About Lex Roman
About Lex Roman
About Lex Roman
About Lex Roman
I empower creative entrepreneurs to book more clients by making smarter marketing bets. I'm an expert in growth marketing experimentation for service-based businesses.
The main way I work with business owners is through my marketing experimentation program Growthtrackers. I share weekly free advice on improving your lead pipeline on your terms with The Low Energy Leads Show.
Before starting my Growthtrackers program, I spent 10+ years leading growth projects for tech companies. Now, I work with creatives who are scaling to sustainability as an agency or expanding beyond 1:1 services.
I empower creative entrepreneurs to book more clients by making smarter marketing bets. I'm an expert in growth marketing experimentation for service-based businesses.
The main way I work with business owners is through my marketing experimentation program Growthtrackers. I share weekly free advice on improving your lead pipeline on your terms with The Low Energy Leads Show.
Before starting my Growthtrackers program, I spent 10+ years leading growth projects for tech companies. Now, I work with creatives who are scaling to sustainability as an agency or expanding beyond 1:1 services.
I empower creative entrepreneurs to book more clients by making smarter marketing bets. I'm an expert in growth marketing experimentation for service-based businesses.
The main way I work with business owners is through my marketing experimentation program Growthtrackers. I share weekly free advice on improving your lead pipeline on your terms with The Low Energy Leads Show.
Before starting my Growthtrackers program, I spent 10+ years leading growth projects for tech companies. Now, I work with creatives who are scaling to sustainability as an agency or expanding beyond 1:1 services.
I empower creative entrepreneurs to book more clients by making smarter marketing bets. I'm an expert in growth marketing experimentation for service-based businesses.
The main way I work with business owners is through my marketing experimentation program Growthtrackers. I share weekly free advice on improving your lead pipeline on your terms with The Low Energy Leads Show.
Before starting my Growthtrackers program, I spent 10+ years leading growth projects for tech companies. Now, I work with creatives who are scaling to sustainability as an agency or expanding beyond 1:1 services.
















