# Lower Cross: full site text

## Lower Cross - The Private Growth Office
https://lowercross.com/

AT THE FOREFRONT OF PERFORMANCE
The Private
Growth Office.
A senior operating partner for leading brands, businesses, and portfolio companies.
Start a conversation
AS FEATURED IN
TechCrunch
We bring senior judgment to your highest-stakes growth decisions, then own the execution and the outcome.
INDEPENDENT THINKING.
SENIOR JUDGMENT.
SENIOR EXECUTION.
MEDIA
Media investment managed against margin
REVENUE
Aggregate sales generated for the brands we've worked with
EXPERIENCE
Years building and growing digital businesses
ACCOUNTABILITY
Senior team, accountable for the whole system
Certified partners
WHO WE HELP
Built for the owner.
Trusted by the board.
Whether you run a $5M brand yourself or oversee a $2B portfolio company, the question is the same: which growth is worth paying for, and who is accountable for it?
THE FOUNDER
You built it. We help you build what comes next.
Acquisition cost and payback you can see every week
Creative that tests ideas, not just formats
Klaviyo, flows, and SMS that earn the next order
Apparel revenue in 90 days
For founders
THE MARKETING & GROWTH TEAM
Senior reinforcement for the team you already have.
Senior strategy above the channel work
Extra capacity across media, creative, and lifecycle
One reporting view the CEO and CFO can trust
New customers, family CPG
For growth teams
THE MANAGING DIRECTOR & PORTFOLIO
Put the value-creation plan to work.
A reconciled view: revenue, spend, attribution, contribution
Allocation tied to margin, not platform-reported ROAS
Board-ready reporting cadence
ROAS, PE-owned services
For investors
HOW WE HOLD OURSELVES
Authenticity
We say what the numbers say, with advice given the way an owner would want to hear it.
Accountability
The partners who diagnose the problem stay on the business. One team, one plan, definitions agreed upon up front.
Results
Measured against your core business goals and KPIs, such as contribution margin and enterprise value.
SELECTED ENGAGEMENTS
The results, and the
business behind them.
All case studies
Food & beverage
FAMILY CPG
Reported profit
Putting profitability at the center of growth.
Digital growth rearchitected around margin. AOV +48%, new customers +221%.
Apparel
90-DAY TURNAROUND
Reported revenue
Reconnecting acquisition, creative, and retention.
A slow-fashion brand facing falling new customers and rising CAC. Email & SMS revenue +74%.
Smart home
$50M GMV
Reported YoY revenue
A new foundation for consumer growth.
Performance media reset, Klaviyo rebuild, and a commerce platform built for the next stage.
Private equity
HOME SERVICES
Reported ROAS · 8× average contract value
Turning the growth thesis into an operating cadence.
Aligned with the deal team and management, then carried through with board-ready reporting.
From global powerhouses and household names to ambitious challengers.
Brands our team has worked with through current and prior engagements.
AND MORE
SELECTED CREATIVE
Attention is
only the start.
CATEGORIES WE BUILD IN
Apparel
Electronics
Fitness
Health & wellness
Consumables
Smart home
Home services
Food & beverage
Real estate
Footwear
Performance and brand creative that speaks directly to your ideal customer avatar.
How we think about creative
HOW WE ENGAGE
The first 90 days.
A clear path from first engagement to an operating rhythm and system built around your business and team.
Day 0‑14
Diagnose
Unit economics, channels, creative, site, and retention, reconciled.
Day 15‑30
Decide
Where to focus, invest, and stop. Targets agreed with leadership.
Day 31‑90
Build
Media, creative, pages, and lifecycle rebuilt by the same senior team.
Day 90+
