Client · skincare$0 → $2M
in sales for Rituel in the first 4 months. I helped with the creative strategy and the paid ads
MARTIN LÖFVALLSenior e-commerce growth partner
Your growth partner, not another agency.
I work directly with a small number of e-commerce brands to improve conversion, order value and retention, with every decision measured against your margin.
I run DTC brands of my own, so I've made these calls with my own money. You work with me, from the first call to the work itself. No account managers, no handovers.
Brands I own and run
Clients
Clients
Results
Brands I run, and brands I work with.
Client · skincare
Own brand · beauty$1.25M
in sales from a lash brand I own and run
Own brand · sleep$0 → $150k
in sales in under 2 months, from a sleep brand I co‑own
Client · apparel11.3x
incremental ROAS for Shirthouse, Jan to May 2026
Founders
Three 8-figure brands. What their founders say.
8-figure brand
"Martin helped us take Rituel from zero to almost 20 million kronor in four months. He set the creative strategy, ran the ads with us and thinks like an owner: margin first, then scale."
LeahOwner, Rituel
Translated from Swedish.
SKAGEN CLOTHING8-figure brand
"Martin is one of the sharpest e-commerce people in my network. You can feel the breadth of it: operations, website, CRO, paid ads and branding."
Thomas MelgaardSkagen Clothing
Original in Danish, shortened.
8-figure brand
"I've talked e-commerce with Martin for a long time. He understands the whole machine, from ads and creative to margin and stock, and he always brings something concrete you can test right away."
Anders DahlOwner, Din Vintage Shop
Translated from Danish.
The problem
You already have traffic and customers. Too little of it turns into profit.
Most established brands don't need more visitors first. They need more from the visitors and customers they already pay for.
Visitors leave without buying
Product pages, offers and checkout lose buyers you already paid to bring in.
Orders stop at one item
No bundle, no upsell, no reason to add the next product. Every order carries the full cost of getting it.
Customers buy once
The second and third order is where the margin is, and it's usually left to chance.
More ad spend makes all three more expensive. Fix them, and every ad dollar goes further.
Why me
I've tested growth decisions with my own money.
I own and run DTC brands. When an offer, a price test or a new ad didn't work, I paid for it. That's why I look at the whole machine, from the ad and the product page to stock, cash and what's left after every order.
$390k of my own money tested on Meta and Google.
3.19 MER across the lash brand I own.
40% lower landed cost on my own products.
By going straight to the factory through my own agents in China.
One person on your account: me.
No juniors, no handover after the sales call.
Three levers
Where I start: conversion, order value, retention.
Each one raises what a customer is worth without raising what you pay to get them. Together they make your ad budget go further.
01
Conversion
CRO, offers, landing pages and Shopify changes, built and tested on staging before they go live.
02
Order value
Bundles, upsells, free-shipping thresholds, price points and subscriptions. Tested on margin, not just on revenue.
03
Retention
Repeat purchases, lifecycle thinking and customer value: what makes someone order a second and a third time.
Also in the partnership
Paid media and creative, run by the person who owns the plan.
Traffic still matters. I run the paid channels and the creative myself, so the ads point at the same offers and pages we're improving.
All paid channels
Meta, Google, TikTok, Snapchat and Pinterest. Structure, buying, testing and scaling.
Creative strategy
Angles mapped from your reviews and your customers' own words, then turned into briefs for your creators and UGC.
Static ads
20 new statics a month, built from your winning angles and checked by me.
I stopped waking up at 3amVideo editing
Creator and UGC footage cut into ads that test: three hooks per video, captions, tight cuts and new versions of every winner. Edited by my video editor, checked by me.
Copywriting
Hooks, ads, landing pages and product pages in your customers' language.
Branding
Positioning, brand voice and one visual direction that your ads, site and emails all follow, so every new ad looks and sounds like you.
Sourcing and margin
Direct factory contacts through my own agents in China. Going straight to the factory cut landed cost by 40% on my own products, with lower minimum orders and better quality control.
