CAC/LTV scorecard
Cohort-based LTV. Real CAC including all costs. Payback period. Before any channel work.
D2C · consumer
D2C maths or D2C marketing — pick the right problem.
Most D2C teams have a marketing problem. A few have a maths problem. Telling the difference is the consulting work that matters. Throwing budget at a unit-economics issue is how brands die quietly between Series B and Series C.
0D2C brands worked on
0Continents launched in
0Average CAC reduction
0Honest with the maths
The problem
You don't have a marketing problem. You have a CAC problem.
D2C teams ask me to fix their Meta ads. Usually, the Meta ads are fine. The problem is the LTV the team thinks they have isn't the LTV they actually have, and the unit economics broke six months ago — quietly, on a spreadsheet nobody updated.
How I help
What you get
Channel-mix that holds
Meta, Google, retail, marketplace, retention. Most brands over-index one. The scorecard tells you which is actually carrying weight.
Brand vs. performance
At ₹100cr, brand starts to compound. Below that, performance pays the rent. Most teams get the split backwards.
Retention that earns it
Repeat rate, repeat order value, replenishment cycle. The cheapest customer is the one you already have.
How it works
Operating cadence
Maths first
Cohort LTV. Real CAC. Payback. Channel-by-channel ROAS.
Decision
Fix the maths, fix the channels, or both. Different engagements; different decisions.
Run
Weekly review. Cohort tracking. Brand vs. performance allocation defended monthly.
Scale
What's working, scaled. What's not, killed. No sentimental channels.
Selected work
Recent engagements
Anonymised at client request — substance unchanged.
D2C · Marketing transformationTop-3 Indian baby & kids D2C platform
FMCG · BrandFortune 500 US FMCG brand · Hispanic markets
D2C · RegionalLatin-American fashion D2C scale-up
Marketplace · GrowthIndia-based food-delivery marketplace
Luxury · BrandPremium Swiss watchmaker
Aviation · CampaignGlobal airline · Asia-Pacific brand work
Always-on execution
Meta + Google + retention, run by Quiamo.
Quiamo's D2C desk runs the always-on layer for the brands I advise — paid ads, email/CRM, retention sequences, post-purchase.
See QuiamoFAQ
Common questions
Do you work with pre-revenue D2C startups?
Sometimes. At pre-revenue, the work is GTM more than D2C operations. Once there's transactional data to analyse, D2C consulting kicks in.
What about appliances vs FMCG vs fashion D2C?
Appliances and FMCG share retail/marketplace dynamics. Fashion D2C is closer to lifestyle commerce.
Do you do creative or only strategy?
Strategy. Creative production runs through Quiamo or your existing agency.
Can you fix our Meta account?
Maybe. More often, the Meta account is fine and the targeting/creative/ICP upstream is the issue. The audit tells us.
Do you work with marketplace brands?
Yes — marketplace is a channel, not a strategy. The marketing model still needs CAC/LTV discipline.
Ready to talk?
Book a 30-minute discovery call. We'll work out fit, scope and shape — no deck, no preamble.