Strategy • Systems • Execution

Growth marketingis problem solving.

Strategy, systems, and execution.

I build growth engines by connecting paid media, creative, conversion, lifecycle, measurement, and economics. I look across the full system to uncover opportunities, guide investment, and expand what is working.

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Ryan Connors hiking above the clouds in New Hampshire

13+Years in marketing

8-FigureAnnual paid media scale

15+Portfolios led

Selected Work

Selected work across consumer, SaaS, and agency environments.

Different businesses require different systems. These examples show how I have built, improved, and scaled marketing across distinct operating models.

Enterprise Consumer | PetSafe Brands

ConsumerPaid AcquisitionAnalyticsPortfolio Strategy

Turning performance data into investment decisions.

Managing paid acquisition and marketing analytics across a global, multi-brand consumer business. Connecting channel, commerce, and portfolio data to guide investment, uncover opportunities, and determine where to scale, optimize, or reallocate resources.

System View

Connecting paid media, ecommerce, retail POS, and revenue data so performance is evaluated across the business, not one channel.

Investment Strategy

Translating performance into recommendations on budget allocation, portfolio priorities, and where the next dollar can create the most value.

Current Focus

Building a clearer, more consistent portfolio view so leadership can make faster, better-informed investment decisions.

B2B SaaS | Decisions

Paid AcquisitionCreative TestingAttributionRevOps

Reworked the acquisition and measurement system around audience fit, campaign structure, post-click conversion, and revenue reporting. The selected period produced 45% lower CPA and 384% higher year-over-year ROAS.

See what changed

B2B SaaS Case Study | Decisions

What Changed

The work focused on audience fit, post-click friction, campaign structure, and attribution. The goal was a clearer shared view of performance across Marketing, Sales, and RevOps.

The Constraints

Message mismatch

Post-click friction

ICP drift

Unclear attribution

What We Changed

ICP and Offer Alignment

Clarified audience, intent, messaging, and offer fit.

Audience and Creative Testing

Built a structured testing plan around ICP and intent.

Campaign Architecture

Restructured campaigns by country and go-to-market motion.

Conversion Measurement

Improved tracking across the post-click journey.

Revenue Alignment

Built shared pipeline reporting for forecasting, performance reviews, and budget decisions.

The Result

Lower acquisition costs, stronger ROAS, and a clearer view of pipeline and revenue.

45%↓Lower CPA

384%↑Higher year-over-year ROAS

Selected results reflect a defined reporting period and work across Marketing, Sales, and RevOps.

Startup Leadership | gen.video

50% YoY revenue growth

Joined as the first full-time marketer and built the function. Hired and managed two direct reports while establishing acquisition, lifecycle, demand generation, attribution, and KPI reporting.

Agency Leadership | Agital

15+ client portfolios

Led teams of up to five specialists across paid search, paid social, and creative. Owned account strategy and senior client relationships across more than $1M in monthly paid media.

Enterprise SaaS | Kore.ai

2x new-user acquisition

Doubled new-user acquisition for a product-led growth initiative by improving onboarding, lifecycle messaging, and activation paths.

What People Say

What people I’ve worked with say.

“Ryan is one of the strongest cross-functional partners I have worked with at PetSafe Brands. … He has a rare ability to move between the details of paid media and the broader business picture. Ryan translates complex performance data into clear priorities, practical recommendations, and better investment decisions.”

Ian HoeySenior Global DTC Manager, PetSafe Brands

“Ryan brought a deep understanding of both brand and demand platforms to Decisions, and knows how to blend best practices with practical strategy to drive efficiency.”

Patrick GilloolyFormer CMO, Decisions

“One of Ryan's greatest strengths is his keen market insights. His analytical mindset and proficiency in data interpretation have been instrumental in optimizing marketing efforts and maximizing returns on investment.”

Raksha KoneruVP of GTM Strategy, Kore.ai

“Ryan’s ability to grow portfolios while nurturing a strong client relationship is truly a skill that isn’t easily learned.”

Laura PetersonFormer Managing Partner, Agital

How I Work

Build the system around the business.

Every business has different customers, economics, channels, and growth levers. I build the strategy, measurement, testing, and operating cadence around what the business actually needs.

Diagnose the system

Understand the customer, offer, media, creative, conversion, lifecycle, measurement, and unit economics before prescribing a solution.

Design the operating model

Set the channel mix, decision rules, ownership, reporting, and test cadence around the business rather than a generic framework.

Test with discipline

Run structured experiments across media, creative, offers, landing pages, and lifecycle to uncover repeatable ways to grow revenue and improve efficiency.

Allocate and adapt

Increase investment behind proven opportunities, improve areas with upside, and shift resources as the evidence changes.

Operating Principles

How I make decisions.

Think in systems

No channel exists in isolation. I evaluate the inputs and outputs together to see where the biggest opportunities are and how each decision affects the rest of the system.

Let economics guide scale

ROAS and CAC are useful signals. Margin, revenue, and incremental contribution help determine where additional investment can create the most value.

Follow the evidence

Invest more in what is working, improve areas with upside, and reallocate resources as performance changes.

Leadership Range

Depth from strategy through execution.

I work across the full system, setting direction at the strategic level and going hands-on where deeper work can unlock more value.

Strategy

Strategy & Investment

Set direction, prioritize opportunities, align teams, and use performance data to guide budget and resource allocation.

Acquisition

Paid Media & Creative Testing

Stay hands-on with account structure, bidding, budget allocation, creative testing, and channel expansion across paid acquisition.

Measurement

Analytics & Decision Systems

Build trusted attribution, forecasting, portfolio reporting, and executive views that connect marketing activity to business outcomes.

Funnel

Lifecycle & Conversion

Improve the path from acquisition through conversion and retention with lifecycle strategy, landing-page testing, and funnel optimization.

I occasionally advise select teams on growth and marketing challenges when there is a strong fit.

Beyond Work

Mountains, movement, and a camera.

Outside of work, you can usually find me hiking, practicing yoga, or doing outdoor photography.

171 peaks and counting

Mountain ridge photographed by Ryan Connors in New Hampshire

See the whole system. Make better decisions.

This site is a snapshot of how I approach marketing, from strategy and systems to hands-on execution. If something here resonates, feel free to reach out.

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