GrowthApr 28, 2026 · 11 min read

Growth is a model, not a channel

Why the next great growth team will look more like an ML lab.

In conversation with

Imani Okafor

VP Growth · Halo & Co.

−38%

CAC after 90 days

Halo & Co.

Imani retired the channel-mix spreadsheet and replaced it with a live model that re-allocates spend every six hours.

Channels are downstream. The upstream question is: what's the marginal LTV of the next dollar, and where does it want to be?

We built a model that answers that, refreshes every six hours, and writes its own creative briefs. Marketing is a feedback loop now.

The hardest part wasn't the model. It was telling the team that 'campaign' is no longer the unit of work.

Pull quote

"We built a model that answers that, refreshes every six hours, and writes its own creative briefs. Marketing is a feedback loop now."

— Imani Okafor

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