅𝗶𝗻𝗴 𝗶𝗻):

- Meta/Google/TikTok ads
- Agency retainers
- Salaries (unless it’s direct production labor)
- Shopify apps
- Office rent
- Merchant fees

Those are operating expenses.

𝗪𝗵𝘆 𝗖𝗢𝗚𝗦 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸:

Because COGS drives your gross margin. And gross margin funds everything else:

- Inventory buys
- Payroll
- Marketing
- Cash buffer
- Profit

If your COGS is wrong, your “profit” is fake.
And you’ll make confident decisions…based on bad math.

That 10% gap at $10M revenue?
That’s $1,000,000 of margin you thought you had.

---

COGS isn’t just “what it costs to make the product.”

It’s the number that tells you:

- Which SKUs are worth scaling
- Which channels are actually profitable
- How much you can afford to spend on CAC
- When inventory will choke your cash

COGS is where “growth” becomes healthy growth.

---

What’s the biggest COGS category you’re still guessing on—freight, fulfillment, or landed cost?

♻️ Repost this if you know an Ecom founder doing $1M–$20M who needs to stop running their margins on vibes.

P.S. If you want help tightening your COGS and gross margin (so your $10M brand actually keeps profit), book a call with me ➜
https://lnkd.in/eZ9cu5vR

A Masterclass on "COGS" for a $10M Ecommerce Business

6 pricing changes that instantly increase your Ecom margins: 

Margins feeling tight? 

Sometimes, the fix isn’t cutting costs but pricing smarter. 

Here are 6 pricing moves that can immediately improve your Ecommerce margins:

𝟭/ 𝗥𝗮𝗶𝘀𝗲 𝘆𝗼𝘂𝗿 𝗯𝗮𝘀𝗲 𝗽𝗿𝗶𝗰𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆
- Even a small 5–10% increase can have a big impact.
- Example: A $50 product raised to $55 adds $5 margin per unit, without changing your cost structure.

𝟮/ 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝘁𝗶𝗲𝗿𝗲𝗱 𝗽𝗿𝗶𝗰𝗶𝗻𝗴
- Give customers options with perceived value differences.
- Many buyers will choose premium, boosting average order value.
- Example: Offer a basic, premium, and deluxe version of your product. 

𝟯/ 𝗕𝘂𝗻𝗱𝗹𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀
- Sell complementary items together at a slightly discounted total.
- Customers feel they’re saving; you boost margin.
- Example: Shampoo + conditioner bundle for $40 instead of $25 each. 

𝟰/ 𝗨𝘀𝗲 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗽𝗿𝗶𝗰𝗶𝗻𝗴
- $49.99 sells better than $50. Small tweaks matter.
- Example: Switching from $100 to $99.99 can increase conversions while preserving margins.

𝟱/ 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝗱𝘆𝗻𝗮𝗺𝗶𝗰 𝗽𝗿𝗶𝗰𝗶𝗻𝗴
- Adjust based on demand, seasonality, or stock levels.
- Example: Increase price on bestsellers during peak season. Lower price on slow movers to free cash.

𝟲/ 𝗟𝗶𝗺𝗶𝘁 𝗱𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝗶𝗻𝗴
- Over-discounting erodes perceived value and margin.
- Protect your full-price margins.
Example: Instead of 30% off sitewide, offer targeted promos to high-intent buyers. 

---

Pricing isn’t just numbers—it’s a strategy.

Small tweaks can quickly free up cash.

Better pricing = stronger margins = more runway for growth.

You don’t need to slash costs to make more profit.

Focus on the levers you actually control.

---

What pricing change have you tried that moved the needle for your business?

If you know a founder struggling with margins, ♻️ share this post—they’ll thank you later.

P.S. Want a personalized strategy for boosting your Ecommerce margins? Schedule a call with me ➜ https://lnkd.in/eZ9cu5vR

6 pricing changes that increase your Ecom margins

7 metrics every profitable Ecommerce brand tracks monthly: 


Most Ecommerce brands don’t have a profit problem. They have a visibility problem.

Here are 7 metrics every profitable Ecommerce brand tracks monthly (and why they matter):

1/ Gross Margin %
Your margin is your oxygen. 
If it’s shrinking, growth just speeds up the bleed.

