Commercial digital strategy
One growth thesis across DTC, marketplace, and eRetail. Channel roles, investment rules, and a forecast the CFO can interrogate.
Fractional digital leadership · Executive AI advisory · NYC
This is your
CDO
for brands that sell.
Growth Spread is operator-led digital leadership for DTC, eRetail, and Beauty / Personal Care brands. Not a slide-deck agency. Senior-level partnership across fractional digital leadership and private Executive AI Coaching & Advisory—built around practical outcomes, sound judgment, and lasting capability.
Digital programs led inside
L'Oréal
LG Electronics
skinbetter science
Mustela
Babo Botanicals
AMOREPACIFIC
BioLite
Operator, not vendorYou get a leader who has sat in the chair — CDO, VP Digital, Head of Demand Gen.
DTC + eRetailBuilt for brands that sell online and through retail media, not generic B2B lead-gen shops.
System firstStrategy, team design, tools, and cadence — not a pile of disconnected campaigns.
Fractional by designSenior coverage without a $400k full-time hire or a 20-person agency retainers stack.
The gap
Most brands don’t have a channel problem. They have an operating problem.
Agencies optimize the brief they were given. Internal teams protect their swim lane. Nobody owns the full digital P&L — traffic quality, conversion, LTV, creative, retail media, and the team that has to ship every week.
- Paid media is spending, but contribution margin is unclear.
- SEO, content, CRM, and social report activity instead of a shared growth thesis.
- eCommerce and eRetail fight for the same customer with different numbers.
- The “marketing hire” is either too junior to set direction or too expensive to justify yet.
- AI tools were bought. An operating system was not.
Featured workstreams
What a best-in-class digital org actually runs.
Benchmarked against how high-performing Beauty, Personal Care, DTC, and eRetail teams operate internally — not against agency service menus.
Lifecycle & owned demand
CRM, subscription, post-purchase, and creative testing that raise LTV instead of renting the next click.
Acquisition quality
Paid, SEO, and content judged by incrementality and customer quality — not dashboard vanity.
Beauty & Personal Care
Category work where PDP, retail media, routine-building lifecycle, and claim-safe creative have to move together. Built from time inside prestige and masstige beauty brands.
Team, tools & cadence
Role design, vendor scorecards, AI where it removes busywork, and a meeting rhythm that produces decisions.
Method
Build. Refine. Scale.
A named operating sequence so the engagement is not an endless “strategy project.” Each phase has a job, an artifact, and a decision.
01
Build
Diagnostic of the digital P&L, team, and stack. A 90-day operating plan, measurement model, and the first set of bets worth making.
02
Refine
Kill what doesn’t pay. Tighten creative, lifecycle, and retail/DTC handoffs. Install the weekly scorecard leadership actually uses.
03
Scale
Put budget and people behind the motions that already work. Hire, brief agencies, and step back into an advisory cadence when the system can run.
Background
Category depth first. Then the operating system.
The practice is built around Beauty and Personal Care — with the same digital system applied to adjacent DTC, eRetail, and CPG brands. Titles and companies are listed separately on purpose. The work is the through-line, not a résumé narrative.
Category expertise
- Beauty
- Personal Care
- DTC
- eRetail
- CPG
- Consumer Electronics
Roles held
- Head of Demand Generation
- VP, E-commerce and Digital Performance
- VP of Digital
- Senior Director, Digital Marketing and eCommerce
- Director, Digital Marketing and eBusiness
- Fractional Digital Officer
Companies
- L'Oréal
- LG Electronics
- skinbetter science
- Mustela
- Babo Botanicals
- AMOREPACIFIC
- BioLite
A private advisory practice · Growth Spread
Private & Practical Executive AI Education & Advisory
Practical, confidential AI education for senior leaders. Move beyond AI experimentation to better research, sharper strategic thinking, more informed decisions, and workflows that work within your organization's policies. Designed around your role, your priorities, and the way you actually lead.
1:1 Executive AI Coaching
Discreet, personalized sessions for leaders who want to become confident, effective AI users—without technical prerequisites or generic coursework.
Practical AI Adoption
Apply AI to research, strategic planning, decision support, communication, and repeatable work. Extend adoption through team education and workflow integration where appropriate.
Corporate-Safe AI Usage
Understand approved tools, enterprise policies, confidentiality boundaries, data handling, and when human review is essential. No sensitive company data is needed for introductory sessions.
Personalized Executive Workflows
Translate recurring executive responsibilities into practical, reusable workflows—from meeting preparation and synthesis to market intelligence and briefing materials.
Private Engagements
Confidential advisory relationships. Client identities, business questions, and project details are not published as case studies without explicit permission.
Team Education & Integration
Equip trusted teams with shared practices, governance-aware workflows, and clear expectations for quality, oversight, and adoption.
Explore the advisory approach
From an executive question to a practical workflow.
Choose a leadership priority to see an illustrative workflow. These are examples—not live processing of your data.
Illustrative executive workflow
Turn market signals into a sharper strategic brief.
Approved public research
Structured synthesis
Executive brief
Outcome: A source-aware, decision-ready view of opportunities, assumptions, and open questions—reviewed by the executive.
Confidentiality is foundational. Engagements begin with an understanding of your organization's AI policies and information-handling requirements. AI supports executive judgment; it does not replace it.
Available as individual executive coaching, private advisory, or tailored leadership-team education.
How brands work with us
Clear engagement. No mystery retainer.
Top consultants publish the shape of the work so the wrong buyer self-selects out. Pick a starting altitude; scope is confirmed on the working session.
01 · Diagnostic
Digital system review
A fixed-scope look at growth thesis, stack, team, and spend. You leave with a written operating plan — usable even if you do not continue.
02 · Embedded
Fractional leadership
A defined number of days per month inside planning, creative, media, CRM, and hiring. You get a leader, not a status-deck vendor.
03 · Advisory
Board / exec cadence
For teams that already run. Monthly working sessions to pressure-test bets, vendors, and the scorecard.
FAQ
Direct answers.
Who is this for?
Growth-stage Beauty, Personal Care, DTC, and eRetail brands — typically founder-led or PE/family-backed — that have spend and a team, but no single owner of the digital system. Especially useful after an agency plateau or a VP-level vacancy.
Who is this not for?
Pre-revenue startups looking for a cheap generalist, companies that only want a media buyer, or enterprises that need a 40-person agency of record tomorrow. Those are different products.
How is this different from an agency?
Agencies execute a brief. Growth Spread writes the brief, designs the team that will live with it, and stays on the business side of the table. Vendors can stay; the leadership gap is what we fill.
Do you run ads or SEO yourselves?
When it is the highest-leverage move, yes — or we brief and manage the specialists who should. The point is accountability for the outcome, not hoarding every execution seat.
Do you offer private AI coaching for senior executives?
Yes. Growth Spread offers confidential, one-to-one executive AI education and advisory tailored to a leader's role, experience, priorities, and corporate AI policies. Sessions focus on practical research, strategy, decision support, and everyday workflows rather than a generic online course.
Can you help leadership teams adopt AI responsibly?
Yes. Advisory can include team education, workflow integration, and corporate-safe AI practices. Engagements are designed around the organization's approved tools, confidentiality requirements, and human oversight.
Where do you work?
Based in New York. Engagements run across the United States, with a working cadence that fits distributed brand and agency teams.
Next step
Bring the real numbers. Leave with a point of view.
The working session is a diagnostic, not a pitch rehearsal. Come with the channel mix, the team chart, and the question the board keeps asking.