Performance Marketing · Berlin

Profitable D2C growth.
From the first purchase.

Freelance performance marketing consultant and interim manager for D2C and e-commerce brands in DACH.

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Rafael Gaviria

About Rafael Gaviria.

I'm a freelance performance marketing consultant and interim manager, based in Berlin. I work directly with founders and CMOs at D2C and e-commerce brands in DACH — not through an agency, and not with a junior team operating under my name.

My focus is on making paid acquisition structurally profitable: from how you design your creative and offer, through to how you measure and iterate across channels. I've done this in senior and head-of roles at brands including mymuesli and Foodspring, and I'm currently embedded as Interim Head of Performance & Growth at BARFER'S in Berlin.

I take on a small number of engagements at a time. If you're looking for someone genuinely accountable for your numbers — not a consultant who hands over a slide deck — I'm interested in talking.

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Selected Work

Current
BARFER'S
Interim Head of Performance & Growth
Leading performance marketing across Meta, Google, and TikTok for one of Germany's premium pet food D2C brands. Seven-figure annual budget. Full agency steering. Direct report to CEO.
Past
mymuesli
Head of Performance Marketing
On a seven-figure budget, restructured paid acquisition to deliver profitability from the first purchase — removing the strategic dependence on long payback windows.
Past
Foodspring
Senior Manager, Media & Performance Marketing
Ran an eight-figure media budget across the full funnel — digital performance and offline brand. Scaled paid channels more efficiently, bringing CPO down while increasing overall spend.

Selected Results

−25%
Customer acquisition cost
−30%
Cost per order, while scaling spend
+40%
New-customer ratio

What I do,
and how I do it.

I work at the intersection of channel execution, creative strategy, and commercial analytics — the combination that actually moves contribution margin, not just ROAS.

01 Creative testing & production Structured frameworks for identifying what drives acquisition before you scale spend on it. From brief to production to channel feedback loops — built to generate learnings, not just content.
02 Product & offer strategy Engineering offers that make the first purchase commercially viable, not just attractive. Bundles, AOV mechanics, and margin-aware acquisition design that works without a long payback window.
03 Profit-level analytics & martech Building the measurement layer your team actually needs: contribution margin tracking, blended CAC reporting, and attribution that reflects how customers actually behave — not how platforms claim they do.
04 Agency steering Managing external agencies to commercial performance standards, not activity reports. Clear KPIs, structured review cycles, and accountability for outcomes that matter to the business.
05 Interim leadership Embedded in your team as Head of Performance or Head of Growth. Full operational responsibility across channels and budget. Accountable for results, not just recommendations.

Who I Work With

D2C and e-commerce brands that are serious about channel profitability.

Stage
€10M+ revenue. €1M+ annual marketing spend. Already investing in paid channels — and ready to make them structurally profitable.
Sectors
FMCG, fashion, lifestyle, sports nutrition, and premium DTC. DACH market, typically with European ambitions.
What you're not looking for
Another agency. You need someone who thinks like a founder and operates like a CMO — with direct accountability and none of the overhead.

How it works.

01
Discovery call
30 minutes. You describe where you are and what's blocking profitable growth. I ask the questions that tell me whether I can help — and how. No pitch deck.
02
Proposal
A clear scope, timeline, and commercial terms. No vague retainer language. You know exactly what you're getting, when, and what it costs.
03
Engagement
I embed in your team and operate with full accountability — to your revenue targets and contribution margin goals, not my hours logged.

Ready to make paid acquisition work?

Book a 30-minute call. No pitch, no pressure — just an honest conversation.

Book a call →