Premium Dog-Sitting Marketplace

Liesl (liesl.ch) is a Swiss premium dog-sitting marketplace. I’m their sole performance marketer. I built the entire paid marketing infrastructure from scratch and continue as their lead growth partner.

Tracking architecture

• Built the full GTM web container with 20+ event data variables from zero
• Deployed server-side GTM (sGTM) covering GA4, Google Ads, and Meta CAPI: all three platforms server-side
• Implemented event_id deduplication and Enhanced Conversions
• Found a revenue bug logging CHF 0.00 on 214+ app events, root cause identified and fixed

Paid search

• Built and optimized 8 ad groups across the Swiss-German and English markets
• Achieved Excellent Ad Strength across all ad groups through systematic headline and description optimization
• Implemented value-based bidding with a custom Purchase-Anchored Value Allocation methodology mapping the full 5-step booking funnel
• Identified and cut CHF 6,480/year of wasted spend

App tracking

• Designed the full measurement architecture: App → RudderStack SDK → Adjust → Google Ads / Meta, plus Firebase → GA4
• Coordinated with the engineering team (MVST) on SDK implementation, partner parameters, and event payload structure

Creative production at scale

For the Spring Growth 2026 campaign I produced 480 unique banner assets in a single sprint, working with a designer on the visual concepts, then scaling output across every dimension needed for performance testing:

• 15 concept variants across 5 psychology-driven emotional themes (Trust, Relief, Control for owners; Joy, Income for sitters)
• 4 formats (Square, Landscape, Portrait, Vertical) × 2 languages (DE, EN) × 2 badge states × 2 channels = 480 assets
• Machine-readable naming (Audience/Concept/Channel/Language/Badge/Format) for automated export
• 300 text blocks (100 primary texts + 100 headlines + 100 descriptions) for Meta

The result is a testing-ready creative library, not a one-off batch of banners.

What Liesl’s CEO said

The project helped us move from intuition-based discussions to evidence-based decisions. We now have a clear, flexible KPI structure that supports our mission to grow responsibly and sustainably.

· CEO, Liesl ↗

Why this matters for you

If you’re an early-stage B2C brand, the temptation is to start spending before the measurement is real, and then optimize on numbers that were never true. I build the tracking first, fix what’s silently broken, and only then scale the spend, so every decision after that rests on data you can trust. That’s how Liesl went from intuition to evidence, and it’s the same order I’d work in for you.