Field notes
A year ofbuilding.
Disciplines applied
I joined Holger’s as External CMO for one year. Replatformed to Shopify, switched bidding from ROAS to Profit on Ad Spend, and made marketing report to net profit, not vanity metrics.
The work was the operating system. One dashboard, weekly rhythm, decisions tied to contribution margin. No bureau handovers.
This is field notes from twelve months of building.
See it first
What I did
- 1Operating system over campaigns. Built a daily Net Profit dashboard per product. Marketing decisions stopped waiting for accounting.
- 2Shopify rebuild + domain migration. Hired a developer for the theme. My job: scope, brand, conversion, and moving the domain without losing organic traffic.
- 3Profit on Ad Spend bidding. The agency changed bid architecture in Google Ads and Meta. Real winners got the budget, vanity winners got cut.
- 4Profit Metrics live. Net Profit per product visible in real time. Slow channels stopped getting credit they did not earn.
- 5Klaviyo lifecycle email. Welcome, abandonment, post-purchase, win-back. The unglamorous sequences that compound.
- 6Server-side tracking via Reaktion. Privacy-safe, conversion-accurate, no third-party cookies needed.
Posts from this period
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What I took with me
Operating systems beat campaigns.
The biggest unlock was not a campaign. It was the daily Net Profit dashboard.
POAS over ROAS.
Marketing percentage tells you what you put in. POAS tells you what you get out.
The stack you own runs faster.
Bureau handovers cost weeks. Internal stack costs hours.
Workplace photo