Numbers and planning
An automated P&L, inventory and cash-flow forecasts and a marketing calendar, set up for you and kept running if you need it.
Production runs through my sourcing agents are priced per project.
How it works
One monthly partnership. The same loop, every month.
Every step is measured against your margin, not against how busy it looks.
- 01
Diagnose
Your numbers, store, offers and ads, read against your margin.
- 02
Prioritise
The few changes worth the most, in order. Everything else waits.
- 03
Implement
I do the work: pages, offers and ads. Not a slide deck for your team to execute.
- 04
Learn
One page every Monday on contribution margin and new-customer CPA.
- 05
Iterate
A monthly review of what worked, what didn't and what comes next.
Behind it are my own systems for research, production and reporting, so the slow parts take hours instead of weeks. I make the calls and check every piece before it ships.
Working with me
Direct access. Limited capacity.
Martin Löfvall
Founder, MBHL
Nicosia, 2026
To founders who want a partner, not another agency,
I run DTC brands myself. A lash brand past $1.25M in sales, and a sleep brand I co-own. Every dollar those brands spent on ads came out of a business I own, and that changes how you look at an account. You stop caring about a pretty ROAS screenshot and start caring about what is left after the ads, the product and the shipping are paid.
That is how I work on your brand. One plan, measured on contribution margin. Pages and offers that convert more of the visitors you already have. Bigger orders, more customers who come back, and ads that point at all of it.
I do the work myself, which is why I only work with a few brands at a time. When you write to me, you get me. When something needs changing, I'm the one changing it. There's no one to hand you over to.
If that sounds like the partner you've been looking for, apply below. Tell me where your brand is and what's holding it back, and I'll tell you honestly whether I can help.
Martin
You get me, not an account manager
The person you talk to before you sign is the person doing the work.
I keep the client list short
I work alone and do the work myself, so I only take on brands I can give real attention. That's why you apply instead of just signing up.
I spend your money like it's mine
Every angle, offer and page I suggest was tested on brands I own first.
I report on margin, not ROAS
Every test is judged on contribution margin and new-customer CPA, not on a ROAS screenshot.
Fit
Who this is for, and who it isn't.
A good fit
- Established e-commerce brands with a product people already buy
- Selling internationally, or ready to
- Spending at least $50,000 a month on Meta
- Founders who share the real numbers: margin, stock and cash
- Want a senior partner in the work, not a supplier to brief
Not a fit
- Brands before launch, or still looking for product-market fit
- Looking for the cheapest way to get ads run
- Expecting a big team and an account manager
- Judging success on ROAS alone, not on what's left after costs
Pricing
What it costs.
I'd rather you know before we talk.
Growth partnership
From $7,500 / month
One senior partner across conversion, order value, retention, paid media and creative. Billed monthly.
Included
- Growth plan and a weekly margin readout
- CRO, offers, landing pages and Shopify changes
- Bundles, upsells, thresholds and subscriptions
- Retention and lifecycle strategy
- Paid channels and 20 new static ads a month
- Slack with me, monthly review
Want me to build and run your Klaviyo flows and campaigns too? Email is an add-on at $1,750 a month.
Apply for a growth partnershipNot ready for a partnership?
Ad account audit
$1,500
A teardown of your account and your best ads, plus three tests to run next. You keep it either way. Credited in full if you start a partnership within 30 days.
Book the auditI also do monthly sparring for teams that run their own ads ($2,250 a month) and one-day workshops for in-house teams ($4,500). Ask by email.
No setup feeNo lock-in30 days' noticeYou own the accounts and every adExcl. VAT
Apply
Apply for a growth partnership.
A few short questions. I read every application myself, and if it looks like a fit, I'll email you to set up a call.
What happens next
I read it myselfNot an assistant, not an autoresponder
A call if it's a fitWhere you are, where the margin is, and whether I'm the right partner
An honest answerIf it isn't a fit, I'll say so
Thanks. Application received.
I'll read it myself. If it looks like a fit, you'll hear from me at [email protected].
Prefer email? [email protected]