For founder-led brands

Your fractional head of growth. Strategy and execution, measured in profit.

Senior growth leadership for brands that aren't ready for a full-time hire. 10+ years in performance marketing and $100M+ in media spend managed.

Start a conversation Message me on LinkedIn

Sound familiar?

+50%revenue year over year for a niche consumer tech brandSee how → +25%profit vs the same month last year, sustainedSee how → −54%Facebook CPA at OnliaSee how → +30%customer LTV across a DTC portfolioSee how →

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Case studies

How I've grown brands across ecommerce, insurance and marketplaces. Each one opens with the challenge, the moves, and the numbers.

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Niche consumer tech brand · High AOV

Step 3 of 5

How it works

No decks that sit in a drawer. Every month ships something you can see and measure. I work with no more than three to four brands at a time.

The first weeks

Find what's leaking first

I review your offer, site, ads, email and tracking, and set out what's leaking and in what order.

What you getA written plan your team, agency or freelancers can act on right away.

Where are you starting from?

I sit on your side of the table and hold their work to revenue and profit.

How I use AI

I drive the strategy. AI workflows I've built handle the legwork, so you get senior thinking shipped at the speed of a team.

Always me

Diagnosing what's actually capping growth
Strategy, targets and priorities
Every recommendation, and the reasoning behind it
Every change made in your accounts

Sped up with AI

Pulling and reconciling data across ad platforms, Shopify, GA4 and email
First-pass audits and anomaly checks, so nothing slips
Turning analysis into clear reports and briefs
Drafting test variants, which I review and edit

The judgment comes from 10+ years and $100M+ in media spend. AI makes me faster; it doesn't do the thinking.

Step 4 of 5

From people I've worked with

From a current client and the teams I've led. Founder references available on request.

Our agency told us we'd hit the ceiling for a niche product. Sanjana didn't accept that. She found exactly where buyers were hesitating, fixed it, and built new demand beyond paid ads. Revenue is up 50% year over year, and still growing.Founder, niche consumer tech brandCurrent client · Fractional Head of Growth engagement

From LinkedIn recommendations

Brands and teams I've worked with Walmart CanadaTuroAir CanadaAir Canada VacationsWestern UnionCuddle+KindOnliaShoelace

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Growing, but not sure what's capping it?

Best fit: founder-led brands doing $1M+ in revenue with product-market fit. Not a fit if you need someone to run social posting. I'll tell you honestly on the first call.

Email me Message me on LinkedIn

support@getthrivehub.com

Under $1M? Let's brainstorm

I keep a few free consults open each month because I enjoy meeting new brands. Email me a line about your brand and what you'd like to talk through.

01 / 04 · Niche consumer tech brand · High AOV

Scaling a niche, high-AOV consumer tech brand

A niche consumer tech brand selling a precision device for photographers, with a high AOV and a long consideration cycle. Their agency told them the market was too niche for more growth. The founder brought me in, I challenged that, and revenue grew 50% year over year.

The challenge

Because the category is so niche, the agency's view was that the brand had reached its ceiling, and efficiency did drop every time spend went up. I challenged the conclusion, not the data.

For a considered purchase like this, conversion depends on clarity, confidence and trust at the moment of purchase. The ceiling wasn't the market. It was how people moved from product page to checkout, and how little demand existed outside paid ads. So I fixed conversion first, then built new sources of demand before spending more.

What I did

Diagnosed the funnelAnalysed Shopify, GA4 and ad platform data to find where people dropped off between product page, add to cart and checkout.
Watched real behaviourSet up Hotjar to see where shoppers hesitated and what they were looking for.
Fixed the decision pointsAdded trust and reassurance at add to cart, made product value clearer on the product page, and removed friction in checkout.
Cleaned up trackingFixed technical issues distorting landing page views and attribution, so decisions were based on real numbers.
Tested before rolling outRan structured A/B tests against clear baselines, changed one thing at a time, and only shipped changes with enough data behind them.
Built a community from scratchGave prospective buyers real examples from real customers, so they could see what the product makes possible before they buy.
Launched a biweekly newsletterDrove engagement within the community and traffic to the blog, which turned into another revenue channel.
Created an ebook for a gift-with-purchase offerIt was so successful that the founder listed it as its own SKU, and it still drives incremental revenue today.
Then scaled, profitablyMade blended MER the north star, gated budget increases on marginal return, and shaped the pricing, offer and bundle changes the founder ships.

Results

Within about 45 days

BeforeAfter

Purchase conversion+30%

1.57%

2.04%

Cost per purchaselower is better−36%

$115

$74

Blended MER+14%

3.58

4.07

Weekly purchases doubled (2x), and AOV rose as much as 9% in the same window.

Ongoing, and still growing

+50%Revenue year over yearand still scaling

+25%More profit than the same month last yearsustained month after month

Ebook SKUGift-with-purchase turned standalone productstill driving incremental sales

NewsletterBlog traffic became a new revenue channelbiweekly, community-led

Reference

Our agency told us we'd hit the ceiling for a niche product. Sanjana didn't accept that. She found exactly where buyers were hesitating, fixed it, and built new demand beyond paid ads. Revenue is up 50% year over year, and still growing.Founder, niche consumer tech brand

The founder is happy to speak with prospective clients about the work. Ask me for an introduction.

← PreviousShoelace Next case study →Onlia

Sound like your brand?

