Marketing leadership that connects strategy, systems and execution.
I build and run marketing functions for growing organizations, connecting strategy, digital, communications, campaigns, analytics, vendors and internal teams so the work actually gets done.
From rebuilding marketing systems to launching campaigns and solving the problems between departments, I operate where strategy meets execution.
Growth · Digital · Systems · Communications · Cross-Functional
The full marketing function, from strategy through execution.
Paid media, conversion, email, SEO, and web.
- 01Paid media & performance
- 02Conversion & CRO
- 03Email & automation
- 04SEO, web & content
What I do.
Four areas of depth. Most work pulls from more than one.
Marketing Leadership
Marketing strategy, prioritization, campaign planning, creative direction and translating business goals into executable marketing plans.
Growth & Digital
Paid media, landing pages, conversion, SEO, email, websites, acquisition and lifecycle marketing.
Systems & Operations
Marketing workflows, technology implementation, attribution, intake processes, automation, vendor coordination and reducing operational friction.
Communications & Brand
Customer and member communications, promotions, content, creative direction, social media and maintaining a consistent brand across departments.
How I work.
Triage
I walk in, read what's happening, and decide what gets fixed now, what gets fixed next, and what can wait. Nothing gets polished while something else is on fire.
Build
Once the priority is clear, I build the campaign, system, process or structure needed to move the work forward.
Run & Improve
I stay close to execution, coordinating teams, vendors, technology and deliverables so the strategy actually gets implemented. Once it's running, I measure what's working, fix what isn't and keep improving the system.
The track record.
About Carlo.
Carlo Krouzian is a marketing leader and operator based in Santa Clarita, California.
His career spans marketing strategy, digital, ecommerce, communications, technology and operations, giving him the ability to see how the different parts of a business connect.
Over more than 16 years, he has built and led marketing teams, managed vendors and contractors, developed digital platforms, directed communications and campaigns, and built systems that help organizations move from strategy to execution.
He also built and operated a multi-brand ecommerce business that generated more than $6 million in cumulative sales, personally overseeing everything from sourcing and paid acquisition to conversion, email, analytics and operations.
Today, much of his work involves triage: understanding what is happening across the organization, identifying what needs attention first, connecting teams and systems, and making sure the right work gets shipped.
His approach is simple: understand the business, fix what matters first, build the right system and keep improving it.
Field notes on marketing.
Ideas on building brands, leading marketing, improving systems, triaging priorities and turning strategy into execution.
All writing→Insanely Great Products Build the Default Choice: What an Apple Find My Screen Reveals About Real Loyalty
Real loyalty isn't points or clever emails. It's when customers stop comparing brands every time they need something new. Here's what an Apple Find My screen reveals about how that gets built.
Why Beautiful Shopify Stores Don't Sell: The Seven Decisions That Decide Whether It Converts
A store that converts is not a design problem. It's a sales problem with design wrapped around it. Seven decisions need to be locked in writing before any designer touches a theme.
Build to Last, Not to Sell: Why Great Founders Fall in Love With the Brand, Not the Exit
The brands that compound past $10M and stay there are almost always the ones whose founders fell in love with the brand, not the term sheet. Here's why the exit math has changed and what to build instead.
Fractional CMO vs Fractional COO vs Cross-Functional Operator: Which Should a Sub-$10M DTC Brand Actually Hire?
Most founder-led DTC brands between $1M and $10M hire the wrong kind of fractional executive. Here's how to tell which one you actually need — including a comparison table, pricing ranges, and the eight questions to ask in the interview.
Questions, answered.
Common questions about background and approach.
01Who is Carlo Krouzian?+
A marketing manager and operator based in Santa Clarita, California. He helps founder-led DTC brands and growing businesses find and fix what is leaking growth, drawing on a track record of over $6M in cumulative ecommerce sales as an operator.
02What's your background?+
Ten-plus years running full-funnel marketing across ecommerce and service businesses — paid media, email, CRO, SEO, and web — with hands-on experience leading teams, managing hiring and budgets, and directing operations across U.S. and international sites.
03How do you approach new work?+
I start with triage. I look at the business, the goals, the systems and what's creating the most friction. Then I decide what needs attention now, what comes next and what can wait. From there, I build the right solution and stay close enough to execution to make sure it actually gets implemented.
04What kind of work do you do?+
Roles where I can own the marketing function or help lead a significant part of it. That can include strategy, campaigns, digital platforms, communications, marketing systems, analytics, vendors and cross-functional execution.
05What are you strongest at?+
I'm strongest when there are multiple moving pieces, competing priorities or systems that aren't working together. I can quickly understand what's happening, identify the real bottleneck and determine what matters most.
06How do you use AI?+
Practical AI workflows using Claude, ChatGPT, and Gemini to speed campaign planning, research, content production, reporting, and SOPs. Repeatable workflows applied to real work, not experimentation.
07What tools do you work with?+
Meta Ads Manager, Amazon Seller Central and Sponsored Products, Shopify, Klaviyo, Google Analytics, WordPress, and Adobe Creative Suite, plus Claude, ChatGPT, and Gemini.
08Where are you based, and is remote fine?+
Santa Clarita, California. I work with teams across the United States, remote or on-site.
Get in touch.
Tell me about the role and the business. I'll tell you whether it's a fit.