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Founder - About me
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I’m Wiaan Groenewald, founder of Groenewald Digital Performance.
I hold two degrees in Management Accounting (BCom + Honours), but I chose to apply finance where it matters most, inside growing businesses.
Over the past 4 years, I’ve helped DTC brands generate over $4M in revenue across Meta and Google, structured around contribution margin, not just ROAS.
Most performance marketers understand platforms.
Very few understand profit mechanics.
That’s the gap I operate in.
I partner closely with a limited number of DTC brands, combining paid ads execution with financial oversight.
My Impact
Driving Business Success
30% Decrease in CPA
1000 + Creatives made
4x return on Adspend
Why Choose Me?
I ensure you get a return on your investment
Finance-Backed Strategy
Unlike other performance marketers, I don’t just scale ad accounts; I scale P&Ls. With two degrees in Business and Finance, I understand margins and business, something other performance marketers rarely understand.
30% Average Decrease in CPA
Across clients, I consistently cut acquisition costs by 25–35%, without sacrificing scale or creative quality. That means more money in your bank account without having to spend more.
5-Client Max
Because You Deserve Focus
Most agencies juggle 40+ clients.
I only work with 5 brands at a time, because that’s what it takes to deliver deep strategy, creative oversight, and execution that actually moves the needle. No juniors. No hand-offs. Just full focus, from me, on your growth.
No Generic Strategies
Every funnel, every ad, every creative gets custom treatment. Because your brand isn’t generic, and your ads shouldn’t be either. What works for one client won't work for another.
Creative Meets Conversions
A great ad isn’t just pretty, it sells. I test obsessively, and I know the difference between something that looks good and something that generates money - this only comes after years of experience.
Your Growth Partner
Not a Freelancer
I’m not here for quick wins or one-off retainers. I become an extension of your business, focused on your margins, your goals, and your long-term growth.
I don’t just want to run your ads. I want to be the reason you never have to worry about them again.
What do you get when we work together?
Your Fractional CMO
I run your Meta and Google Ads, align your creative strategy, and ensure your entire marketing funnel is built to scale profitably.
Need UGC, video editing, or design work? I bring in trusted specialists — and make sure everything matches the strategy.
No random freelancers. No “set and forget” media buying. I obsess over what actually grows your business.
This will include:
- Google Ads strategy + execution
- Social ads (Facebook, Instagram, TikTok & LinkedIn) strategy + execution
- Approx 15 - 30 new creatives each month
- Funnel building & performance design
- Offer development & message-to-market alignment
- UGC briefing, creative direction & visual strategy
- Video content planning + outsourced editing supervision
- Landing page design strategy + CRO
- Audience segmentation & retargeting
- Weekly reporting on key marketing metrics
- Full-funnel performance management
Your Fractional CFO
I don't just look at ROAS. I look at your actual numbers:
COGS, shipping, return rate, processing fees, inventory days, and cash flow cycles.
I help you understand exactly what you're making per sale, and what’s holding back your profit.
And if you don't know your numbers yet, I’ll show you how to work them out, so you can make decisions with confidence.
This will include:
- Financial performance insights (not just ROAS)
- Profit margin + breakeven ROAS calculations
- Inventory analysis & cash flow cycles
- Support calculating the cost of goods, shipping, returns, and payment fees
- Offer profitability audits (by SKU, AOV, CAC)
- Decision-making based on actual business data
- Training you to understand your own numbers
- Helping you spot and eliminate unprofitable product/ad combos
“I’m not trying to be the biggest agency. Just the most effective one.”
Why Finance Can’t Be Ignored in Marketing
Most marketers obsess over platform metrics alone, but financial marketers know better; Revenue means nothing if your profit disappears the moment a campaign scales.
Here are just a few examples from the field where superficial growth metrics masked serious financial blind spots:
Real world Examples
A fashion brand scaled hard on a 5× ROAS campaign.
On paper, it was a home run. But deeper analysis showed the customers who bought the most also returned the most.
Return rate spiked 45%, and just like that, the campaign was a net loss.
No one was watching the real numbers, only the dashboard.
An eCommerce brand grew from 15× to 35× ROAS — and still barely broke even.
They scaled fast, hired aggressively, and ramped ad spend. But no one noticed logistics costs had spiked 30%, COGS crept up, and overhead exploded.
It wasn’t until a full margin analysis that they realised they weren’t scaling profitably; they were breaking even. Growth paused overnight. They had to renegotiate suppliers, overhaul shipping, and cut staff just to stabilise.
A DTC brand offered free shipping to increase order volume.
And it worked — orders exploded, Revenue soared. But hidden beneath that growth, margins collapsed. Incentive and fulfilment costs tanked profitability. By the time they realised, the campaign was driving revenue but losing money on every order. They had to pull back hard, rebuild pricing, and rethink their entire shipping strategy — just to stop bleeding cash.
The campaign grew revenue and killed the bottom line at the same time.
Did you know
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Your e-commerce operation generates $2 million in annual revenue with a 40% gross margin, producing $800,000 in gross profit. By improving that margin by just 5 percentage points to 45%, you create an additional $100,000 in gross profit - money that flows directly to your bottom line if operating expenses remain constant.
A $2M eCommerce brand with a 90-day cash conversion cycle needs approx. $500,000 in working capital just to keep operating.
By shortening that cycle to 60 days, they could free up over $160,000 in cash capital that could be used to fund growth, launch new products, or ease pressure on cash flow.