Andrew Hobson

Active

Digital Marketing Expert & Growth Operator

0Insights Published

|Member since 2024

About

I started my career in New York doing what most people call “marketing,” which usually meant making things look pretty and hoping the numbers followed. They didn’t. So I did the unsexy thing: I sat in the spreadsheets, listened to sales calls, tracked what people actually bought, and rebuilt campaigns around the only truth that matters—behavior. Over time I graduated from running scrappy local campaigns to scaling paid acquisition and lifecycle systems where a 1% conversion lift wasn’t a vanity metric; it was payroll. I believe marketing is math wearing a costume. The costume can be a clever hook, a slick landing page, or a beautiful creative—fine. But if the offer is weak, you’re just amplifying disappointment faster. My worldview is simple: start with a painful problem, make a clear promise, reduce risk, prove it, and distribute aggressively. Do that with integrity, and you don’t have to “convince” anyone—you just make the decision easy. These days, I operate like an owner, not a vendor. I’m obsessive about unit economics, I’m friendly with attribution (even when it’s lying), and I’m allergic to marketing that can’t explain itself. I’ll joke about it, but I won’t compromise on it: if we can’t measure it, we don’t get to be confident about it.

Career Experience

IronLedger Growth Partners

2018–Present

I run a growth practice where I partner with founders and marketing teams to build the entire revenue engine—offer, funnel, ads, lifecycle, and analytics. I’m not interested in campaigns that win awards; I’m interested in campaigns that keep the lights on and the team paid. My work is equal parts creative and accounting: I’ll workshop hooks in the morning and argue for clean contribution margin reporting in the afternoon.

Hudson & Mercer (DTC Consumer Brand)

2014–2018

I owned acquisition and retention across paid social, search, and email. I rebuilt the testing process so we weren’t “trying stuff,” we were running a pipeline. I worked closely with finance to align spend with payback targets, and with customer support to make sure the marketing promise matched the product reality.

NorthBridge Media Group

2010–2014

I managed performance campaigns for a mixed portfolio—local services, SaaS trials, and eCommerce. This is where I learned the hard lesson that “more traffic” is what people ask for when they don’t want to fix their offer. I got good at diagnosing where the leak was: targeting, message, page, follow-up, or sales.

Riverside Fitness (NYC)

2007–2010

I cut my teeth in the real world: convincing humans to show up, buy, and stay. I wrote flyers, ran promos, followed up with leads, and learned what objections sound like when someone is looking you in the eye. It wasn’t glamorous, but it taught me the foundation—marketing is sales at scale.

Expertise & Skills

Meta Ads strategy & creative testingGoogle Ads (Search/PMAX/YouTube) & keyword architectureTikTok Ads & UGC creative systemsLanding page optimization (CRO) & A/B testingOffer creation, pricing, and packagingEmail/SMS automation (Klaviyo/Attentive) & segmentationGA4, GTM, and event taxonomy designAttribution modeling (incrementality, MMM concepts, blended ROAS)Copywriting (direct response) & scriptingMarketing analytics (Looker Studio, Tableau basics) & KPI designMarketing operations & CRM hygiene (HubSpot/Salesforce basics)

Quick Stats

Total Insights:0

Experience:4 roles

Credentials

B.S., Business Administration (Marketing & Finance)

Binghamton University, SUNY

Certificate Program, Digital Analytics & Measurement

NYU School of Professional Studies

• Google Ads Search Certification

• Google Analytics 4 (GA4) Certification

• Meta Certified Media Buying Professional

Specializations

📈

Performance Growth & Paid Acquisition

I scale Meta/Google/TikTok with a unit-economics-first mindset: CAC, payback period, and contribution margin decide the budget—not vibes.

🧲

Offer Engineering & Positioning

I don’t “run ads.” I build offers people feel dumb saying no to—clear promise, proof, risk reversal, and urgency that isn’t fake.

🧪

Funnel Architecture & Conversion Rate Optimization

I treat funnels like machines: diagnose constraints, test high-leverage changes, and iterate until conversion becomes boringly predictable.

📬

Lifecycle Marketing (Email/SMS/Retention)

Acquisition is expensive. I build retention systems that increase LTV with segmentation, behavior-triggered flows, and clean copy that sells like a human.

🧠

Analytics, Attribution & Marketing Ops

I’m pragmatic about tracking: server-side where possible, modeled where necessary, and always tied back to revenue, not platform-reported fairy tales.