2/ Contribution Margin (after ads + fulfillment)
Tells you if each order actually makes money after the costs that scale with volume.

3/ Net Profit %
Net profit is what funds inventory, hires, and growth without stress.

4/ CAC (Customer Acquisition Cost)
If CAC is rising and you’re not improving AOV or retention, profitability will get squeezed fast.

5/ LTV (Customer Lifetime Value)
Lets you spend more to acquire customers without losing money.

6/ Inventory Turnover / Months of Inventory
Too much inventory kills cash. Too little kills momentum. 
This metric keeps you balanced.

7/ Cash Conversion Cycle (CCC)
Shows how long your cash is tied up before it comes back. 
Shorter cycle = less cash pressure.

---

If you only track revenue, you’re missing the full picture.

Profit comes from what you keep, not what you sell.

These 7 metrics show you what’s working and what’s quietly leaking cash.

Track them monthly and your decisions get faster and cleaner.

That’s how profitable brands scale without the constant stress.

---

Which one of these 7 do you track consistently today?

♻️ Repost this if you know a founder who’s scaling revenue but wants to scale profit too.

P.S. Need a monthly KPI dashboard that tells you exactly what you fix first? Let's build you one ➜ https://lnkd.in/eZ9cu5vR

7 metrics every profitable Ecommerce brand tracks monthly

Founder: "How can a CFO help me avoid cash crunches or payroll stress?" 

Jarrod: “A CFO makes cash predictable—so payroll stops being a monthly surprise.”


Most Ecommerce founders don’t have a revenue problem.

They have a timing problem.

Money comes in…but not when you need it.

Bills hit…all at once.

Inventory drains cash…before it pays you back.

And payroll becomes this recurring “please work out” moment.

𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗮 𝗖𝗙𝗢 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗵𝗲𝗹𝗽𝘀 𝘆𝗼𝘂 𝗮𝘃𝗼𝗶𝗱 𝗰𝗮𝘀𝗵 𝗰𝗿𝘂𝗻𝗰𝗵𝗲𝘀 + 𝗽𝗮𝘆𝗿𝗼𝗹𝗹 𝘀𝘁𝗿𝗲𝘀𝘀:

𝟭/ 𝗕𝘂𝗶𝗹𝗱𝘀 𝗮 𝗿𝗲𝗮𝗹 𝗰𝗮𝘀𝗵 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁 (𝗻𝗼𝘁 𝗮 𝗴𝘂𝗲𝘀𝘀)
Not “we should be fine.”
A CFO maps out the next 8–13 weeks of cash so you know what’s coming before it hits.

𝟮/ 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝘀 𝗰𝗮𝘀𝗵 𝘁𝗼 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆 + 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱
Inventory is usually your biggest cash commitment.
Ads are usually your fastest cash lever.
A CFO helps you answer:
“How much can we spend without breaking cash?”
“When do we need to reorder without choking payroll?”

𝟯/ 𝗦𝗲𝘁𝘀 𝗺𝗶𝗻𝗶𝗺𝘂𝗺 𝗰𝗮𝘀𝗵 𝗿𝗲𝘀𝗲𝗿𝘃𝗲𝘀 (𝗮𝗻𝗱 𝗱𝗲𝗳𝗲𝗻𝗱𝘀 𝘁𝗵𝗲𝗺)
If your cash balance drops below a threshold, you’re not “lean".
You’re one bad week away from panic.
A CFO sets a floor and helps you run the business above it.

𝟰/ 𝗙𝗶𝗻𝗱𝘀 𝘁𝗵𝗲 𝗹𝗲𝗮𝗸𝘀 𝘁𝗵𝗮𝘁 𝗰𝗿𝗲𝗮𝘁𝗲 “𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗲” 𝘀𝘁𝗿𝗲𝘀𝘀
Cash crunches usually come from:
- Unclear margins
- Bloated overhead
- Slow-moving inventory
- Refunds/chargebacks
- Messy payment terms
A CFO finds the real cause so you’re not just plugging holes every month.

