Cross-Functional Range
Experience across customer, candidate, member, partner, and participant audiences creates pattern recognition that a single-channel specialist may not have.
About
I built ETL around a pattern I kept seeing. Growth gets clearer when you understand the people required to make it happen.
The same question kept coming up in different rooms. Who has to move, and what will actually move them?
In marketing it looked like an audience that was not responding. In recruitment it looked like a pipeline that would not fill. In sales it looked like activity that never turned into anything predictable. In programs, partnerships, and community it looked like people who were invited and did not show up.
Those look like different problems. They are usually the same one. Somewhere between the organization and the people it needs, the path is unclear. No amount of extra activity fixes an unclear path.
That is what ETL Collective is for. Making the path specific. Who matters, what they care about, what should get built, and how to keep doing it once it works.
I have spent my career across marketing, recruitment, sales, partnerships, programs, and community building. That range is the point. It is where the pattern came from, and it is why the method holds whether the audience is a customer, a candidate, or a member.
I am Mati Fombang, a growth strategist and the founder of ETL Collective. My specialty is audience strategy. Start with who has to move, then build everything else around them. Your favorite Audience Strategist.
Experience Across Industries
Our experience spans
- SaaS + Technology
- Luxury Interior Design
- Editorial + Media
- Coaching + Personal Development
- Workforce Development
- Community + Service Nonprofits
- Education
- Family + Children’s Experiences
What Makes the Work Different
Four things that shape how ETL works.
Strategy + Activation
Comfortable diagnosing the problem, building the plan, launching the work, learning from response, and adjusting.
Audience-Led
Starts with who must move and why before defaulting to channels, content, or campaigns.
Built for Repeatability
Looks beyond the first win to measurement, process, ownership, and what the organization can keep doing.
What We Value
Seven values behind the work.
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Treat People Like People
Behind every audience, metric, pipeline and conversion is a person. We respect their agency, seek to understand what matters to them and build strategies that create genuine value rather than treating people as transactions.
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Lead With Integrity
We are truthful about what we see, what the work requires and what the results actually show. We do not manufacture urgency, manipulate people into action or recommend work simply because we can sell it.
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Create Value Worth Choosing
Attention, participation and trust are not owed to an organization. We work to understand what matters to people and create messages, experiences and opportunities worthy of their response.
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Honor the Work
We take seriously the trust behind every challenge, idea, audience and organization placed in our care. The thinking matters. The details matter. The follow-through matters.
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Stay Curious
We ask before we assume. We look beyond the obvious audience, challenge what we think we know and let new information sharpen or change the strategy.
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Build for What Comes Next
We build strategies, systems and knowledge that can be repeated, adapted and strengthened over time, so progress does not depend on one campaign, one person or one moment.
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Leave It Better
We want our work to contribute something good to the organization, the people it serves and the communities around it. Growth matters, and so does what that growth creates.
How ETL Works With Leaders
A strategy is only as good as the person who has to carry it.
Most growth plans fail after the analysis is done. They land on someone who cannot act on them. No clear decision, no internal agreement, no owner after the kickoff.
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Clarity on the decision
What is actually being chosen, what is being set aside, and what the trade-off costs.
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A case that travels
Reasoning built to hold up with a board, an executive team, or a client. Not only in the room where it was made.
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An owner after the plan
Who runs it, what they measure, and what happens when the first version needs changing.
For a founder that can mean getting clear enough to show up and commit to a lane. For a functional leader inside a larger organization it usually means being able to defend the plan upward and hand it to a team. Same work, different room.
Want to talk it through?
Tell us what you are trying to grow and where it is stuck. You will get a personal reply.
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