I'm Will Rivas, a Senior Media Buyer and DTC growth operator. I build offers, run the ad accounts, and move the P&L — for energy, supplements, and other high-velocity CPG brands.
Every line below is a real outcome with a real budget behind it. No vanity metrics — just the work that moved the business.
Built the offer architecture and creative testing engine that took C4's direct-to-consumer business from a side bet to a core revenue line — fueled almost entirely by paid acquisition.
Re-architected the subscription funnel, offer, and retention triggers. Doubled active subscribers and added half a million in recurring monthly revenue.
Owned media strategy for a multi-channel launch that hit Meta CPAs as low as $5 — well below category benchmarks — driving a top-of-funnel surge the brand still references.
Owned Amazon performance across international marketplaces — including catalog, advertising, and DSP — for a billion-dollar+ CPG operator.
Day-to-day operator on cross-channel budgets at scale — from creative briefs and incrementality tests to MMM-informed budget shifts.
Hands-on in every ad platform that matters for DTC and CPG. Comfortable managing six-figure monthly budgets and the testing cadence required to grow them efficiently.
I'm selectively open to senior media buying, growth lead, and head-of-acquisition roles at ambitious CPG brands.