At JustFab, Sara architected the launch of the brand on Amazon, which required coordination among many different teams, including Merchandising, Marketing, Finance, and Operations. Sara managed the entire channel end-to-end, including testing ad strategies, working with the merchandise team to select an Amazon-specific assortment, and reviewing unit economics to ensure the channel was growing profitably. She also created a playbook of the overarching strategy, resources for teams to use, and roles and responsibilities to drive alignment. This clear project roadmap, along with the weekly check-ins and shared KPIs (e.g., ad ROAS, inventory turnover) that Sara established helped focus the team and facilitate collaboration. Ultimately, Sara was able to deliver $300K in new revenue and $100k in cost savings in the first four months with this approach.

During her time at JustFab and Shoedazzle, Sara recognized early on the potential of TikTok as a growth channel and was tasked with building the strategy to scale it from the ground up. She began by conducting a consumer research study to understand how the brands’ target audiences engaged with the platform, observing their real-time behavior, content preferences, frequency of use, and brand interactions. These insights revealed that users favored native, UGC-style content over polished, ad-like videos. Sara used this to shape the holistic TikTok growth strategy, collaborating with the organic social team to guide creative strategy, aligning the influencer team to source authentic TikTok-specific creators, and building an internal employee content pipeline to generate scalable, native content for the brands. She also onboarded specialized TikTok vendors, worked directly with platform reps to stay ahead of emerging tools and trends, and partnered with the media team to launch tests for ad set and landing page strategies. As a result, the brands successfully scaled TikTok from 4% to 18% of total media spend while improving both engagement and efficiency (e.g. decreasing CAC by over 50%).

While at O Positiv, Sara developed the retail operating model for the brand’s launch into an entirely new sales channel with Target. She started by identifying key priorities (e.g. physical flow of inventory, retailer forecasting and requirements, etc.) and reviewed these with industry experts like retail brokers and other brands that had launched in retail previously to help avoid any potential missteps. Sara also engaged cross‑functional teams like finance, retail sales, and retail marketing to refine any sales velocity assumptions to ensure the brand was prepared with enough inventory for both conservative and high-growth scenarios for each SKU. After launch, Sara continuously reviewed sales data and iterated quickly on the plan, adjusting reorder points and right-sizing safety-stock parameters in real time. This approach enabled the team to embrace uncertainty while still driving a successful launch and continued growth into additional doors, in-store displays, and retailers.