Greg Faustini @gregfaustini
Founder @ Proper Growth | CFO & Ops Partner for $10–$50M Ecom Brands propergrowth.co Orange County, CA Joined January 2025-
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The best media buyers I’ve worked with don’t just think like marketers.They think like operators and business owners. 3 traits that separate great from good: 1) They understand inventory position, velocity, merchandising, and WHAT should be sold - not just how to sell it. 2) They have some understanding of finance. They think in contribution margin, P&L impact, cash position and projection, and the impact on ALL channels. 3) They know what the business is optimizing for - and over what time horizon. Profit? Cash? Growth? Category expansion? Every objective requires a different strategy and time horizon. The best media buyers who do these don’t do this because they work harder or care more about their clients. They succeed because they have partners that ensure Marketing, Ops, and Finance are aligned - and that they are supported with this information. @propergrowth exists to support marketing teams via Ops + Finance. All to drive better business outcomes.
@andrewfoxwell @aliparmelee @ToriiRowe @ChrisLangSocial @Abir_CFO @GrantHushek @freddyrode3 @piersonkrass Thanks to all the presenters and folks who made it come together - great seeing everyone
The ops hire didn't fix ops. Here's why it almost never does. propergrowth.beehiiv.com/p/the-ops-hire…
I knew there were restaurants/bars dedicated to college teams and sports fans… but didn’t expect LA to have an ecommerce bar 😂 word has it that the LTV cocktail takes a few before you get the benefit. Happy Memorial Day weekend all.
Your CFO Has a Plan. propergrowth.beehiiv.com/p/your-cfo-has…
Dead Stock Is a Decision, Not a Circumstance propergrowth.beehiiv.com/p/dead-stock-i…
The Promo Habit That's Eating Your Margin propergrowth.beehiiv.com/p/the-promo-ha…
The Mid-Year Forecast Nobody Believes propergrowth.beehiiv.com/p/the-mid-year…
The Q1 Close Nobody Actually Runs propergrowth.beehiiv.com/p/the-q1-close…
Before the year ends - will there be team zoom calls with humans + AI agents where it is indistinguishable who is who?
You fixed the tariff problem. Your forecast wasn't updated to match. propergrowth.beehiiv.com/p/you-fixed-th…
P&L says you made $50K profit, but your bank account says otherwise. You're not crazy. Timing. Inventory payments. Debt principal payments. Prepaids. Deposits. They all hit cash but not the P&L. Most people recommend a 13 week cash flow, but that's not useful for essentially any company with inventory and lead times longer than 13 weeks... A minimum 12 month weekly cash flow forecast that is updated constantly (minimum weekly) should be the very basic standard. When you can see the total picture 12 months out (not just your P&L) you know your business is starting to mature. If you want me to build you one just let me know - [email protected]
@ToriiRowe This is amazing - what a journey
Why Jim Valvano’s Philosophy Belongs in Your P&L propergrowth.beehiiv.com/p/why-jim-valv…
What percentage of agencies/consultants have proprietary tools now vs in 12 months? What’s your estimate and why?
Great episode from @ecommcowboy bringing on @WestMajorMfg today. Takes guts to manufacturer high quality apparel in the USA - keep it up @NickWetta
How confident are you that your margins are real? We found $700K in COGS errors at a $15M brand while we were onboarding them. Their "healthy margins" were fiction, there was no monthly inventory reconciliation being done. These correction convos are so brutal when they have to happen, the best ceo's can take it in stride, but it's never fun. So many businesses are relying on shopify cogs that haven't been looked at in "a while" and think it's "close enough." If you haven't had someone pressure test your numbers recently, might be worth a look. DM me... happy to do a quick gut check.
The hidden cost of emergency capital propergrowth.beehiiv.com/p/the-hidden-c…
If you spend heavily on Meta ads, check your inbox. Starting April 1, some ad accounts are being required to drop credit card billing entirely. Your two options: monthly invoicing (Meta gives you a credit line, one bill per month, Net-30 to pay) or direct bank debit (Meta pulls straight from your account). This isn't hitting everyone. It's targeted at higher spend accounts and business portfolios. Smaller advertisers might be able to keep using cards for now. But if you got the notice, you have until March 31 or your ads pause. The monthly invoicing sounds reasonable until you realize Meta controls your credit limit. Hit it mid-month during a push and your ads stop until you pay or get the limit raised. No more just swiping a card with a high limit to keep things running. And that 2-4% in credit card rewards you were earning on $100-200K/mo in ad spend? Gone. The real concern for the brands I work with: a lot of operators are relying on the credit card float to fund their cash cycle. That was typically 45-50 days of free cushion. Some are already looking at working capital lenders to replace it. That's trading free float for paid debt. Get your cash flow forecast updated now, not in April. DM me if you want help thinking through it.
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