Challenge Nemah had strong early traction but faced the classic $1M problem: growth was coming from everywhere at once, but focus, efficiency, and systems were starting to break. Paid acquisition was scaling, but the business needed stronger unit economics, retention, and clarity on where to invest next.

Strategy & Execution As founding operator, I owned ecommerce and growth strategy end to end. I focused on tightening the fundamentals first: conversion, retention, and channel discipline. This included restructuring onsite merchandising and UX, refining pricing and offers, aligning creative with conversion goals, and building retention and subscription programs to reduce dependence on paid acquisition.

Results

• Scaled from $0 to $3M in annual revenue within four years, with the business on track for $5M
• Maintained a conversion rate approximately 3x the industry average while scaling
• Built retention programs driving 34%+ repeat customers
• Achieved periods of sub-$30 CAC and sub-15% MER while managing $100K+ monthly ad spend

Why This Matters This work created a more durable growth engine, allowing the brand to scale without burning cash or sacrificing margin.

Challenge Nemah needed to expand beyond DTC into Amazon and wholesale retail without cannibalizing its core business, confusing customers, or destroying margins. The risk was growing revenue while weakening the brand and unit economics.

Strategy & Execution I lead the omnichannel strategy to launch Nemah in Target (March 2026), defining the role of each channel, aligning pricing and promotions, and building operational processes to support expansion. This included launching and scaling Amazon thoughtfully, securing retail partnerships, and ensuring channel-specific execution stayed aligned with brand and margin goals.

Results

• Built a diversified revenue mix: ~55% DTC, ~25% Amazon, ~20% wholesale
• Secured in-store placement with Target
• Established ongoing ecommerce partnerships with Nordstrom, Anthropologie, and POOSH
• Expanded reach while maintaining brand integrity and contribution margins

Why This Matters Many brands grow fast by adding channels and regret it later. This approach created controlled, sustainable expansion instead of chaos.

Challenge As Nemah grew, the business needed senior-level output across growth, brand, and creative without the budget or appetite for a bloated team or expensive agencies. Hiring too early would have locked in fixed costs and reduced flexibility during critical growth phases.

Strategy & Execution I designed a lean operating model built around a small internal team supported by a carefully selected bench of specialized freelancers. Rather than outsourcing strategy, I owned direction and decision-making while hiring contractors for execution across key functions, including social media, brand marketing, graphic design, creative strategy, and performance marketing. Clear ownership, defined scopes, and tight feedback loops ensured quality without overhead.

Results

• Scaled the business to $2M+ in annual revenue with 2 full-time employees supported by a flexible contractor bench
• Avoided long-term agency commitments while maintaining high-quality creative and growth execution
• Preserved cash, improved operating leverage, and allowed spend to scale with performance rather than headcount

Why This Matters Many early-stage brands overhire or overspend before systems are in place. This approach enabled Nemah to grow efficiently while retaining flexibility and control - a model I regularly help other founders replicate.