Geoffrey Sanders
Data‑driven marketing and e‑commerce leader
gsanders
New York, New York, United States
Joined August 2025
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Summary
Data‑driven performance marketer: Geoff consistently emphasizes building marketing organizations that combine data, analytics and testing to drive repeatable acquisition and retention. He focuses on incrementality and lifecycle measurement rather than simple last‑touch attribution. bain+1
Cross‑industry growth leader: He has moved between financial services and direct‑to‑consumer e‑commerce, applying the same lifecycle and LTV‑centered playbook across industries (Citi → Gilt → Betterment → Casper → Firstleaf → Meta). theorg+2
Operator and advisor: In addition to senior in‑company roles (CMO, SVP of Growth/e‑commerce), he participates as an advisor to consultancies, VC GTM councils, and Bain's advisor network — showing a mix of hands‑on operating experience and strategic advising. carrd+2
Builder of teams & systems: Across roles he emphasizes putting processes and measurement in place when joining smaller, faster companies—bringing structure from larger organizations to enable faster, iterative testing. bain+1
Work
Education
Projects
Writing
CMOs Who Code - Geoff Sanders (Numbers & Narratives interview)
June 24, 2024Interview covering acquisition vs. retention, LTV:CAC, personalization, and technical/analytic approaches to marketing at Firstleaf and prior roles.
Data‑Driven Marketing (conversation with Bain)
September 1, 2020A recorded conversation/transcript with Bain exploring how data and analytics have transformed marketing, including attribution vs. incrementality and lifecycle approaches.