CAN GIRGIN · GROWTH MANAGEMENT
Your hands-on growth manager.Measurement, not guesswork.
I manage campaigns, website conversion and sales follow-up for service businesses and digital products. I set priorities, do the work and review the results with you.
WHY
Ads at an agency.
Site at another studio.
The CRM is nobody's.
No one sees revenue end to end.
Campaigns bring clicks, sales stay invisible, and everyone defends their own piece. I keep the ads, the site and the system at one table. When responsibility isn't split, numbers can't hide — wherever the weak link is, it shows.
THE GROWTH LOOP
Not a one-off campaign. A wheel that turns.
All five stages are measured. As the week closes, the weak link shows itself — and the next experiment goes exactly there.
Demand
Meta & Google campaigns, organic content
Capture
A landing that sells, a fast site, a clear offer
Convert
30-second reply, pre-qualification, follow-up cadence
Retain
Memberships, winback, inactivity alarms
Refer
Happy customers bring the next ones
Demand
Meta & Google campaigns, organic content
Capture
A landing that sells, a fast site, a clear offer
Convert
30-second reply, pre-qualification, follow-up cadence
Retain
Memberships, winback, inactivity alarms
Refer
Happy customers bring the next ones
WORKING TOGETHER
Clear work. Clear deliverables.
01
Understand where you are
Your customers, offer, traffic sources and sales process. We start by agreeing which problem is worth solving first.
You get: a prioritised growth plan
02
Connect measurement and execution
We track the important steps from form to CRM. I build campaigns and landing pages around the agreed priorities.
You get: a measurable acquisition journey
03
Review progress every week
What shipped, what did we learn, what comes next? We compare experiments when there is enough data and collect evidence when there isn’t.
You get: a short weekly report and next steps
THE WEEKLY RHYTHM
Hypothesis. Test. Measure. Decide.
The secret of growth management isn't the brilliant idea — it's boring discipline: the same loop every week, experiments stacking up in the logbook.
Hypothesis
It comes from data, not gut. One sentence — “changing the landing headline lifts form fills” — measurable, falsifiable.
Test
One variable, controlled budget, enough time. Ad copy, creative, targeting, landing, offer — in order, never mixed.
Measure
Results tie to customers, not clicks: what did the experiment do to CAC, what did it do to conversion? Till numbers, not panel decoration.
Decide
What works gets scaled; what doesn't gets archived. Every experiment goes in the logbook — no mistake is made twice.
CYCLE TIME: 1 WEEK
THE REPORT LANGUAGE
Every number in the report has a plain-language meaning.
I don't dazzle with jargon — the opposite. Internalize these six numbers once, and nobody can tell you fairy tales again.
CAC
What does winning one customer cost you? Ads + agency + tools, divided by new customers.
LTV
What does a customer leave you in total while they stay? Monthly profit × average months retained.
PAYBACK
How many months until ad money returns to the till? The real question for a cash-flow business.
ROAS
What one unit of spend shows inside the ad panel. Useful, but it can mislead — never read alone.
CONVERSION
Of everyone who came in, how many became customers? Not one rate — measured at every funnel step.
RESPONSE TIME
How many minutes until you reply to a message? Past five minutes, you're passing the sale to a competitor.
THE WEEKLY PANEL
The screen waiting for you on Monday morning.
Spend, new members, CAC, payback and the week's experiments — one page, one panel. The build below is a representative studio example; the same panel gets built around your business.
Growth Panel
Atlas Pilates · representative build
Ad spend
$48,200
94% of budget
New members
160
target 140 ↑
CAC
$301
last month $356 · ↓ 15%
Payback
2.1 mo
target < 3 mo ✓
| Campaign | Status | |||
|---|---|---|---|---|
| Meta · Trial-class funnel72 · $290 | $20,880 | 72 | $290 | Active |
| Google · “pilates near me”48 · $260 | $12,480 | 48 | $260 | Active |
| Meta · Site retargeting32 · $295 | $9,440 | 32 | $295 | Active |
| Instagram · Awareness8 · $675 | $5,400 | 8 | $675 | Paused |
Experiment log
A one-page report every Monday at 9:00 — spend, members, CAC, payback and the week's experiments. Numbers are illustrative.
Want the real thing? The SmallTalks build is running live right now.
READ THE CASE STUDYJOURNAL
Notes from the kitchen
Summaries of the research I actually apply — sourced, charted, zero marketing gloss.
QUESTIONS
Before we start
Who is this for?
Businesses selling a service or digital product that want to improve customer acquisition and can work with me to implement changes. We assess fit based on goals, existing traffic and available resources.
We already have an agency — how is this different?
An agency runs campaigns; I look at whether those campaigns turn into sales. Because ads, site and CRM run as one flow with me, I report on customers, not clicks. I can work alongside your agency or team too.
How big should my ad budget be?
There's no single right number; I size it by payback. Start small and controlled, then scale in steps as the money provably returns to the till. In our first conversation I look at your current numbers and propose a concrete starting point.
How will I see the reporting?
Once a week, one page: spend, enquiries, CAC, conversion, the experiment we ran and the next step. A live panel if you want one — open it any time.
Can growth management work without the system?
It can — blindly. If no system records where an enquiry came from and where it closed, optimization becomes guesswork. On most projects I install measurement first, then step on the gas. That's the order.
How do we start, and what does it cost?
Share your business and goals through the form. After understanding the need, I propose a scope, working arrangement and fee. Ad spend and tool costs are discussed separately. I don't guarantee results; I offer visible work, clear measurement and regular decisions.
THE FIRST STEP
Tell me about your business.
Where are you now, and where do you want to get to? I’ll reply personally within 24 hours.
jo@joworks.studio