The best marketers
are builders.

How do you work with a brand week to week?

Each week starts with the numbers, then the one constraint that matters most right now, then the work that moves it. I set the priorities and make the growth decisions myself, and my team at Calyx Core picks up execution where it needs more hands, so nothing gets lost between a strategist and an account manager.

• Review revenue, conversion and spend against the plan
• Pick the constraint to work on that week
• Ship campaign, creative or store changes
• Read the results and decide what to scale or stop

The rhythm follows the same path as every engagement: a discovery and audit phase, a prioritised 90-day roadmap tied to revenue targets, then weekly shipping of campaigns, creative and CRO changes with a set testing cadence. Winners get more budget. Losers get cut quickly. When something doesn't work, you hear it from me along with what we're changing.

Reporting stays simple. You see what changed, what it did to revenue and what's next, in plain language rather than a stack of platform screenshots. Because I run my own products too, including Dear Crafted, I look at fulfilment, support and margin alongside the ad numbers, since those decide whether growth is actually profitable.

What kind of work won't you take on?

I don't take on work where the goal is vanity metrics, or where the brand wants one channel pushed harder without looking at the funnel behind it. Ads don't fix a weak store, so I won't scale spend into a leak just because the budget is there.

I also take on only a handful of new partners each quarter. That's a deliberate limit, since strategy stays with me and I can't give founder-level attention to an unlimited number of accounts. If I'm not the right fit for where your brand is, I'll say so on the first call rather than sell you a package.

The work fits best for brands that have already proven demand: you're making sales, spending on ads and getting traffic, but growth feels harder than it should.