At Saint James Iced Tea, a fast-growing CPG startup focused on clean, island-inspired beverages, Annabelle led digital growth efforts across Amazon, retail media, and DTC channels. Tasked with scaling Amazon sales and improving omnichannel performance, she developed and executed a robust strategy across ad types, targeting, and creative—resulting in a 200% year-over-year increase in sales. She managed over $1M in media budgets across Amazon, Meta, Google, and Instacart, collaborating closely with agency partners to optimize performance and maintain consistent brand storytelling. In tandem, Annabelle worked cross-functionally with the sales team to drive velocity at key retail accounts through targeted retail media campaigns. She also rebuilt email and SMS welcome flows to enhance customer retention, successfully reducing unsubscribe rates and improving overall engagement. Her holistic approach to growth not only elevated Amazon performance but helped unify Saint James' digital and retail strategies, contributing to consistent revenue growth and hitting monthly sales targets across channels.