Illuminating Brands.
Amplifying Reach.
A growth partner for operator-led eCommerce brands.
Christian Cortes · Founder & CEO
growth@refractive.co
The Promise
We turn signal into momentum.
One System
Acquisition, experience, and retention on one roadmap. Every channel talks to every other channel.
Senior Operators
The people on your call are the people doing the work. No junior handoffs. No telephone game.
Measurement That Doesn't Lie
Illuminate: attribution + incrementality + MMM. Budget decisions grounded in causality.
"We operate like an extension of your internal growth team. Built by operators who have been in your seat."
The Problem
Growth stalls for predictable reasons.
Paid vs. Landing
Paid and creative are not aligned to the landing experience. Traffic arrives, then leaks.
CRO Is Absent
CRO is random or missing entirely. You pay to bring visitors, then lose them at checkout.
Retention Is Underbuilt
No lifecycle system means every sale is a first sale. CAC pressure rises, margins compress.
Attribution Lies
Budgets follow the wrong signal. Nobody runs incrementality tests. Decisions are based on vanity dashboards.
Our Edge
Alignment creates compounding wins.
One Roadmap
Ads, pages, CRO, and lifecycle connected under a single plan with clear owners.
Channels amplify each other
Weekly Testing Velocity
Structured test queue with hypotheses, owners, and measured outcomes every week.
Faster learning loops
Aligned Incentives
Flat retainers. Performance bonuses tied to your KPIs. No percent of ad spend.
We win when you win
"Built after scaling a $40M eCommerce brand and seeing the gap firsthand: agencies with energy at the pitch, and silence after the contract."
Best-Fit Brands
Built for founder-operators who need senior execution.
$1-50M
Annual Revenue
DTC
eCommerce Focused
Lean
Teams That Need Senior Ops
- DTC, CPG, apparel, sporting goods, creator-led brands
- Meaningful ad spend and willingness to test
- Product-market fit established, ready to scale profitably
Earlier-stage brands can start with a Signal Scan or Spectrum Sprint.
The Refraction Map
Solutions built to compound.
01 Foundation
Business Strategy, Brand Positioning, GTM Planning, Creative Strategy, Ops & Integrations
Clear priorities + 90-day plan
02 Growth
Paid Social, Paid Search & Shopping, Creative Production, Marketplace, Analytics
Lower CAC + stronger MER
03 Experience
Shopify Dev, CRO & A/B Testing, SEO, AI Enhancements, Performance UX
Higher CVR + revenue per session
04 Retention
Email & SMS (Klaviyo), Loyalty & Referral, Subscriptions, CX Systems, Affiliate
Higher repeat rate + LTV
One integrated system. Can be purchased pillar by pillar or as a full-stack engagement.
How The Work Runs
Weekly velocity, monthly roadmaps.
Weekly
Execute
Performance memo, test queue, budget moves
Biweekly
Create
Creative review, new concepts, asset pipeline
Monthly
Optimize
Roadmap reallocations based on data
Quarterly
Reset
Strategy reset, Illuminate readout, next quarter plan
"Every person on your account has done the work themselves. No layers. No telephone game. The people on your call are the people doing the work."
First 30 Days
Fast clarity, then compounding execution.
Week 1
Baseline
Full audit: paid accounts, site, email flows, analytics. Tracking integrity check. Priorities set.
Week 2
Plan
Creative and offer testing plan. Landing system alignment. Quick wins identified.
Week 3
Launch
CRO tests live. Lifecycle quick wins deployed. First budget optimizations.
Week 4
Measure
Illuminate readout. Reallocation plan. 90-day roadmap finalized.
Most clients see their first optimizations live within two weeks.
Measurement
Illuminate™ proves what is real.
- Attribution views for the full customer journey
- Incrementality testing (geo + holdouts) to prove true lift
- MMM for privacy-resilient budget planning
- Budget simulator: see where the next dollar should go
- Creative intelligence tied to revenue outcomes
Included with retainers or available standalone from $2,500/mo.
Choose Your Entry
Start small or run the full system.
Signal Read
Free 20-min diagnostic. Qualifies fit and identifies highest-upside moves.
Free
Signal Scan
7-day working plan with quick wins, 90-day roadmap, and Illuminate snapshot.
$3,500 (creditable)
Spectrum Sprint
21-day alignment build across creative, landing systems, CRO, and lifecycle.
$12.5k-$18.5k
Full-Stack Partner
Ongoing execution across all pillars with Illuminate included.
$14k-$45k+/mo
Signal Scan
A real plan in 7 days. Not a pitch deck.
Refraction Map
Ads → Pages → CRO → Retention mapped as one system with gaps identified.
Priority List
Ranked leaks and opportunities across your full funnel.
90-Day Roadmap
Testing plan for creative, CRO, and lifecycle with owners and timelines.
Illuminate Snapshot
Attribution baseline + recommended incrementality test design.
$3,500
One-time fee
100%
Creditable to retainer (30 days)
7 days
Delivery timeline
Delivered as a 20-25 minute Loom walkthrough + PDF/Notion doc.
Pricing
Pricing aligned to outcomes, not ad spend.
Core
$14-18k
per month
Scale
$22-28k
per month
Enterprise
$32-45k+
per month
Programs
- Signal Scan: $3.5k (creditable)
- Spectrum Sprint: $12.5k-$18.5k
Performance Bonus
Not tied to ad spend. Tied to mutually defined KPIs: MER, CAC, contribution margin, net revenue.
Results
Results we care about.
CAC
Down X%
MER up. Efficiency compounding through aligned channels.
Revenue
Up X% in 90 days
AOV improvements through CRO, creative testing, and offer strategy.
LTV
Email/SMS share up X%
Churn down. Owned channel revenue growing through lifecycle systems.
Case study metrics to be populated as client engagements complete.
Getting Started
Inputs that unlock speed.
Platform Access (read-only)
- Shopify + GA4
- Ad accounts (Meta, Google)
- Email/SMS platform (Klaviyo, Attentive)
- Any existing dashboards or reports
Decision Items
- Your #1 growth constraint right now
- Your margin constraints and targets
- Your next two campaigns or launches
- Team gaps you need covered
"We start with a full audit of your current stack: paid accounts, site performance, email flows, analytics setup, and creative library. Most clients see their first optimizations live within two weeks."
Let's find the signal.
Signal Read
Free 20-min diagnostic
Signal Scan
90-day plan in 7 days
Spectrum Sprint
Build the system in 21 days
growth@refractive.co