We lead with an investment thesis, not a channel plan. First we establish the commercial truth; clean, decision-grade KPIs that separate offline from online and surface real unit economics (e.g., CAC misreporting and falling CVR/LTV) so capital can be allocated to the highest-return levers. We then “size the prize” and decide where to play: quantify the category, identify under-penetrated online profit pools, and map intent-based demand beyond obvious head terms to unlock cheaper, compounding growth from content and organic discovery. This reframes growth from spend-led to capability-led by prioritising categories, customers and journeys where we can build durable advantage.

With that thesis set, we install an operating system for scale: product-led acquisition in search (brand removed from PMAX, budget density, SKU/margin prioritisation), an SEO flywheel (technical fixes, commercial intent coverage, authority building), creative-driven Paid Social with simplified structures and full-funnel coverage, and lifecycle monetisation through CRM, all compounded by CRO/UX improvements. Execution runs through tight feedback loops and clear guardrails (CAC/COS, mix, margin), turning each sprint into better economics and more optionality for the next.