You've got real traction. Your positioning and ad strategy haven't caught up yet.
I've worked several layers of ad tech, from hands-on campaign management to platform adoption to product marketing inside Meta's own commerce and catalog ad formats. That's the range I bring to early-stage and growing companies now, positioning, GTM strategy, and Meta Ads account reviews.
Who I work with
Early-stage and growing companies
Teams that need senior product marketing help, positioning, GTM strategy, launch planning, especially DTC/commerce brands and B2B marketing platforms. I've worked both the advertiser side and the platform side of e-commerce ads, a combination most product marketers don't have.
E-commerce and DTC brands running Meta ads
Brands who want a focused account review, campaign architecture, audience strategy, creative, attribution.
Either way, you're not just getting a report. I stay hands-on until the plan is actually working.
What I offer
- Fractional PMM (positioning, GTM planning, launch strategy, ICP definition)
- Meta Ads account reviews (campaign architecture, audience targeting, creative direction, attribution), starting as a small, clearly-scoped paid engagement. Includes catching things like a disabled attribution window quietly skewing your numbers.
Background
14+ years in marketing and advertising, including 7+ years in product marketing. I started in sales and business development at Movement Strategy back in 2012, then spent a few years in ad operations at Adaptly, managing media campaigns for brands like Ford and Nationwide, and as an enablement consultant at Sprinklr, onboarding customers like Hulu onto their ads platform. I moved into product marketing specifically in 2018, and spent my last stretch at Meta leading go-to-market for Instagram's commerce and catalog ad formats.
Accounts I've worked on while at Adaptly and Sprinklr:
- Ford Motor Company
- Nationwide
- State Farm
- Dollar Shave Club
- Hulu
- Under Armour
- Ticketmaster
- Audi
- Universal Pictures
Recent thinking
Case study
At Meta, I led product marketing for an AI-powered ad platform where advertisers were skeptical of AI-driven recommendations with low trust and adoption. I built targeted messaging based on direct customer research to address that skepticism head-on, driving a 40% lift in adoption and contributing to $3B in revenue.
What clients say
Idan gave us a clear, specific read on our Meta Ads account, right down to catching a real attribution gap in one of our campaigns. Specific, useful feedback, not generic advice. — Cassi Rosenbaum, Head of Marketing, Actual Veggies
Get in touch
Early-stage and thinking through go-to-market? Happy to walk through how I'd approach your first 90 days.
Running a DTC or e-commerce brand and want a sharper read on your Meta ads account? Let's talk about a focused review.