Adela Mincea
Marketing spend is up.
Profit isn't moving.
You're paying for metrics. The business needs margin. 13 years of commercial work. I know where it breaks.
Four cities. One commercial discipline.
“Marketing does not fundamentally change between markets. The discipline holds. The context adapts.”
I measure what your marketing is doing to your profit. Not to your dashboard.
The question every business owner eventually faces is whether the budget is earning its keep. Most marketing engagements never answer it.
13 years of building that answer →“I’d recommend her without hesitation.”
“I had the pleasure of working with Adela on performance marketing. Consistently reliable, knowledgeable, and strong at managing and optimising paid campaigns. Someone who approaches the work thoughtfully and delivers real results. I’d recommend Adela without hesitation to any business that takes its marketing seriously.”
Josephine Phipps
CEO, Illuminate Digital · London
Businesses across e-commerce, B2B SaaS, FinTech, and brands with international presence.
I identify the real
marketing constraints.
Marketing that doesn't connect to commercial outcomes produces wasted budget and stalled growth. I identify what is actually limiting the business and what to fix first.
Do you know what your spend is actually producing?
Not channel metrics: revenue, margin, and acquisition cost per customer. If those numbers are not in one place, the model is running blind.
Can your current model support more spend?
Scaling spend on a weak commercial foundation accelerates the problem. The question is whether the unit economics hold before the budget increases.
Do you know where the constraint actually is?
Most businesses optimise the campaign when the constraint is the offer, the margin, or the funnel. Fixing the wrong thing first is the most expensive mistake in marketing.
If any of these are unresolved, that is the starting point.
Not more spend. Not a new channel. A clear read on what the model can actually support, and where to intervene first.
I work with businesses across industries, from launch to scale.
From diagnosis to commercial decision.
Intelligence
The market research that tells you what you are competing against, who you are talking to, and how they buy. This is where positioning and investment decisions are built.
- 01 Marketing research
- 02 Competitive positioning
- 03 Voice of customer
- 04 Buyer segmentation
- 05 Price research
Diagnostic
Structured audits on the channels and functions with direct impact on revenue. What produces, what costs without producing, what needs to be restructured.
- 01 Landing page audit
- 02 Google Ads audit
- 03 Meta Ads audit
- 04 LinkedIn Ads audit
- 05 Brand message audit
- 06 Measurement audit
Strategy
The framework, the plan, and the budget allocation. In writing, for the long term. This is where the rest of marketing gets its direction.
- 01 Marketing plan
- 02 Strategy session
- 03 Budget allocation
- 04 Paid media plan
- 05 Go-to-market
- 06 Email and retention
AI Marketing
How acquisition and visibility change when buyers use AI assistants. Preparing the business for a channel that already matters.
- 01 AI-ready catalog
- 02 AI search visibility
- 03 AI workflows
- 04 AI readiness audit
- 05 AI-assisted buyer
Four steps, from conversation to result.
Start the conversation
Book 30 minutes. We define the commercial objectives and the current constraints.
Get the diagnostic
Structured evaluation of the area in question. You see exactly what is limiting commercial performance.
Get the action plan
Strategy prioritised by business impact. Clear steps and decision thresholds.
See it in the business
Apply the plan, on your own or alongside me. Performance shows up in real growth.
What your business looks like after we work together.
Less noise, more clarity. Marketing becomes a commercial lever, not an unclear cost line.
Clear strategy for 12 months.
The internal team works from a defined direction, not reacting to trends or short-term pressure.
Budget that produces return.
Every pound spent has a clear role and a decision threshold. Expenditure becomes investment.
Decisions supported by numbers.
Marketing conversations move from opinion to economic model. Fewer discussions, more action.
How AI changes the economics of marketing.
Discovery has moved. Buyers ask AI assistants before they ask Google. Your catalog and pages need to be understood by algorithms, not just displayed.
Decisions are accelerating. Models that process marketing data in real time change how fast budget and strategy can be calibrated.
Execution multiplies. Teams that use AI correctly produce more, better. The competitive gap opens here.
Results that speak
Calculators built around your margin
Margin discipline baked into every output. No signup. Three live, more on the way.
Marketing P&L Calculator
What marketing actually contributes after you pay for it.
Build a focused marketing P&L in 60 seconds. Surfaces what your accounting P&L hides.
Marketing Budget Calculator
How much should you spend on marketing?
Industry-benchmarked recommendation with a margin check so you don't over-commit.
Break-Even ROAS Calculator
The minimum advertising return your margin requires.
Whether your account is profitable, at break-even, or quietly losing money on every sale.
Articles on the economics of marketing
Read all articlesWhat is agentic commerce and how AI assistants pick products
Shoppers are asking ChatGPT what to buy. Here is how AI assistants pick which products to recommend, and what e-commerce stores need to do to be selectable.
Your marketing report proves correlation. Not causation.
The campaign ran. Sales went up. The report says the campaign drove the sales. It doesn't. It shows they happened at the same time. The difference between correlation and causation is the difference between a budget decision and a guess.
Marketing economist vs. marketing specialist: a structural difference
A marketing specialist manages campaigns within channels. A marketing economist assesses whether the acquisition model is commercially viable. These are not the same job. Most businesses are only staffing one of them.
The questions I get asked most.
With a 30-minute initial conversation. We define the commercial objectives, the constraints, and the right level of intervention: market intelligence, diagnostic, strategy, or AI marketing.
I work personally on every project, with an economic lens on the business. The starting point is always the commercial model, not the channel. Recommendations are prioritised by commercial impact, not by what is easiest to deliver.
Businesses that have reached a threshold of complexity, regardless of industry. E-commerce, B2B, SaaS, premium brands, multi-location services. The practice is built across industries and international markets.
It depends on the level of intervention. A strategy session is delivered in 7 days. A full marketing plan takes 4–6 weeks. Fixed-price audits have set timelines between 3 and 7 business days.
Yes. I work alongside the internal team or existing suppliers. My role is to align execution with commercial objectives. If the business requires implementation, I can take it on or coordinate.
On the indicators that matter to the business: revenue, margin, customer value, acquisition cost. Not on campaign activity or platform metrics disconnected from profit.
The Marketing Economist.
Join 300+ founders and marketers who run on real numbers
Monthly analysis connecting ad spend to business outcomes – unit economics, margin diagnostics, what the numbers actually mean. No platform updates, no vanity metrics.
Why your ROAS looks fine – and your margins are shrinking
The gap between a 4× ROAS and a profitable business. How contribution margin exposes what the dashboard hides.
Let's talk.
If the numbers look right but the business isn't growing, that is the starting point. An honest look at the model, not a discussion about scope and budget.