Full-function marketing, from strategy through execution.
Full-function marketing across paid media, SEO, email, conversion, and web — from strategy through hands-on execution. I've built and scaled multi-brand ecommerce operations, managed up to $30K/month in paid media, and run every part of the marketing function that moves revenue.
Also experienced in team leadership, hiring, vendor management, and cross-functional operations.
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.
Paid media & performance
Meta and Amazon campaigns run against ROAS targets, with audience work, ad creative, creative testing, and reporting that ties spend to revenue.
Conversion & CRO
Landing page and funnel optimization, A/B testing, and mobile UX that improved ecommerce conversion rates by 2 to 7%.
Email & automation
Klaviyo flows, lifecycle campaigns, and segmentation that turn the list into a real revenue channel, supported by practical AI workflows that speed the work.
Analytics & diagnosis
Reading funnel data, paid media performance, site behavior, and email metrics to surface where growth is leaking and what to prioritize first.
How I work.
Review
I start with the data — funnel performance, paid media, site analytics, and email — measured against what the business is trying to do.
Plan
From there I prioritize: what's leaking, what to fix first, and what the fix is worth.
Execute
Then I run it — owning channels end to end, working inside an existing team, or building systems and handing them off.
The track record.
About Carlo.
Carlo Krouzian is a marketing manager based in Santa Clarita, California.
He has run the full marketing function across paid media, conversion, email, SEO, and web — for ecommerce brands and growing businesses.
He has built and led in-house and contractor creative teams, managed hiring, training, and budgets, and directed marketing and operations across U.S. and international sites for over 16 years.
He built and ran a multi-brand ecommerce business that generated over $6M in cumulative sales as sole operator, owning sourcing, listings, paid media, email, conversion, and analytics. That operator's view is what he brings to every role: he has run the work he advises on.
His sharpest edge is paid acquisition and conversion, managing ad budgets against ROAS targets and lifting conversion rates through CRO and testing. Earlier he led marketing, communications, and operations for an international nonprofit, with a background reaching back through digital and commercial print production.
He runs the same way regardless of context: ship it, measure it, improve it. California-based, working with teams nationwide.
Field notes on marketing.
Short notes on growth, paid media, conversion, and running marketing without the buzzwords.
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 the data and the business goals. From there I map what's working, what isn't, and build a prioritized plan for what to fix first.
04What kind of work do you do?+
Roles where I own the marketing function, or a significant piece of it. Comfortable running solo or inside an existing team.
05What are you strongest at?+
Paid acquisition and conversion. Managing Meta and Amazon ad spend against ROAS targets, and lifting conversion rates through CRO, A/B testing, and landing page work.
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.