𝟱/ 𝗚𝗶𝘃𝗲𝘀 𝘆𝗼𝘂 𝗼𝗽𝘁𝗶𝗼𝗻𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂’𝗿𝗲 𝗱𝗲𝘀𝗽𝗲𝗿𝗮𝘁𝗲
Payroll stress happens when you’re reacting late.
A CFO gives you a plan early:
- Adjust spend
- Delay non-critical purchases
- Restructure payment timing
- Plan inventory buys smarter
- Prepare for dips in revenue

---

Cash stress isn’t a normal part of growth.

It’s usually a visibility problem.

You don’t need more revenue. You need more control.

When you can see cash clearly, you make better decisions faster.

And payroll becomes routine—just another part of running a business.

---

What’s the biggest cash stressor in your business right now—inventory, ad spend, or payroll timing?

♻️ Repost this if you know a founder who’s doing big revenue…but still sweating payroll. This will help them fix the real issue.

P.S. If you want help making cash predictable (so payroll isn’t stressful), let's chat ➜
https://lnkd.in/eZ9cu5vR

How do the best CEOs avoid burnout?

(Enlightening post by Dr. Christian Poensgen!)

Spoiler: It’s not just time management.

Tim Cook knows how to get things done.

And his methods aren't complicated. 
They're simple, yet powerful.

The twist: He takes a holistic approach.

Tim Cook doesn't follow the typical 
"work until you drop" mindset.

His routine is built on structure: 

➜ He starts early, before distractions hit. 
➜ He keeps his focus tight, sticking to a few key goals.
➜ He leads by example, building a powerful team.
➜ He keeps them agile, making quick decisions.
➜ And he doesn’t compromise on health. 

It's not about squeezing in more work, 
it's about working with purpose.

If you want to get there:

Forget about rushing through your day.
Forget about perfection at every step.
Forget about multitasking.

Focus on quality, not quantity.
Focus on progress, not perfection.
Focus on your priorities, not your schedule. 

Because burnout comes from pressure.
Success comes from purpose.

Slow down, and let success find you.

🔔 Follow me and Dr. Christian Poensgen for more business advice.

My Vision for CFO Expertise in 2026: 


We’re raising the bar—and bringing Ecommerce founders with us.

In 2026, CFO Expertise isn’t just about numbers. 

We’re doubling profitability. 

Growing our team with top-tier talent. 

And sharpening tools to give founders faster, smarter insights. 

That means clear P&L, cashflow you can trust, and marketing measurement that drives results—SEO, email, social, all of it. 

Every dollar spent must earn its keep. 

Every growth move backed by data.

We’re building systems to scale. 

Simplifying finance so founders focus on growth, not spreadsheets. 

The goal: financially strong, agile businesses hitting ambitious targets.

---

This 2026, we're all about profitable growth, not just revenue.

Smart marketing + tight finances to get real results.

Expanding the team to multiply our expertise.

Clear insights to speed better decisions.

Clarity in action.

---

Hey Ecom founders, what’s your biggest financial challenge in 2026?

♻️ Share this with a founder who wants to turn numbers into growth.

P.S. I can build you a profit-first plan for 2026. Let's go ➜ https://lnkd.in/eZ9cu5vR

The tool stack we use to run CFO Expertise: 

Most founders think scaling is about hustle.
In reality, it’s about systems that don’t break when you grow.

Here’s the exact tool stack we use at CFO Expertise, broken down by function:

𝟭/ 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: 𝗦𝗹𝗮𝗰𝗸
- Fast decisions. Clear ownership. Zero inbox chaos.
- It keeps our team aligned without meetings multiplying.

𝟮/ 𝗦𝗮𝗹𝗲𝘀 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 & 𝗖𝗥𝗠: 𝗖𝘂𝘀𝘁𝗼𝗺-𝗯𝘂𝗶𝗹𝘁 𝗖𝗥𝗠
- Off-the-shelf CRMs didn’t fit how CFO services actually sell.
- Clear pipeline visibility. Clean handoffs. Accurate forecasting.
- We always know where deals stand and what capacity looks like.

𝟯/ 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 & 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: 𝗡𝗼𝘁𝗶𝗼𝗻
- Content calendars, post drafts, themes, and priorities—all in one place..

