Fractional Head of Growth

Senior paid media leadership embedded with your team – without the cost of a full-time VP.

Ex-Tesla (first global growth hire) · €100M+ in paid media managed · 31 countries

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You need senior growth leadership. You don’t need to hire a VP.

You’re spending €50K+ a month on paid media (or are actively scaling toward that). Your team executes campaigns, but nobody is owning the strategy. Your board asks about marketing efficiency and you’re quoting platform metrics you’re not sure you trust.

You could hire a VP of Growth. That’s a 6-month search, €150-200K base, equity, and you still don’t know if they’ll deliver.

Or you could bring in someone who’s already built this at Tesla scale, start in two weeks, and get strategic direction from day one.

What I do as your fractional head of growth

I embed with your team as a senior growth leader.
I own paid media strategy – which channels to invest in, how much to allocate, what to test next, and how to measure what’s actually working.

I bring measurement depth that’s rarely found in-house: incrementality testing, marketing mix modeling, and causal inference. This means I build strategies that hold up when the CFO asks hard questions, not just strategies that look good in Meta’s dashboard.

  • Channel strategy and budget allocation – Design the right channel mix for your stage and goals. Decide where to invest, where to cut, and where to test. This is all about running the right campaigns.
  • Measurement frameworks – Build the infrastructure to know what’s actually incremental. I’ve integrated incrementality testing into marketing operations at Tesla and pushed every company I’ve worked with since to do the same. Platform metrics lie. I help you stop relying on them.
  • Test roadmap and scaling methodology – Every channel expansion starts as a structured test with clear success criteria. I design the test, define the measurement approach, and set the kill criteria before we spend a dollar. This is how you scale without burning budget.
  • Agency and vendor oversight – If you have agencies, I serve as the strategic layer above them. Are they spending in the right places? How do we know it’s working? What should we brief them on next? I evaluate performance, improve briefs, and hold them accountable to real metrics.
  • Team hiring and coaching – I’ve hired across three continents (USA, Central Europe, East Asia). I can recruit your growth team, coach your existing marketers, and align marketing with product, sales, and finance. I build the function, not just the campaigns.
  • Cross-functional alignment – Growth doesn’t happen in a marketing silo. I align marketing with product, data science, finance, and sales operations.

Who this is for

This engagement works best for companies that:

  • Spend €50K+/month on paid media, or are actively scaling toward that
  • Have product-market fit and need to scale acquisition efficiently
  • Need senior strategic leadership their current team or agency can’t provide
  • Want to know what’s actually working, not just what the ad platforms report
  • Are between growth hires, replacing a departed leader, or scaling too fast for their current team

Typical clients are Series A to Series C companies with €2-50M revenue, in D2C, e-commerce, SaaS, subscription, or B2B.
I work with companies across the US, UK, DACH, and broader Europe.

This is NOT for you if:
– You need someone to manage Meta campaigns day-to-day (I’m strategic, not an agency)
– You’re pre-product-market-fit and need to figure out your first customers
– You’re spending less than €20K/month and need a generalist

How a fractional engagement works

STEP 1: ASSESSMENT (Week 1-2)

I start with a rapid diagnostic of your paid media, measurement setup, and team structure. This gives us a shared baseline and surfaces the highest-priority opportunities.
If you’ve already done a Growth Audit with me, we skip this step.

STEP 2: STRATEGY AND ROADMAP (Week 2-4)

I build the strategic plan: channel mix, budget allocation, test roadmap, measurement framework, and team development priorities.
You get a clear document you can share with your board, your team, and your investors.

STEP 3: EMBEDDED EXECUTION (Month 2+)

I work alongside your team on an ongoing basis. I own the strategic decisions, coach your marketers, manage agency relationships, and evolve the plan as we learn from tests and data. I join your standups, attend your board prep, and stay close enough to the work that my recommendations are grounded in reality.

STEP 4: TRANSITION (WHEN READY)

When you’re ready to hire a full-time leader, I help you write the job spec, evaluate candidates, and onboard your new VP. I don’t create dependency – I build the function so it runs without me.

Results

CASE STUDY 1: TESLA

Global Growth Performance Manager (first hire).

