Sasha Hull
Performance Growth Strategist
I connect founder psychology to paid performance for DTC brands.For profitable founders who are done white-knuckling growth.
Most ad problems start upstream
When paid performance stalls, the instinct is to look at the ads. New creative, new agency, new budget. Six months later everything looks the same, because the thing driving the numbers usually sits upstream of the ad account: in the offer, in the retention structure, and in how the founder makes decisions under pressure.Media buyers and creative strategists see the account. Coaches see the founder. I work in the space between the two, tracing what shows up in your dashboard back to the structural and psychological layer it started in.
Who this is for
I work with profitable DTC founders, mostly wellness and beauty brands spending $20K+ a month on ads. You already make money. What you're carrying is the cost of how you make it: the dashboard checks, the reactive pivots, the quiet sense that growth depends on your ability to keep sprinting.If the structure underneath your business were sound, growth would be something your business does. My job is getting you there.
Ways to work together
The methodology behind everything below is called the Upstream Method. There are two ways in:
1. The strategy session
Fifty minutes, one problem. You bring whatever's keeping you up at night, the ad account that's stopped making sense, the scaling decision you can't see clearly, and you leave with a diagnosis of what's broken and where to focus first.$250 USD · Booked directly, no discovery call needed. The fee credits against the Upstream Map if you book one within 30 days.
The Upstream Map
Every ongoing engagement starts here, no exceptions. The Map is the full diagnostic run on your business across three layers: the creative system (what your ads should say, to whom, in which emotional territory), the revenue architecture underneath it, and the decision patterns that have been quietly shaping both.You leave with a standalone asset your team can run without me: the angle map, the messaging guide, the briefs, and the rules for when an ad gets killed and when it gets scaled. Fixed fee, scoped to your spend.From the Map, we either move into ongoing advisory, or your team runs the system and I step away.It starts with a free 20-minute fit call. If you're not ready for the Map, I'll tell you that on the call rather than charge you to find out.
Why Me
Over ten years in ecommerce and roughly 80 brands: the brand side, the agency side (20+ accounts directly, 60+ across the wider team), and my own ecommerce brand, which taught me the structural lesson the hard way. The pattern held everywhere. The brands that scale calmly are built on sound structure across the business, and the ones that burn their founders out are usually held together by willpower and copious amounts of caffeine.I write about all of this weekly at The Upstream Memo, a publication for founders and the upstream reasons profitable DTC brands stall, plateau or quietly burn the founder out.
