Thiery Catalan
Growth Marketing
/Thiery Catalan
I help ecommerce brands grow through paid media, cleaner data, and stronger execution.
I work across Google, Meta, Shopping feeds, tracking, attribution, landing pages, reporting, QA, and automation.
I can own acquisition, diagnose what’s holding performance back, and fix the highest-impact gaps between spend, revenue, and measurement.
Experience
Growth Marketing Consultant at Independent Jan 2019 - Apr 2023; Sep 2024 - Present
Led full-funnel acquisition, automated QA systems, and custom product catalogs to optimize spend and drive growth for multiple DTC ecommerce brands.
- Scaled Shopping feed coverage 4x by building automated product catalog pipelines using Python and Google Merchant Center supplemental feeds, enabling margin-tiered spend controls.
- Improved promo QA coverage by shipping Playwright E2E testing suites to automate coupon and discount validation, preventing checkout cart leakage.
- Strengthened attribution hygiene by modernizing e-commerce tracking architectures using server-side GTM and custom GA4 data layers to resolve browser data loss.
- Optimized acquisition spend across Google Search, Shopping, and paid social for multiple DTC brands to scale acquisition without eroding margin.
- Improved catalog ad presentation by developing custom branded template layouts for Meta Advantage+ Catalog Ads to standardize visual rendering.
Tools & Platforms
Shopping Ads Program Manager at Lumens May 2023 - July 2024
Directed a $1M+ monthly acquisition budget across search and catalog channels, delivering 32% YoY revenue growth and 20% ROAS improvements.
- Directed a $1M+ monthly budget across Google Shopping, Microsoft, and Pinterest catalog campaigns, balancing daily pacing against ROAS and revenue targets.
- Delivered 32%+ YoY revenue growth and improved ROAS by 20%+ while maintaining acquisition volume and efficiency.
- Isolated top-selling product lines by tightening campaign structures using Priority Logic and Google Merchant Center custom labels.
- Reduced promotion operational lag by translating merchandising promo files into GMC supplemental feeds and QAing eligibility daily.
- Rebuilt paid media event mapping by defining GTM specifications, mapping custom e-commerce parameters, and auditing data layers.
Tools & Platforms
Paid Media Manager at Synclaire Brands July 2015 - March 2019
Built and scaled the KidsShoes.com e-commerce growth engine from scratch, securing a 490% ROAS and ~$850K in first-year revenue.
- Scaled DTC brand from zero to ~$850K in revenue in year one, launching and owning the KidsShoes.com growth stack across GTM, search, catalog, and paid social.
- Delivered a 490% ROAS and reduced customer acquisition CPA by 30%+ by aligning retargeting with on-site behavioral segments.
- Increased purchase conversion rate from 2.6% to 3.8% by identifying funnel drop-offs and driving landing page, PDP, and cart optimizations.
- Expanded remarketing reach by 40%+ in one month by rebuilding custom behavioral lists and integrating assortment into Shopping workflows.
- Controlled multi-stage spend flow by implementing retargeting exclusions and custom structures for search, Shopping, and paid social.
Tools & Platforms
Projects
Shopping Strategy & Feed Scaling at Lumens +32% YoY Revenue
Led high-spend Shopping and catalog acquisition across Google and Microsoft, with Pinterest used as a supporting upper-funnel catalog channel, by combining query segmentation, promo operations, auction analysis, and stronger measurement foundations.
Challenge
The program had to perform under high spend, frequent promo changes, and a competitive auction environment where efficiency could erode quickly if campaign structure, product segmentation, and conversion tracking were not tightly managed.
Solution
Used query sculpting, priority logic, and custom-label segmentation to route product groups and search intent into more deliberate bidding paths. Standardized promotion inputs into a cleaner operating workflow, improved promo execution across feeds and campaigns, and used competitive auction reporting to understand when aggressive positioning captured broader demand versus when it drove inefficient spend. Also improved data-layer coverage and conversion tracking quality to create a more stable measurement foundation for optimization and reporting.
Outcome
Delivered 32%+ YoY revenue growth and improved ROAS by 20%+ while managing more than $1M in monthly spend, improving promo execution, and creating tighter control over efficiency in a highly competitive auction landscape.
RESULTS
- $1M+ monthly budget managed and paced daily across catalog acquisition channels.
- 32%+ YoY revenue growth delivered YoY without sacrificing efficiency.
- 20%+ ROAS improvement achieved through Priority Logic segmentation.
Tools Used
DTC Launch & Query Segmentation at KidsShoes.com 490% ROAS
Built and owned the acquisition foundation for a competitive ecommerce launch across Shopping, Search, paid social, retargeting, analytics, and conversion-path testing.
