Formerly the founder and head of media at Woven: The Growth Agency (woventga.com) and a serial tech entrepreneur. My expertise is in paid media management for bootstrapped growth. I have taken brands from 0 - $10MM, from $10MM - $20MM, managed all paid acquisitions for $100MM brands, and everything in between. I work with venture-backed brands and bootstrapped companies alike.
Over the last 7 years I've spent $28.5MM for over 30 brands and produced $180MM+ in revenue for my clients at an average holistic ROAS of 6.35x in categories ranging from fashion to CPG, beauty to food delivery services, consumer electronics to wellness, and more. I'm highly analytical and data drives all of my decision-making.
Omni-channel media manager: Expert in Facebook/Instagram Ads, Google Ads, LinkedIn Ads, display retargeting, OLV, OTT, native advertising (Taboola/Outbrain), programmatic display, email marketing, B2B lead generation, on-site conversion funnel optimization, data warehousing and visualization/BI infrastructure, and general brand strategy/development.
Apple’s exclusive photo book partner wanted to expand beyond their core mac-store customer. I built a full-funnel media ecosystem focused on acquiring new customers. Top line growth was 34% in first quarter, improving each quarter. 67% of purchases came from new customers. Media costs were less than 5% of LTV.
Managed all direct-to-consumer programs for a single-ingredient vegan protein powder. Grew subscribers by 345%, revenue up 140% year over year, reduced CAC by 32%.
Ran all paid media programs managing DTC campaigns for an organic wellness and supplements brand. Revenue up 146% year over year, AOV up 19%, on-site conversion rate up 95%, CAC reduced 15%, maintained a blended ROAS of 3.8x.
Developed an omnichannel media program that included, paid and owned media (lifecycle marketing, email/SMS/MMS), managed the development of landing pages, vetted vendors for conversion rate optimization, and implemented a tech stack for growth. Revenue up 186% year over year, CAC down 45%, AOV up 17%, surpassed revenue targets and grew from $3.5MM in annual revenue to $9.9MM in 2022.
Developed and managed a paid media program to grow a CBD brand. Revenue up 64% year over year, CAC down 27%, AOV up 15%, maintained a blended ROAS of 8.4x.
Ocean and San
Built and managed an omnichannel media program for an innovative cycling apparel brand. Revenue up 683% in the first 90 days, consistently managed new customer acquisition cost under 28% COS, with a blended ROAS of 4.4x.
Mooncat (formerly Live Love Polish)
Over the course of two years as the VP of Growth of this brand I grew the business from $1.2MM in annual revenue to $7.4MM in annual revenue using a mix of paid, earned, and owned media. I was responsible for the founders being included in the 2017 Forbes 30 Under 30 list.
Launched performance DTC marketing for a venture-backed curated ecommerce brand selling luxury home goods and furniture. Revenue up 950% in the first 4 months, CAC reduced by 35%, AOV up 25%.
Shadow Hill USA
I built an omni-channel marketing funnel that drove new customer acquisition and repurchase from existing customers. The Results I produced: 59% YOY growth in year 1, 104% YOY growth in year 2 and 38% reduction in acquisition costs.
Built and managed a paid media program and consulted on creative development and brand strategy. Some of my accomplishments:
520% revenue growth in first quarter, 10x blended ROAS, increased new customers by 332%.