Fractional growth leadership
Growth that scales.
Profit that follows.
Senior, hands-on growth for brands ready to scale profitably. Paid media, TikTok Shop, SEO, email, and lead gen, owned by one accountable lead. Deepest in DTC and beauty, trusted by founder-led, venture-backed, and established teams.
Former Director of Growth at Haus Labs by Lady Gaga
Track record
- 15+ yrsscaling DTC, retail, and B2B growth
- $8M to $40Min annual media budgets managed
- Full funnelPaid, SEO, email, organic social, and lead gen
Who I work with
Built for brands with a number to hit.
I work best with teams that have clear targets, whether you’re founder-led, venture-backed, or PE-owned. I plug in as your senior growth lead from day one.
Founder-led and venture-backed brands
You need to scale acquisition without wasting cash. I build the channel mix, creative testing, and reporting that make CAC, payback, and LTV clear to you and your stakeholders, before you hire a full-time head of growth.
PE-backed portfolio companies
New ownership, a value-creation plan, and a short clock. I audit what’s working, cut wasted spend, and stand up forecasting and dashboards that tie marketing to revenue and margin.
Investors and operating partners
Need a trusted growth operator for a portfolio company? I can start with a focused audit, step in as interim growth lead, or build systems a new hire can take over.
The problem I solve
Growth gets harder right when it should get easier.
Most brands reach a stage where spend climbs, attribution gets murky, and channels drift out of sync. I fix the fundamentals: a clear acquisition plan, disciplined budgets, and reporting you can act on with confidence, whether you answer to a founder, a CEO, or a board.
What I do
Senior growth leadership that plugs into your team.
One accountable lead across paid, organic, lifecycle, SEO, and lead gen. Engagements are scoped to your stage and the targets you’ve committed to.
Fractional Head of Growth
Embedded senior leadership across acquisition, retention, and the growth P&L. Leadership-ready reporting and a plan your team can run, without a full-time executive hire.
Media Buying
Full-funnel paid media across Meta, Google, TikTok, YouTube, and affiliates, managed to ROAS, CAC, payback, and LTV with disciplined testing.
Performance Creative & Testing
A creative engine that turns one winner into many. Structured variant testing, UGC, and iteration built for direct response.
TikTok Shop Growth
Stand up and scale TikTok Shop from feed setup to affiliate and UGC programs that compound into a real revenue channel.
Forecasting & AI Workflows
AI-assisted operations that speed up testing, automate weekly reporting, and forecast spend and revenue against plan.
SEO & Organic Search
Technical and on-page SEO, keyword and content strategy that earns durable organic traffic and lowers blended CAC.
Email & Lifecycle (CRM)
Lifecycle and retention programs across email and SMS: flows, segmentation, and campaigns that turn first purchases into repeat revenue and higher LTV.
Organic Social
Organic social strategy and content systems that build audience and demand, coordinated with paid and creative so the whole funnel works together.
Lead Generation
Full-funnel lead generation for considered and B2B purchases, from financial and professional services to healthcare: paid and organic capture, landing pages, and nurture that fill the pipeline with qualified leads.
Growth Audit
A focused review of your channels, data, and spend. You get what’s leaking, where the next gain is, and a prioritized plan. A common first step for a new phase of growth.
Book a growth auditWays to work together
Flexible engagements, scoped to your stage.
From a focused audit to ongoing leadership, I shape the work around your stage, budget, and targets. You hire me as your senior growth lead. When a project needs specialist depth, I bring in trusted experts and stay accountable for the outcome.
Build & Handoff
Get in, get out. I audit, set the strategy, build the systems, and train your team to run them. Ideal before your first growth hire or a new phase of growth.
- Diagnostic audit and roadmap
- Strategy and channel plan
- Workflow, dashboard, and forecast build
- Team training and full handoff
Fractional Growth Leadership
Ongoing senior leadership. I own growth strategy and execution alongside your team and report to founders, the CEO, or the board.