Challenge
The account needed more than basic campaign setup. It required Shopping and Search structures that could compete by query intent, stronger paid social audience strategy, and conversion-path improvements to turn traffic into revenue in a highly competitive category.
Solution
Built Shopping campaign segmentation around query sculpting and priority tiers, using broad higher-priority campaigns with lower bids and negative keywords to push higher-intent searches into lower-priority campaigns with more aggressive bids. Structured Search by brand, non-brand, and query intent, built paid social around audience segmentation and creative testing, and partnered with the marketing director and dev team on CRO across PDP, cart, and checkout. Competitive promotional pricing was also used strategically to improve offer strength in auction-heavy environments.
Outcome
Scaled the business to approximately $850K in year-one revenue, delivered 490% ROAS, reduced CPA by 30%+, and improved purchase conversion rate from roughly 2.6% to 3.8%.
RESULTS
- ~$850K revenue scaled from scratch in year one of launch.
- 490% ROAS delivered by aligning campaign retargeting with on-site behavior.
- 30%+ lower acquisition CPA achieved by tightening intent query tiers.
- 3.8% purchase conversion rate (up from 2.6%) secured via PDP testing.
Tools Used
Product Feed Automation Pipeline at Independent 4x Feed Scale
Built a custom feed pipeline that expanded raw catalog data into pack-size variants, enriched product attributes, and improved margin-based spend control across Shopping and Performance Max.
Challenge
The source catalog only contained roughly 3.7K rows, even though many products existed in multiple pack sizes. That limited Shopping coverage, reduced impression opportunity, and made it harder to control spend based on margin and product value.
Solution
Pulled raw XML product data from a custom ecommerce system and built a Python/pandas pipeline to expand each base product into pack-size variants, then transform and enrich each row with the IDs, URLs, pricing, imagery, and other required feed attributes. Added custom-label segmentation by margin and performance tier so Shopping and Performance Max could bid more aggressively on stronger inventory and less aggressively on weaker SKUs.
Outcome
Expanded catalog coverage from roughly 3.7K to 15K feed rows, improved visibility for pack-size queries, increased impression opportunity and revenue potential, and gave campaigns stronger margin-aware control over spend.
RESULTS
- 15K SKU feed coverage scaled from ~3.7K raw product variants.
- Expanded impression reach by converting base listings to pack-size listings.
- Granular spend control established via margin-tiered custom labels.
Tools Used
Promo Catalog Workflow Automation at Independent Revenue Protection
Built and maintained a promo QA automation workflow that standardized raw promotion inputs and validated launch readiness across PDP, cart, and checkout before paid traffic scaled.
Challenge
Raw promo inputs were inconsistent, launch cadence was frequent, and issues in promo messaging, eligibility, pricing logic, or coupon behavior could break across PDP, cart, and checkout. On a large catalog, manual QA created too much room for user error, missed launches, revenue leakage, and account-level promo issues.
Solution
Standardized raw promotion data into a structured Google Sheet, added QA control columns for PDP and checkout validation, and built an automation workflow that verified whether promo messaging was present on product pages, whether offer details carried through cart, and whether coupon logic applied correctly at checkout. Maintained the workflow as an operational system for ongoing launch support rather than a one-time script.
Outcome
Improved launch readiness across a large marketplace environment, reduced operator error in promo setup, prevented avoidable revenue leakage, and helped eliminate account warnings caused by promos ending early or being misconfigured before launch.
RESULTS
- Automated promo validation across PDP, cart, and checkout before traffic scaled.
- Reduced checkout leakage risk by catching discount logic failures before launch.
- Playwright QA automation deployed for scheduled daily test validation.
Tools Used
Tracking & Attribution Modernization at Independent Attribution Hygiene
Built a first-party measurement architecture for ecommerce to improve tracking reliability using structured data layers, GTM, and server-side event routing.
Challenge
Client-side tracking was becoming less reliable due to browser privacy controls, iOS App Tracking Transparency, ad blockers, and general signal loss across the conversion path.
Solution
Built and validated a structured ecommerce data layer on a custom Node site, deployed GTM-based event collection, and routed key events through a first-party server-side gateway on the same domain. This created a cleaner path for server-side event forwarding and stronger downstream platform integrations such as Meta Conversions API.
Outcome
Improved the reliability and resilience of conversion tracking, created a stronger foundation for attribution and platform optimization, and demonstrated a practical modernization path that could be adapted for client implementations using custom infrastructure or managed server-side setups.
RESULTS
- Improved GA4 data quality via structured e-commerce data layers.
- Cloudflare Zaraz routing deployed to mitigate Safari ITP signal loss and client-side blocker gaps.
- Reduced attribution gaps between ad platform spend and analytics reporting.