At The Absorption Company, Alex led the launch of the brand’s subscription program, building it from the ground up to drive meaningful recurring revenue and LTV. She owned platform onboarding, website experience, pricing strategy, and paid social and email/SMS design to optimize subscription adoption. Alex partnered with operations to make products more subscription-friendly, launched GWP programs, and ran continuous A/B tests on website experience and messaging to increase subscription take rate to 65%. She also reframed the brand narrative across email, SMS, and paid media to position consistency as key to results. Within 12 months, the subscription program grew to drive 60% of total company revenue, establishing a scalable foundation for recurring revenue and acquisition-aligned growth.

At Moon Juice, Alex led the launch of TikTok Shop, driving six-figure monthly revenue within nine months. She built a targeted affiliate sampling program, scaled paid advertising, and fostered community engagement to maximize platform adoption. The TikTok Shop launch also created a significant halo effect for Amazon sales, with a 1:1 correlation observed between TikTok Shop activity and Amazon revenue. This multi-channel strategy not only unlocked a new revenue stream but also amplified brand awareness and cross-platform growth, demonstrating the power of integrated social commerce and performance strategy.

Alex led the development of a high-volume creative engine, managing a roster of agencies, UGC creators, whitelisters, and in-house teams to produce 200+ pieces of creative per month within three months. She owned briefing, scripting, and concepting, and continuously iterated on winning assets to maximize performance. This approach fueled paid media at scale, decreasing CAC while consistently delivering fresh creative to Meta’s AI, ensuring campaigns could scale efficiently and maintain momentum across acquisition channels.