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
ConsultingA new luxury postpartum retreat launched in California, facing awareness challenges in a novel & emerging market. What's the best approach to paid marketing and what results can it realistically drive?
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.
- ↓33%decrease in CAC year-over-year
- ↑67%increase in budget year-over-year
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.
Lancôme
Full-time roleGrow the active customer base by fixing stagnating acquisition and tapering retention rates.
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.
- ↑32%YoY growth on Lancome.com sales
- ↑5%increase in repeat rate of active customers
- ↑10%lift in conversion rate
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.
Kiehl's
Full-time roleKiehls.com needed to grow significantly while its underlying profitability was under pressure from rising sample and physical distribution costs — with full ownership of the P&L, growth and margin had to move together, not trade off against each other.
Owned the full Kiehls.com P&L end to end — tracking traffic, AOV, conversion rate, bounce rate, acquisition rate, and retention rate against the business's core KPIs — while working cross-functionally to bring down sample and physical distribution costs and recalibrating marketing spend, including targeted cash-back and coupon offers through Affiliate Marketing.
- +100%YoY growth on the $75M+ e-boutique
- +32%ROAS from recalibrated spend
- +500bpsimprovement in profitability
- 65%acquisition rate via Affiliate cash-back offers
Owning both growth and profitability at once means every channel decision has to answer to the P&L, not just a single KPI — the biggest gains came from treating spend efficiency and cost reduction as part of the same growth lever, not separate initiatives.