- Senior growth ownership
- Hands-on execution
- Weekly operating cadence and leadership-ready reporting
- Hiring support and team mentorship
Focused Engagement
A scoped project or advisory retainer for one challenge, like a TikTok Shop launch, a paid media reset, or a reporting and forecasting build.
- Single, well-defined objective
- Clear deliverables and timeline
- Advisory option available
Engagements typically range from $2K to $20K per month, depending on scope.
Selected results
Real outcomes, across categories.
Results from roles across my career. Brand names stay confidential; the numbers are real.
How I work
From first audit to durable growth.
I partner with founders, operators, and lean teams to set priorities and drive the work. Some keep me on to keep scaling; others take the systems in-house. Either way, the systems last.
Audit
I connect to your data and channels, pinpoint what is working and what is wasting spend, and set a prioritized plan.
Build
I fix the fundamentals: channel mix, a creative testing system, and measurement you can trust.
Scale
I execute alongside you, close the gaps, and double down on what moves profitable revenue.
Systemize
I embed playbooks, dashboards, and AI workflows so growth holds, whether I hand off or stay on to keep scaling.
Brand experience
Brands I’ve helped grow.
From fast-growing DTC startups to global enterprise names, across e-commerce, hospitality, retail, lead generation, and CPG.
DTC & E-commerce
- Haus Labs by Lady Gaga
- Victoria’s Secret
- Vistaprint
Hospitality
- Viva Wyndham
- AIC Hotel Group (NOBU Hotels & Eden Roc)
Brick & Mortar
- Aventura Mall
- Coral Gables Business Improvement District
- My Caroline
Lead Generation
- CEMEX USA
- Community Health of South FL
- DentArtist
- Design Solutions
- Nexus Workspaces
- PayProp
- eGenerationMarketing
CPG
- Diageo (Kikori Whiskey & SIA Scotch Whisky)
- Tampico
- Powerful Nutrition
Retail & marketplace
Retail media that moves product, in store and online.
I plan and run retail media and performance campaigns across major retailers and marketplaces, on the digital shelf and in physical stores. Useful for DTC brands moving into wholesale.
About
Marina Mirabal
I’m a growth leader with more than fifteen years scaling acquisition and retention for DTC, retail, and B2B brands, deepest in beauty. I was Director of Growth at Haus Labs by Lady Gaga, and I’ve managed $8M to $40M in paid media across Meta, Google, TikTok, TikTok Shop, YouTube, and affiliates. My background spans brand-side teams and agencies, including Digitas, part of Publicis.
I’m at my best with ambitious teams that have clear targets, from founder-led brands to venture- and PE-backed companies. I founded Mirabal & Co to give growing brands senior, hands-on growth leadership plus AI-assisted systems that speed up testing, automate reporting, and forecast spend and revenue.
FAQ
Frequently asked questions
What is a fractional head of growth?
A senior growth leader who works with your company part-time or on a defined scope. You get executive-level strategy and hands-on execution without the cost and time of a full-time hire.
Do you work with venture-backed startups?
Yes. Venture-backed and PE-backed brands are my favorite clients. I typically come in after a raise to build an efficient acquisition engine and board-ready reporting.
Do you work with private equity portfolio companies?
Yes. I help PE-backed companies audit spend, tighten channel efficiency, and connect marketing to revenue and margin as part of a value-creation plan.
Can investors or operating partners bring you in for a portfolio company?
Yes. I often start with a focused audit, then step in as interim growth lead or build systems a full-time hire can take over.
What does an engagement cost?
Engagements typically range from $2K to $20K per month. Scope depends on stage, channels, and whether you need a sprint, a project, or ongoing leadership.
What industries do you work in?
I’m deepest in DTC and beauty, with proven work in e-commerce, hospitality, retail, CPG, and B2B lead generation.
Where are you based?
Miami, Florida. I work with brands remotely, mainly in the US, and have run growth programs across the EU, APAC, and Latin America, in English and Spanish.
How do we get started?
Book a call. Most engagements begin with a growth audit so we agree on priorities before scoping the rest.
Let’s talk
Tell me about your growth targets.
Launching, scaling, or resetting growth? Tell me where you are and what you need to hit.