vecksel
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Media buying + creative is execution, not strategy

Effective growth starts with understanding the business, its ideal customers, and what's driving acquisition today. From there, a strategic testing roadmap guides media buying and creative.

Most startups hire for media buying and creative. I build the strategy that makes them work together.

Contact me Start with a Growth Audit
10+ yrs

Digital marketing

1.5×

Average efficiency gain while scaling spend

$70M+

Paid media managed across Meta, TikTok, Google and Pinterest

$160M+

Revenue driven for startups and scaling brands

Brands I've supported: hims, hers, Nom Nom, Quince, Madison Reed, Rocksbox, ARMRA, Kate Farms, The Inkey List, Andie Swim, PAKA, Kettle & Fire, PROVEN, Oshi Health, Sunsoil, Papa & Barkley, PetCareRx, hanni, Hearth Display, Averr Aglow, Piction Health, UJJI, Noteworthy, Dear Brightly.

The honest bit

Most growth problems aren't talent problems.

Your media buyer is probably good. Your creative team might be great. They keep the ads running and the reporting current. Then CAC starts climbing, creative plateaus, and you get pulled back in to troubleshoot.

The work didn't fail. It stalled because no one senior was building the system around it: setting the strategy, pressure-testing decisions and connecting what the ads say to what the numbers show.

I work across multiple brands at a time, so I see what's working across DTC in real time. I bring that pattern recognition into your business as a senior thought partner for your team.

Make your team better, fill the gaps they don't have capacity for, and build something that runs with or without me.

Ways to work together

Start small. Scale when it's working.

Start here

The Growth Audit

$1,500 One-time · one ad account

A senior set of eyes on your account, creative and landing page, delivered in 5 business days.

  • A full review of your Meta or TikTok account: structure, budgets, testing and tracking
  • Creative analysis: what's working, what's fatigued, and how to extend your winners
  • Messaging insights to sharpen how you speak to your best customers
  • A landing page conversion review with prioritized fixes
  • A prioritized action plan with clear next steps
  • A recorded video walkthrough of every finding
  • A 45-minute follow-up call to answer questions and plan next steps

GuaranteeIf I don't find at least 3 changes worth testing, you don't pay.

Hire me within 30 days and the full $1,500 is credited to your first month. Covers one ad account. The 5-business-day turnaround starts once access is granted.

Start your Growth Audit
Ongoing

The Embed

Custom scope · monthly

I plug into your team as the senior growth partner your media buyer and creative team don't have: someone to set the strategy, pressure-test decisions, spot the gaps and build the systems that make good work repeatable.

  • Paid media strategy and oversight across Meta and TikTok, with Google and Pinterest
  • Creative direction and a testing roadmap
  • CRO and landing pages, including Shopify, Recharge and Rebuy
  • Performance reporting and a standing thought partner for your in-house team

Best forFounders with a media buyer or marketing hire in place who want a senior layer around them without another full-time salary.

Scoped together on a fit call.

Contact me

Results

Growth that holds up at scale.

Nom NomSubscription pet health $16M → $60M

Revenue in two years, before the Mars acquisition

−44%Meta CPA+200%Spend growth

Owned the biggest growth channels and held $2M+ a month in spend through iOS 14.

Averr AglowSkincare 2× ROAS

While doubling spend in 6 weeks

2×New customers in 8 weeks2×Spend in 6 weeks

Restructured the account so budget could scale without giving back efficiency.

HersTelehealth 10× spend

Scaled from $8K to $80K a month

~30%Lower CAC$80KMonthly spend

Grew spend tenfold while bringing acquisition costs down.

Oshi HealthDigital healthcare 10–20%

Below target CAC

5 moFor DTC to outperform B2B2CLPsBeat the homepage

Cracked DTC for an education-heavy product with a longer sales cycle.

PROVENSkincare 2×

Non-brand Google volume

+121%CTRHeldCAC while scaling

More qualified search traffic without paying more for each customer.

NoteworthyLaunch to scale 7 figures

TikTok revenue

18 moFrom launch to seven figures

Launched the brand on TikTok and scaled it into a seven-figure channel.

Case study · Hearth Display

From plateau to record efficiency, through peak Q4.

The problem

Hearth Display's performance had plateaued. CPAs were rising, the creative leaned on an outdated value proposition, and the team didn't trust that spend could scale into Q4 without efficiency falling apart.

What I changed

  • Repositioned the creative (Sept–Oct). I built a persona-based testing system around multiple customer pain points and aspirations, and added proven direct-response formats, explainer videos and landing page tests.
  • Took full ownership of Meta (Nov–Feb). Budget followed creative that had proven itself at low spend, with strict discipline through holiday pressure.
2.2×

Shopify revenue in one month (Oct → Nov)

−41%

Meta CPA

2×+

Meta orders

$140

Record-low blended CAC through Nov–Dec

Meta CPA stayed 25–30% below pre-November levels through February. The gains outlasted the holidays.

Get a Growth Audit like this

Landing pages

Pages built for paid traffic.

A few of the landing pages I've directed or built myself. Use the arrows to flip through them.

PROVEN1 of 5

The Playbook

How I think about growth.

Read the Playbook
Strategy Automation doesn't replace strategy Advantage+ and broad targeting can work extremely well, but only after you've earned them. CAC Why landing pages beat creative testing when CAC is too high When CAC is too high, most teams test new creative. If your ads are already proven, the landing page is where the real gains hide. Creative Creative fatigue is overblown. Portfolio imbalance is the real problem. Every time performance dips, the first diagnosis is creative fatigue. Usually it's an imbalanced creative portfolio doing the damage. Measurement You don't need a dashboard Most dashboards are beautiful and useless. They abstract the math and hide what's actually driving performance.
Colleen Kelly, founder of Vecksel

About

Hi, I'm Colleen.

I'm the founder of Vecksel and a growth marketer who has spent my career scaling startups through paid social. I've managed $70M+ in paid media and helped drive $160M+ in revenue, from in-house roles like leading Meta at Nom Nom through its growth to a Mars acquisition, to six years of consulting for brands like hers, PROVEN and Noteworthy.

I started Vecksel because startups deserve senior-level growth thinking without a bloated agency retainer. When you work with me, you work with me. No hand-offs to junior account managers.

What I'm known for
  • Meta and TikTok strategy and scaling
  • Creative direction and testing systems
  • Landing page CRO
  • Attribution modeling
  • Shopify, Recharge and Rebuy
Connect on LinkedIn →

FAQ

Questions, answered.

Who is Vecksel a fit for?

Startups and scaling ecommerce brands already selling online and running paid social, who want to grow spend without losing efficiency.

Which channels do you manage?

Meta and TikTok hands-on, with strategy and oversight for Google and Pinterest.

Do you make the ads?

I direct creative strategy, write copy and brief and review designs and video. Production can be handled by your team, my network of designers and creators, or a mix.

What happens after the Growth Audit?

You keep the action plan whether or not we keep working together. If you hire me within 30 days, the $1,500 is credited to your first month.

How soon can we start?

I reply to contact requests within 1–3 business days. Growth Audits start as soon as I have account access. Ongoing engagements usually start within 2 weeks of signing.

Can I just get advice on a specific problem?

Yes. Book a 1:1 consult call and bring your questions. It's paid, focused time on your account, creative or growth plan, with no ongoing commitment. You leave with clear acquisition priorities and a testing roadmap, whether we work together or not.

Contact

What's your next growth milestone?

Tell me what kind of help you're looking for. I usually respond within 1–3 business days.

Ready to book instead? Grab a 1:1 consult call →