Compound
A weekly operating cadence and board-ready reporting.
CONTRIBUTION MARGIN & PROFIT
Growth worth buying.
Diagnose
Decide
Build
Compound
A CONNECTED GROWTH TEAM
Eight focuses.
One plan.
Our senior team connects positioning, creative, media, the purchase experience, and retention around the economics of the business.
Explore our expertise
Performance media & acquisition
Creative strategy & production
Competitive insight & analysis
Website & product-page design
Conversion & profit optimization
Email, SMS & retention
Brand & positioning
Analytics & measurement
Performance media & acquisition
Google and Meta strategy, campaign management, budget allocation, and testing, grounded in acquisition cost and profitability.
Google
Meta
Budget allocation
Most brands are growing half blind.
Ten dashboards. Five agencies.
Nobody agrees on the number.
AND EVERY WEEK, SOMEONE HAS TO DECIDE
Where the next dollar goes.
What gets cut.
When to go all in.
Now imagine seeing
every dollar,
every sale,
one truth.
The whole business, on one screen.
From a single ad
to the full P&L.
Live
REVENUE · MTD
+24% vs last month
RECONCILED NB ROAS
On $1.50M media spend
DAILY REVENUE PULSE
NEW CUSTOMERS
INTRODUCING
MEDALLION
Intelligence at the scale of your ambition.
Explore Medallion
What Medallion does.
Explore Medallion
Shopify
Meta
Google
Klaviyo
GA4
One reconciled view
Reconciles every source
Shopify, ad platforms, attribution, and email in one view, with definitions agreed up front.
Revenue
Media
COGS & fees
Contribution
Shows the real economics
Revenue down to contribution margin, so spend is judged by what it earns.
DECISION · 014
Approved
Shift 12% into retention flows
Owner
Growth lead
Review
Oct 14
Logs every decision
Each recommendation has an owner, a metric, and a date to review it.
THIS WEEK
Mon
Pacing review
Wed
Creative read
Fri
Decision log
Runs the weekly cadence
A fixed rhythm of reviews keeps the plan moving and the team accountable.
Hook A · product demo
Hook B · founder story
Hook C · UGC review
Learns from creative
Tests are tracked by idea, not just format, so the next brief is better.
BOARD SUMMARY · Q3
Contribution up 22% on flat spend. Two decisions for review.
Writes the board pack
Clear, P&L-level reporting for owners, boards, and deal teams.
NEXT-DOLLAR FORECAST
Forecasts the plan
Scenario models show what the next dollar of spend is likely to return before it goes out.
Retention flow above target
On track
Meta CAC down 9% week over week
Win
Checkout CVR up 0.4 pts
Win
Flags what changed
Automatic alerts when acquisition cost, conversion, or retention move outside the plan.
FOUNDER & CEO
Jonathan Geller
An operator first. Two decades building and advising digital businesses, trusted by founders, global brands, and cultural icons.
Meet the firm
EXPERIENCE
Years building and advising digital businesses
REVENUE
Sales generated for the brands he has worked with
RECOGNITION
30 Under 30
Forbes, Media
In their words.
“Jonathan Geller is a savant. A tech freak genius.”
Pharrell Williams
Musician & icon
“Jonathan sees things before anyone else does. That’s what makes him a force in digital.”
Jacob Arabo
CEO, Jacob & Co.
“Meteoric rise and success.”
Todd Ogasawara
Writer
Built “one of the top 25 most influential content destinations in the world.”
Andrew Benkovic
Editor
THE LOWER CROSS JOURNAL
Ideas with consequences.
All perspectives
Featured
MEASUREMENT
ROAS is up. Is the business worth more?
Strong ad numbers and a stronger business are not the same thing.
Read perspective ↗
OPERATING MODEL
Five agencies and no one in charge
Read perspective ↗
CREATIVE
More ads won’t fix a weak offer.
Read perspective ↗
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

