Fractional growth advisor
for DTC brands.

I help 8-figure DTC brands improve LTV and lower CAC. Most of that work is figuring out where the real leverage is in your funnel, what your customers actually believe, and why customers who should be buying aren't.

Book a 30-minute call

What I do

Month 1: diagnostic.

I dig into the business:

LTV and CAC by segment
Deep analysis of customer feedback (reviews, support questions, surveys)
What your highest-value customers have in common
Where the marketing budget actually goes
How customer service is actually being handled
What's already been tried

I deliver a prioritized 90-day roadmap with the few levers that actually matter at your stage and a clear list of what to ignore.

Month 2 onward: decision partner.

What's included:

Weekly working sessions
Async access by email between calls
Biweekly review of conversion, LTV, and acquisition data together
Monthly priority memo: top 2-3 things to focus on next, plus what's actually changed in the metrics
Quarterly competitive teardown of 1-2 competitors: their funnel, positioning, and offer construction
Brand-specific playbooks that accumulate over the engagement

Between sessions, the work is making decisions as they come up: what to ship, what to test, what to wait on, what to drop.

For real emergencies, I'm always available directly.

Who this is for

8-figure DTC brands where growth has become more complex.

You are doing $10M+ in annual revenue.
Paid acquisition still works, but does not scale cleanly like it used to.
The founder or leadership team wants sharper judgment around CAC, LTV, retention, offer, and customer psychology.
You have a team or agencies that can build, but you want a better decision layer above the execution.

What I don't do

I don't implement. I do the thinking and the writing that comes with it: memos, drafts, test briefs, data analysis. Your team or agency does the building: campaigns, sites, creative production.
I don't manage your vendors, but I can advise you on which to hire, keep, or replace.
I don't sell software, courses, or tools as part of the engagement. Just the advisory work.

Engagements are month-to-month. I keep the roster intentionally small, usually 3-5 active advisory clients at a time. Most engagements fall between $5k and $10k/month, depending on scope.

Who I am

I'm Piotr. I've worked on ecommerce growth since 2016, starting as a freelance developer building landing pages and fixing other agencies' work, then founding Carybit, a CRO agency, in 2022.

Through Carybit I ran CRO programs for multiple ecommerce brands at $100M+ in annual revenue. The agency side is sunset. The quiz-funnel software I built there still serves paying ecommerce customers today.

Before any of that, I played professional tennis for 12 years. Not a credential for advising on growth, but it's where my standards came from.

Where I differ from most fractional advisors:

A builder's view of CRO.

Most fractional advisors are former marketers. I'm a former operator and builder. Shipped real CRO software, built hundreds of landing pages, worked under the hood of dozens of Shopify brands. I know what's possible at the implementation layer, which is why I can tell you what's not worth building.

Real depth on AI, not the hype version.

Most operators selling "AI workflows" in DTC don't have the technical foundations. I'm a developer who's worked through the actual material, including Karpathy's ML and LLM lectures end-to-end. I can tell you which AI workflows will actually move your business and which are half-baked.

I read outside DTC on purpose.

Most growth and CRO advice stays inside DTC, with customer psychology reduced to surface tricks (urgency, scarcity, social proof). I work from frameworks and research outside that bubble: hospitality (Unreasonable Hospitality, Ritz-Carlton's excellence model) and customer psychology (Cialdini on influence, Kahneman on decision-making, Schwartz on awareness levels). I bring them in when they fit.

What I believe

Growth comes from doing hundreds of small things excellently. No single move sustains long-term growth. The brands that scale commit to excellence at every touchpoint: product, copy, customer service, onboarding, retention.
Negative word of mouth is 10x more viral than positive. Rising CAC with stable CPMs is often a reputation signal. People who would have bought are choosing not to because of something they read or heard. Reputation and consistency are long-term risk mitigation.
Blindly following a best-practices checklist isn't a strategy. Sticky CTAs, social proof above the fold, exit-intent popups: they exist because they worked somewhere. Most consultants apply them without knowing why they worked the first time, or why they might fail for this brand.
You can't analyze a CRO test in isolation. Changing one thing on a site changes a thousand other things at the same time. A discount popup that lifts conversion can shift your traffic mix toward bargain hunters: lower LTV, more returns, worse cohort behavior.
Site-wide conversion rate is a vanity metric. It blends segments with very different intent levels into a single number, which moves with traffic mix more than with anything you change. Decisions should be made on segment-level and step-level conversion.
You learn the most from tests that don't go as expected. Why did an "obvious winner" fail? Why did a test that worked for ten other brands fail for yours? That's where the real learning lives.

If the business is large enough, the expensive mistake is not moving slowly. It is moving decisively on the wrong diagnosis.