GROWTH MARKETING CONSULTANT & FRACTIONAL CMO
Hi, I’m Pam.
A clear head for growth.
20+ years building and executing strategies that win new customers, build brands, & drive revenue.
I help businesses find opportunities, build activation plans, and do more of what works via smart measurement and testing.
01 / ABOUT ME
I’ve built acquisition plans, set the investment strategies to hit them, and led the cross-functional teams that make them work.
I’ve led growth marketing at companies of all stages—from startups like Plated to $1B businesses like Squarespace—combining strategic thinking with execution experience across investment strategy, media planning, measurement, attribution, and experimentation.
From launching global performance engines and building brands, to negotiating multi-million dollar partnerships and leading advanced analytics initiatives, I help organizations turn marketing investment into profitable, scalable customer growth.
02 / SERVICES
Growth strategy & roadmap development
Assess your current growth activity and provide a phased roadmap based on anticipated value. This assessment spans customer acquisition, inorganic content marketing, paid investment, and the analytical foundations that support them.
Channel & strategy deep-dive
Conduct an in-depth assessment of a challenge or opportunity—whether it’s a specific project, channel, conversion funnel, or measurement topic. Develop and interpret in-market tests to iterate and improve on initial hypotheses.
Fractional executive leadership
Ongoing or leave coverage
Provide strategic guidance and professional development to junior and mid-level operators: review proposals, interpret performance, and develop leadership-ready summaries. Partner with company leadership on long-term customer and revenue forecasts, investment pitches, and growth-informed decision making.
Org structure & agency consultation
Review your current marketing support setup against your business goals and marketing roadmap. Find ways to streamline operations, align people with their own and the company’s goals, and balance in-house, agency, and freelance resources to manage capacity and impact.
03 / EXPERIENCE & IMPACT
REVENUE GROWTH
$1B+
Squarespace yearly revenue at $1B+ after eight years leading customer acquisition; launched net new channels, revamped measurement approach with focus on marginal returns, and profitably increased media investment 2x.
MEDIA SCALING
2x
Profitably doubled Squarespace’s direct response media investment via focused, strategic scaling and continuous test-and-learn optimization — while scaling brand marketing 25% with impact to awareness and equity. Leveraged CTV, digital video, social media, programmatic, affiliate, search, and influencer content partnerships.
NEW BRAND LAUNCHES
4+ channels
Stood up performance marketing for Acuity Scheduling via a phased rollout with clear ROI guardrails and structured efficiency testing; live in 4+ ROI-positive channels within a year. Expanded into Brand Marketing with measurable impact on awareness and affinity.
ACTIONABLE MEASUREMENT
MMM & More
Rebuilt measurement strategies for brands as diverse as Plated (meal-kit startup), E*TRADE, and Squarespace, using MMM, MTA, & incrementality testing. At Squarespace, model supported channels from Search to CTV to Podcast, with seamless usage for media operators; delivered immediate ~5% acquisition upside and supported 30% investment scaling over 5 years.
04 / HOW I WORK
Let's start with a conversation.
If you’re figuring out what 's next for your growth marketing, I’d love to chat. I partner with businesses on a project or ongoing basis, with a custom approach based on your needs and situation.
Or reach out directly:
© 2026 Pam Piccola-Fales