---

## Paid Media, Creative, Retention & Measurement - Lower Cross
https://lowercross.com/expertise

WHAT WE DO
Eight levers.
One team.
Strategy, media, creative, lifecycle, profit, and intelligence, all unified around contribution margin and profit.
Start a conversation
Performance media & acquisition
Creative strategy & production
Competitive insight & analysis
Website & product-page design
Conversion & profit optimization
Email, SMS & retention
Brand & positioning
Analytics & measurement
Performance media & acquisition
Are we buying customers the business can afford?
Meta, Google, TikTok, retail media, and emerging channels, run against payback rather than platform-reported ROAS. Cold-traffic acquisition with discipline; spend moves weekly, at the speed of the signal.
Channel strategy and investment discipline
Cold-traffic acquisition and audience architecture
Independent attribution and incrementality reads
Weekly allocation against contribution
Creative strategy & production
Does the work sell, and do we know why?
Distinctive, repeatable, commercially effective creative organized by customer tension, promise, proof, format, and offer. A learning system that survives the campaign, not a volume game.
Messaging, concept, and offer architecture
Performance creative production and testing rhythm
Creative taxonomy and reusable learning
Landing and conversion experience
Competitive insight & analysis
Where is the opening in the market?
Competitors’ positioning, advertising, offers, and shopping experiences, studied to find openings for strategy and testing. The findings feed the brief, the media plan, and the offer.
Positioning and messaging audits
Ad library and creative research
Offer, pricing, and promotion benchmarks
Shopping-experience teardowns
Website & product-page design
Does the page keep the ad’s promise?
Sites, landing pages, and product pages that connect the advertising promise to the purchase experience, built to load fast, answer the buying question, and measure cleanly.
Shopify builds and migrations
Campaign landing pages
Product-detail pages that answer the buying question
Speed, accessibility, and tracking
Conversion & profit optimization
Is revenue growth making the business healthier?
Contribution-margin led growth. We put the economics in the brief: offers, order value, pricing, discounting, acquisition cost, and payback reviewed together to define where growth is worth buying.
Contribution margin and unit economics
Offer, pricing, and AOV architecture
Discount and promotion discipline
Commerce platform and conversion economics
Email, SMS & retention
Are we earning the next order?
Flows, campaigns, and segmentation focused on the moments that move repeat purchase and customer value. Klaviyo, Attentive, and the commerce stack, connected to the acquisition promise.
Lifecycle architecture and segmentation
Email and SMS program operation
Retention economics and cohort value
Post-purchase and subscription design
Brand & positioning
Why should the right customer choose you?
Who the brand is for, what it promises, and why it wins, sharpened into messaging every channel can use, from the first ad to the post-purchase email.
Audience and category definition
Brand promise and proof points
Messaging hierarchy for every channel
Voice and creative guidelines
Analytics & measurement
What is true, and what do we do about it?
Live
Medallion assigns every source its job—Shopify for revenue, platform APIs for spend, an independent model for attribution, the P&L for contribution—and puts an operator on the decision.
One source of truth across systems
Attribution, MER, and blended reads
Decision → owner → next review
Board- and investor-ready reporting
Certified partners
THE FIRST 90 DAYS
Momentum from week one. Results that compound.
In the first 90 days we find where profit is leaking, act on the clearest opportunities, and put the reporting and operating rhythm in place to keep the gains coming.
DAYS 01-30
Make the first moves.
Establish the baseline, identify immediate improvements, and set priorities with leadership.
DAYS 31-60
Build. Test. Learn.
Put the highest-priority work into market; align media, creative, conversion, and reporting.
DAYS 61-90
Refine. Focus the investment.
Review the evidence, expand what works, and set the next operating agenda.
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

---

## Who We Help: Founders, Investors & Growth Teams - Lower Cross
https://lowercross.com/who-we-help

WHO WE HELP
Consequential businesses. Senior judgment.
We work with founder-led brands, investor-backed companies, and category leaders: businesses whose scale has outgrown fragmented agencies and needs an owner's discipline.
Start a conversation
Founders & growth teams
Investors & portfolio operators
Enterprise & category leaders
AS FEATURED IN
TechCrunch
FOUNDERS & GROWTH TEAMS
Build the next stage of growth.
A $5M-$50M consumer or B2B business with a lean team, cold-traffic acquisition that is getting more expensive, creative that is busy but flat, and email/SMS that should be doing more.
WHAT CHANGES
Acquisition cost and payback under control
A creative system that learns
Lifecycle revenue that compounds
A senior partner in the room, not a vendor on a call
Start a conversation
INVESTORS & PORTFOLIO OPERATORS
Put the value-creation plan to work.
Private equity, family offices, and operating partners who need commercial visibility, disciplined allocation, and senior execution inside the portfolio company without adding headcount.
WHAT CHANGES
One reconciled view of the portfolio company's growth
Capital allocation tied to contribution, not platform ROAS
A 90-day path to clarity post-close
Board-ready reporting with definitions
Start a conversation
ENTERPRISE & CATEGORY LEADERS
Bring operator speed to scale.
Teams with the resources, the roster, and the data, who are missing the senior integrating judgment that turns everything into one commercial agenda.
WHAT CHANGES
Independent view across agencies and platforms
Creative and media reconciled to the P&L
Cultural partnerships and media that move attention
Counsel to leadership from operators who have run it
Start a conversation
WHERE WE FOCUS
Category fluency. Commercial range.
Different customers, sales cycles, and economics. Portfolio companies and private equity are ownership contexts, not industries.
CONSUMER & COMMERCE
Apparel
Jewelry & luxury
Skincare & beauty
Health & wellness
Consumer electronics
Food, beverage & restaurant groups
B2B & SERVICES
Enterprise
SaaS
Home services
Real estate
Media & entertainment
CAPITAL & OWNERSHIP
Private equity
Family offices
Portfolio companies
Venture-backed growth stage
From global powerhouses and household names to ambitious challengers.
Brands our team has worked with through current and prior engagements.
AND MORE
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

