Real brands. Real results.
A closer look at how fractional marketing leadership has helped DTC and ecommerce brands grow profitably — from proving out new acquisition channels to unlocking higher-value customer segments.
Amha & Co
The Problem
A new luxury postpartum retreat launched in California, facing fierce competition from established players. What's the best approach to paid marketing — and what results can it realistically drive?
The Approach
With a smaller budget, I started with higher-intent paid channels (like Paid Search) to prove ROAS before expanding further — focusing on local/geo and broad category-intent keywords for a single-location business.
Starting paid marketing in one channel allows for focused, measurable growth. Moving into channel complexity too quickly can complicate attribution and lead to budget inefficiencies.
Pepper Body
The Problem
A small portion of the customer file was driving 2x the LTV of the rest. The goal: grow that high-value segment.
The Approach
In partnership with Creative & Brand Marketing, I mapped the current creative landscape and proposed new creative to better reach this higher-value customer — appealing to her specific mindset and needs.
Slowly pulsing in new creative lets algorithms adjust, while in-platform metrics (AOV, CVR, ROAS, Platform CAC) by creative type give an early read on customer file impact.
Lancôme
The Problem
Grow the active customer base by fixing stagnating acquisition and tapering retention rates.
The Approach
Leaning on customer data and current customer lifecycle paths to optimize CRM flows for higher conversion, test Direct Mail initiatives to re-engage previously lost customers, and leverage personalization tools for a cohesive experience across web and marketing channels.
Customer lifecycle paths give insight into how a customer shops across their lifetime with a brand, which can uncover gaps in current CRM flows. Each effort stemmed from the same analysis — individually small, but compounding together into meaningful sales impact.
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