Companies I've worked with












Places where my work has been featured
Companies I've worked with
























Places where my work has been featured
Timeline
2007
My first job in digital marketing was for an art gallery that had a social network. In 2007, I became the in-house designer for them creating mock ups for web and email, working with artists and supporting live events around Los Angeles.
2012
After a few years working freelance in the film and television industry, I moved into tech full time becoming the first UX designer at Kluge Interactive. At Kluge and at UCLA Extension (where I trained under Jaime Levy), I learned about the lean startup movement. Eric Ries' book The Lean Startup had just been published the year earlier.
2014
I moved to San Francisco to work for Neo Innovation, a lean startup consultancy that was co-founded by Eric Ries, Ian McFarland and Joi Ito. My first project there was with Toyota where we ran experiments to find a market for an innovation project they were testing.
In San Francisco, I also worked for Carbon Five, known as somewhat of a startup incubator themselves. Startups would co-located in our offices as we launched their first apps and growth stage companies did the same as their teams trained up on capabilities like collaborative design, customer development and continuous delivery to the market. Carbon Five was instrumental in the making of products like Masterclass, Stitch Fix, Good Eggs, and Fandango. I worked closely with founders to validate their ideas, test their prototypes and measure what was working.
2016
Back in LA, I joined the team at Burner, a mobile app that creates privacy-focused burner phone numbers for you. I led growth initiatives there for Android, iOS and web in collaboration with the co-founders, our Chief Marketing Officer and our small product team of four.
I got really, really good at AB testing and analytics doing it every day at Burner. I started the Growth Designers community while at Burner and became quickly known as one of growth design's earliest practitioners.
2019
I founded Lex Roman, Inc. in 2019 as a growth design consultancy. Over the next couple years, I worked with Gusto, Avo and The Justice Collaborative. I also contributed to growth design content and marketing projects for Amplitude and Segment (popular analytics tools for tech companies). Under the Growth Designers name, I developed and operated a couple cohorts of growth design training programs.
2021
In 2021, I pivoted to focusing on digital marketing for small businesses. I offered a suite of services from web design to SEO and email marketing but more importantly, I learned that many small businesses were being left behind in a fast-monopolizing internet built without their needs in mind.
2022
Growthtrackers launched in August 2022 and has rapidly become the main way I work with entrepreneurs. I now exclusively support service-based businesses with their lead generation, particularly those who don't want to bother with search or social media. I love being able to work closely with passionate people to support them in getting more joy and more revenue from their marketing efforts.
2018
After a brief stint at the perilously overfunded prototyping tool InVision, I moved over to e-commerce company The Black Tux to help them re-launch their growth team and improve checkout conversion and new customer growth.
Timeline
2007
My first job in digital marketing was for an art gallery that had a social network. In 2007, I became the in-house designer for them creating mock ups for web and email, working with artists and supporting live events around Los Angeles.
2012
After a few years working freelance in the film and television industry, I moved into tech full time becoming the first UX designer at Kluge Interactive. At Kluge and at UCLA Extension (where I trained under Jaime Levy), I learned about the lean startup movement. Eric Ries' book The Lean Startup had just been published the year earlier.
2014
I moved to San Francisco to work for Neo Innovation, a lean startup consultancy that was co-founded by Eric Ries, Ian McFarland and Joi Ito. My first project there was with Toyota where we ran experiments to find a market for an innovation project they were testing.
In San Francisco, I also worked for Carbon Five, known as somewhat of a startup incubator themselves. Startups would co-located in our offices as we launched their first apps and growth stage companies did the same as their teams trained up on capabilities like collaborative design, customer development and continuous delivery to the market. Carbon Five was instrumental in the making of products like Masterclass, Stitch Fix, Good Eggs, and Fandango. I worked closely with founders to validate their ideas, test their prototypes and measure what was working.
2016
Back in LA, I joined the team at Burner, a mobile app that creates privacy-focused burner phone numbers for you. I led growth initiatives there for Android, iOS and web in collaboration with the co-founders, our Chief Marketing Officer and our small product team of four.
I got really, really good at AB testing and analytics doing it every day at Burner. I started the Growth Designers community while at Burner and became quickly known as one of growth design's earliest practitioners.
2019
I founded Lex Roman, Inc. in 2019 as a growth design consultancy. Over the next couple years, I worked with Gusto, Avo and The Justice Collaborative. I also contributed to growth design content and marketing projects for Amplitude and Segment (popular analytics tools for tech companies). Under the Growth Designers name, I developed and operated a couple cohorts of growth design training programs.
2021
In 2021, I pivoted to focusing on digital marketing for small businesses. I offered a suite of services from web design to SEO and email marketing but more importantly, I learned that many small businesses were being left behind in a fast-monopolizing internet built without their needs in mind.
2022
Growthtrackers launched in August 2022 and has rapidly become the main way I work with entrepreneurs. I now exclusively support service-based businesses with their lead generation, particularly those who don't want to bother with search or social media. I love being able to work closely with passionate people to support them in getting more joy and more revenue from their marketing efforts.
2018
After a brief stint at the perilously overfunded prototyping tool InVision, I moved over to e-commerce company The Black Tux to help them re-launch their growth team and improve checkout conversion and new customer growth.
Timeline
2007
My first job in digital marketing was for an art gallery that had a social network. In 2007, I became the in-house designer for them creating mock ups for web and email, working with artists and supporting live events around Los Angeles.
2012
After a few years working freelance in the film and television industry, I moved into tech full time becoming the first UX designer at Kluge Interactive. At Kluge and at UCLA Extension (where I trained under Jaime Levy), I learned about the lean startup movement. Eric Ries' book The Lean Startup had just been published the year earlier.
2014
I moved to San Francisco to work for Neo Innovation, a lean startup consultancy that was co-founded by Eric Ries, Ian McFarland and Joi Ito. My first project there was with Toyota where we ran experiments to find a market for an innovation project they were testing.
In San Francisco, I also worked for Carbon Five, known as somewhat of a startup incubator themselves. Startups would co-located in our offices as we launched their first apps and growth stage companies did the same as their teams trained up on capabilities like collaborative design, customer development and continuous delivery to the market. Carbon Five was instrumental in the making of products like Masterclass, Stitch Fix, Good Eggs, and Fandango. I worked closely with founders to validate their ideas, test their prototypes and measure what was working.
2016
Back in LA, I joined the team at Burner, a mobile app that creates privacy-focused burner phone numbers for you. I led growth initiatives there for Android, iOS and web in collaboration with the co-founders, our Chief Marketing Officer and our small product team of four.
I got really, really good at AB testing and analytics doing it every day at Burner. I started the Growth Designers community while at Burner and became quickly known as one of growth design's earliest practitioners.
2019
I founded Lex Roman, Inc. in 2019 as a growth design consultancy. Over the next couple years, I worked with Gusto, Avo and The Justice Collaborative. I also contributed to growth design content and marketing projects for Amplitude and Segment (popular analytics tools for tech companies). Under the Growth Designers name, I developed and operated a couple cohorts of growth design training programs.
2021
In 2021, I pivoted to focusing on digital marketing for small businesses. I offered a suite of services from web design to SEO and email marketing but more importantly, I learned that many small businesses were being left behind in a fast-monopolizing internet built without their needs in mind.
2022
Growthtrackers launched in August 2022 and has rapidly become the main way I work with entrepreneurs. I now exclusively support service-based businesses with their lead generation, particularly those who don't want to bother with search or social media. I love being able to work closely with passionate people to support them in getting more joy and more revenue from their marketing efforts.
2018
After a brief stint at the perilously overfunded prototyping tool InVision, I moved over to e-commerce company The Black Tux to help them re-launch their growth team and improve checkout conversion and new customer growth.









Community Work
I'm passionate about what I do but I also want to see huge changes in how we prioritize human rights in the United States and around the world. When I’m not running my business, I’m working with local community organizations that prevent homelessness and end incarceration. I believe that housing is a human right and no one belongs in a prison.
Here's a short list of my community projects:
Project Lead, Yes In My LA Guide to permanent supportive housing for The League of Women Voters of Los Angeles and the city of Los Angeles
Project Lead, Spare app, a way to donate to your neighbors directly with Hack for LA
Outreach and Transition Team Lead, North Hollywood neighborhood coalition
Co-creator of a still running drop-in program for neighbors in Silver Lake, Los Angeles
Tech support and communication design, People's Budget LA
Creator of LA Pays Attention, a civic education newsletter (sold in 2023)
I'm passionate about what I do but I also want to see huge changes in how we prioritize human rights in the United States and around the world. When I’m not running my business, I’m working with local community organizations that prevent homelessness and end incarceration. I believe that housing is a human right and no one belongs in a prison.
Here's a short list of my community projects:
Project Lead, Yes In My LA Guide to permanent supportive housing for The League of Women Voters of Los Angeles and the city of Los Angeles
Project Lead, Spare app, a way to donate to your neighbors directly with Hack for LA
Outreach and Transition Team Lead, North Hollywood neighborhood coalition
Co-creator of a still running drop-in program for neighbors in Silver Lake, Los Angeles
Tech support and communication design, People's Budget LA
Creator of LA Pays Attention, a civic education newsletter (sold in 2023)