Profit-First. Predictable Growth.

Weekly notes for ecommerce founders who want the P&L to lead the growth plan. I write from inside Penang Media, where we manage between $3 million and $5 million a month in live ad spend, sometimes more, and VIBAe, the global footwear brand I co-own.

I make growth decisions from both sides.

I founded Penang Media, where we handle paid acquisition, creative and conversion for ecommerce brands. I also co-own VIBAe. Every idea has to hold up in the ad account and against stock, margins, cash flow and actual customers. The newsletter is where I write down what the work is teaching me.

This is where the ads get tested.

Penang Media manages between $3 million and $5 million a month in ad spend, sometimes more, across live ecommerce accounts. That covers strategy, media buying and creative. We report on profit, not vanity ROAS.

Then the same thinking has to work on my own brand.

I co-own VIBAe, a global footwear brand with multi-8-figure annual revenue. It sells online worldwide and has retail locations in Helsinki, Malibu, Barcelona and Tokyo. Penang Media handles online customer acquisition.

A clearer read on where the money should go.

Penang Pulse is built in-house. It pulls contribution profit, ad performance, creative and stock into one place, helping the team see what can take more spend and what is starting to wear out. It is available to Penang Media clients and brand partners.

What the work taught me this week.

I write from inside Penang Media and VIBAe. The letters cover customer acquisition, creative testing, conversion, stock and margins.