Mirabal & Co

Growth Marketing for DTC & Retail

Growth that scales.
Results that follow.

Senior growth leadership for DTC and retail brands focused on acquiring new customers. Built for venture-backed and lean teams that want elite, hands-on expertise without adding headcount. Strategy, paid media, and AI-driven systems your team can run.

Book a call → Send an inquiry

Track record

  • 10+ yrsscaling DTC and retail growth
  • $8M–$40Min media budgets managed
  • Full funnelMeta, Google, TikTok Shop, YouTube, Affiliates
Brands I’ve helped grow across my career
Haus Labs by Lady Gaga Viva Wyndham AIC Hotel Group Victoria’s Secret Vistaprint

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 step in to fix the fundamentals: a clear acquisition strategy, disciplined budgets, and reporting you can act on with confidence.

Acquisition costs keep climbing
→ A leaner channel mix with a clear path to sustainable scale
You cannot see where the margin goes
→ Spend, margin, and revenue connected in one view
Channels and vendors pull in different directions
→ A single plan with one person owning the outcome
Reporting looks backward, not forward
→ Live dashboards and AI workflows that speed decisions

What I do

Senior growth leadership that plugs into your team.

Five ways I plug in to move towards sustainable growth. Engagements are scoped around the priorities we set together.

Fractional Sr. Director of Growth

Embedded senior leadership across acquisition, retention, and the growth P&L, so your team has a steady hand without a full-time hire.

Strategy · Leadership · Operating cadence

Media Buying

Full-funnel paid media across Meta, Google, TikTok, YouTube, and affiliates, managed to ROAS, CAC, and LTV with disciplined testing.

Paid social · Search · Affiliates

Performance Creative & Testing

A creative engine that turns one winner into many. Structured variant testing, UGC, and iteration built for direct response.

UGC · Variants · Iteration

TikTok Shop Growth

Stand up and scale TikTok Shop from feed setup to affiliate and UGC programs that compound into a real revenue channel.

Setup · Affiliates · Scale

Agentic Marketing Workflows

AI-augmented operations that compress testing velocity, automate weekly reporting, and forecast spend and revenue.

Automation · Forecasting · Reporting

Not sure where to start?

Most engagements begin with a focused audit. I find what is leaking and where the next gain is, then scope from there.

Start with an audit →

Ways to work together

Flexible engagements, scoped to your stage.

From a focused sprint to ongoing leadership, I shape the engagement around where your business is and where it is headed. You hire me as your senior growth lead. When a project needs specialist depth, I subcontract trusted consultants from my network, matched to the work, and I stay accountable for the outcome from start to finish.

Sprint

Build & Handoff

Get in, get out. I audit the business, set the strategy, build the workflows and systems, then train your team to run it all in-house. You keep the engine, I step away.

  • Diagnostic audit and roadmap
  • Strategy and channel plan
  • Workflow and systems build
  • Team training and full handoff
Embedded

Fractional Growth Leadership

Ongoing senior leadership. I run growth alongside your team, owning strategy and execution, so your team gets time back to focus on other high-impact priorities.

  • Senior growth ownership
  • Hands-on execution
  • Operating cadence and reporting
  • Team mentorship
Project

Focused Engagement

A scoped project or advisory retainer for a specific challenge, like a TikTok Shop launch, a paid media reset, or a reporting and AI workflow build.

  • Single, well-defined objective
  • Clear deliverables and timeline
  • Advisory option available

How I work

A clear path from first audit to durable growth.

I partner closely with your team to set priorities and drive the work. Some clients bring me in for a focused stretch, others keep me on to keep scaling. Either way, I build systems that last.

01

Audit

I connect to your data and channels, pinpoint what is working and what is wasting spend, and set a prioritized plan.

02

Build

I fix the fundamentals: strategy, advertising media, a creative testing system, and data you can trust.

03

Scale

I execute alongside you, close the gaps, and double down on what drives sustainable growth.

04

Systemize

I embed playbooks, dashboards, and AI workflows so growth holds, whether I hand off or stay on to keep scaling.

Selected results

Real outcomes, across categories.

Results are from roles across my career. Brand names are kept confidential, the numbers are real.

15x
DTC revenue growth over my tenure leading the growth team.
Beauty & Personal Care
$40M
Managed $40M in global paid search and shopping spend across 19 markets for a publicly traded brand, where paid search drove roughly 30% of company revenue.
Enterprise DTC
65%
Channels I built and ran drove 65% of DTC revenue in the first half of 2026.
Beauty & Personal Care
+235%
Year-over-year growth in direct booking revenue through full-funnel media strategy.
Hospitality & Travel
23.7%
Grew online sales to nearly a quarter of total revenue on a $20M+ media budget, despite a broader brand downturn.
Retail & Apparel
+20%
Paid media sales growth from CRO strategy and testing, with site sessions up 52% at a stable AOV.
Beauty & Personal Care

Brand experience

Brands I’ve helped grow.

Across DTC, hospitality, retail, lead generation, and CPG, spanning beauty, consumer, and service categories.

DTC
  • Haus Labs by Lady Gaga
  • Victoria’s Secret
  • Vistaprint
  • My Caroline
  • Powerful Nutrition
Hospitality
  • Viva Wyndham
  • AIC Hotel Group (NOBU Hotels & Eden Roc)
Brick & Mortar
  • Aventura Mall
  • Coral Gables Business Improvement District
Lead Generation
  • CEMEX USA
  • Community Health of South FL
  • DentArtist
  • Design Solutions Miami
  • Nexus Workspaces
  • PayProp
CPG
  • Kikori Whiskey
  • SIA Scotch Whisky
  • Tampico

Retail & marketplace

Advertising that drives sales, in store and online.

I plan and run retail media and performance campaigns that move product across major retailers and marketplaces, on the digital shelf and in physical stores.

$2M+
Managed in Sephora retail media, supporting omnichannel growth for a prestige beauty brand.
10K+
Store visits driven to Walmart in 14 days at just $0.29 per visit through a localized retail campaign.
0→10%
Built TikTok Shop from inception to 10% of DTC revenue through feed setup, UGC, and affiliate programs.
Walmart Amazon Sephora TikTok Shop
Marina Mirabal, Founder of Mirabal & Co

About

Marina Mirabal

I am a performance-driven growth leader with more than ten years scaling customer acquisition and retention for retail and DTC brands, with deep roots in cosmetics and apparel. I have managed $8M to $40M media budgets across Meta, Google, TikTok, TikTok Shop, YouTube, and publisher affiliates. My background spans both brand-side teams and agencies, including Digitas, part of Publicis.

I founded Mirabal & Co to give ambitious brands senior, hands-on growth leadership and AI-augmented systems that compress testing velocity, automate reporting, and forecast spend and revenue. I work alongside founders, operators, and lean growth teams to build growth that holds.

10+ yrs
Growth & performance marketing
MS
Marketing Analytics, Bentley University
Bilingual
English & Spanish, native fluency
Miami, FL
Working with brands remotely

Let’s talk

Tell me about your growth goals.

Whether you need a focused sprint, a project, or an ongoing growth partner, I would love to hear what you are building.

Book a callSchedule time with me Emailhello@mirabalco.com