The brand had achieved early success but hit a “growth ceiling.” Operations were siloed, the marketing mix was overly dependent on a single channel, and the infrastructure wasn’t built to handle the next $20M in revenue. I was brought in as the strategic lead to unify growth efforts, diversify acquisition channels, and build a scalable roadmap for international expansion.
I shifted the brand’s focus from “running ads” to “running a business,” implementing a holistic strategy that synchronized product, marketing, and operations.
Cross-Functional Leadership & P&L Management I took ownership of the digital P&L, identifying that inefficient inventory turnover was choking the marketing budget. By aligning the supply chain with marketing calendars, I ensured we were never over-spending on out-of-stock items. I implemented a weekly “Growth Sprint” cadence, bringing the creative, media, and tech teams together to ensure execution moved at the same pace as our strategy.
Channel Diversification & Risk Mitigation To reduce the brand’s 80% reliance on a single platform, I spearheaded the expansion into a diversified media mix. I led the launch and scaling of TikTok Shop, high-intent Google Search, and a robust Lifecycle (Email/SMS) program. This did not just drive new revenue; it stabilized the blended CAC and made the brand resilient against platform-specific algorithm shifts.
International Expansion & Localization I led the strategic rollout into the UK and EU markets. This involved more than just launching ads; I managed the localization of the storefront, integrated multi-currency payment gateways, and optimized the logistics network to ensure shipping times met local consumer expectations.
By taking a leadership-first approach to growth, I delivered enterprise-level impact:
+45% Increase in Total Annual Revenue: Driven by aggressive channel diversification and market expansion.
+30% Improvement in Contribution Margin: Achieved by optimizing the marketing mix and reducing operational waste.
$2.5M in New Revenue: Generated within the first 6 months of launching localized international storefronts.
Scalable Infrastructure: Built a repeatable growth playbook that the internal team now uses to launch new product lines with a 90% success rate.