---

## Case Studies: Growth & Performance Results - Lower Cross
https://lowercross.com/work

WORK
Performance. Execution. Verified result.
Engagements across consumer, services, real estate, and private equity. Each case study highlights what changed, and the positive impact to the business.
Start a conversation
SMART HOME / GROWTH SYSTEM
A new growth system for a $50M GMV company
REAL ESTATE / ACCELERATION
Digital strategy supporting a $20M Series A
CONSUMABLES / ACCELERATION
A profitable new acquisition channel
APPAREL / TURNAROUND
A 400% sales surge for a luxury fashion company
PRIVATE EQUITY / TURNAROUND
Rebuilding Meta as a profitable channel
Smart home
Real estate
Consumables
Apparel
Private equity
From global powerhouses and household names to ambitious challengers.
Brands our team has worked with through current and prior engagements.
AND MORE
SELECTED ENGAGEMENTS
SMART HOME / GROWTH SYSTEM
A new growth system for a $50M GMV company
Site migration
Paid media
Lifecycle
Ecommerce
Shopify
REAL ESTATE / ACCELERATION
Digital strategy supporting a $20M Series A
Revenue
Strategy
Paid media
Lifecycle
+329% revenue
CONSUMABLES / ACCELERATION
A profitable new acquisition channel
Reported profit
Channel strategy
Creative
Media
+105% profit
APPAREL / TURNAROUND
A 400% sales surge for a luxury fashion company
Revenue
Media
Creative
Lifecycle
+400% revenue
PRIVATE EQUITY / TURNAROUND
Rebuilding Meta as a profitable channel
Average contract value
Media rebuild
Offer
Lead quality
8× contract value
SMART HOME — GROWTH SYSTEM
Paid media
Lifecycle
Ecommerce
A new growth system for a $50M GMV company
A connected hardware and accessories brand with stalled growth needed a paid media reset and a commerce platform built for its next stage.
YoY revenue
Klaviyo
Email strategy
Shopify
Site migration
THE CONSTRAINT
A connected hardware and accessories brand at roughly $50M GMV had stalled. Paid media was reported as efficient by the platforms while blended growth was flat, and the commerce platform could not support the next stage.
THE ACTION
Lower Cross reset paid media against payback, rebuilt email strategy on Klaviyo, and led the migration to Shopify with conversion economics in the brief.
THE OPERATING LESSON
Platform-reported efficiency and business growth are different questions. Reconcile them before scaling spend.
REAL ESTATE — ACCELERATION
Strategy
Paid media
Lifecycle
Digital strategy supporting a $20M Series A
A premier real estate services business backed by Ryan Serhant needed an operating partner for its next stage of growth.
Contribution margin
Email and SMS
Revenue
THE CONSTRAINT
A premier real estate services business backed by Ryan Serhant needed an operating partner through a $20M Series A: a growth narrative for investors and the execution to back it.
THE ACTION
Growth strategy, paid media, and lifecycle were run as one agenda, with contribution margin as the operating measure the board could trust.
THE OPERATING LESSON
Investors fund a system, not a channel. Build the reconciled view first; the story writes itself from it.
CONSUMABLES — ACCELERATION
Channel strategy
Creative
Media
A profitable new acquisition channel
As organic buzz declined, Lower Cross launched a new paid acquisition channel with immediate profitability.
Reported profit
New customers
AOV
THE CONSTRAINT
A functional consumables brand had grown on organic buzz. As it declined, the business needed a new acquisition channel that was profitable from the first week, not after a learning period.
THE ACTION
Channel strategy, creative, and media were built together around a profit-per-session target, with compliance-aware creative and a tight testing rhythm.
THE OPERATING LESSON
New channels are launched against profit, not reach. Define the number that would stop the test before it starts.
APPAREL — TURNAROUND
Media
Creative
Lifecycle
A 400% sales surge for a luxury fashion company
A slow-fashion brand facing declining new customers and rising acquisition costs needed a 90-day performance turnaround.
90 days
Turnaround period
Email and SMS
Revenue
THE CONSTRAINT
A slow-fashion brand faced declining new customers and rising acquisition costs, with a 90-day window to turn performance before the season.
THE ACTION
Media, creative, and lifecycle were rebuilt in sequence: offer and creative first, media architecture second, email and SMS to capture and retain the demand created.
THE OPERATING LESSON
Turnarounds are sequencing problems. Fix what the media is selling before you fix how it is bought.
PRIVATE EQUITY — TURNAROUND
Media rebuild
Offer
Lead quality
Rebuilding Meta as a profitable channel
A Northeast construction group needed Meta to create profitable new business—not simply more leads.
ROAS
Revenue
Average contract value
THE CONSTRAINT
A Northeast construction group under private-equity ownership needed Meta to create profitable new business, not simply more leads for the sales team to work.
THE ACTION
The channel was rebuilt around offer and lead quality: audience architecture, creative built for the buyer, and reporting tied to contract value rather than cost per lead.
THE OPERATING LESSON
Lead volume is a vanity metric in high-ticket services. Optimize to contract value and the channel changes character.
SELECTED CREATIVE
Attention is
only the start.
CATEGORIES WE BUILD IN
Apparel
Electronics
Fitness
Health & wellness
Consumables
Smart home
Home services
Food & beverage
Real estate
Footwear
Performance and brand creative that speaks directly to your ideal customer avatar.
How we think about creative
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

