Built by someone who's been in your seat.

Hi, I'm Gabi Lucas :)

I started Root Co. because I kept seeing the same issue, over and over again: great brands stuck in a cycle they couldn't get out of.

Marketing falls to whoever has a few extra hours. That might be the founder, a junior coordinator who got handed a strategy role they never asked for, or a brand designer who's suddenly expected to own performance too. Everyone is doing their best, but no one has the bandwidth to actually build the system. So they hire an agency. The agency gets no real direction. The results disappoint. The agency gets fired. And the whole thing starts over.

Growth stalls. And the frustrating part is that it's rarely about the product. The product is usually great. It's the marketing infrastructure that's missing.

That's the problem I built Root Co. to solve.

I grew up in Brazil and spent the first half of my life there. That background gave me firsthand experience in both US and LATAM markets, and I've worked with brands on both sides.

I've spent almost 15 years building growth systems from the inside, across DTC, ecommerce, and agency environments. Not advising from a distance. Actually building the thing, owning the numbers, and staying accountable to results.

That's what Root Co. is. Senior marketing ownership, without the full-time hire.

Revenue first

Every decision traces back to revenue. Not brand, not impressions, not reach — revenue.

Ownership over service

Root Co. doesn't deliver reports. We own outcomes — which means we care about what happens after the strategy is set.

Small on purpose

We work with a limited number of clients at a time. That's not a constraint — it's a commitment to quality.