ABOUT
Cretova was built on a simple observation: most performance marketing teams are running the same playbook across the same two channels, and the playbook stopped working around 2023. The brands that are winning now are the ones thinking about growth as a system — coordinated across channels, grounded in real measurement, and led by operators who have actually done the work.
We do not do everything. We do not claim to. Cretova focuses on the parts of performance marketing that most agencies treat as afterthoughts — the non-Google, non-Meta channels; the measurement infrastructure; the strategic layer that sits above day-to-day campaign management. These are the areas where senior thinking compounds and where most growth-stage companies are underinvested.
Our clients are growth-stage brands, in-house growth teams, private equity portfolio companies, and strategic acquirers. What they have in common: they are spending real money on paid acquisition, they have moved past the early experimentation phase, and they need senior operational perspective — not another vendor pitching the same thing as everyone else.
Cretova is founded and led by Swikrit Malik, a performance marketing operator with 13+ years of experience building, scaling, and running paid acquisition for brands across insurance, finance, home services, e-commerce, and DTC verticals. He has managed nine-figure ad budgets, built agencies from zero to 70+ person teams, and advised growth-stage companies across multiple markets.