Theo Okonkwo

Theo leads paid media, which at Digital Squad means being accountable for contribution margin rather than platform-reported ROAS. He built the unit-economics model that every account is now measured against.

He is unusually willing to recommend spending less. Several of his largest wins have come from cutting campaigns that looked profitable on platform metrics and were losing money once cost of goods, returns, and discounts were included.

Before Digital Squad he ran acquisition at a subscription commerce company, where he learned the lesson he repeats most often: creative volume beats targeting sophistication, and it isn't close.