---

## Medallion: Profit & Attribution - Lower Cross
https://lowercross.com/medallion

LOWER CROSS INTELLIGENCE
Every dollar. Every sale.
One platform that powers your growth.
Medallion connects your store, ad accounts, email, and finance data, settles the disagreements between them, and hands you one honest view of the business. Then an operator turns it into the next move.
Start a conversation
Explore the screens
Built with founders behind $2B+ in sales
CONNECTS TO
+ More
INSIDE THE PRODUCT
Every screen built for the person making the call.
Live
The morning read.
One screen tells the team if the plan is on track and which move comes next. Problems surface the day they start, not at the monthly review.
Action banner with the single most important move
KPIs against goal, week over week
Change-log annotations pinned to the trend
What Medallion does.
Explore Medallion
Shopify
Meta
Google
Klaviyo
GA4
One reconciled view
Reconciles every source
Shopify, ad platforms, attribution, and email in one view, with definitions agreed up front.
Revenue
Media
COGS & fees
Contribution
Shows the real economics
Revenue down to contribution margin, so spend is judged by what it earns.
DECISION · 014
Approved
Shift 12% into retention flows
Owner
Growth lead
Review
Oct 14
Logs every decision
Each recommendation has an owner, a metric, and a date to review it.
THIS WEEK
Mon
Pacing review
Wed
Creative read
Fri
Decision log
Runs the weekly cadence
A fixed rhythm of reviews keeps the plan moving and the team accountable.
Hook A · product demo
Hook B · founder story
Hook C · UGC review
Learns from creative
Tests are tracked by idea, not just format, so the next brief is better.
BOARD SUMMARY · Q3
Contribution up 22% on flat spend. Two decisions for review.
Writes the board pack
Clear, P&L-level reporting for owners, boards, and deal teams.
NEXT-DOLLAR FORECAST
Forecasts the plan
Scenario models show what the next dollar of spend is likely to return before it goes out.
Retention flow above target
On track
Meta CAC down 9% week over week
Win
Checkout CVR up 0.4 pts
Win
Flags what changed
Automatic alerts when acquisition cost, conversion, or retention move outside the plan.
BUILT AROUND DECISIONS
Where should the next growth dollar go?
Revenue, spend, and attribution tools answer different questions. Treating them as interchangeable creates confusion. Medallion names the source of truth for every class of decision.
DECISION THRESHOLD / LIVE
BUSINESS RECORD
Revenue & orders
What did the business sell?
Source: Shopify
INVESTMENT
Media spend
What did we invest?
Source: Platform APIs
ATTRIBUTION
Demand movement
What moved and why?
Source: Independent model
ECONOMICS
Contribution & cohort value
Was the growth worth buying?
Source: P&L
Operator judgment
Decision
Owner
Next review
THE QUESTIONS THAT MATTER
See beyond the channel report.
ACQUISITION
Are we buying customers the business can afford?
Connect acquisition cost to order economics and payback, cohort by cohort.
GROWTH QUALITY
Is revenue growth translating into a healthier business?
Read revenue alongside contribution, customer value, and operating context.
ALLOCATION
Where should we invest, test, or pull back?
Use several sources of evidence and define what would change the decision.
THE HUMAN PART MATTERS
Intelligence. With an operator attached.
Data becomes useful when someone can interpret the context, make the call, and carry it into the work. That is why Medallion sits inside the Lower Cross operating relationship, not beside it.
Understand
What moved this week, and what is most likely behind it.
Decide
Which move the evidence actually supports, and which it doesn’t.
Act
A named owner, a date, and the change carried into the work.
Learn
What the result taught us, written down so it compounds.
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

