Head of Growth

Destiny
Ripp

Growth Strategy · Demand Generation · Revenue Systems

"Growth rarely fails because of marketing.
It fails because the systems behind it were never intentionally designed."

I work at the intersection of revenue strategy, demand generation, and go-to-market execution — helping leadership teams turn fragmented efforts into structured, measurable growth systems. My background has been built in lean, fast-moving environments where strategy and execution sit very close together. Building AI systems that power that work has become a core part of how I operate.

8.1×
Blended ROAS
Feb 2025 – Jun 2026
$1.86M
Attributed Revenue
Across all channels
1,006
Leads Generated
21.7% qualification rate
Built from scratch in 16 months as a one-person growth department
01
Revenue Strategy
02
Demand Generation
03
Go-to-Market Design
04
Growth Infrastructure
05
AI Systems & Agents
Destiny
Ripp
Head of Growth
destinyripp.com
destinyripp@gmail.com
Remote · United States
LinkedIn ↗
About

I build the infrastructure, launch new channels, manage the systems, and stay accountable to the outcomes. That means the CRM is clean, the attribution is real, and the data tells a clear story from first click to closed deal. I've built AI agents that handle the operational layer — pipeline review, CRM integrity, paid media analysis, and RevOps reporting — so the focus stays on what moves the business forward.

Thinks like
A revenue strategist

Every decision traces back to pipeline impact and revenue outcomes. Strategy without accountability to results is just planning.

Builds like
A systems engineer

Infrastructure first, AI included. The systems I build are designed to compound — each cycle produces better data, better signals, and better results.

Operates like
A growth partner

I operate as a partner in revenue — bringing strategic ownership, execution capability, and full accountability for everything that gets built.

Key Results
8.1×
Blended ROAS
$1.86M
Attributed Revenue
44
Deals Won
1,006
Leads Generated
Experience
Head of Growth
Mar 2025 – Present
Millman Search · B2B

Brought in during a leadership transition to modernize and scale the firm's growth strategy, rebuilding demand generation infrastructure and revenue systems from the ground up. Operating as a one-person department, own full-funnel growth across acquisition, CRM architecture, AI systems, analytics, and performance optimization — managing a network of freelancers and vendors to execute at scale.

  • Designed and implemented the company's first scalable growth infrastructure — website architecture, CRM systems, tracking frameworks, and full-funnel analytics visibility.
  • Built and launched integrated demand generation across Google Ads, Microsoft Ads, Meta Ads, organic SEO, AEO, outbound, and OpenAI advertising.
  • Generated $1.86M in attributed revenue across 16 months — 44 deals closed, 8.1× blended ROAS across all paid channels.
  • Architected a multi-agent AI operating system — specialized Claude agents for pipeline management, CRM integrity, paid media optimization, outbound campaigns, inbound qualification, RevOps reporting, and website CRO.
  • Established end-to-end lead lifecycle management including qualification logic, CRM automation, and offline conversion sync to Google, Microsoft, and OpenAI.
  • Introduced structured pipeline tracking and performance reporting to support revenue forecasting and leadership decision-making.
Creative Director
May 2022 – Mar 2025
UnDigital · B2B SaaS

Led creative and design initiatives across digital and brand experiences, ensuring cohesive execution across UI/UX, print, packaging, and social platforms. Built internal processes and systems to maintain consistency and scalability.

Marketing Strategist
Jun 2017 – Aug 2020
Destiny Capital · B2C

Developed and executed integrated marketing initiatives spanning content, PR, podcasting, video, and multi-channel digital campaigns. Streamlined workflows and optimized cross-channel performance, building early expertise in aligning marketing with measurable business outcomes.

Digital Marketing Specialist
Feb 2012 – Feb 2017
GigSalad · B2C Marketplace

Managed paid acquisition, SEO strategy, and performance analytics to support customer growth. Enhanced email marketing strategy and contributed to UX improvements, establishing a strong foundation in data-driven marketing and performance optimization.

