Hypothesis:

Fable Pets had an opportunity to optimize paid media spend and the online site experience to drive stronger ROI.

Approach:

I conducted a thorough analysis of spend by channel and product to identify inefficiencies and media waste, then implemented a more strategic approach to allocate the performance marketing budget. In parallel, I reviewed the brand’s merchandising strategy and conducted a competitive pricing analysis to recommend optimizations that complemented the changes in the paid media strategy.

Results:

Achieved significant improvements in both AOV & MER, driving stronger customer acquisition and enhancing overall campaign performance.

Hypothesis:

Eight Sleep had an opportunity to leverage podcasts as an emerging, highly engaging channel to build brand advocacy and enhance social proof.

Approach:

I led the development and execution of a comprehensive podcast strategy, ensuring alignment with Eight Sleep’s broader marketing objectives. The goal was to establish an internal podcast program, reducing reliance on external agencies primarily focused on distribution. The strategy included creating a scalable framework for evaluating, testing, executing, and optimizing a bespoke podcast and partnership plan.

Results:

The podcast program launch successfully expanded Eight Sleep’s reach into a previously underutilized channel, driving significant incremental ROI. This initiative also led to the internal growth and development of the podcast and partnership team, setting the foundation for continued success and scalability in the future.