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.

9.47×
Blended ROAS
Feb 2025 – Feb 2026
$1.42M
Attributed Revenue
Across all channels
564
Leads Generated
18.3% qualification rate
Results from a single engagement — Millman Search, built from scratch over 12 months.
01
Revenue Strategy
02
Demand Generation
03
Go-to-Market Design
04
Growth Infrastructure
05
Funnel Optimization
Destiny
Ripp
Head of Growth
destinyripp.com
destinyripp@gmail.com
Remote · Florida
LinkedIn ↗

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.

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

Operates like
A revenue partner

I operate as a partner in revenue outcomes — bringing strategic ownership, execution capability, and accountability to results.

9.47×
Blended ROAS
$1.42M
Attributed Revenue
7.84×
Google Ads ROAS
26
Deals Won
Head of Growth
Mar 2025 – Present
Millman Search Remote

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. Own full-funnel growth strategy across acquisition, CRM architecture, analytics, and performance optimization.

  • 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 strategy spanning inbound, outbound, SEO, and paid acquisition.
  • Generated 9.47× blended ROAS and $1.42M in attributed revenue within the first year of scaled campaigns.
  • Established end-to-end lead lifecycle management including qualification logic, CRM automation, and offline conversion sync to Google and Microsoft.
  • Introduced structured pipeline tracking and performance reporting to support revenue forecasting and leadership decision-making.
Creative Director
May 2022 – Mar 2025
UnDigital Remote

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 Golden, CO · Hybrid

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 Denver, CO · Remote

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.

Feb 2025 – Feb 2026

Growth & Revenue
Performance

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

Total Spend
$149.8K
All channels + tools
Total Leads
564
All sources
Qualified Leads
103
18.3% qual. rate
Deals Won
26
+ 34 in pipeline
Est. Revenue
$1.42M
+ ~$500K pipeline
Blended ROAS
9.47×
$9.47 per $1 spent
Revenue by Channel
Won deals only
Google $1.07M Organic $313K Direct $41K
Paid Ads Funnel
Google Ads + Microsoft Ads combined
428 leads
100%
79 qualified
18.5%
18 won
4.2%
Cost / Lead
$337
Cost / Qual.
$1,827
True CAC
$8,020
Channel Efficiency
All sources
ChannelSpendLeadsWonRevenueROASStatus
Google Ads$135,78442018$1,065,0007.84×Scaling
Organic$01166$313,230High Value
Direct$0192$41,000Baseline
Microsoft Ads$8,58280Optimizing
Outbound$4,29710Testing
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.

Paid · machine learning (receives feedback)
Unpaid · no feedback loop
Funnel stages
Offline conversion feedback
Google Ads GCLID tracked Microsoft Ads MSCLKID 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
Why these feedback signals are the engine of the entire system
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
Teaching the algorithms what revenue looks like
When a deal closes, the click ID and estimated deal value are uploaded to both Google Ads and Microsoft 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 another. They no longer just optimize for conversions. They optimize for revenue. Both algorithms bid higher on traffic that looks like the traffic that produced high-value clients.
Result: ROAS improves each month as more won deals feed back in. 7.84× Google ROAS in just 5–7 months of active optimization.