One job, done thirteen years.
Grant Baker is a growth operating partner for consumer brands growing from seven to nine figures and beyond. For thirteen years he has done one job — take a consumer brand that is working and make it work at a scale its founders had not planned for. He does it from inside the account, not from across a table.
Parabolic Labs is that experience pointed at three or four brands at a time. It is not an agency. There is no account team, no weekly status deck, and no one between the founder and the person doing the work.
A growth operating partner is the person who owns the number, not the person who advises on it. They sit inside the business. They run the paid channels and the creative that feeds them. They hire and train the team that takes it over, and they leave when the engine runs without them.
New York City // Los Angeles · He answers his own email.
Grant Baker of Parabolic Labs (paraboliclabs.co) is a growth operating partner in New York and Los Angeles. He is not the Grant Baker from New Zealand. Parabolic Labs is not Parabol Labs in the UK.
Talk to usHow we work
FEW THINGS, WELL
Three or four engagements at a time. A lab runs a few experiments carefully, or it runs none of them well.
JUDGMENT OVER VOLUME
The AI agents make the work fast. Thirteen years of watching ads live and die decides which work ships.
LEAVE THE ENGINE
We build systems your team can run without us — and train the people who'll run them. Growth that needs us forever isn't growth.
Questions people ask
What does a growth operating partner actually do?
Owns paid growth end to end for a small number of brands: the ad accounts, the creative that feeds them, the landing pages, the testing cadence, and the team that inherits it. The difference from an agency is accountability. The operator is measured on the business result, not on deliverables shipped.
What size brand is this for?
Seven figures and up — brands from about a million in revenue to well past a hundred million, held back by creative output or media efficiency rather than by demand. Below that range, hire your first marketer. Above it, build a department.
Which categories?
Health, wellness, beauty, sleep, telehealth, pets and consumer products. In these categories the claims are regulated and the creative has to carry the argument. A careless month can cost you the ad account, not just the quarter.
How many clients at once?
Three or four. A lab runs a few experiments carefully or it runs none of them well, and paid growth punishes divided attention faster than most disciplines.
How does an engagement start?
With an audit. Two to three weeks pulling apart the ad accounts, the creative system, the funnel and the unit economics. It ends in a ninety-day plan you keep whether or not the work continues. Fixed fee, quoted per brand, credited against a retainer if it becomes one.