Over the course of the engagement, I:

  • Designed the channel mix strategy across Google, YouTube, Meta, LinkedIn, X, and CTV for North America, EMEA, and Asia Pacific
  • Scaled paid media from zero to $10M per quarter
  • Launched Tesla’s first-ever YouTube advertising campaigns in the US and UK
    • 20M unique viewers
    • 35% Search Lift (measured via incrementality, not platform reporting)
    • 30% uplift in incremental leads
  • Hired and managed Senior Performance Marketers and Web Analysts across three time zones
  • Championed incrementality testing as the measurement standard (over platform metrics)
  • Restructured the entire paid search architecture from experimental fragments into a coherent strategic plan
  • Built the cross-functional growth engine (Marketing + Analytics + Finance) that delivered 1.7x ROI

This is what a fractional engagement looks like when the scope is full growth function build-out: strategy, hiring, cross-functional alignment, and measurement infrastructure, all delivered by one embedded senior leader.

CASE STUDY 2: LASTMINUTE.COM

SEM & Marketing Innovation Manager.
Managed €3M+ per month in paid media across 8 products and 7 European markets.

Over the engagement, I restructured the paid search program, introduced testing methodology, automated the bidding decision-system, identified new KPIs that aligned the team’s actions with the broader company’s strategic directives, and built automation tools that reclaimed 9+ hours per week of manual work.

Outcomes: +158% conversions in Germany, +67% ROAS in Germany, +54% bookings from paid media globally.

For fractional clients, the parallel is clear: I take an existing team and operation, diagnose the structural issues, rebuild the foundation, and get results while the team levels up.

CASE STUDY 3: AMBOSS (B2B)

Paid Media Growth Consultant.
Full paid media audit across US, DACH, and international markets.

Captured ~€85K per year in immediate optimization opportunities. Designed a 26-test roadmap projected to unlock up to €365K per year in incremental value.

This is what the first 2-4 weeks of a fractional engagement looks like when the priority is diagnosis. A structured audit that finds money on the table before we redesign anything.

Engagement details


TIME COMMITMENT
10-20 hours per week, depending on scope and team needs. Most engagements are 15 hours per week.

MINIMUM DURATION
6 months. Growth strategy takes time to design, test, and validate. Short-term engagements don’t produce meaningful results. If you need a quick diagnosis, start with a Growth Audit instead.

INVESTMENT
€5,000 – €12,000 per month, depending on scope and hours. This is typically 25-50% of what a full-time VP costs, with no equity, no benefits overhead, and no 6-month ramp-up time.

LOCATION
Remote. I work from Europe (CET timezone) and have managed teams and stakeholders across US, UK, and APAC timezones. Async-first culture with synchronous touchpoints where they matter.

HOW TO START
Fill out the intake form (3 minutes). I review your situation and respond within 48 hours with an honest assessment of whether this is the right engagement for you – or whether a Growth Audit or Async Advisory would be a better starting point.

FAQs

Yes – I’m not replacing your agency. I provide the strategic layer above them.
Are they spending in the right places?
How do we know what’s actually incremental?
What should we test next?
I evaluate their performance, improve your briefs, and hold them accountable to real metrics instead of platform-reported vanity numbers.

No. I’m a strategist, not a media buyer. I design the strategy: which channels, how much budget, what tests to run, and how to measure what’s working. For day-to-day campaign management, I can recommend people or oversee your existing team/agency.

Most paid media people trust what the ad platforms tell them – ROAS, attributed conversions, cost per lead. I understand how that data is generated, why it’s often wrong, and how to figure out what’s actually incremental. Concretely, that means I can design incrementality tests, interpret marketing mix model outputs, and spot when your numbers don’t add up. It makes every strategic decision more reliable.

I assess organic performance and how your brand appears in AI-generated search results, and I build the strategic plan for improving both as part of owning the full growth function. For deep organic execution, I’d bring in a specialist and oversee their work.

That’s the ideal outcome. I help you write the job spec, evaluate candidates, and onboard the new hire. The transition is built into how I work. I don’t create dependency.

Typically within 2 weeks of signing. If you’ve done a Growth Audit with me first, I already have context and can move even faster.

Yes. My experience spans D2C, e-commerce, SaaS, subscription, medtech, and automotive. The strategic frameworks for paid media and measurement apply across verticals. My work with Amboss (medtech/B2B) and BlueAlpha (AI SaaS) are direct examples.

Ready to bring in senior growth leadership?

Fill out the intake form. I’ll review your situation and get back to you within 48 hours.

Get Started

Prefer to talk? Book a 30-minute call.