At Ridge, a category defining DTC brand, Anthony led paid media execution across Meta and other channels during one of the company’s most aggressive growth periods. He was responsible for scaling core product lines, launching new lines of business, and expanding internationally while operating at significant spend.

Anthony helped launch and scale Ridge’s Rings business from the ground up, increasing monthly ad spend from $220K to $760K in five months and growing Shopify revenue from $700K/month to $1.9M/month. During this period, the Rings category generated $24M in revenue on $7.2M in Meta spend, becoming one of the fastest-growing and most profitable parts of the business.

In parallel, Anthony built Ridge Travel as a net-new line of business, scaling it from $0 to $443K/month in ad spend and driving $700K/month in attributed revenue within one year. Across roles, he managed $45M+ in Meta spend, contributing to $57M+ in attributed revenue, while also supporting international expansion across Canada, the UK, EU, and Australia.

Beyond scaling spend, Anthony introduced pod-based reporting systems, trained junior media buyers, implemented high-performing landing pages, and helped standardize evergreen creative frameworks, contributing directly to Ridge’s most profitable and operationally efficient growth periods.

At Nathan & Sons Underbrush, a fast-growing TikTok Shop brand generating ~$400K/month organically, Anthony partnered with the founder to unlock the company’s next stage of growth. He identified channel dependency and limited creative throughput as the primary constraints and led expansion beyond TikTok by launching paid acquisition across Meta and Snapchat.

Anthony owned channel expansion end-to-end, from strategy and campaign structure to creative testing and scaling. He moved from conception to live spend in under one week and worked closely with the founder and UGC creators to rapidly increase creative volume. Within four months, he helped scale the business to $1.2M/month in revenue, unlocking $900K/month in incremental sales, tripling total revenue, and supporting operational expansion that required additional warehouses. Along the way, he established an evergreen winning creative framework, a durable testing system, and helped grow the brand’s Instagram presence to 200K followers from near zero.

At Sans, an early stage wellness brand generating approximately $4M/month in revenue, Anthony joined as Associate Paid Media Director to help prepare the company for its next phase of scale. At the time, growth was constrained by a severe creative bottleneck, slow iteration cycles, and limited channel diversification.

Anthony led the effort to bring creative in-house, designing the internal team structure, workflows, and production processes required to increase creative velocity and testing speed. In parallel, he managed and coordinated external agency partners, helping align creative, media, and go-to-market execution under a single operating framework.

Beyond creative operations, Anthony supported the brand’s go-to-market strategy, introduced incrementality-based thinking to help set realistic spend and performance targets, and helped launch Sans into CTV as a new acquisition channel, expanding beyond traditional paid social and laying the groundwork for more diversified, durable growth.