Case studies

Not about adding more spend. About finding what is limiting growth.

Four engagements across ecommerce, insurance, marketplaces and agency leadership. Current clients are anonymised, and references are available.

Niche consumer tech · Fractional Head of Growth

Scaling a niche, high-AOV brand its agency called tapped out

The agency's view was that the brand had reached its ceiling, and efficiency did drop every time spend went up. The ceiling was not the market. It was how people moved from product page to checkout, and how little demand existed outside paid ads.

Diagnosed drop-off between product page, add to cart and checkout
Added trust and reassurance at the decision points, and removed checkout friction
Fixed the tracking that was distorting attribution
Built a customer community and a biweekly newsletter from scratch
Made blended MER the north star and gated budget on marginal return

+50%revenue year over year

+25%profit vs the same month last year

1.57% → 2.04%purchase conversion, within about 45 days

$115 → $74cost per purchase

3.58 → 4.07blended MER

2xweekly purchases

Onlia · Digital insurance · In-house

Launching a digital-first insurer into a legacy market

A new entrant in a trust-first category dominated by legacy brands. Credibility and acquisition had to grow at the same time, and every message had to clear Legal and Compliance.

Co-led the launch with DDB and the in-house creative team
Added new channels only once holdouts and on/off tests showed real incremental impact
Brought verified reviews into ads, landing pages and email to close the trust gap
Owned weekly reporting to the CEO, CMO and CFO against sales targets

$933 → $433Facebook CPA

$4M → $10M+annual budget

+132%new site visitors, quarter over quarter

+68%SEM-driven sales in Q1

Turo Canada · Marketplace · Agency

Scaling a marketplace launch without breaking it

Demand grew fast, but vehicle supply could not keep pace. Pushing harder on renters would only inflate CPAs and frustrate customers who could not find a car.

Launched on high-intent search in Ontario, then expanded to Quebec and BC
Spotted renter intent rising faster than available vehicles
Launched owner-focused campaigns alongside renter campaigns to grow supply
Moved optimisation from signups to bookings and revenue

$250K+monthly spend, from $30K to $50K

6 monthsto reach that scale

3provinces live

5x+growth in monthly spend

Shoelace · Performance agency · Senior Director

Leading growth across a DTC portfolio

I led growth strategy and the growth team for a portfolio of ecommerce clients, while helping the company through a major pivot.

Owned the plan for each client and reported against OKRs to their leadership
Built, managed and mentored the growth team
Kept the company focused on the problems that mattered most during the pivot

+30%customer LTV across clients

$30M+client revenue portfolio

1 → 9+growth team members hired and led

2022 to 2024timeline

What people say

From a current client and the teams I have led.

“Our agency told us we'd hit the ceiling for a niche product. Sanjana didn't accept that. She found exactly where buyers were hesitating, fixed it, and built new demand beyond paid ads. Revenue is up 50% year over year, and still growing.”
Founder, niche consumer tech brandCurrent client · Fractional Head of Growth engagement

“I worked with Sanjana for a few years and she is, without doubt, one of the best in the industry at what she does. She is incredibly smart, tactful, methodical, and is always one step ahead of where she needs to be.”
Cory DobbinCEO, Shoelace · Managed Sanjana directly

“Sanjana did great work at Shoelace helping the team navigate a really challenging pivot. She knows how to identify which problems need the most attention and has a good sense for how to solve them.”
Reza KhadjaviCo-founder, Shoelace

“Sanjana's leadership, vision, and expertise in digital marketing have been truly transformative for our team. She combines strategic insight with a hands-on approach, ensuring every project exceeds client expectations.”
Tania Talavera PoloGrowth Manager, Shoelace · Reported to Sanjana

“Sanjana has a sharp strategic mind and a strong ability to connect market insights with high-performing execution. She consistently brought clarity to complex campaigns and is genuinely great to work with.”
Sarah Angela NacarioBrand strategist · Senior colleague at agency

“Sanju took a real, deep sense of ownership over her clients and accountability for their success. She is deeply knowledgeable and someone I would have no hesitation in recommending to anyone considering working with her.”
Jack Porter-SmithManaging Director, WSI Paid Search

Team quotes are from LinkedIn recommendations. The founder is happy to speak with prospective clients; ask me for an introduction.

Work together

Sound like your brand?

Best fit: founder-led brands doing $1M or more in revenue, with product-market fit. I will tell you honestly on the first call whether I can help.

Book a discovery call Message me on LinkedIn

I work with three to four brands at a time.