Practical frameworks for CMOs, VPs, and ecommerce leaders who have to defend the budget: what to prove before you spend, the floor that says it’s working, and when to stop.
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Built for the people who own the number
CMOs and VPs
You take plans to the CFO and have to defend them.
Ecommerce and DTC leaders
You run paid, owned, and retail media at the same time.
Founders and agency leaders
You’re growing brands without burning out your team.
What you’ll get in the newsletter
Fundable
A recurring series on getting plans approved: budgets, KPI floors, stop rules, and how to read impact beyond one channel.
Channel breakdowns
Retail media, TikTok, and owned media, drawn from real brand work.
Frameworks and checklists
Templates you can copy straight into your own planning.
Honest takes
What’s actually changing in GEO, AI ad channels, and structured prompting, and what isn’t.
→ Get the Fundable Plan Checklist
About
Over 15+ years scaling DTC, ecommerce, and CPG brands, I’ve led lifecycle programs that delivered 143–332% conversion lifts and an agency-wide AI prompting training that cut content creation time by 33%. I founded agency Lifecycle and Owned Media divisions.
I write as the AI Revenue Professor because marketing shouldn’t be guesswork. It should be precise, repeatable, and fundable.
Speaking and podcasts
- eCommerce Explored panel: “Holiday Ready or Holiday Reactive?” Hosted by Chloe Thomas (Oct 2026). Watch
- SEO On-Air (Stan Ventures): “How AI Decides Which Brands To Cite” (Jul 2026). Watch
- Keep Optimising, ep. 288: “Customer Acquisition: Mastering the 4 Steps to GEO Success”. Listen
- Net Influencer expert roundup: “Should brands spend real effort in creator comment sections?” Read
Booking a podcast, panel, or byline? Email madprof@madprofmarketing.com.
Latest from the newsletter
- TikTok Is Not a Channel. It Is Two P&Ls Sharing an App.
- Head of Media, in practice.
For marketers newer to paid social
Social Media Mastery is my practical guide to Meta ads, content, and analytics, written for marketers early in their paid social work. Get it on Amazon →
Get in touch
For speaking, podcasts, bylines, and media:
WHAT PEOPLE ARE SAYING
I wanted Lisa to sit beside me and help me understand and learn some of the tasks related to graphic design, and she was a patient teacher. At other times, I wanted her to do the work for me, and she was efficient and very capable. She has great ideas, is a problem-solver, and thinks of ways to help me when she’s not “on the clock”. I appreciate her thoughtfulness so much, and she has helped promote my business by leaps and bounds, in ways that I never could have done myself.
– Mitzi C.
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