I Own Profitable Growth And Build the Systems to Scale It.
I work with founders and leadership teams to build, scale, and fix commerce and growth engines across DTC, multi-channel, and platform-based businesses.
What I Do
My work sits at the intersection of strategy and execution. I help businesses grow in ways that are not just bigger, but healthier and more sustainable.
Growth Strategy
Aligning acquisition, conversion, retention, pricing, and channel mix around sustainable growth.
E-commerce & Shopify
Launching, optimizing, and scaling commerce platforms with long-term operational alignment.
Unit Economics & Profitability
Improving margins through pricing, shipping strategy, bundling, and channel discipline.
Performance Optimization
Turning data into decisions across paid media, SEO, lifecycle, and funnel performance.
Platform & Marketplace Extensions
Designing scalable partner ecosystems and commerce expansions.
Cross-Functional Leadership
Aligning teams and partners around growth and sustainability goals to drive coordinated, accountable execution.
How I Work
I operate as a principal / fractional growth leader. In some environments, that means building hands-on. In others, it means orchestrating teams, agencies, and partners while staying close to performance and decision-making.
- Strategic ownership
- Cross-functional alignment
- Lean execution
- Agency & partner oversight
- Data-informed decisions
- Corporate
- Family enterprises
- Portfolio operators
- Larger budgets
Selected Engagements
Selected engagements across commerce and experience-driven organizations spanning growth strategy, revenue infrastructure, performance optimization, and hands-on execution.
Growth & Multi-Channel Commerce
Specialty Food Manufacturer (DTC & Wholesale)
Scaled multi-channel commerce across e-commerce, retail, wholesale, and on-site experiences by aligning growth strategy with operational capacity and margin discipline.
Directed cross-channel performance, pricing, bundling, and lifecycle optimization while building the systems required to support sustained, profitable expansion.
Platform & Marketplace Expansion
Established Consumer Brand (Multi-Brand Initiative)
Architected and launched a multi-brand marketplace extension within an established e-commerce ecosystem, reinforcing brand heritage while expanding revenue opportunities.
Orchestrated cross-functional collaboration to ensure operational alignment and a seamless customer experience across core and partner offerings.
Zero-to-One Commerce Launch
Emerging Specialty Food Brand (Shopify Launch)
Launched the brand’s first Shopify store and built the foundational growth stack, including paid acquisition, lifecycle marketing, and on-site conversion systems.
Established performance tracking and retention workflows designed to support disciplined, sustainable scaling as operational capacity matured.
Market Expansion & Repositioning
3PL & Logistics Provider (Pre- & Post-Acquisition)
Built a multi-channel growth engine that strengthened inbound demand and positioned the business for acquisition.
Post-acquisition, led digital relaunch and platform migration efforts to preserve performance equity and align messaging, infrastructure, and growth strategy across the combined organization.
Revenue Efficiency & Profit Optimization
E-commerce Retailer (1,000+ SKU Catalog)
Transformed a negative-ROAS acquisition program into a profitable growth channel by aligning traffic quality, on-site conversion, and catalog-level economics across a complex 1,000+ SKU portfolio.
Introduced performance discipline and revenue-aware optimization across paid media and funnel strategy.
Revenue Visibility & Attribution
Tour Operator (Custom Booking Platform)
Established end-to-end revenue visibility across paid media and booking systems within a custom-built reservation environment that lacked integrated conversion tracking.
Replaced vanity metrics with actionable performance data, enabling disciplined budget reallocation and strategy shifts aligned with true revenue impact, while advising on content and internal resource alignment to sustain demand and efficiency.
Arts & Culture Infrastructure
Regional Theatre Company (Ticketing Modernization)
Led the organization’s transition to its first online booking system, modernizing the patron experience while improving internal visibility across programming, admissions, and education.
Drove cross-functional alignent among leadership, internal teams (including programming and education), and external development partners to modernize booking workflows and deliver a scalable digital infrastructure for future programming growth.
Market Repositioning & Channel Shift
Growth-Stage Business (Hybrid Channel Integration)
Repositioned the brand and rebuilt its digital infrastructure to reduce mismatched inquiries and attract higher-fit demand.
Integrated online visibility with established referral networks, restructuring the demand pathway to better align with operational strengths.
Where I Add the Most Value
I create the most impact in organizations led by engaged and accountable leadership navigating meaningful growth. Across corporate enterprises, founder- or family-led businesses, and mission-driven institutions, I step in where there is a serious commitment to building durable systems — and a need for clearer alignment, structured execution, and accountability.
-
Growth Outpacing Infrastructure — Organizations generating demand but lacking the systems, alignment, or discipline required to scale sustainably.
-
Complexity Across Channels or Business Units — Teams navigating multiple brands, revenue streams, or operational layers that need clearer structure and shared direction.
-
Moments of Transition or Expansion — Companies undergoing acquisition, relaunch, restructuring, or strategic expansion where systems must evolve alongside ambition.
-
Mission-Driven or Experience-Based Models — Institutions balancing revenue sustainability with programming, community impact, or long-term stewardship.
How I Think & Work
Principal · Susana Diaz
I’m drawn to complex growth challenges — especially where ambition has outpaced structure. Real growth begins when there is clarity of direction, coherence of message, and alignment between intention and execution. My work sits at that intersection — combining creative judgment and analytical rigor, grounded in a practical understanding of how organizations actually operate.
Before significant resources are committed, I focus on clarifying the underlying objective. That means defining what success actually looks like, identifying the constraints that matter, and ensuring investment is directed by structure — not just momentum. I’m clear and candid in conversation, calm under pressure, and comfortable asking tough questions — particularly when long-term viability is at stake. I don’t chase vanity metrics or overcomplicate solutions. I concentrate on what is measurable, what protects margins, and what will sustain momentum over time.
At my core, I’m motivated by building something that lasts. I work best with leaders who are serious about growth — not as a short-term spike, but as something sustainable and well-constructed. Whether alongside founders, executive teams, or creative partners, I value environments where ambition is paired with accountability and strategy is expected to translate into action.
Experience Snapshot
- 15+ years across creative, commerce, and growth leadership
- Multi-channel experience spanning DTC, wholesale, retail, and experience-driven organizations"
- Platform fluency across Shopify, booking & reservation systems, and performance infrastructure
- Cross-functional leadership in corporate, founder-led, and mission-driven environments
Let’s Start a Conversation
If you’re navigating a meaningful growth decision, structural shift, or performance challenge, I’d be glad to hear more. Share a bit about your organization and what you’re working through, and we can explore whether there’s a strong fit.