One revenue system, not two retainers
Paid acquisition and Klaviyo lifecycle sit on one team, against one number. We do not do paid and tell you to hire someone else for retention.
Start with an audit
D2C 1.0 is dead. Your agency hasn't noticed.
Allbirds sold for $39m. Thrasio filed Chapter 11. Meta CPMs hit $28.36 in November and Advantage+ new-customer CAC doubled in twelve months. The 2020 playbook is finished.
why direct to consumer
Why Direct to Consumer
ROAS is an agency metric. Contribution margin is a business one.
US ecommerce Meta CPMs averaged $21.95 in 2025. Platforms over-report modelled revenue by 20–40% post-ATT. Most agencies still bill against the inflated number. The brands surviving D2C 2.0, including Vuori, Ridge, Olipop and Hims, run on POAS, MER, blended CAC and 30/60/90-day LTV. That numeracy is table stakes in the US. Here it is still rare.
Pressure-test mineThe numbers your CFO asks about
We report POAS, contribution margin, blended CAC and payback window. They reconcile to the bank statement, not to Triple Whale and not to Ads Manager.
Channel mix that evolves with the P&L
We run Meta, Google, TikTok Shop UK, Amazon, organic and creator. The mix that got you to five million pounds will not get you to thirty million. We rebuild it as the business grows.
our approach
Our Approach
Profit first. Volume second.
We audit the unit economics before we touch the ad account. About a third of our audits recommend cutting spend, not adding it. The rest get a written CAC ceiling, a creative brief, and a 90-day plan.
Thirty days of forensic work. We audit your CAC by channel, contribution margin by SKU, repeat-purchase curve and attribution stack.
You leave with a written CAC ceiling and a list of what to cut, keep and rebuild.
We sequence Meta, Google, TikTok Shop, Amazon and creator against your margin profile.
Klaviyo flow architecture and SMS lifecycle are wired in from day one, not bolted on later.
Senior media buyers, retention strategists and performance creatives sit on the same team.
We ship 30+ creative concepts a month. The weekly creative-test cadence is pointed at incremental new-customer revenue.
We run marketing mix modelling, geo-experiments and incrementality testing.
Three lenses look at the same decision. That stops Meta and Google quietly taking credit for revenue they did not drive.
Ready to unlock growth? Let's talk!
Our
D2C Services
Every layer of a modern D2C engine sits under one team, against one P&L. That includes paid, lifecycle, creative and measurement.
Paid Acquisition
We buy Meta, Google, TikTok Shop and Amazon Ads against POAS and contribution margin, not platform-reported ROAS. The numbers match your bank statement.
Retention & Lifecycle
We build Klaviyo flow architecture beyond the welcome-cart-browse-winback four. That covers SMS orchestration, post-purchase consumption, replenishment, predictive winback and VIP triggers. Retention becomes the second acquisition channel.
Performance Creative
We ship 30+ concepts a month from hook-led briefs, not asset farms. Performance branding bakes the emotional layer into every variant, and it is the only kind that survives a CPM auction.
MMM & Attribution
We wire Triple Whale or Northbeam honestly, run MMM for the strategic call, and use geo-holdouts for the proof. The number that goes to the board is the one we can defend in a CFO meeting.
Acquisition feeds retention. Retention funds acquisition.
The brands surviving D2C 2.0 do not run paid and email as two retainers. New customers convert at 5–20%. Returning customers convert at 60–70%. Around 60% of D2C revenue comes from buyers who already bought once. We run both sides against one P&L, and we report on the only number that pays salaries.
why MxD
Why MxD for D2C
US operator vocabulary. UK, MENA and ANZ feet.
A handful of North American operator-class shops own this playbook. Nobody owns it on this side of the Atlantic. Most UK Shopify agencies still pitch on Platinum badges and platform certifications, not on the unit economics. We do both, out of London, Dubai and Auckland. We bring the numeracy of a US operator-class shop and a footprint no US shop has.
all our services
All our services
Every MxD service in one place. Explore the full programme and see how each part connects into a single revenue engine.
Common
Questions
We already have a Klaviyo agency. Do we need you to do retention too?
Probably yes, because most "Klaviyo agencies" set up four flows and call it lifecycle. The work that compounds usually sits untouched. That includes replenishment, predictive winback, post-purchase consumption, VIP triggers and SMS orchestration. Acquisition and retention on the same team also stops the "your flows are eating my paid" argument that wastes a quarter every year.
Our Meta ROAS is fine. Why do you keep mentioning POAS?
Because platform-reported ROAS quietly excludes COGS, shipping, returns and discounting, and those line items decide whether you can afford the customer. Meta also over-reports modelled revenue by 20–40% post-ATT. POAS, or profit on ad spend, answers the question your CFO actually asks. We track both. We make the decisions on the one that pays salaries.
What does this cost?
We work in two engagement tiers. A focused engagement covers paid plus lifecycle on a single market. A full integrated engagement adds creative production, MMM, and multi-market or marketplace expansion. Pricing is published in the proposal, fixed against scope, and quoted with a CAC ceiling. It is not estimated by the hour.
Do you do TikTok Shop?
Yes, and we will tell you whether you should. TikTok Shop UK hit 200,000 active business sellers in late 2025 and ran the platform's biggest BFCM day in UK history. For some categories it is now the highest-margin acquisition channel on the page. For others it is a creator-led brand play that will not pay back inside twelve months. We will show you which one you are before we light it up.