I help consumer brands
grow DTC efficiently.

Joined Elvie as their first dedicated growth hire when the brand had minimal DTC infrastructure. Built the acquisition function from scratch: channels, agency relationships, tech stack, and internal processes, seven years of hypergrowth. Retained post-acquisition by Willow to lead both brands through transition.

The brand had strong product-market fit but no systematic approach to acquisition efficiency. Spend was concentrated in a single channel with no testing framework, no clear CAC targets, and no visibility into which customers were actually worth acquiring.

Rebuilt the media mix around a disciplined test-and-learn framework. Introduced weekly creative testing cycles, moved upper funnel to lower-CPM channels (CTV, display), and built a UGC and influencer engine feeding directly into paid. Owned full P&L and revenue forecasting alongside finance. 48× revenue growth over tenure, 81% CPA reduction and 300% ROAS increase in year one.

A globally recognised haircare brand with strong retail distribution across Ulta, Amazon, and Target, but no in-house paid media capability. Needed hands-on execution for a product launch campaign across Meta and TikTok.

Without consistent in-house ownership, paid media tends to run on autopilot: campaigns set up but not actively managed, creative not refreshed, spend not optimised against what's actually working. The opportunity was to bring structure and active management to a brand that had the product and the creative assets but wasn't extracting full value from them.

Ran paid media execution across Meta and TikTok for the Zodiac collection launch, driving traffic to Ulta, Amazon, and Target simultaneously. On Meta, delivered Reach campaigns at well below benchmark CPMs. On TikTok, drove retail traffic at $0.15 CPC, a 17% reduction versus the previous push. Identified statics consistently outperforming video across both platforms and reallocated spend accordingly to improve efficiency throughout the flight.

A growing consumer brand with healthy traffic but declining conversion and rising acquisition costs. The team was unsure whether the problem was channel-level, creative, or site-side.

The core issue wasn't the media buying. It was that spend was driving the wrong audience to a proposition that wasn't landing. Positioning was diffuse, the paid creative didn't reflect the brand's strongest proof points, and the site wasn't built to convert cold traffic.

Delivered a full growth audit covering channel efficiency, funnel drop-off analysis, creative review, and positioning clarity. Produced a prioritised recommendations document with a sequenced action plan, identifying quick wins in creative and landing pages alongside longer-term structural changes to the acquisition strategy.

A premium matcha brand with a loyal customer base and strong organic presence, looking to scale paid acquisition without diluting brand positioning or tanking efficiency.

Paid creative was too polished and brand-led for cold acquisition. It wasn't generating the thumb-stop or social proof needed at the top of funnel. Media buying was also consolidating spend too quickly, leaving testing signals underdeveloped.

Restructured the campaign architecture to separate testing from scaling. Introduced UGC-style creative formats for cold audiences and rebuilt the Google strategy around demand capture. Provided media buying support and ongoing performance optimisation.

Two distinct DTC brands, one in gifting and one in vinyl accessories, both at early growth stages, running paid media without a structured approach to testing or budget allocation.

At this stage, brands often spread budget too thinly across too many variables. The focus should be on learning fast: finding the creative hook and audience signal that works, before scaling spend.

Provided hands-on media buying and performance support across Meta. Introduced structured creative testing and clear budget governance to generate actionable signals and improve efficiency.