01
I optimize the system, not the send.
A brilliant campaign inside a broken architecture is decoration. Sending more is occasionally right — but it’s a finding, never a starting order.
The operating manual
Working with me.
Every consultant promises “great communication” and “true partnership.” Words are cheap. Here is exactly what a week with me looks like — the rhythm, the artifacts, the things I will and won’t do — so you can judge the fit before we ever get on a call.
The rhythm
Async-first, on purpose.
Live when a decision needs it — not on a standing slot.
Everything else moves in writing — Slack, Notion, email, whatever your team already uses. Senior judgment is sharper in writing: it forces complete thoughts and leaves a trail your team can reread.
My window is your morning.
Async-first from Vietnam. Your morning is my live window — 08:00–10:00 CEST, Monday to Friday — that's where calls land. Anything you send lands in the next working window; written questions get answers within one working day, usually the same day.
Concentrated, not constant.
You’re paying for the focused output of a senior operator, not the visible busyness of a junior. The deliverables show up. The Slack noise doesn’t.
Week one
I read before I talk.
Day 1
Least-privilege access. Accounts you create and can revoke anytime. NDA signed before any of this. Your data never leaves your stack.
Days 1–4
Silent reading. The stack, the data flows, the last 90 days of sends. I form opinions from your system’s actual behavior, not from the org’s folklore about it.
Day 5
Decision doc #1. What I found, what I’d do first, what it costs to ignore. Short, written, argued — the format every decision will arrive in from then on.
Week 1, always
One small fix shipped. Something measurable moves in the first week — a deliverability repair, a dead journey retired, a tool you stop paying for.
The exchange
What makes this work — both sides.
I bring
- —Decision docs, not meeting marathons. Every significant call gets a one-pager: options, trade-offs, recommendation, cost of doing nothing.
- —Numbers come with provenance. Every metric I report says how it was measured — the same standard as the numbers on this site.
- —Honest month-4 conversations. If the metrics we agreed on aren’t moving, you hear it from me first — not from a renewal email.
- —No surprise invoices. Flat monthly. If something is out of scope, you’ll know before it happens, not after.
You bring
- —One deciding human. Someone who can say yes or no in days, not committees that say maybe in months.
- —Real numbers, even ugly ones. I can work with a broken funnel. I can’t work with a flattering one.
- —Tolerance for direct questions. “Why does this journey exist?” is not an attack. It’s the job.
- —Access in week one. Every week of access delay is a week of retainer spent waiting.
Inside your team
How I show up for a leadership team.
Fractional doesn’t mean detached. When I’m in, I operate like a senior member of your team — by a few rules I don’t bend.
No surprises.
Bad news travels fastest from me. You hear a risk while it’s still cheap to fix — never for the first time in the post-mortem.
Answer first.
I lead with the recommendation, then the why and the so-what — not a wall of context you have to mine for the point.
One owner per outcome.
Single-point accountability. If a number is mine, it’s mine — no diffusion, no committee to hide behind.
Bias to action.
A good decision today beats a perfect one next quarter. I’d rather ship, measure and adjust than polish in private.
Allergic to politics.
I optimize for the P&L, not the org chart. You’ll hear what the data says even when it isn’t what the room wants.
A playbook, not a dependency.
Regular, useful 1:1s; I invest in your people and document the wins — so the system keeps running after the retainer ends.
The Advisor month, itemized
What the Advisor month actually buys.
- —Working sessions when the work calls for them — your agenda, my preparation, not a monthly quota.
- —Written reviews of anything you send — roadmaps, vendor shortlists, campaign architectures, metric definitions. Async, within two working days.
- —A decision memo when it matters — options, trade-offs, recommendation, cost of doing nothing.
When a month needs more than that, the overflow waits for next month — or it becomes a conversation about a different tier. Either way you hear it from me before it happens: no free overtime quietly eroding the work, no surprise invoice quietly punishing you.
Honest dealbreakers
- —If your culture needs three Zooms a day, we’re not a fit — and that’s OK.
- —If the strategy is “just send more emails”, you need a different person — sending more is occasionally right, but it’s a finding, not a starting order.
- —If priorities flip with every panic, the retainer buys you a calm voice saying no — useful only if someone listens.
What you get by default
- —Everything documented in your systems. Notion, Confluence, the warehouse — yours. If I disappear tomorrow, nothing leaves with me.
- —No lock-in by design. Month-to-month after the first three months; 30 days’ notice; no termination fee. Leaving is deliberately easy.
- —References before you sign. People who managed me or paid me — just ask.
- —The model in the wild: DOC.UA has run on the light advisory tail since 2020 — last verified Q2 2026.
Where I stand
Opinions I won’t talk you out of.
If these clash with how your team works, better we find out here than in month two.
02
Cross-functional ambiguity is home turf.
The expensive problems live between teams — where data, ops, and marketing each think someone else owns the question. That gap is exactly where I work.
03
A number without its mechanism is marketing.
Every metric I report says how it was measured — holdouts, cohorts, the caveats included. The numbers on this site follow the same rule.
If this sounds like your kind of operator — let’s talk.
Max three clients · €2,900 Diagnostic · retainers from €2,500/mo — see the model →