Lindsey Sobrinski
Growth that survives the measurement.

Growth & Performance Marketing Leader · 15+ years · enterprise retail, DTC, B2B & agency

I lead growth and performance marketing end to end: cross-channel paid media, lifecycle and retention, organic and AI search, and the measurement that keeps all of it honest. I allocate by incrementality and contribution margin, not platform-reported ROAS, I own the number, and I build the work myself as much as I lead it. AI-native in how I operate, not as the pitch.

Photograph of Lindsey Sobrinski, Growth and Performance Marketing Leader.
$36Mannual media managed
+$5Mrevenue added
13%→35%margin lifted
−62%subscription churn cut

Four lanes

They are one system. Each one makes sense of the other three.

Four lanes, one growth system SEO, AEO and GEO builds visibility; paid media creates demand; lifecycle drives retention and expansion; user journey work converts. Measurement from each lane re-informs the other three. SEO / AEO / GEO organic and AI-search visibility Paid Media demand creation, allocated by incrementality Lifecycle retention, churn, subscription economics User Journey where intent dies, and the test that proves it measurement from each lane re-informs the others ONE SYSTEM, FOUR ENTRY POINTS
Visibility creates the audience, media creates the demand, lifecycle decides whether that demand was worth acquiring, and the journey work determines how much of it converts. Measurement runs across all four.

SEO, AEO & GEO

Organic and AI-search visibility built from zero, with a distinct play per engine: ChatGPT for awareness, Gemini for consideration, Perplexity for research. Crawler access, structured data, answer-first content, and the off-site corroboration citations depend on.

See the lane →

Paid Media Analysis & Strategy

Planning and buying across paid social, search, programmatic, video, CTV, and out-of-home, with holdouts, geo tests, and media mix modeling establishing what each channel actually contributes before a budget moves.

See the lane →

Lifecycle Marketing

Retention, loyalty, churn, and win-back, plus the subscription economics underneath them. Acquisition decides how many customers you get; this decides whether getting them was a good idea.

See the lane →

User Journey & Conversion

The real path buyers take, the steps where intent quietly dies, and experimentation run with enough rigor to tell a real lift from a lucky two weeks.

See the lane →

Tools

Interactive tools I built. Free, no signup, nothing collected. Use them, argue with them, share them.

Generative Engine Optimization: one play per engine Each AI answer engine sits at a different stage of the buyer journey. ChatGPT acts as the awareness layer and rewards citations and third-party corroboration. Gemini and AI Overviews sit in consideration and reward entity authority and brand mentions. Perplexity is the research and validation engine, with dense visible citations, where gated expertise does not exist. GENERATIVE ENGINE OPTIMIZATION · ONE PLAY PER ENGINE AWARENESS ChatGPT Rewards citations and third-party corroboration. Where your brand gets introduced. impressions, not clicks CONSIDERATION Gemini + AI Overviews Rewards entity authority and brand mentions while buyers compare and shortlist. decided inside the answer box VALIDATION Perplexity Dense citations, sources on display. Gated expertise does not exist here. the researcher's engine first question asked decision made THE BUYER JOURNEY
Three of the tools below work per engine, because one universal “AI SEO playbook” underperforms in all three. More on the per-engine play →

GEO Site Analyzer

Paste a URL and see what ChatGPT, Gemini, and Perplexity can actually read and cite: AI-crawler access, structured data, answer-first content, llms.txt, and a per-engine readiness score.

Analyze a site →

Prompt Cluster Mapper

Enter one topic and get the prompt clusters buyers actually ask, each assigned to the engine that owns that moment: ChatGPT for the awareness questions, Gemini for branded and comparison, Perplexity for validation research. Plus the asset to build and the schema it needs.

Map a topic →

Crawl Budget Waste Checker

Find where Googlebot burns its budget on pages that never earn: sitemaps full of redirects and dead URLs, noindex pages that still get crawled, canonical waste, and parameter sprawl. Add your Search Console numbers to size the leak.

Check crawl budget →

Incrementality Gap Calculator

Your platform says the campaign worked. How much of that was going to happen anyway? See the gap between reported ROAS and likely incremental ROAS.

Run the numbers →

Cohort Payback Calculator

You know what a customer costs. How long until they pay you back? Model the cohort curve from an activation cliff and an ongoing retention rate, and see what one point of retention does to payback and lifetime contribution.

Model the curve →

Churn Decomposition Model

Churn is four problems added together. Split it into involuntary, never-activated, completed, and dissatisfied, price each one, and see which pool is worth working first and who actually owns it.

Split the number →

AEO/GEO Readiness Scorecard

Ten blunt questions on whether your brand is visible where buying decisions now start, with a score and a fix-first list.

Get your score →

Latest writing

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About

15+ years in growth and performance marketing across enterprise retail, B2B services, agencies, and subscription DTC. Player-coach, measurement-obsessed, AI-native. Read the full story →