Proof in the work.
Different companies. Different challenges.
The same philosophy: build with confidence, then scale with clarity.
Digital Health & App | Series B Health Startup
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Context: Launching a new connected thermometer into a crowded post-COVID market where consumers already owned thermometers and low-cost non-contact competitors had flooded retail and Amazon.
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Focus: Built the marketing launch strategy by translating product differentiation into compelling retail messaging, coordinating sampling and review generation before launch, and optimizing Amazon and Shopify for early adoption.
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Impact: Generated early sales momentum, accelerated review velocity, met ACOS targets, and supported YoY sales growth after launch.
Food & Supplements | Bootstrapped DTC Brand
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Context: Early-stage pediatric nutrition brand scaling without external funding, with a high-frequency product that needed both efficient customer acquisition and stronger lifetime value to support profitable growth.
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Focus: Built the marketing foundation across ecommerce, acquisition, lifecycle, subscription activation, and retention to improve conversion, repeat purchase, and customer value.
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Impact: Reduced CAC, increased LTV, grew revenue, and helped establish the commercial foundation that supported the company’s IPO journey.
Media Technology | Series C Tech Startup
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Context: Enterprise brands were investing heavily in interactive video experiences and expected measurable performance at scale.
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Focus: Managed and optimized six-figure monthly budgets across Meta, Google, and Snapchat, improving budget allocation, audience strategy, and campaign performance.
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Impact: Drove efficient, performance-led growth for global brands including Starbucks, Coca-Cola, Clorox, and Kleenex.
Toys & Games | Early-Stage DTC Brand
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Context: Founder-led kids’ craft brand navigating early growth with limited resources, high CAC pressure, and unclear ad-to-site conversion signals.
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Focus: Clarified positioning, creative direction, and conversion priorities while tightening the acquisition path from ad messaging to landing page experience.
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Impact: Built a scrappy test-and-learn acquisition foundation that decreased acquisition costs 65% through sharper creative, stronger funnel alignment, and clearer customer messaging.
SaaS & FinTech | Pre-Seed B2B Startup
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Context: SaaS platform looking to scale demand generation without wasting spend or lowering lead quality.
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Focus: Ran rapid paid media experimentation with iterative testing, including audience and creative, while quickly pausing underperformers to protect efficiency.
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Impact: Scaled spend 3x in 3 months while lowering CPV and converting traffic into leads, with weekly testing revealing outsized performance from testimonial-led, objection-handling creative and high-performing lookalike audiences
A few of the organizations I've supported.
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