---

## About Lower Cross - Growth Firm in Greenwich, CT
https://lowercross.com/about

ABOUT LOWER CROSS
Media, marketing, commerce. Applied to your next decision.
A private growth office for leaders who want senior experience connected directly to the work. Based in Greenwich, Connecticut. Working across North America.
Start a conversation
Founders and operators, not account managers
AS FEATURED IN
TechCrunch
We bring senior judgment to your highest-stakes growth decisions, then own the execution and the outcome.
INDEPENDENT THINKING.
SENIOR JUDGMENT.
SENIOR EXECUTION.
MEDIA
Media investment managed against margin
REVENUE
Aggregate sales generated for the brands we've worked with
EXPERIENCE
Years building and growing digital businesses
ACCOUNTABILITY
Senior team, accountable for the whole system
Certified partners
WHY LOWER CROSS EXISTS
The people setting the strategy should help make it happen.
Jonathan Geller founded Lower Cross after more than twenty years building and advising businesses across technology, media, luxury, private equity, and ecommerce. The idea is straightforward: bring experienced people closer to the decisions.
Work directly with founders and leadership teams. We connect strategy, creative, media, commerce, and intelligence around what the business needs to achieve. From the first conversation through the operating decisions that follow.
SENIOR LEADERSHIP
Our Executive Team
Operators, strategists, and builders with decades of experience across technology, media, commerce, luxury, and private equity. We have built businesses, scaled brands, and advised the people who lead them.
FOUNDER & CEO
Jonathan Geller
A serial founder and operator across technology, private equity, luxury, media, and entertainment. Jonathan built BGR into one of the largest media properties in the world and pioneered editorial commerce. Named to Forbes 30 Under 30 in 2016, his commentary has appeared in The Wall Street Journal, Bloomberg, CNBC, CNN, and Fox News.
Email Jonathan
CHIEF OPERATING OFFICER
Zach Epstein
An operations and strategy leader with more than 25 years in marketing, business development, technology, and media. Zach helped run BGR's day-to-day operations and has advised major technology brands. He brings the operational experience to turn ambitious plans into consistent execution.
Email Zach
FOUNDER & CEO
Jonathan Geller
An operator first. Two decades building and advising digital businesses, trusted by founders, global brands, and cultural icons.
Meet the firm
EXPERIENCE
Years building and advising digital businesses
REVENUE
Sales generated for the brands he has worked with
RECOGNITION
30 Under 30
Forbes, Media
In their words.
Partners, clients, and collaborators on working with Jonathan.
“Jonathan Geller is a savant. A tech freak genius.”
Pharrell Williams
Musician & icon
“Jonathan sees things before anyone else does. That’s what makes him a force in digital.”
Jacob Arabo
CEO, Jacob & Co.
“Meteoric rise and success.”
Todd Ogasawara
Writer
Built “one of the top 25 most influential content destinations in the world.”
Andrew Benkovic
Editor
HOW WE HOLD OURSELVES
Authenticity
We say what the numbers say, with advice given the way an owner would want to hear it.
Accountability
The partners who diagnose the problem stay on the business. One team, one plan, definitions agreed upon up front.
Results
Measured against your core business goals and KPIs, such as contribution margin and enterprise value.
Let’s build.
Tell us what you're building, what needs to change, and we’ll take a look.
Sales generated for brands we’ve worked with
Media managed against margin
Years building and operating
START A CONVERSATION
Your next inflection point starts here
I'M REACHING OUT AS
Founder / owner
Executive
Investor / PE
Other
FIRST NAME
LAST NAME
COMPANY
WORK EMAIL
ANNUAL REVENUE
Select a range
Under $5M
WHAT NEEDS TO CHANGE?
AS FEATURED IN

