At Derma Dream, I led growth strategy, retention, CRO, and performance creative, helping scale the brand from $0 to $25M in under two years. I implemented a structured testing framework, built full-funnel landing pages, and coordinated with creative and media buying teams across $1M+ monthly spend. I also revamped onboarding and subscription flows, leading to the brand hitting $1M in MRR within 6 months and unlocking our highest-ever ROAS days. My leadership extended to building company-wide systems that improved execution across six departments.

While working with a performance brand through an affiliate agency, I was brought in to optimize their underperforming upsell funnel. Without changing the offer, I leveraged pricing psychology, urgency framing, and design hierarchy to increase conversion rates by 300%. This success led to me being named the CRO Lead, where I went on to develop A/B testing roadmaps and conversion strategies across 19 different brands... helping turn leaky funnels into profit engines.

I created a long-form VSL script that became one of the most profitable ads in the brand’s history. Using a TME (Top, Middle, End) structure and conversion psychology, the ad achieved 14,777 unit sales and generated $2.03M in revenue at a 2.34x ROAS... staying profitable across $865K+ in spend. It defied the usual short ad lifecycle, running for months and helping the team unlock sustainable growth from a single creative asset.