Email me LinkedIn

02 / 04 · Onlia · Digital insurance · In-house

Launching a digital-first insurer into a legacy market

Onlia entered a Canadian insurance market dominated by legacy brands. It needed to build credibility fast while still acquiring customers efficiently.

My role

Digital Marketing Lead, owned the full funnel

Budget

$4M scaled to $10M to $13M a year

Reported to

CEO, CMO and CFO

Timeline

2020 to 2022

The challenge

Insurance is a trust-first, high-consideration category. Switching costs are high, established players have decades of brand equity, and every message has to clear Legal and Compliance. A new brand had to stand out and prove it could compete on performance at the same time.

What I did

Co-led an award-winning launchWorked with DDB and the in-house creative team on a launch across YouTube, Twitch, Spotify, Tinder and Kijiji, backed by prime-time TV on Rogers, Bell Media and Corus.
Expanded channels only with proofAdded CTV, programmatic, TV and OOH to the Meta and Google core once geo holdouts, branded search lift and on/off tests showed real incremental impact.
Closed the trust gapBrought verified Trustpilot reviews into ads, landing pages and email, and worked with product, UX/UI and project managers to build landing pages matched to each campaign message.
Reached high-intent audiencesBuilt partnerships with AutoTrader, RedFlagDeals and Ratehub, and ran heritage-language campaigns for South Asian and East Asian audiences.
Turned demand signals into a productSpotted rising organic demand that led to a new tenant insurance product.
Tied marketing to the businessOwned weekly reporting to the CEO, CMO and CFO that linked marketing to company sales targets, and set up fast review loops with Legal and Compliance.

Results

BeforeAfter

Facebook CPAlower is better−54%

$933

$433

Annual budget2.5x+

$4M

$10M+

Across the funnel

+132%New site visitorsquarter over quarter

+68%SEM-driven salesin Q1, plus 17% in Q2

−27%SEM CPA

+30%Direct and organic trafficafter launch

← PreviousConsumer tech brand Next case study →Turo Canada

Sound like your brand?

Email me LinkedIn

03 / 04 · Turo Canada · Two-sided marketplace · Agency

Scaling a marketplace launch without breaking it

I led paid acquisition for Turo's entry into Canada. Demand grew fast, but vehicle supply couldn't keep pace, and paid media had to protect the balance of the marketplace.

My role

Lead account manager, paid acquisition

Agency

Reprise, IPG Mediabrands

Budget

$30K to $50K a month to $250K+

Markets

Ontario, then Quebec and BC

The challenge

In a two-sided marketplace, more demand isn't always better. As renter acquisition scaled, internal feedback showed supply couldn't keep up. Pushing harder on renters would only inflate CPAs and frustrate customers who couldn't find a car.

What I did

Launched on high-intent searchStarted in Ontario with search to capture existing demand and explain how the marketplace works.
Scaled on demand signalsGrew spend to $250K+ a month within six months and expanded into Quebec and British Columbia.
Spotted the imbalanceSearch term and funnel data showed renter intent rising faster than available vehicles.
Rebalanced acquisitionRecommended and launched owner-focused campaigns alongside renter campaigns to grow supply.
Changed what we optimized forMoved from signups to bookings, revenue and average MLV, while watching supply and demand ratios.

Results

At launchSix months in

Monthly spend5x+

$30–50K

$250K+

Scale and reach

6 monthsTo reach that scale

3Provinces liveOntario, Quebec, BC

Paid media was reframed internally from a demand-only engine to a lever for marketplace health.

← PreviousOnlia Next case study →Shoelace

Sound like your brand?

Email me LinkedIn

04 / 04 · Shoelace · Performance agency · Senior Director

Leading growth across a DTC portfolio

I led growth strategy and the growth team for a portfolio of ecommerce clients, while helping the company through a major pivot.

My role

Senior Director, Growth Marketing

Portfolio

$30M+ in client revenue

Reported to

CEO and client leadership, against OKRs

Timeline

2022 to 2024

What I did

Set growth strategy across the portfolioOwned the plan for each client and reported progress against OKRs to their leadership.
Built and led the teamBuilt, managed and mentored the growth team delivering the work.
Steered through a pivotHelped the company focus on the problems that mattered most during a major change in direction.

Results

+30%Customer LTV across clients

$30M+Client revenue portfolio

1 → 9+Growth team members, hired and ledacross agency and in-house roles

What the team says

Sanjana did great work at Shoelace helping the team navigate a really challenging pivot. She knows how to identify which problems need the most attention and has a good sense for how to solve them.Reza Khadjavi, Co-founder, Shoelace

…she is an invaluable mentor, always ready to provide guidance that enhances both client outcomes and our professional growth.Tania Talavera Polo, Growth Manager, Shoelace

← PreviousTuro Canada Next case study →Consumer tech brand

Sound like your brand?

Email me LinkedIn

Your fractional head of growth. Strategy and execution, measured in profit.

Case studies

Scaling a niche, high-AOV consumer tech brand

Launched a digital-first insurer into a legacy market

Scaled a marketplace launch without breaking it

Led growth across a DTC portfolio

How it works

Find what's leaking first

How I use AI

From people I've worked with

Growing, but not sure what's capping it?

Scaling a niche, high-AOV consumer tech brand

The challenge

What I did

Results

Reference

Launching a digital-first insurer into a legacy market

The challenge

What I did

Results

Scaling a marketplace launch without breaking it

The challenge

What I did

Results

Leading growth across a DTC portfolio

What I did

Results

What the team says