Growth & Product Marketing Leader
Twelve years in growth and product marketing at some of the most recognized companies in DTC and fintech. I help businesses build the connection between customer acquisition and lasting revenue, through positioning, lifecycle, and product strategy that holds up over time.
Previously at
About
I came up in performance marketing. Over time the interesting questions shifted toward strategy, positioning, and product. Now they're mostly inseparable.
I started my career managing massive media budgets at the height of DTC's golden era — Blue Apron, Brooklinen, Fab.com. The job was about scale: buy the right audience, hit the numbers, grow. And I was fortunate to be part of many teams that got very good at it.
Over time, my focus shifted. Raw acquisition started to feel incomplete without thinking through what came next. I got more curious about positioning, onboarding, and lifecycle. Turns out that's the more interesting problem anyway.
At Square, I spent five years as a Senior Product Marketing Manager, most recently leading the company's first verticalized go-to-market strategy for Services & Beauty sellers, a segment now representing 40%+ of Square's processing volume. That work required bridging data science, product, lifecycle, sales, and brand, often in the same week.
Outside of work, I live in Red Bank, NJ with my family. I serve on the Zoning Board of Adjustment, stay active in local progressive politics, do consulting and advisory work through Coasst, and draw whenever I get the chance.
Experience
A career that's moved between strategy and execution, from founding a consultancy to leading product marketing at one of fintech's best-known platforms.
Built Square's first verticalized GTM strategy for the Services & Beauty seller segment, spanning product adoption, retention, and monetization across Payments, Appointments, Invoices, Online, and Banking. Developed audience-led lifecycle campaigns and AI-powered insight workflows to identify the highest-converting onboarding paths at a granularity not previously possible.
Led growth and activation PMM for Square Online — driving SaaS adoption and monetization for SMB sellers. Designed and launched Square Online's first free trial program; led GTM strategy for a major SaaS pricing update that raised revenue per user with lower-than-expected churn.
Partnered with high-growth DTC and ecommerce companies to develop product marketing and growth strategy, including channel diversification, lifecycle marketing architecture, and GTM planning for new product lines and audience segments across B2C and B2B ecommerce verticals.
Founded a boutique growth marketing consultancy serving early-to-mid-stage consumer and ecommerce brands. Served as fractional Director of Performance Marketing for Mixtiles, scaling Meta/Instagram spend to $15M (250%+ YoY) through iterative creative testing and audience strategy. Launched a lifecycle program that drove 40% YoY improvement in repeat purchase rate.
Owned $25M+ in annual customer acquisition across paid digital and offline channels for one of DTC's fastest-growing brands. Designed, launched, and scaled a $10M+ offline channel portfolio including direct mail, national OOH, and podcast/radio endorsements. Developed retention and CLV strategy via email and on-site personalization.
Built Blue Apron's paid growth practice from zero — scaling weekly acquisition volume 300% in year one (5K to 15K/week). Managed a $250M annual media budget and 6-person team across national TV, digital, social, search, podcast, OOH, and direct mail. Built multi-touch and survey-based attribution frameworks that drove 210% YoY acquisition volume growth in 2017.
Managed paid acquisition programs across display, social, and mobile for two high-growth consumer brands. At Tough Mudder, drove 53% YoY participant volume growth while decreasing CPA 13% YoY on a $9M+ annual media budget.
Featured Work
A sample of work from my time at Square: web strategy, content programs, sales enablement, and live webinars. All of it built around a clear audience, a specific job-to-be-done, and a measurable outcome.
The first truly segment-specific web experience for Square's Services and Beauty audiences — moving away from generic product pages toward ICP-specific value hierarchies. I defined the messaging architecture, sourced content from real sellers, and partnered with Creative and Web Strategy to ship across 6 sub-pages (Services, Beauty, Auto, Contractors, Recreation, and more). Launched Q2/Q3 2025.
View squareup.com/us/en/services →A tradeshow leave-behind designed to work as a standalone piece for service business owners who'd just met a Square rep. The four value pillars — get paid fast, manage jobs, grow clientele, simplify admin — came directly from jobs-to-be-done research I conducted with this audience, not a generic feature list. Used across 10+ trade shows in 2025 and became the standard sales collateral for the Services vertical.
View one-pager →A full-funnel content marketing program I led end-to-end for Square's Beauty vertical. Built the report with Insights, Content, and UXR teams; launched it on a lead gen landing page with paid and organic promotion; then hosted a live webinar presenting the findings with two real Square sellers. Leads were scored on intake and routed to lifecycle flows or BDRs based on prospect size.
View report + watch webinar →Hosted and produced this live session for Square's Services audience alongside a colleague from the Banking team. Built the presentation, wrote the script, and ran the session live — using it as a platform to cross-sell Square Banking's value props (instant deposits, micro loans, business credit cards). Post-event registrants were segmented and routed into tailored lifecycle sequences.
Watch recording →Consulting & Advisory
I periodically take on consulting and advisory engagements with early-to-mid-stage startups, particularly in fintech, SMB SaaS, and ecommerce. If you're trying to grow more profitably, reach out.
Positioning, messaging, and launch strategy for new products, new audiences, or new market segments. Built on real segmentation and customer insight — not guesswork.
Architecting the full customer journey from acquisition through activation and retention. Specializing in lifecycle programs that connect early behavior signals to long-term revenue outcomes.
Deep-dive reviews of paid channel performance — with a focus on attribution quality, creative strategy, and unit economics. Strong experience in Meta, Google, and offline channel mix.
Identifying onboarding leverage points and in-product growth loops that reduce reliance on paid acquisition. Bridging PMM, product, and data science to build more self-sustaining growth.
Have a growth challenge worth thinking through together?
Let's TalkBeyond Work
Marketing is what I do for work. The rest of this is what keeps it interesting.
I draw for fun. Doodles, cartoons, funny characters, quick sketches from whatever's in front of me. Comedy and creativity have always been connected for me — drawing is where that shows up most honestly.
@gregfitzdraws →I serve on Red Bank's Zoning Board of Adjustment and stay active in local progressive politics. My interest in urbanism runs through all of it: how places get built, who gets a say, and what it actually takes to make a town work better for the people in it.
Through Coasst, I take on consulting, advisory, and collaboration work with local entrepreneurs, civic groups, and community organizations. Strategy, marketing, positioning: the same problems, smaller scale, higher stakes.
coasst.co →Contact
Whether you're a potential employer, exploring a consulting or advisory project, or just want to connect, I'm easy to reach.