Lower Cross

Lower Cross is a senior-led growth firm for DTC brands and private equity portfolio companies. We run paid media, creative, and retention as one integrated system, and we measure it on contribution margin and blended efficiency.

We've driven billions in brand revenue and manage hundreds of millions in annual ad spend across Meta, Google, YouTube, and emerging platforms. Every campaign is built around contribution, efficiency at scale, and signal quality, with disciplined testing, clear kill criteria, and aggressive reallocation toward what's actually working.

What makes us different:

• Senior operators on every account: never junior account managers learning on your budget.
• Aligned incentives: Traditional agencies earn more when you spend more. We win when you win: profit, payback, and enterprise value.
• Creative as the primary lever of scale: We build messaging systems, hooks, formats, and angles engineered to perform across the full funnel, with every decision informed by performance data.
• Retention as a profit center: lifecycle flows, segmentation, and LTV engineering that reduce reliance on paid acquisition.

We partner with founder-led brands and PE-backed companies generating roughly $5M to $250M+ in annual revenue. Founded by Jonathan Geller, an operator behind billions in revenue across digital commerce and media, and the team that built one of the most influential online destinations in the world, Lower Cross brings two decades of operating experience to every engagement. Our work and commentary have been featured by Ad Age, Adweek, The Wall Street Journal, Bloomberg, CNBC, and CNN.

Based in Greenwich, CT. We work with a deliberately small roster so every client gets partner-level attention.