Hey there, I’m Florind Metalla, and if you’re reading this, chances are you’re a DTC founder, marketer, or someone just trying to make sense of the wild world of e-commerce. For over a decade, I’ve been in the trenches, not just watching, but actively shaping how brands connect with their customers online. Today, I lead Metalla, an agency dedicated to unlocking profitable growth for direct-to-consumer businesses through what I call “precision advertising.”

The Accidental Marketer

Like many in this industry, my path here wasn’t a straight line. Growing up, I was fascinated by my father, a mechanical engineer who built incredible things. I envisioned a similar future for myself. But as I got older, the idea of being confined to one industry felt, well, suffocating. I craved variety, creativity, and real impact.

My first taste of entrepreneurship came at 19, co-founding a landscaping business. While it might seem a far cry from digital ads, those early days taught me invaluable lessons: the supreme importance of customer relationships, the art of negotiation, finding the right partners, valuing time, and learning by doing. Every mistake was a lesson, every challenge an opportunity to grow.

My official foray into marketing began in a dying industry – traditional media buying (TV, radio, newspapers). The problem was glaring: no way to measure results. Clients wanted numbers, and all we had were estimates. That frustration fueled my pivot to digital marketing, where results actually mattered. I then joined a startup helping celebrities monetize social media, which quickly became my training ground for Facebook ads and sales.

Building, Losing, and Rebuilding

My journey hasn’t been without its brutal reality checks. I’ve gone from $20,000 a month in agency revenue to zero, not once, but twice. My first agency, Social Pulse Marketing, started strong thanks to well-connected partners, but when they left, the clients followed. I even bought them out, only to find myself with no clients, mounting bills, and no backup.

Later, another venture was completely shut down due to external factors – the fallout from the Cambridge Analytica scandal. Each time, I was at square one. But here’s the truth: calling it quits was never an option. That kind of pressure forces clarity, sharpens your focus, and reveals how much you truly want it. It’s the “back-against-the-wall mentality” that wins.

Through these trials, with unwavering support from my family, I learned that resilience matters just as much as strategy. And it’s this firsthand experience of building from rock bottom that truly defines Metalla’s approach today. I’ve saved years and millions for my clients because I’ve been there myself, navigated the chaos, and found what works.

My Approach to Digital Marketing and Growth

At Metalla, we’ve specialized in scaling revenue and maximizing ROI for DTC brands. But we don’t just “do ads.” We become an extension of your team, a true growth partner.

My unique expertise truly shines in niche market disruption. While we excel in driving profitable growth for a wide range of DTC businesses, I have a proven track record of seeing past the obvious to identify and dominate specialized e-commerce segments. We craft highly effective DTC advertising strategies that don’t just find, but actively disrupt these markets, turning untapped potential into unparalleled, significant revenue for brands ready to challenge the status quo.

Here’s how we operate:

• Beyond Vanity Metrics: Forget chasing high ROAS if your fundamentals are broken. We obsess over what truly drives sustainable growth: payback periods, contribution margins, and profitable customer acquisition. We’ve seen accounts wasting 30-40% of their budget on existing customers, and we fix that.

• The Power of Psychology and Data: You can have the best creative and funnel, but if you don’t understand what makes your audience tick, you’re leaving money on the table. We deploy psychological tactics like negativity bias, social proof, and double binds. And every decision is backed by data, not hunches.

• Creative as Fuel: Most brands stop testing once they scale, which is a critical mistake. We believe creative is the fuel for your growth engine. That means constantly testing new angles, formats, and messages. We use a “Content Pyramid” approach, from influencer-generated content to raw UGC and professional shoots, ensuring a consistent pipeline of fresh, high-converting ads.

• Mastering the Funnel (and beyond): We don’t just get traffic; we optimize what happens after the click. This means streamlining onsite relevancy, implementing cart nudges, and ensuring landing pages match visitor mindset. We also challenge the traditional funnel, focusing on the “hourglass” model that emphasizes post-purchase adoption, retention, and advocacy.

• Strategic Scaling, Not Reckless Spending: There’s a specific order to scaling Meta campaigns: increase budget before touching bids. We don’t “nuke scale” blindly. We build systems that are disciplined with budget allocation, clear on profit drivers, and aligned with real customer behavior. This includes adapting to Meta’s AI evolution, guiding the algorithm rather than fighting it.

• Operational Excellence: Marketing can’t compensate for operational inefficiency. We help brands establish solid operational foundations, from partner selection and standard procedures to quality control and inventory management. Marketing mistakes are fixable, but operational failures compound.

• Global Mindset: Building a global team has been a game-changer, offering 24/7 operations and diverse market insights that directly benefit our clients’ international scaling efforts.

Life Beyond the Dashboard

While my work is my passion, I firmly believe that success isn’t just measured in ad spend or sales, but in living a balanced life. I prioritize time with my wife and daughter, finding that stepping away from work provides perspective, allows for reconnection, and often sparks the best ideas. Every challenge sharpens you, and every slow quarter makes the next one stronger.

I’ve been fortunate to help brands like Canadian Auto Performance, PureArts Limited, and Masontops achieve significant growth. My ultimate goal? To help 6-figure clients grow into 7, and 7 into 8 – by growing with them.

If you’re ready to stop chasing vanity metrics and start building a profitable, sustainable business, I’d love to connect. Let’s talk about how we can unlock your brand’s full potential.

Public Speaking

I enjoy sharing my insights and experiences, but I’m selective about public speaking and panel opportunities. My goal is always to provide the most value, so I look for events where my expertise truly aligns with the audience’s needs. Ideally, I speak to audiences who are already deep into e-commerce, performance marketing, or DTC brand scaling. If you’re a founder or marketer navigating complex growth challenges, or exploring topics like optimizing unit economics or leveraging AI in marketing, then my message will resonate most strongly. It’s about ensuring a meaningful exchange where everyone benefits, rather than a conversation that might be too basic for seasoned professionals.

Still Have Questions?

Thanks for taking the time to read this! If you have any other questions, feel free to connect with me.