Full-funnel growth marketing
Growth that scales.
Profit that follows.
Full-funnel growth leadership across paid media, TikTok Shop, SEO, email, organic social, and lead generation. Deepest in DTC and beauty, with proven work across e-commerce, hospitality, retail, CPG, and B2B. Senior, hands-on expertise, without adding headcount.
Track record
- 15+ yrsscaling DTC and retail growth
- $8M to $40Min media budgets managed
- Full funnelPaid, SEO, email, organic social, and lead gen
Meet Marina
Hi, I’m Marina.
I’m a growth marketer. For over fifteen years I’ve scaled brands from DTC and beauty to hospitality, retail, and B2B. These days you’ll catch me owning growth strategy and forecasting across a brand’s channels, from TikTok Shop to paid search to paid social. The constant across every engagement: sweat the details so the work feels effortless.
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.
What I do
Senior growth leadership that plugs into your team.
Ways I plug in to move profitable revenue, across paid, organic, lifecycle, SEO, and lead generation. 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.
Media Buying
Full-funnel paid media across Meta, Google, TikTok, YouTube, and affiliates, managed to ROAS, CAC, 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.
Agentic Marketing Workflows
AI-augmented operations that compress testing velocity, automate weekly reporting, and forecast spend and revenue.
SEO & Organic Search
Technical and on-page SEO, keyword and content strategy, and site structure that earns durable organic traffic and compounds alongside paid.
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.
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 auditWays 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's headed. You hire me as your senior growth lead. When a project needs specialist depth, I bring in trusted experts matched to the work, and I stay accountable for the outcome start to finish.
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
Fractional Growth Leadership
Ongoing senior leadership. I run growth alongside your team, owning strategy and execution while building capability inside the business, for as long as it moves the needle.
- Senior growth ownership
- Hands-on execution
- Operating cadence and reporting
- Team mentorship
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.
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: strategy, 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.
Selected results
Real outcomes, across categories.
Results are from roles across my career. Brand names are kept confidential, the numbers are real.
Brand experience
Brands I’ve helped grow.
Across e-commerce, hospitality, retail, lead generation, and CPG, spanning beauty, consumer, and service categories.
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
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.
Background
Marina Mirabal
I'm a growth leader with more than fifteen years scaling customer acquisition and retention for DTC, retail, and B2B brands, deep in cosmetics and beauty. I've managed $8M to $40M in paid media budgets across Meta, Google, TikTok, TikTok Shop, YouTube, and affiliates, and I work full-funnel, including SEO, email and lifecycle, organic social, and lead generation. 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.
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.