Fractional Head of Paid Media

A senior paid media operator, without the full-time hire.

Twenty years running paid media. $200M+ in lifetime managed spend across Google, Meta, YouTube, TikTok, and CTV. I sit in the paid-media seat for growth-stage brands and partner white-label with agencies that need a senior buyer on client accounts.

Book a 30-minute discovery call

$200M+

Lifetime managed spend

20 yrs

Performance marketing

6 channels

Google · Meta · YT · TikTok · CTV · Prog

Care.com

IAC · WayBetter · Umbrella

Work with me

Two ways in, depending on who you are.

Pick whichever fits. Both are month-to-month after a short initial term. Simple scope, clear pricing, senior in the seat from week one.

Offer 1

Fractional Head of Paid Media

For founders, CMOs, and marketing leaders

$8,000 – $15,000

per month · 3-month minimum

I sit in your marketing leadership seat and own paid media:

Channel strategy and budget allocation across Google, Meta, YouTube, TikTok, CTV
Hands-on buying, bidding, and account optimization
Creative direction and testing frameworks
Monthly, quarterly, and annual forecasting
Weekly leadership-facing reporting in CAC/LTV language
Agency and vendor oversight

Best fit: Growth-stage consumer, marketplace, and lead-gen brands spending $500K – $20M+ annually on paid media.

Offer 2

White-Label Media Buying

For agency owners and marketing consultancies

$6,000 – $12,000

per month · up to 8 accounts · flat or per-account

I run paid media on your accounts. Your clients never know I exist:

Senior strategy and media buying on Google, Meta, YouTube, TikTok, CTV
Audits and account turnarounds
Creative direction and ad testing
Internal reporting to your team (you handle client-facing)
Non-circumvention clause - your client relationship is protected
Flexible: flat monthly or per-account retainer

Best fit: Agencies that sell paid media as part of a broader offering but don't have a senior buyer on staff.

The $200M Playbook

How I run paid media after nine figures of spend.

Seven principles from 20 years and $200M+ in budgets at IAC, Care.com, WayBetter, and Umbrella. This is the operating system I bring to every engagement.

The channel doesn't care about your org chart.

Google, Meta, YouTube, and CTV each have their own physics. Staff or partner for all four, or accept the gap.

Prune before you polish.

At HomePay I collapsed 118 campaigns to 18. Same budget, real signal per campaign, CAC down 30% YoY.

Build for signal, not dashboards.

Platforms are ML systems. Feed them a real revenue event or they'll optimize you into the ground.

Forecast honestly, reforecast often.

A forecast that never changes is theater. Every 30 days, revisit the assumptions and change the numbers.

Incrementality beats attribution.

Tags and pixels tell you what the platforms believe. Holdouts, geo tests, and on/off tests tell you what's true.

Velocity beats polish.

Six apps, 60% YoY at WayBetter - by shipping more ads, killing the losers faster, and re-deploying inside the same week.

Margin discipline is a performance metric.

Measure fully-loaded CAC - media plus every tool and headcount dollar. That's how "efficient" accounts quietly lose money.

→

Read the full article.

The $200M Playbook - my operating system for managing 9-figure paid media budgets.

Track record

Senior seats at brands and agencies you've heard of.

Care.com

Director, HomePay & Provider Acquisition Marketing

IAC Applications

$83M portfolio · 1,600+ campaigns · 63+ accounts

WayBetter

Paid across 6 consumer apps · 60% YoY growth

Umbrella Digital

Head of Performance & Growth Marketing

At Care.com's HomePay business I rebuilt the acquisition engine in 21 days, cut CAC 30% year over year, and drove +35% YoY high-quality leads on the same budget.

At IAC I ran paid for a $83M portfolio across 63 accounts and 1,600+ campaigns, and helped forecast $100M+ in planned expenditures. At WayBetter I delivered 60% YoY paid sub growth across six consumer apps. At Umbrella I managed $15M in budgets for lead-gen clients and lifted ROI 40% while cutting tool cost by $250K.

“Senior operator in the seat, not a junior you have to train.”

How engagements typically go

Fast to start. No long contracts. Senior from day one.

Four steps from first email to in-seat. Most engagements are live within 7 days of signed agreement.

Discovery call

30 minutes. Current spend, channel mix, what's stuck, what good looks like.

Account review

I review your accounts and send back a short diagnosis with 3–5 levers that will move the number.

Scope & proposal

We align on scope, pricing, and cadence. Simple monthly retainer, no long contracts.

Start & ship

In-seat within 7 days. First measurable wins within 30.

Book a 30-minute discovery call.

No pitch. We'll look at where your paid media is stuck, what a senior operator would change in the first 30 days, and whether I'm the right fit.

Book a 30-minute discovery call Or email me

A senior paid media operator, without the full-time hire.

Two ways in, depending on who you are.

Fractional Head of Paid Media

White-Label Media Buying

How I run paid media after nine figures of spend.

The channel doesn't care about your org chart.

Prune before you polish.

Build for signal, not dashboards.

Forecast honestly, reforecast often.

Incrementality beats attribution.

Velocity beats polish.

Margin discipline is a performance metric.

Read the full article.

Senior seats at brands and agencies you've heard of.

Fast to start. No long contracts. Senior from day one.

Discovery call

Account review

Scope & proposal

Start & ship

Book a 30-minute discovery call.

Work With Me

White-Label Pricing

Care.com HomePay