I make growth decisions from both sides of ecommerce.
I founded Penang Media and co-own VIBAe. That means I see the same growth decision in two places: first in the ad account, then in the P&L, stock position and customer experience.
The agency side
Penang Media is a performance marketing agency for ecommerce brands. The team works across paid acquisition, creative and conversion, managing roughly $3 million to $5 million in live monthly ad spend, sometimes more.
Our reporting starts with contribution profit rather than vanity ROAS. The useful question is not whether a campaign looks efficient in isolation. It is whether the whole system can acquire customers predictably while protecting margin and cash.
The brand side
VIBAe is the footwear business I co-own. It has grown to multi-eight-figure annual revenue, sells online around the world and has retail locations in Helsinki, Malibu, Barcelona and Tokyo. Penang Media handles its online customer acquisition.
Operating the brand keeps the agency thinking honest. More demand is only useful when the business can fulfil it, the margin survives it and customers want to come back.
What I publish
My letters are first-hand notes on customer acquisition, creative testing, conversion, contribution profit, stock and margins. I write for founders and operators who need a growth plan that holds up outside the marketing dashboard.
I also write about Penang Pulse, the internal system we use to connect Meta, Google, Shopify and storefront data. Published figures describe the period stated in each piece and should be read as operating context, not as a promise of future results.