Cohen Advisory

What I do

I work with marketing functions, but I'm a CFO or COO at heart. It's that unusual point-of-view that helps me deliver unexpected outcomes in competitive spaces.

My obsession is delivering marketing ROI and building reliable systems as a pathway to growth. I'm not interested in how clever your creative is or the awards it won. I care about making your unit economics work in a repeatable way at scale.

To do this, I build controllable, predictable systems that do three things:

Increase Demand

Add more lead volume through more efficient marketing to fill the top of your funnel.

Convert More Leads

Turn more leads into customers (and revenue) by streamlining your acquisition process.

Grow Existing Revenue

Use organic methods to retain more of and expand revenue from the customers you already have.

I treat all three as a single revenue system because improvements in one area carry through and compound in the others. This approach can create huge cost savings for your business.

How it looks

Case Studies

Medical services

30% Lower CAC

3 mo To results

A venture-backed medical services provider was spending nearly $2M on paid search, but losing money in a competitive space. I built an alternative paid search strategy, a new landing page experience that better communicated the value prop, and an affiliate program mixing CPA and CPL deals. Within three months, the combined effort represented over one-third of their total volume at CACs 30% lower than their previous CAC.

paid media affiliate marketing conversion optimization

Insurance

$4M Annual savings

4.5 mo Payback period

A Fortune 500 insurer was spending $15M on SaaS licenses in their sales process. I identified two tools that could be replaced without impacting financial outcomes or user experience. Swapping these out saved $4M annually and fully paid back the investment in 4.5 months.

conversion optimization product management CRM

Legal services

-20% Starting margins

0% Breakeven achieved

2 mo To results

A start-up legal services marketplace was losing money on each transaction with roughly -20% margins. I redesigned their paid marketing targeting to bring it in line with their ICP and leveraged multi-channel lead nurturing strategies to move their unit economics to breakeven within two months.

paid media conversion optimization

Lending

$15M+ Annual savings

7 mo Implementation

A Fortune 500 lender was experiencing increased delinquencies and losses among its customer base. I redesigned their direct mail and email communications strategy, changing the messaging, sequencing, and CTAs of their customer outreach. The new strategy took seven months to implement and saved over $15M in credit losses annually.

customer marketing retention CRM

When to call me

In most markets, your competitors are hungry to grow, too. So, if you're standing still you're likely falling behind. Reach out if you're investing in growth and not seeing the results you expect. If something feels off, even if the executive-level reporting looks fine.

Common signals:

Marketing spend is up, but CAC is rising faster than revenue.

Lead volume is down, but your marketing spend hasn't changed.

Growth is inconsistent or unreliable and you can't tell where it's coming from.

Marketing and sales get stuck in an argument loop ("leads are bad" vs "follow-up is bad").

Decisions about growth are being driven by anecdotes rather than evidence.

Sound familiar? Let's talk.

Schedule Intro Call

Who I help

I work with owners, CEOs, and growth leaders in consumer businesses where turning consumer interest into revenue (and keeping it) requires orchestration across marketing, sales, client operations, product, and/or technology. When that orchestration breaks down, costs climb quickly and performance drops. This includes insurance, wealth, lending, home services, and other high CAC industries.

I'm most valuable to businesses that are large enough to support a dedicated marketing budget of at least several million dollars annually. The bigger your existing budget, the greater the impact of our potential work together.

How I work

My work is diagnostic-led, economics-driven, and carried through to execution. I think in systems, not silos, and work across demand generation, funnel conversion, and revenue operations. But what matters is that this approach fixes growth problems and leads to substantial cost savings.

1

Initial Diagnostic

A focused assessment of your current revenue system — where it's working, where it's leaking, and what's holding growth back.

2

Action Plan

Sequenced work, clear owners, and an operating cadence that makes progress visible. Prioritized by impact and feasibility.

3

Implementation

Hands-on through execution so improvements stick and performance compounds. I stay involved until the system runs on its own.

Meet you where you are

I work across the full spectrum, from startups to Fortune 500s, and adapt my approach to your maturity level, designing improvements that fit your reality.

Work with what you have

I work with the stack you already have, and recommend changes only when they're justified by impact and feasibility. I'm not here to sell you a platform.

Apply data + judgment

I use data to identify problems and size opportunities, then apply 20+ years of pattern recognition to prioritize what will actually work in your context.

Who I am

I'm Ross Cohen, a consumer business executive with repeated P&L ownership across insurance, lending, and home services. I've built and run marketing, analytics, product, and recruiting teams from one to 40+ people. And I've been building and scaling revenue systems for complex consumer businesses for over 20 years.

I've led work that improved close rates, transaction size, and sales productivity at New York Life, owned customer acquisition through the doubling in size of a consumer services business to over $100m in annual revenue, and launched and scaled a major online credit product to over 1M customers at Capital One.