Case Study: Unlocking Scalable Profitability at Cuts Clothing

Overview: At Cuts Clothing, one of the fastest-growing DTC apparel brands globally, I led Growth Marketing across performance, retention, influencer, and creative strategy. During my time, I helped the company manage and scale an 8-figure global ad budget while driving efficiency and customer acquisition at scale.

Challenge:

Heading into Q4 2022, Cuts faced increasing acquisition costs and hadn’t seen first-order profitability in over 3 years—despite aggressive YoY revenue goals during the holiday season.

My Approach:

1. Creative & Offer Strategy Revamp
   • Rolled out a new paid creative testing framework tied to clear hooks, angles, and funnel stages.
   • Partnered with the internal team to develop fresh offers tailored to seasonal and gifting behavior.
2. Meta Account Restructure
   • Overhauled the Meta ad account strategy, optimizing audience segmentation and budget allocation.
   • Introduced a modular creative testing structure and ROAS-positive scaling model.
3. Retention & Lifecycle Coordination
   • Aligned email and SMS flows with paid offers and creative themes to improve AOV and LTV.
   • Collaborated cross-functionally to time site promos, drops, and remarketing windows for peak lift.

Results:

• Achieved First-Order Profitability for the first time in 3+ years during Q4 2022
• YoY Revenue Growth during the most competitive quarter of the year
• Improved Blended CAC & ROAS while increasing paid media spend
• Tightened Full-Funnel Efficiency, driving better retention and second-order conversion rates

Case Study: Scaled Paid Media & Profitability at Italic

Overview: As Head of Growth & Marketing (and later VP of Marketing) at Italic, a premium DTC brand, I led a company-wide transformation of the growth strategy that resulted in record-breaking profitability and revenue within 6 months.

Challenges:

• Customer acquisition costs were high and rising.
• First-purchase profitability had been negative for over a year.
• Paid media strategy was inconsistent and lacked creative discipline.
• No clear testing framework for creative, audience, or funnel optimization.

Actions Taken:

1. Overhauled Paid Media Infrastructure:
   • Rebuilt Meta and Google ad account structures from the ground up.
   • Introduced a systematic creative testing process tied to performance data.
   • Launched full-funnel strategies using prospecting, retargeting, and retention loops.
2. Performance & Efficiency Improvements:
   • Scaled Meta and Google ad spend while lowering blended CAC by over 30%.
   • Achieved first-order profitability across all acquisition channels.
3. Team & System Building:
   • Built and managed a high-performing team of 5 across media buying, lifecycle, influencer, and web.
   • Developed a performance dashboard tracking daily ROAS, CAC, payback windows, and LTV by cohort.
4. Cross-Functional Execution:
   • Collaborated with product, finance, and ops to create unified growth goals and forecast models.
   • Synced email/SMS, site merchandising, and promo strategy with paid efforts for lift across the funnel.

Results:

• +50% Increase in Topline Revenue in under 6 months
• +100% Growth in New Customer Acquisition
• 41% Efficiency Gain in paid media performance
• First Period of Profitability (EBITDA and Cash Flow) in brand history