Core Focus
  • Revenue Strategy
  • Demand Generation
  • Go-to-Market Design
  • Growth Systems & Infrastructure
  • Funnel Optimization & Analytics
  • CRM Architecture & Automation
  • Paid Acquisition
  • Attribution & Offline Conversion
  • AI Systems & Agent Architecture
  • SEO / AEO / CRO
Feb 2025 – Jun 2026

Growth & Revenue
Performance

Full-funnel growth infrastructure built from scratch — demand generation, attribution architecture, AI systems, and closed-loop revenue tracking across all channels.

Total Leads
1,006
From all channels
Qualified Leads
218
21.7% qualification rate
Deals Won
44
Paid & earned channels
Est. Revenue
$1.86M
+ $630K active pipeline
Blended ROAS
8.1×
Across all paid channels
Google Ads ROAS
7.84×
638 leads · 31 won
Revenue by Channel
Won deals · paid & earned channels
Google $1.31M Organic $466K Direct $85K
Paid Ads Funnel
Google Ads · primary paid channel
638 leads
100%
137 qualified
21.5%
31 won
4.9%
Cost / Lead
$147
Cost / Qual.
$560
Cost / Won
$3,043
Channel Efficiency
Paid & earned channels
ChannelSpendLeadsWonRevenueROASStatus
Google Ads$206K+63831$1.31M~8×Scaling
Organic / AEO$021511$466K∞High Value
Direct$0372$85K∞Baseline
Microsoft Ads$8,582380—0×Optimizing
Meta Ads$12,239300—0×Testing
Scale Projection
Adjust assumptions · modeled on proven performance data
$30K
+20%
$59K
—
Monthly leads
—
Monthly won deals
Monthly revenue
—
Annual run rate
—
Projected ROAS
—
Annual ad spend
How the system works

Attribution Funnel &
Feedback Loop

Every lead tracked from first click to closed deal — training machine learning algorithms to find more of the right people. Hover any stage for more details.

Google Ads GCLID tracked Microsoft Ads MSCLKID tracked Meta Ads fbclid tracked Organic No feedback loop Social No feedback loop Direct No feedback loop Referral No feedback loop Website GA4 captures session · source locked in hidden fields form chat Form fill Source + click ID locked Intercom chat Routes → dedicated form merges as form fill · Intercom assist flagged in CRM Zapier Determines source · normalizes · writes to CRM Monday CRM Lead record · full attribution stored Qualified lead Sales confirms fit · offline sync triggered Deal won Est. deal value recorded · offline sync triggered Offline conversion sync Click ID + deal value
Signal 1 Qualified lead → Google & Microsoft
Teaching the algorithms what traffic converts
Most advertisers only tell their ad platforms when someone fills out a form — but a form fill is a weak signal. It captures everyone who clicked, including wrong-fit leads and spam.

When sales qualifies a lead, the original GCLID is uploaded back to Google Ads as a mid-funnel conversion event. Google now knows which clicks produced real, vetted prospects — not just anyone who filled out a form. The algorithm begins adjusting bids toward the audiences, keywords, and placements that match the profile of a qualified prospect.
Result: lead quality from paid traffic improves over time — without increasing budget or changing creative.
Signal 2 Deal won + value → Google, Microsoft & Meta
Teaching the algorithms what revenue looks like
When a deal closes, the click ID and estimated deal value are uploaded to Google Ads, Microsoft Ads, and Meta Ads as offline conversions. This is the most powerful signal in the system.

Each platform now knows which clicks produced which revenue — a $90K deal from this keyword, a $15K deal from that audience. They no longer just optimize for conversions. They optimize for revenue. All three algorithms bid higher on traffic that looks like the traffic that produced high-value clients.
Result: ROAS compounds each month as more won deals feed back in. 638 total leads, 31 won deals, and $1.31M in attributed Google Ads revenue.
Built alongside the system

AI Systems in Production

Six specialized Claude projects — each purpose-built, connected to live tools, and running as a permanent layer of the growth operation.

