ALT GROWTH
PORTFOLIO14 FIELD REPORTS

PORTFOLIO · FIELD REPORTS · SIMON HARMS

The work, one result at a time.

Each field report is one win, told the way I would tell it across a table: the problem, the mechanism, the controls, and the number. Match Group, Newton, Picniic, my own ecommerce business, and the AI systems I run today.

CAREER MAP · EVERY REPORT PINNED TO THE ROLE IT CAME FROM
2017201820192020202120222023202420252026NOWTwin SalesFOUNDER, ECOMMERCEPicniicMARKETING MANAGERMatch GroupPAID ACQUISITION, APPS + WEBNewton CryptoVP OF MARKETINGConsultingAI SYSTEMS + PAID MEDIA17130708101112050914150416

Pins sit inside the role they came from; within a role they are ordered, not dated.

$100M+ad spend managed personally
~$2Ma month at Match Group
9 moSenior Manager to VP at Newton
2023Webby winner, Best Growth Strategy
01 START WITH THESE THREE
FIELD REPORT 07 · APP ACQUISITION 45%lower CPA at 8x the scale The Female Profile Event App campaigns offer no gender targeting. I built it out of a conversion event that fired only when a woman created a profile. FIELD REPORT 16 · AI SYSTEMS 2xdaily reviews, every action logged The Agent Operated Ad Account Written rules and the agents that run them: two reviews a day, cuts, budget steps, creative rollouts, and a human paged only when needed. FIELD REPORT 09 · BRAND 7awards for the launch campaign, Webby included Three Brands and a Webby Plenty of Fish through three brand eras, and the relaunch campaign that won a 2023 Webby for Best Growth Strategy.
02 EVERY REPORT

14 reports. Filter by the problem you need solved.

Every number on these pages is mine to share. Where a company kept its raw figures private, the report says what it shows instead.

  1. 04
    DECISION INFRASTRUCTURE · B2B high ticket sales client The Data Lake Behind Cut, Scale & Kill

    Paid media joined to live calls, revenue, and cash. It found 622 duplicate meetings and $95,557 of misattributed revenue.

    $500K+monthly paid media under decision control
    Measurement · AI systems
  2. 05
    SUBSCRIPTION · Match Group The Onboarding Paywall Test

    Product passed on an onboarding paywall, so I ran the test myself: allocation, loss limits, kill rules, and a read net of churn.

    + Paywall Test Walkthrough: The same test as three boards →
    +13%first time paid subscribers, net of churn
    Conversion
  3. 07
    APP ACQUISITION · Match Group The Female Profile Event

    App campaigns offer no gender targeting. I built it out of a conversion event that fired only when a woman created a profile.

    45%lower CPA at 8x the scale
    Acquisition
  4. 08
    UGC AND INFLUENCER · Match Group The Creator Content Engine

    UGC and influencer creative scaled to 10x the spend across the female app portfolio, at a lower cost per result and a higher ROI.

    10xspend, lower cost per result
    Acquisition
  5. 09
    BRAND · Plenty of Fish, Match Group Three Brands and a Webby

    Plenty of Fish through three brand eras, and the relaunch campaign that won a 2023 Webby for Best Growth Strategy.

    7awards for the launch campaign, Webby included
    Brand
  6. 10
    PAID SEARCH · Match Group The Brand Search Rebuild

    A stalled brand search account rebuilt until spend and ROI grew 5x together, counted after writing off half the revenue as cannibalization.

    5xspend and ROI, together
    Acquisition
  7. 11
    APP MEASUREMENT · Plenty of Fish, Match Group Teaching Google to Bid on Value

    I moved conversion measurement from the MMP to Firebase so Google Ads could bid on revenue instead of installs.

    +18%ROI on millions in spend
    Acquisition · Measurement
  8. 12
    CONVERSION RATE · Match Group The Landing Page Tournament

    Around a hundred landing pages tested in rounds until the registration rate doubled.

    2xregistration rate, 12% to 24%
    Conversion
  9. 13
    SUBSCRIPTION · Picniic The Free Trial Redesign

    A redesigned free trial lifted subscription revenue 25 percent, and the lift held after churn.

    +25%subscription revenue, sustained
    Conversion
  10. 14
    TRACKING INFRASTRUCTURE · Newton Crypto Measurement From Zero in Two Months

    A regulated trading platform had no MMP, no server events, and no single source of truth. Two months later every channel ran on clean data.

    2 mofrom zero to full stack
    Measurement
  11. 15
    TRACKING AND CAPI · High ticket sales client The Server Side Signal Rebuild

    Server side GTM and Meta CAPI rebuilt so the event the algorithm optimizes is the qualified lead the business counts.

    9/10Meta event match quality
    Measurement
  12. 16
    AI SYSTEMS · High ticket sales client The Agent Operated Ad Account

    Written rules and the agents that run them: two reviews a day, cuts, budget steps, creative rollouts, and a human paged only when needed.

    2xdaily reviews, every action logged
    AI systems
  13. 17
    FOUNDER · Twin Sales Seven Figures on Shopify and Amazon

    My own ecommerce business: about $1M in revenue in its first full year across Shopify and Amazon FBA, then sold.

    ~$1Mfirst full year revenue
    Founder
  14. 18
    PLANNING · Operator method From a Revenue Target to a Media Plan

    The model I build in week one for a subscription brand: back-solve a revenue target into customers, spend, payback, and the lever that matters most.

    12 motarget back-solved into a monthly plan
    Founder

Want this kind of work on your account? Let's talk.

simon@twinsalesinc.com altgrowth.ca About Simon Harms, founder