Hi, I’m Pam. A clear head for your next chapter of growth.

I help businesses find opportunities, build activation plans, and do more of what works with smart measurement and testing.

Part strategist, part hands-on partner. Always on your team.

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+

Helped Squarespace reach $1B yearly revenue over eight years leading customer acquisition; launched net new channels, revamped measurement approach with focus on marginal returns, profitably increased media investment 2x.

MEDIA SCALING

2×

Profitably doubled Squarespace’s direct response media investment through focused, strategic scaling and continuous test-and-learn optimization while scaling brand marketing 25% with impact to awareness and equity. Leveraged traditional and digital platforms including 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 phased rollout plan with clear ROI guardrails and structured testing roadmap. Scaled to 4 acquisition channels within ~1 year based on efficient performance and expanded into Brand Marketing with measurable impact on awareness and affinity.

ACTIONABLE MEASUREMENT

+5%

Rebuilt measurement strategies for brands as diverse as Plated (meal-kit startup), E*TRADE, and Squarespace, leveraging MMM, MTA, and incrementality testing. At Squarespace, defined requirements to support decision making across channels from search to CTV to Podcast, while making usage seamless for the operators using it; rollout testing demonstrated immediate ~5% acquisition upside, with $25M further scaling based on continuous measurement improvement.

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.

Reach out at:

pam@piccola-fales.com

Or schedule a consultation here.