Eduardo Dohrmann

• 40% — Direct Booking Growth
• 20% — Reduction in OTA Dependency
• 100% — GA4, GTM, CRM, MarTech, AdTech, and Tracking Implementation

A hotel group relied heavily on OTAs, limiting profitability and customer ownership. The business needed a scalable growth strategy to increase direct bookings, improve marketing efficiency, modernize digital infrastructure, and reduce dependence on commission-based channels.

I developed and executed a digital marketing transformation program, including rebranding, website redevelopment, CRM integration, GA4 and GTM implementation, performance marketing, content strategy, and direct booking acquisition frameworks aligned with hotel economics. This included developing and managing a team of outsourced marketers from Brazil to improve cost efficiency without compromising operational quality.

I increased direct bookings by 40% while reducing OTA dependency by 20%. I built the company’s 1st in-house digital marketing capability and established the infrastructure, processes, and reporting needed to support sustainable growth.

• $10 Million — In Annual Recurring Revenue Target
• 6 Months — CAC Payback Period
• 20-30% — Digital Customer Acquisition Growth
• 15-20% — Revenue Growth Target

A video communication SaaS platform faced weak trial-to-paid conversion, inconsistent engagement, and high churn despite positive user feedback. The company needed a scalable growth strategy to achieve a $10 million ARR target while competing against established players such as Loom, Microsoft Teams, Zoom, and Google Meet.

I developed a three-pillar growth strategy combining product differentiation, enterprise-focused segmentation, and unit economics validation. I proposed an AI-powered workflow automation capability that transforms video communication into task execution by generating automated summaries, extracting tasks, assigning them, and integrating with productivity platforms. I built an ICP framework that prioritized high-value enterprise segments and validated acquisition scalability through CAC payback and contribution margin analyses.

I built a roadmap toward a $10 million ARR target by aligning product strategy, acquisition, and retention with unit economics. I identified segments meeting CAC payback goals and excluded lower-value segments with weak commercial viability.

• 6 Months — Reduction in Customer Acquisition Payback Period

A vehicle subscription business faced growth constraints despite market demand. Customer acquisition decisions were not sufficiently linked to contribution margin, capital recovery requirements, or customer segment profitability. The business needed a scalable growth framework that balanced acquisition volume with financial sustainability while operating in a capital-intensive subscription model.

I developed a growth strategy anchored in unit economics, contribution margin analysis, and customer acquisition payback. I segmented customers by profitability, subscription behavior, and vehicle category to identify the most attractive acquisition opportunities. I built a framework connecting CAC thresholds, contribution margin, and capital recovery periods to support investment decisions and sustainable customer acquisition growth.

I created a decision-making framework that aligned customer acquisition investment with financial sustainability and enabled prioritization of customer segments capable of generating positive contribution margin and acceptable payback periods.

• 26% — Gross Profit Growth
• 5% — Revenue Growth
• 60% — Administrative Cost Increase Identified
• £104 Million — Cash Position Evaluated
• 3 — High-Margin Growth Opportunities Identified
• 1-2 Cycles — Target CAC Payback Window Defined

Innocent Drinks achieved revenue and gross profit growth, yet operating profit remained constrained. Rising administrative costs and working capital dynamics limited the company’s ability to convert commercial performance into scalable investment capacity. The challenge was to identify the underlying economic constraints and determine how growth capital could be deployed more effectively.

Conducted a growth and finance diagnostic framework combining financial statement analysis, working capital evaluation, customer segmentation, unit economics, and channel strategy. Assessed the relationship between profitability, cash generation, and investment capacity before designing a growth architecture centered on higher-margin product categories, premium customer segments, CAC payback logic, first-party data acquisition, and full-funnel channel investment aligned with customer behavior.

Identified a 26% increase in gross profit alongside only 3% operating profit growth, revealing structural profitability constraints. Developed a growth framework linking margin expansion, CAC recovery, capital allocation, and scalable growth.