Growth isn't a lever. It's a system.

Eddie Cheng writes the weekly letter on scaling ecommerce from both sides. He runs a DTC growth agency that profitably manages $3–5+ million a month in ad spend across a portfolio of brands, and co-owns a shoe brand where that same agency powers customer acquisition and scaled the brand from start-up to multi-8 figures a year. Every week, he writes down what both are teaching him.

Penang Media — the growth engine

The agency Eddie founded: strategy, media buying and creative in-house, reporting on profit rather than vanity ROAS. Paid social and search across Meta, Google, YouTube and TikTok; thousands of creative DNA components analysed to make better ads; email flows and reporting. penangmedia.com

VIBAe — the most comfortable shoes in the world

The brand Eddie co-owns: Finnish-Californian design, handmade in Portugal, scaled to multi-8 figures a year with customer acquisition powered by Penang Media. vibae.com

Penang Pulse — the AI that never sleeps

An in-house contribution profit algorithm and performance amplifier for ads and email, wired into Meta, Google, Shopify and the storefront, reconciled to the cent. It scores creative DNA, recalculates contribution profit and flags what deserves more money and what's tiring.

Read the letters. One email a week: what worked, what didn't. Free, unsubscribe any time.