Challenge

A market-leading DIY pest control brand, trusted by more than 1.3 million households, needed to accelerate growth, expand internationally, and build a scalable marketing and operational structure to support its next stage of development.

Approach

As the in-house head of marketing, I led the creation and execution of a comprehensive strategic marketing plan designed to drive both top-line growth and operational excellence. Key initiatives included:

- Developed and managed the budget for the company’s largest department, aligning spend to growth goals.

- Built forecasting models using exponential smoothing and other predictive techniques to enable data-driven decision-making.

- Launched five new products and introduced a recurring subscription model to expand customer lifetime value.

- Led the brand’s expansion into the European market, opening up new revenue streams.

- Secured high-profile media coverage from major outlets, including The Today Show and The New York Times, to boost brand awareness and credibility.

- Doubled the size of the internal marketing team while maintaining operational efficiency.

- Implemented OKRs and SOPs to align the growing team around clear goals and consistent execution.

Results

- Successfully launched five new products and a subscription model, contributing to expanded revenue streams.

- Delivered accurate, data-backed forecasts that improved planning and budgeting accuracy.

- Drove international expansion into Europe, positioning the brand for global growth.

- Increased brand visibility through major media features, enhancing customer trust and market presence.

- Scaled the internal marketing team without compromising speed or quality through clear processes and performance frameworks.

Impact

By combining strategic marketing leadership with operational systemization, the brand grew more than twofold and into eight figures, improved forecasting accuracy, enhanced brand recognition and expanded internationally, all while building a scalable, future-proof marketing infrastructure.

Challenge

A premium healthy-snack brand needed to drive predictable, scalable growth while staying lean. Their goals: significantly increase revenue, build customer loyalty and implement systems for operational efficiency without growing an internal headcount.

Approach

As Fractional CMO, I led the development and execution of a full-funnel marketing strategy designed for both growth and operational scale. Key initiatives included:

- Built and launched a full-funnel marketing program across analytics, influencer marketing, paid social, paid search, CRO, email and SMS, and direct mail.

- Implemented a marketing task management system in Monday.com to optimize workflows and speed execution.

- Integrated Claude, ChatGPT and other AI tools, including AI agents and custom GPTs, to streamline strategy development and automate workflows.

- Brought on and coached a small team of marketing contractors, creating a high-output, low-overhead team structure.

- Established data-driven forecasting models tied to marketing performance to ensure predictability.

- Launched and expanded a paid membership program to grow customer loyalty and recurring revenue.

- Optimized lifecycle marketing efforts to drive higher retention and maximize LTV.

Results

- Increased year-over-year revenue by 170%.

- Increased AOV by 22%.

- Boosted 12-month LTV by 79%.

- More than tripled total new customers acquired monthly.

- Scaled a paid membership program, growing the base of loyal, repeat customers.

- Built a lean, efficient marketing team of contractors while avoiding the cost of full-time hires.

Impact

By combining full-funnel marketing strategy, lean team operations, and AI-driven workflows, the brand has achieved rapid, sustainable growth. Smart systems—not size—are the future of DTC success.

Challenge

An American skincare brand specializing in grass-fed tallow products needed to scale efficiently—without the expense of building an internal marketing team. Their goals: accelerate revenue growth, achieve profitability, and create a sustainable, lean marketing system.

Approach

Brought on as Fractional CMO and Meta media buyer, I led the marketing strategy while managing a team of contractors and agencies, and directly operated as the media buyer to tightly control performance spend and profitability. Key initiatives included:

- Implemented a full-funnel marketing strategy spanning acquisition, activation, and retention.

- Built and managed a fractional team of specialized marketing contractors and agencies.

- Launched a new paid media structure on Meta to drive higher efficiency and profitability.

- Introduced improved lifecycle marketing strategies to increase customer retention and LTV.

- Established data-driven reporting dashboards to track performance and forecast growth.

- Focused on profitability-first performance marketing, balancing growth with financial discipline.

Results

- Tripled the company’s annual run rate without hiring a single in-house marketing employee.

- Lowered new customer acquisition cost (nCAC) by 23%.

- Increased revenue attributed to Meta ads by 115% while maintaining first-order profitability.

- Oversaw a 61% increase in 3-month customer lifetime value (LTV).

- Helped the company achieve its first profitable month within two months of engagement.

Impact

The brand scaled quickly and sustainably, achieving profitability while keeping its operational footprint lean, setting the stage for long-term growth without unnecessary overhead.