Role: Executive Director of Marketing

Business: DTC travel & lifestyle brand

Scope: Full-funnel growth, creative, retention, and eCommerce P&L### ChallengeCALPAK was entering its next phase of DTC growth, requiring stronger performance efficiency, increased creative velocity, improved retention and LTV, and tighter forecasting discipline — all while maintaining brand equity and profitability in a competitive consumer landscape.### ApproachAs Executive Director of Marketing, I led and scaled all marketing efforts for the DTC business, owning strategy and execution across growth marketing (search, social, display, affiliate, CTV), creative, influencer/UGC, and retention (Email, SMS, Loyalty). I managed a team of 3 direct reports (12 total) alongside agencies and freelance partners.

Key initiatives included:- Creative & Media Scaling: Expanded UGC and influencer/whitelisting output more than 2x, increasing from ~2 assets per month to 6–8 per month, fueling improved performance across Meta and TikTok.

• Lifecycle & AI Personalization: Revamped onboarding and lifecycle journeys and implemented AI-powered SMS conversations to deliver real-time, brand-aligned personalization — improving repeat purchase rate and LTV.
• Conversion Optimization: Tested new landing pages and optimized PDPs and PLPs to improve conversion rate and merchandising effectiveness.
• Performance & Forecasting Rigor: Owned weekly reforecasting and budget allocation, improving forecast accuracy to within <10% and ensuring disciplined MER and spend efficiency across channels.
• 360° GTM Execution: Led integrated go-to-market strategies for every product launch and promotion, aligning creative, paid media, lifecycle, retail, and cross-functional teams for cohesive storytelling and performance outcomes.
• Operational Excellence: Established new workflows across marketing, digital, product, and operations to streamline creative briefing, launches, promotions, and vendor management.

Results- +10% YoY DTC revenue growth over 1.5 years while maintaining profitability- MER increased 16%

• CAC reduced 10%
• LTV increased ~18%
• Significant lift in Meta and TikTok ROAS driven by higher-performing UGC and influencer creative
• Improved retention and repeat purchase through AI-driven lifecycle optimization

Role: VP of Digital Strategy

Industry: Apparel / Medical Uniforms (DTC + Omnichannel)

Scope: Portfolio P&L, performance marketing, analytics, CRM, team leadership### Mandate- Improve efficiency and profitability across a portfolio of 5 DTC brands

• Reduce CAC while scaling revenue across paid, owned, and organic channels
• Bring stronger analytics, reporting, and operational rigor to digital marketing

What I Led- Owned digital P&L for 5 DTC brands generating $100M+ in revenue- Led full-funnel strategy across SEM/PLA, paid social, SEO, influencer, affiliate, Email/SMS, and loyalty

• Built and managed a high-performing team (4 direct reports) plus full-funnel agency partners
• Served as primary digital partner to Brand, Product, Engineering, Finance, Operations, and Amazon teams

Key Initiatives- Performance & Media Optimization:- Reallocated and optimized an eight-figure media budget across channels

• Improved ROAS +15% and reduced CAC –20% through campaign restructuring, targeting refinement, and landing page optimization
• Analytics & Reporting Transformation:
• Built automated KPI dashboards in Tableau tracking revenue, CAC, LTV, retention, AOV, and channel performance
• Increased reporting efficiency +20% and enabled faster executive decision-making
• Agency & Vendor Transformation:
• Led RFP and transitioned to a new full-funnel paid media agency
• Delivered a +20% lift in Paid Search/Shopping ROAS within the first 3 months
• Influencer & Creative Scaling:
• Scaled influencer and UGC programs +100% YoY
• Created a reusable content asset bank leveraged across paid media, site, and CRM
• CRM & Retention Strategy:
• Designed and implemented lifecycle programs (triggered flows, cross-sell, reactivation)
• Increased repeat purchase rate +10% and improved long-term LTV

Results- –20% CAC, +15% ROAS across the portfolio- +10% repeat purchase rate

• Improved visibility and control across a $100M+ DTC business
• Stronger alignment between marketing, product, and finance teams

Role: Growth Marketing Consultant

Industry: DTC Beauty / Clean Hair Care

Scope: eCommerce P&L, acquisition, retention, subscription, GTM### Mandate- Accelerate DTC growth while improving paid efficiency

• Strengthen lifecycle and retention to increase LTV
• Support product launches with clearer GTM strategy and budget discipline

What I Led- Owned full eCommerce P&L and growth strategy- Led acquisition (paid social, search), lifecycle (Email, SMS), and subscription optimization

• Partnered closely with internal brand, creative, and operations teams

Key Initiatives- Paid Media & Acquisition Reset:- Restructured paid social strategy, creative testing, and targeting

• Improved Facebook ROAS +50% while scaling spend more efficiently
• Lifecycle & Retention Optimization:
• Revamped Email and SMS strategy with improved segmentation, onboarding, and reactivation flows
• Increased lifecycle-driven revenue +25%
• Full-Funnel Growth Strategy:
• Rebuilt content and testing roadmap across acquisition and retention
• Aligned subscription, replenishment, and cross-sell strategies to improve LTV
• Go-to-Market & Launch Planning:
• Developed GTM strategy and budgets for new product launches
• Ensured alignment across media, CRM, and site experience

Results- +30% DTC revenue growth in 7 months- +50% Facebook ROAS improvement

• +25% increase in Email + SMS revenue
• Stronger subscription performance and retention foundation