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## Perspectives on Growth & Measurement - Lower Cross
https://lowercross.com/perspectives

INSIGHTS
What we’re seeing. What it means for growth.
Operating truth, creative systems, market signals, and proof. Frameworks we use inside engagements, written for the leaders who have to decide.
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Measurement
Operating model
Creative
LATEST NOTES
MEASUREMENT
2 min read
Jonathan Geller · February 11, 2026
ROAS is up. Is the business worth more?
Strong ad numbers and a stronger business are not the same thing.
Read the note
OPERATING MODEL
2 min read
Jonathan Geller · May 27, 2026
Five agencies and no one in charge
Read the note
CREATIVE
2 min read
Jonathan Geller · August 19, 2026
More ads won’t fix a weak offer
Read the note
MEASUREMENT
2 min read
Jonathan Geller · February 11, 2026
ROAS is up. Is the business worth more?
Strong ad numbers and a stronger business are not the same thing.
“Every number is right about something. None of them is right about everything.”
The dashboard isn’t the business
Platform ROAS can rise while profit falls. Discounts pull sales forward, retargeting takes credit for customers who were already buying, and new customers cost more than the report shows. Shopify tells you what sold. The platforms tell you what they spent. Attribution estimates what moved demand. Contribution tells you whether the growth was worth buying. Every number is right about something. None of them is right about everything.
Read four numbers together
Revenue comes from the commerce record. Spend comes from the platforms. Attribution comes from an independent model. Contribution comes from the financial model. When the four agree, you can act with confidence. When they disagree, the gap is the most useful information you have. It tells you where the reporting is flattering the business.
End with a decision
Data matters only when it changes what you do next. Add the context the numbers can’t see: inventory, promotions, launches, pricing, and seasonality. Then leave every review with a decision, an owner, and the signal that would change it. Growth you can underwrite starts there.
OPERATING MODEL
2 min read
Jonathan Geller · May 27, 2026
Five agencies and no one in charge
Good partners can still add up to a business nobody is running.
“Keep the specialists. Give someone the whole picture.”
Every partner is doing their job
Media hits its targets. Creative ships on time. Email sends on schedule. The business still stalls. Each partner optimizes their own piece, and nobody owns how the pieces connect: the offer creative is selling, the customer media is buying, the margin the business keeps, and what one channel learned that another should use.
You’ve become the integration layer
The signs are easy to spot. You see three versions of performance, status meetings that don’t end in decisions, creative briefs with no economics behind them, and retention plans disconnected from what acquisition promised. Leadership ends up translating between partners instead of running the company. That isn’t a talent problem. It’s how the work is set up.
Put one person in charge of the result
The answer isn’t always fewer partners. It’s one growth plan, shared measures, clear decision rights, and a senior operator who owns the outcome across strategy and execution. Keep the specialists. Give someone the whole picture.
CREATIVE
2 min read
Jonathan Geller · August 19, 2026
More ads won’t fix a weak offer
Volume can hide the real problem instead of solving it.
“If the message is wrong, more versions of it just cost more.”
Volume isn’t the answer to every slowdown
When performance slips, the default advice is to make more creative. Sometimes that’s right. Often the real issue is upstream: the positioning, the offer, or the reason to buy. If the message is wrong, more versions of it just cost more. The team stays busy and the business doesn’t learn anything.
Find out which problem you have
Look at what’s failing. If new concepts with different angles also stall, the problem is probably the message or the offer, not the execution. If one angle works and fatigues quickly, you need more variation on that angle. Each diagnosis calls for a different fix, and most teams skip this step.
Test ideas, not just formats
Every new concept should test something the business wants to know: a different customer tension, promise, or proof point. Track what worked, for whom, and under what conditions. Then hand those findings to media and the site. That’s how creative builds knowledge the business can use again instead of producing assets it throws away.
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Tell us what you're building, what needs to change, and we’ll take a look.
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