Cutting cost of marketing from 13.5% to 1.3%

Overview

Two to three lines setting context: the business, the mandate, the budget, and the timeframe. What was at stake and why this mattered to the P&L.

Problem statement

The specific, measurable problem: where cost was leaking, what the baseline metrics were, and the constraint that made it hard.

Approach

Diagnose: baseline the funnel and unit economics
Prioritize: rank levers by impact vs. effort
Execute: run the changes and measure weekly

Key findings and results

Visuals and charts