Berlin · Available for fractional engagements and project consulting
Teodor Ivanov
Fractional Head of Growth & Performance Marketing Consultant
12+ years scaling paid acquisition for D2C brands, subscription apps and marketplaces
About
Hi - my name is Teo. I help startups build growth engines that actually scale. Over the last 12 years, I've built and led teams, run big budgets, and spent an unreasonable amount of time nerding out on the parts of marketing that actually move the needle: creative testing, attribution, and AI.
Think of me as the person who connects the dots between marketing, tech, and data. I get my hands dirty with tooling and tracking, and my favourite part is taking a mess of inputs and shaping them into a next step everyone understands.
Selected results
10×
Revenue growth at felmo across two funding rounds.
€2M
ARR built from zero at Volubus.
+30%
MRR growth at Lylli as Interim Head of Growth.
−40%
CAC reduction at felmo via marketing automation.
Experience
tbivanov.com
Providing interim leadership and hands-on performance marketing support for startups across subscription apps, marketplaces and D2C. Leading cross-functional teams, hiring and managing freelancers and agencies, and building scalable growth systems from scratch. Selected projects include:
Lylli
Swedish kids' audiobook app
Owned paid growth P&L across DACH and Sweden. Built a creative testing framework delivering 100+ ads/month, grew MRR +30%, and rebuilt Google Ads around landing pages to lower CAC. Instrumental in the acquisition by Spin Master.
Yaga
Fashion resale marketplace, EE/SA/KE
Set up the entire paid acquisition function across three markets. Built scalable Meta and Google Ads frameworks, overhauled GA4, implemented multi-touch attribution and an MMP for app tracking, and developed the Kenya entry strategy.
Volubus
Charter and transport
Assisted a sales-led pivot. Built and scaled the revenue function end-to-end, from zero to €2M ARR in marketing-driven revenue.
Helpling
Home services marketplace
Brought back on two separate occasions for strategic ownership of paid acquisition and day-to-day team leadership during turbulent periods.
felmo
Vet-at-home startup
- First senior marketing hire. Built and led the marketing function from 1 to 15 people.
- Grew revenues 10×, guiding the company through two successful funding rounds. Promoted within 8 months.
- Introduced marketing automation tying channel spend to vet supply, reducing CAC by 40%.
Blacklane
Premium chauffeur service (acquired by Uber)
- Led a team of 5 in Berlin plus a media agency in LA, managing a 7-figure annual paid budget.
- Drove the company's largest paid channels to profitability and scaled organic blog traffic from 0 to 30K visits/month.
- Improved app conversion rate by 15% via onboarding-flow optimisation. Led the cross-departmental setup of app tracking and attribution.
Tools & expertise
Channels
Meta · Google · TikTok · YouTube Ads · Performance Max · ASO · SEO/GEO · Affiliate · Display
Analytics & tracking
GA4 · Google Tag Manager · Adjust · AppsFlyer · Mixpanel · Multi-touch attribution · Creative testing frameworks
Data & automation
BigQuery · Looker · SQL · n8n · HubSpot · Pipedrive · HTML · CSS · JavaScript
Leadership & team management
- Hiring, onboarding and developing performance marketers, creative strategists and analysts.
- Structuring growth teams and operating models across in-house, agency and freelance setups.
- Coaching and mentoring — career development, 1:1s, performance feedback and progression frameworks.
- Setting OKRs, budgets and operating cadences: weekly performance reviews, quarterly planning.
- Cross-functional leadership with product, data, brand and creative.
- Stakeholder management with founders, CMOs and boards — translating growth data into clear decisions.
- Vendor and agency management against defined SLAs and outcomes.
How I work
Fractional
Embedded in your team.
- Step in as interim Head of Growth — build a new function or take over an existing one.
- Run the day-to-day: hiring, agency management, goal-setting, and team rituals.
- Hands-on — building the machine, not just drawing the blueprint.
Project-based
Solving your most pressing problem
- Scoped around a specific challenge: tracking & attribution, scaling a new channel, or an existing channel plateauing.
- Delivered in 60-day sprints with clear goals, weekly checkpoints and milestone reviews.
- Clean hand-off so your team can run with it after the engagement ends.
Advisory
On call when it matters.
- Weekly calls with founders or leadership on the most pressing growth questions.
- Async input between sessions on plans, hires, agency pitches and dashboards.
- A long-term sounding board with deep operator context.