01
Strategic Growth Advisor
Chief of Staff · prioritization · daily operating system
Strategy ▾
  • Acts as Chief of Staff — evaluating every project, task, and initiative by business impact, urgency, and revenue potential before recommending action
  • Connected to Monday.com, Outlook, Slack, and live ad platform data (Google, Meta, Microsoft Ads, GA4) — so prioritization is grounded in what's actually happening across the business
  • Runs weekly debriefs, channel performance snapshots, and Walker Media ops days as structured working sessions that replace hours of manual reporting
  • Protects capacity by challenging unnecessary work, identifying bottlenecks, and flagging what can be delegated, automated, or cut entirely
02
Client Acquisition Manager
Deal management · consultation coaching · recovery campaigns
Revenue ▾
  • Manages the full client acquisition lifecycle — outbound prospecting, consultation performance, follow-up strategy, proposal conversion, deal progression, and recovery campaigns
  • Connected to Monday.com, Outlook, Zoom, Zapier, Intercom, Slack, and Google Drive — reads live deal data, email history, and consultation recordings together to diagnose exactly where opportunities stall
  • Reviews consultation calls and delivers structured coaching — identifying missed discovery questions, positioning gaps, objection handling weaknesses, and follow-up opportunities
  • Runs recovery campaigns against stalled pipeline, generating personalized outreach for dormant opportunities based on original deal context and hiring signals
03
Website Manager
CRO · AEO · messaging strategy · conversion optimization
Growth ▾
  • Operates as a permanent website strategist — running structured CRO sweeps across all pages, tiered by conversion impact, with specific recommendations tied to Elementor implementation
  • Connected to Semrush, GA4, Google Search Console, Intercom, and Monday.com — recommendations are grounded in live traffic, ranking, and user behavior data
  • Built and is executing an AEO content plan targeting AI search visibility — the Retail page already generating AI Overview citations, with ChatGPT, Perplexity, Claude, and Copilot all sending referral traffic
  • Evaluates every page against conversion goals, information hierarchy, and executive audience expectations — not just design trends
04
Pipeline Assistant
Live deal intelligence · follow-up strategy · deal velocity
Pipeline ▾
  • Reads Monday.com deal records and Outlook email history simultaneously — reconstructing the full context of every active opportunity before recommending action
  • Diagnoses why each deal is stalling: timing, pricing hesitation, internal delay, loss of urgency, or competitor risk — then selects the most effective outreach angle for that specific situation
  • Writes follow-up that reflects the actual conversation history — never generic, never "just checking in" — anchored in the prospect's specific hiring challenge and current stage
  • Runs a daily scan across all active deals, surfaces what needs attention today, and drafts outreach ready to send — eliminating hours of manual pipeline review each week
05
CRM Data Integrity
Attribution accuracy · automation reliability · data infrastructure
Operations ▾
  • Maintains the integrity of the entire data layer — auditing Monday.com boards, identifying inconsistent field usage, detecting duplicate records, and flagging attribution gaps before they corrupt reporting
  • Diagnoses and repairs Zapier workflows — mapping automation logic, debugging broken sequences, and recommending more reliable structures across lead intake, offline conversion sync, and CRM updates
  • Ensures source attribution is locked and accurate from first click through closed deal — protecting the feedback loop that trains Google and Microsoft ad algorithms
  • Produces operational documentation: CRM process guides, field usage standards, automation logic maps, and playbooks that make the system auditable and scalable
06
RevOps Intelligence
Revenue reporting · channel attribution · executive visibility
RevOps ▾
  • Acts as the centralized RevOps layer — monitoring and reporting across Google Ads, Meta Ads, Microsoft Ads, GA4, organic search, outbound, and CRM simultaneously
  • Connected to all growth systems — surfaces attribution gaps, flags reporting inconsistencies, identifies operational blind spots, and distinguishes confirmed facts from data assumptions before they reach leadership
  • Produces the monthly channel performance snapshots and growth performance reports that inform budget allocation, channel investment decisions, and strategic direction
  • Built the multi-tab HTML RevOps dashboard that replaced manual spreadsheet reporting — giving leadership real-time visibility into pipeline, revenue, and channel efficiency in a single view