𝟰/ 𝗖𝗹𝗶𝗲𝗻𝘁 𝗙𝘂𝗹𝗳𝗶𝗹𝗹𝗺𝗲𝗻𝘁 & 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻: 𝗗𝗼𝘂𝗯𝗹𝗲
- Tasks get delegated, tracked, and completed without founder bottlenecks.
- Clients feel momentum. Nothing slips.

𝟱/ 𝗙𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗦𝘆𝘀𝘁𝗲𝗺 𝗼𝗳 𝗥𝗲𝗰𝗼𝗿𝗱: 𝗤𝘂𝗶𝗰𝗸𝗕𝗼𝗼𝗸𝘀 𝗢𝗻𝗹𝗶𝗻𝗲
- Clean books. Accurate data. Real margins.
- You can’t give strategic CFO advice without rock-solid accounting.

𝟲/ 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴 & 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: 𝗟𝗼𝗼𝗸𝗲𝗿 𝗦𝘁𝘂𝗱𝗶𝗼 𝗗𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀
- This is where numbers turn into decisions.
- We connect financial data into dashboards founders can actually understand.

---

Why this stack works:

Every tool has a job tied to cash, clarity, or execution.

No overlap, no bloat, no “we might need this later.”

It gives us fast answers to the questions that matter: profit, cash flow, and capacity.

Simple enough to run today.

Strong enough to scale without breaking later.

---

What tools are non-negotiable in your Ecommerce business right now?

If this breakdown gave you fresh ideas for your own stack, hit repost ♻️ so another founder can benefit from it too.

P.S. Need a CFO's eyes on your tool stack or key areas of your business? Let me know ➜ https://lnkd.in/eZ9cu5vR

How our Partner Program is helping build the CFO Expertise brand: 


The fastest way to grow your Ecommerce brand isn’t always more ads. 
Sometimes it’s better partners.

One thing that’s been a quiet game-changer for CFO Expertise lately:
Our Partner Program.

It’s helping us grow brand awareness faster than I expected…without needing to spend more on acquisition.

Here’s what we’re doing inside the program:

1/ Directory inclusions
Getting listed where founders already go to find trusted operators + service providers.

2/ Email newsletter swaps
Simple. Clean. High trust.
Two aligned audiences sharing value without fighting for attention.

3/ Referral partnerships
We send great partners business.
They send great brands our way.
Everyone wins.

4/ White label arrangements
Some agencies want CFO support behind the scenes.
We plug in, deliver the finance work, and help them retain clients.

5/ Ongoing content collaborations
Podcasts, guest posts, webinars, LinkedIn collabs—whatever helps founders learn faster and make better decisions.

The best part?

It’s not “growth hacks.”
It’s relationship-driven distribution.

And I’ll be honest… I didn’t start doing this until recently.

But now that we are?
It’s making a huge impact.

---

If you’re building a D2C brand, partnerships aren’t optional.

They’re leverage.

They lower CAC without killing your margins.

They build trust faster than ads ever will.

And they compound over time if you do them right.

---

What about you: What kind of partner would move the needle most for your brand right now—referrals, newsletter swaps, or something else?

♻️ Repost this to a founder who’s trying to grow without burning cash on ads.

P.S. If you need an expert CFO that supports growth and smarter partnerships, let's connect ➜ https://lnkd.in/eZ9cu5vR

Ecommerce used to be about driving traffic to your site.

(Have you seen this post by Sean Walsh?)

Now it’s about showing up where the traffic already is.
Marketplaces have become the new home of demand.

6 of the world’s top 20 ecommerce sites are Amazon, across different regions.
Add Temu, AliExpress, and eBay… and the dominance becomes undeniable.

This isn’t about one company.
It’s about a shift in how people buy.

Shoppers no longer start with brands.
They start with platforms they trust.

For brands, that means one thing:
You need a marketplace strategy.

Either to participate, capturing new customers where the attention already is.

Or to defend, deciding consciously why you won’t, and what that costs.

Both are valid.
But doing neither is not.

Because marketplaces are no longer “just another channel.”
They are the channel where intent lives.

Follow me and Sean Walsh for daily Ecommerce finance insights 🔔

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