Co-founder Profile
ChrisAvery
Co-founder of JudeLuxe. Author of the Commercial Decision Layer methodology. Speaker, writer and operator focused on making paid media accountable to the P&L.
Background
Chris co-founded JudeLuxe in 2021 with Gee Kullar. The agency was built around a single conviction: ad platforms reward revenue, and revenue does not pay the bills. Every framework JudeLuxe runs flows from that starting point.
Before JudeLuxe, Chris spent more than a decade running paid media for DTC ecommerce brands across fashion, food and beverage, sports, and home and living. The pattern that recurred across every account: rising platform metrics, declining contribution margin. The methodology that became the Commercial Decision Layer is the response to that pattern.
Frameworks authored
- Commercial Decision Layer - the operating model JudeLuxe runs for retained clients
- POAS for DTC - the definitive guide to Profit on Ad Spend for ecommerce
- From ROAS to POAS - the shift from revenue-led to profit-led paid media
- SKU Job Framework - Scale, Profit, Protect, Recovery, Gateway
- CFO Board Pack - the monthly report template that maps ad spend to P&L
Speaking and recognition
- HeroConf Brighton 2026 - "Every SKU Has A Job" (30 April 2026)
- 2025 - Performance Marketing Agency of the Year, British Agency Awards (JudeLuxe)
- 2025 - Multiple Global Search Awards wins (JudeLuxe)
Areas of expertise
Profit on Ad Spend (POAS) implementation, Google Shopping and Performance Max strategy, contribution margin reporting for paid media, SKU-level commercial analysis, agency operating models for ecommerce.
Elsewhere
Speak with Chris directly
All audits and discovery calls at JudeLuxe are run by a co-founder. No SDR layer, no relay.
Book a Profit Audit→