Head of growth · fractional
A recurring role, like a part-time acquisition lead: your growth steered by the person who also runs your campaigns and your measurement.
I am Théo Maupilé, a freelancer based in Barcelona, trained in a top 5 global advertising group. As your fractional head of growth, I steer paid acquisition and measurement, and on the offer, the site and the funnel, I recommend and prioritize. Every engagement is priced per project, after a review of your situation.
Steer My Growth
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace them back.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Read the client reviews (5/5) →
The vision behind this role: growth partner. The detail of the work: growth marketing.
Who it is for
Growth is speeding up and acquisition deserves dedicated steering. The role takes over day-to-day steering, and every decision reaches you in writing.
Google Ads, Meta Ads, an agency for the site: the role brings their numbers together into one shared reading of cost per result, tied to what your margin can support.
Measurement comes first: every extra euro of budget then rests on reliable numbers, and scaling follows the pace your margins allow.
Positioning and market
Good positioning makes advertising more effective: a message aligned with what your market values converts better, so every visit earns more. Before speeding up, we understand your market: who your audience is, which values drive their decisions, how they phrase their search in Google, and what your competitors already offer. Then we clarify together what makes you unique, and the campaigns test it continuously: every test makes it stronger.
See my growth partner approach →
My approach
Inspired by Eliyahu Goldratt’s theory of constraints: like a plant that grows from its roots before its leaves, the bottlenecks are lifted before expansion.
At the start, I map the whole chain of your growth: market, measurement, acquisition, pages, sales and margin. You leave with a short roadmap: the work in order.
The points that free up the most growth once lifted, ranked by expected effect. Measurement comes first, because everything else rests on it.
Once the bottlenecks are lifted, growth opens up: new channels, new audiences, and innovations captured early on the curve. Every month, a written review shows what moved.
My methodology
Every innovation follows the same adoption curve: a handful of explorers, a few early adopters, then the majority. It is the heart of my methodology: I explore new features first, and your campaigns adopt early what has passed the testing framework, just before the majority. In an auction-based channel, that is where the advantage is won.
Discover the full approach →MY FAVOURITE CONCEPT
The vocabulary around a topic tells you where it sits on this curve. While the word stays technical, only the innovators talk about it. Once it enters everyday language, the majority has already arrived, and so has the auction.
The day a client tells me "we should be doing generative AI" without me explaining anything first, the topic has left the innovators. I hear it before I can measure it.
Move the point along the curve
Early adopters
6.9%
of the market has already adopted
Who does what
The four titles often cross paths: each one covers a specific field.
The brand and marketing as a whole: positioning, communication, the marketing team. A leadership role across the whole company.
The growth numbers: acquisition, measurement and the journey through to the sale. This is the role I hold.
A daily presence in the team, full time, after a hiring process. The right format once the workload fills a whole week.
A diagnosis and recommendations, on a one-off engagement with a defined deliverable, such as an audit or a roadmap.
I steer paid acquisition and measurement, and on the offer, the site and the funnel, I recommend and prioritize. For a one-off diagnosis, the Google Ads audit is the way in.
The role
One point of contact connects your roadmap, your measurement, your campaigns and your offer.
What success looks like, what your growth targets are, and in which order the work happens. A short roadmap, with the criterion that moves you from one piece of work to the next.
The work I handle first, because everything else rests on it: Google Tag Manager, GA4, server-side conversions when needed, and real sales sent back to the ad platforms. See my tracking service.
Google Ads, Meta Ads, YouTube Ads and ChatGPT Ads, run for profit: the budget goes where demand is profitable, with one shared reading of cost per result.
A message aligned with what your market values converts better. On your offer, your landing page and your funnel, I recommend and prioritize, and your team or providers carry it out.
Commitment
I offer to work with or without a commitment, because each option has its advantages depending on the moment.
The work continues as long as it makes sense for you.
The Benefits
Good To Know
Visibility builds month by month, with a strategy planned in shorter cycles.
We set a length together from the start, for more stability.
The Benefits
Good To Know
The agreed term runs to its end, with less room to change course if your priorities shift along the way.
Each option has its moment. I am open to both, and we discuss it together at the quote stage.
Either way, for a first launch or a first campaign test, I recommend 2 to 3 months minimum, to gather as much data as possible before judging how well an account or a campaign performs.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
Answer 7 quick questions and let’s plan a 20-minute call, no strings attached.
