About Us

The technical marketing partner you need to collect, unify, and leverage data for breakthroughs in growth and profit.

Our Story

With over 30 years of combined experience in marketing, software, and data science, our founders observed a consistent problem: advertisers lack the resources to take full advantage of emerging technology.

Algorithms, privacy updates, ad blocking, and complex business software have made marketing more technical, but they have created an unprecedented opportunity.

Early adopters to modern tracking systems and fully integrated 1st party data platforms will win online in 2025, even in the most competitive industries.

Our mission is to help marketing teams use technology to guide confident investments in profitable, scalable ad campaigns. We're looking for long-term partners that believe in scientific thinking and carefully measured aggression.

Mike DeWulf and Scott Heaton, Arrows Up owners

How We Work

Arrows Up is a founder driven company, with our experienced team managing every project - and every relationship.

We're not a turn-and-burn agency or a software product you buy and implement yourself. Our data system, attribution model, reporting dashboards, marketing strategy, and creative are custom fit for each partner.

Our strategists start by learning about your services, systems, goals, customers, past marketing efforts, and sales process.

With this information, we begin integrating systems, unifying data, and optimizing campaigns.

You can expect to see new insights and improved return on ad spend in 45-90 days.

Us vs. Them

In our past lives, we've worked at agencies, software companies, and as consultants to agencies and software companies. We know what options you have, and we set out to be different.

  • Full Integration vs. Outsourcing

    Agencies often act as an extra set of hands, executing tasks you already know how to do. Arrows Up integrates deeply with your systems, aligning with your business to drive results from the inside out.

  • Transparency vs. Smoke and Mirrors

    Agencies often deliver flashy reports that don't connect back to business goals. We unify your data, ensuring your live dashboard shows clear "money out, money in" metrics for every campaign.

  • Custom Strategy vs. Copy-Paste Playbooks

    Many agencies recycle the same strategies for all clients. We design campaigns tailored to your unique business, leveraging insights from your data to inform every decision.

  • Long-Term Partnership vs. High Client Turnover

    Agencies are often focused on client volume. Our focus is building long-term relationships and delivering results that scale with your growth goals.

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Meet the Team

  • Proactive
  • Experienced
  • Direct

Our mission is to provide our partners with a competitive advantage through technology and strategy. Our promise is to choose integrity at every opportunity.

Scott Heaton

Chief Strategist

Scott has 10 years of marketing and sales consulting experience, working in two different organizations with multiple years on the Inc. 5000 list for fastest growing companies in the US.

After working with clients like Orange Theory Fitness & Ashley Furniture, along with 1000s of small businesses across the country, Scott saw a common thread. Technical roadblocks prevent advertisers of all sizes from fully leveraging data to make decisions and optimize campaigns.

At Arrows Up, Scott oversees onboarding, strategy, and account management.

Michael DeWulf

Chief Technical Officer

Mike has 15+ years of experience as a software engineer in a variety of industries, including high frequency trading, computational agronomy, network security, and marketing analytics.

He has worked for one of the world's most successful hedge funds and was a key member of a successful start up, which was acquired by Cisco. He has led teams of data science PhDs and software engineers, across a diverse range of programming domains.

At Arrows Up, Mike oversees technical strategy, software engineering, and data science.