Most Companies Need a Practitioner, Not a Leader
Marketing has a missing middle -- a gap between junior marketers who are learning and CMOs who are leading. Here's why that gap is costing you.
We fix marketing infrastructure and run acquisition you can actually measure.
Softpath helps B2C and B2B2C companies connect ad spend to real business outcomes, not platform vanity metrics.
Most growth teams are flying blind. Tracking is broken, attribution is a mess, and nobody trusts the numbers in the dashboard. We fix the infrastructure first, then help you scale paid acquisition with confidence.
What We Do
Martech & Tracking
Your tools should work together. We audit, fix, and implement the infrastructure that connects your marketing stack to real data. Segment, GTM, GA4, server-side tracking, and the integrations between them.
Paid Acquisition
Meta, Google, TikTok. We manage campaigns optimized to actual customer value, not in-platform ROAS. 13+ years managing spend from $1K to $1M+ monthly across B2C and B2B2C.
Marketing Analytics
From attribution modeling to LTV analysis, we build measurement systems that tell you what's actually working. Dashboards people trust and metrics that drive decisions.
Writing
Your Incrementality Test Just Proved Meta Doesn't Work (Here's Why You're Wrong)
You ran a geo holdout test, saw that Meta only drives 15% incremental lift instead of the 40% it claims, and turned it off. Bad move. Here's how to actually use incrementality data.
The A/B Testing Market Is Solving the Wrong Problem
Why I built Cadence, and why testing infrastructure was never the bottleneck.
Projects
CADENCE
An outcome and test velocity focused A/B testing platform. Built for teams who ship fast and want experiment infrastructure that keeps up.
AB Math Sucks
An A/B test duration calculator with absurdist honesty. Find out how long your test actually needs to run (and why you probably can't wait that long).
DailyHabit
Embeddable word games designed to increase daily active usage in SaaS products. Make your product stickier without building games from scratch.
Timeblock
A time tracking and task management app. Built as a customizable alternative to Reclaim for people who want their scheduling tool to work exactly how they work.