You know your ROAS. But is your marketing _budget split right?_
Your On-Demand CFMO
You know your ROAS.
But is your marketing budget split right?
Get the actual numbers: channel by channel, tailored to your business. Free - got 2 minutes?
Start with your numbers →
The more context you give, the sharper the read.
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Your context shapes your breakdown
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Your CFMO's recommended marketing budget
$2.3M
23% of $10,000,000 revenue
Scaling Phase
You've found your channels. Now build the infrastructure that compounds - influencer belongs here.
100 dots. Each one is 1% of your marketing budget. Where they land tells a story.
Paid Social 38%
Paid Search 17%
Email & SMS 13%
Influencer 16%
SEO & Content 8%
Other 8%
How most CMOs might allocate
Paid Social
Meta, TikTok - high reach, high cost
38%
$874Kper year
At 65% gross margin, your contribution headroom per order is strong - but Meta CPMs in beauty are among the highest of any D2C category. This allocation is the sustainable ceiling given your AOV.
Paid Search
Google & Shopping - capturing existing demand
17%
$391Kper year
Email & SMS
Your highest-margin channel. Already paid for.
13%
$299Kper year
At 38% repeat rate, your email and SMS channel is already working. Every dollar here costs a fraction of paid acquisition - you've already paid to acquire these customers. Most beauty brands underinvest here relative to the return.
Influencer
The most underinvested channel at your revenue stage
16%
$368Kper year
Beauty is the category where influencer ROI is most defensible. LTV by first product purchased can vary 2x at the same CAC - influencer-acquired customers in this category typically show stronger reorder rates than paid social cold traffic.
SEO & Content
Slow to build, expensive to ignore
8%
$184Kper year
Other
PR, affiliates, community
8%
$184Kper year
How most brands at your stage are spending
Paid Social
38%
Paid Search
17%
Email & SMS
13%
Influencer
16%
SEO & Content
8%
Other
8%
Most brands default to paid social first. Influencer gets whatever is left over.
What brands that are pulling ahead are doing differently
Paid Social -5%
33%
Paid Search
17%
Email & SMS +1%
14%
Influencer +4%
20%
SEO & Content
8%
Other
8%
Brands reallocating ~$92K/year toward structured influencer are not just getting creator content - they're reducing Meta CPMs, improving CVR, and building a customer base that refers. The paid account improves because the brand improves.
What your CFMO has seen in brands like yours
At 65% gross margin, your P&L can carry more marketing weight than most brands your size. Ridge runs 40% of revenue through marketing at a 2.5:1 blended MER - possible because great margin + lean Opex creates the room.
D2C P&L AnalysisD2C P&L Benchmarks
Beauty is the category where influencer ROI is most defensible. LTV by first product purchased can vary 2x at the same CAC - influencer-acquired customers in this category typically show stronger reorder rates than paid social cold traffic.
D2C P&L AnalysisD2C Brand Growth Analysis
Brands that moved influencer from a line-item experiment to a structured pyramid (seeding to paid posts to ambassadors) saw their paid social accounts improve - the creative and social proof fed directly back into the ad account's efficiency.
D2C P&L AnalysisD2C Brand Growth Analysis
Your CFMO gave influencer 16 dots. Here's the financial case for why.
Globally, brands spent roughly $200B on Facebook ads last year. Influencer marketing drew around $10B - a 20× gap - despite consistently stronger results in discovery-led categories. The reason most brands under-invest isn't ROI. It's that they can't show it to a CFO in a language they trust. That's an infrastructure problem, not a performance problem.
$200B
Spent on Facebook Ads
$10B
Spent on Influencers
20×
The Opportunity Gap
Wait, we got more
On how to prove ROI
to your CFO
to your CFO
Your CFMO just told you where influencer belongs in your budget. This playbook shows you how to prove it's working - in the language your CFO actually cares about. A 3-phase ROI model, a leadership reporting cadence, and the financial metrics that protect your influencer budget when results come under scrutiny.
Built from conversations with operators at Slumberkins, Spacegoods, Charlie Oscar, KnoCommerce and others who've had this fight - and won it.
Get the free playbook →