As Global Head of DTC and Performance Marketing at Blueair (a Unilever brand), I owned the full P&L and end-to-end growth strategy for a direct-to-consumer business that was subscale and operationally fragmented. I rebuilt the channel strategy from the ground up -- defining channel roles across DTC, Amazon, and retail, restructuring agency and media investments, and redesigning the subscription program. Over five years, I scaled DTC revenue from roughly $4M to $40M, grew filter subscriptions fivefold while maintaining sub-2.5% churn, managed $20M+ in annual media spend, and led Blueair to the #2 position on Amazon in the air purifier category.

Blueair was running on an aging Salesforce Commerce Cloud instance that was incompatible with key growth tools, dev-intensive to maintain, and increasingly limiting. I built the full business case for migrating to Shopify Plus -- including cost-benefit analysis, migration planning, and leadership alignment across IT, finance, and global stakeholders. I then led end-to-end execution, sequencing site enhancements to minimize disruption during the migration window. The result: projected 30%+ annual cost reduction, a faster and more flexible platform, and a seamless launch foundation for international expansion.

Subscribers were 2.5x more valuable than one-time buyers, but enrollment was low and churn was driven by a lack of self-service options. I led a full redesign of the subscription program -- mapping the customer journey, overhauling the buy stack to integrate enrollment directly into the PDP, adding self-service management tools, and rebuilding the retention communication strategy. Subscription attachment rate increased from 30% to 42%, subscription base grew 70% in one year, and customer service calls on subscription management dropped 30%.