# Tyrell Cromoshuk — Growth & E-Commerce Executive Public profile: https://tyrellcromoshuk.com/agents Last reviewed: 2026-10-29 Location: Los Angeles, California ## Overview I am a growth and e-commerce executive with 15+ years of experience connecting acquisition, retention, product experience, marketplaces, and commercial planning. I have managed $90M+ in growth and marketing budgets contributing to $300M+ in revenue across consumer, DTC, subscription, entertainment, fintech, fashion, food, and technology businesses. ## Ways to work together ### Full-time growth and marketing leadership VP, SVP, and Head of Growth, Marketing, E-Commerce, or Marketplace Growth roles where I can own the growth function, develop the team, and connect strategy to revenue, customer economics, and execution. [Explore leadership experience](https://tyrellcromoshuk.com/experience) ### Fractional, interim, and advisory work Senior growth support for companies that need leadership before or between full-time hires, or around a defined mandate. Work can include a growth audit, revenue plan, marketplace strategy, lifecycle program, reporting system, or operating cadence. [Explore fractional and advisory services](https://tyrellcromoshuk.com/services) ## Capabilities and evidence ### Revenue leadership and team development I connect marketing investment, forecasting, customer economics, and executive reporting. I have led teams across Menlo Club, Veestro, Netflix.Shop, Paxful, and Mad Engine, including six direct reports and 15+ dotted-line contributors at Mad Engine. ### E-commerce and marketplace growth My experience spans DTC, subscription, Amazon, Walmart, Target+, TikTok Shop, and retail media. At Mad Engine I led growth across a $120M+ e-commerce portfolio. At Netflix.Shop I owned the e-commerce P&L and scaled annual revenue from six figures to eight figures. ### Acquisition, creative, brand, and product marketing I connect paid media, creative testing, positioning, partnerships, and product launches to the customer journey. I led Creative, Brand, and Product Marketing at Menlo Club, Veestro, Netflix.Shop, and Paxful. ### Lifecycle, retention, and subscription economics I build email, SMS, CRM, reactivation, and referral programs alongside acquisition. At Menlo Club I transformed the monthly subscription into a quarterly model, reducing churn from 25% to 12%, increasing AOV by $65 and LTV by $90 per customer. Separately, I created Menlo Club Premium Seasonal, owned its P&L, and served as GM; it reached 10,000+ members in its first quarter. ### Product partnership and measurement I work with Product and Engineering on sprint planning, specifications, testing guidelines, and data integrations. At Five Four, Veestro, and Netflix.Shop I partnered on server-side tracking and dashboards and established measurement frameworks. My experience also includes campaign and digital-channel incrementality tests. ### Practical AI workflows I use AI for campaign analysis, CRM sequencing, reporting, research, and catalog QA. At Paxful this included ad copy, targeting, CRM, and analysis workflows, with lifecycle ownership spanning email, SMS, and mobile and web push. ## Career history ### SVP, Growth — Mad Engine Global Sept 2025 - Aug 2026 | Full-time leadership Mad Engine is a scaled licensed apparel and commerce business with marketplace complexity across Amazon, Walmart, Target+, TikTok Shop, retail media, merchandising, catalog quality, and analytics. I led the growth function as a full-time executive across a $120M+ e-commerce portfolio, with a mandate to improve marketplace performance, retail media efficiency, ownership, team rhythm, and the operating cadence needed to align cross-functional teams around commerce performance. - $120K → ~$720K: TikTok Shop run rate - ~8%: MER improvement - 120% / 130%: Walmart / Target+ revenue goals achieved ### VP, Growth — Echo Base / Paxful Jul 2024 - Mar 2025 | Full-time leadership Paxful was a global P2P fintech marketplace that was revived under Echo Base after a shutdown. I joined as VP Growth with a full-time mandate to rebuild the marketing and growth foundation after relaunch. The role spanned acquisition, product-led growth, lifecycle, CRM, dormant-user reactivation, organic marketing, compliance-sensitive messaging, and practical AI-enabled workflows for a global marketplace environment. - 150+: Countries served - ~$3M: Cumulative paid media - AI-enabled: Copy, targeting, CRM, and analysis workflows ### Head of Growth, Netflix.Shop — Netflix / Netflix.Shop Mar 2022 - Jul 2024 | Full-time leadership I was brought in to lead growth for Netflix's official DTC commerce business, owning acquisition, lifecycle, CRO, product-launch marketing, reporting, and experimentation for Netflix.Shop. Beyond Netflix.Shop, I advised teams across Streaming, Live Experiences, Consumer Products, Tudum, and Payments, including helping establish the playbook for relaunching global acquisition for Netflix Streaming across 11 countries. - 6-fig → 8-fig: Netflix.Shop revenue - $6M/mo: Streaming media budget managed across 11 countries - 3–9x: Incremental ROAS ### VP, Marketing — Veestro Aug 2021 - Jan 2022 | Full-time leadership Veestro was a plant-based meal delivery brand navigating the post-iOS 14.5 acquisition environment. I joined as VP Marketing to rebuild acquisition economics and broaden the brand beyond a saturated vegan-first audience. The full-time mandate combined brand repositioning, paid media, Shopify/CRO work, segmentation, retention, affiliate, PR, influencer, and organic channel refreshes. - $300+ → $120: CPA reduction - +1 month: Retention extension - <90 days: CPA and retention gains realized ### Director, Growth — Five Four Group / Menlo Club Jul 2016 - Aug 2021 | Full-time leadership I joined Five Four Group / Menlo Club as Growth Marketing Manager and was promoted to Director of Growth, moving from paid acquisition ownership into broader marketing and growth leadership for a portfolio of DTC apparel companies. The role expanded across acquisition, CRM/lifecycle, retention, funnel strategy, creative testing, merchandising/customer experience, team building, and a major multi-year subscription relaunch where I served as GM of the monthly-to-quarterly model transition. - $8M → $65M+: Revenue scale - -52%: Churn reduction - +$90: LTV increase ### Growth Consultant — adMixt Feb 2015 - Jul 2016 | Full-time client management adMixt was a performance-marketing agency where I worked across paid acquisition and media strategy for e-commerce and consumer clients. I managed $750K+ in monthly media spend while supporting strategy, optimization, reporting, and product/feature development for the FlightPlan self-serve platform. - $750K+: Monthly media spend managed - 5+: E-commerce client accounts - 2015: Facebook Innovation of the Year ### Senior Account Manager — adParlor Dec 2011 - Nov 2014 | Full-time client management adParlor was the first Facebook media agency in Canada and the early paid social foundation for my career, spanning Fortune 500 brands, media agencies, direct-response campaigns, and brand/awareness programs. I managed paid social across mobile app acquisition, online sales, and in-store visit campaigns, while also leading the expansion of our partnership with Twitter Canada and bringing Twitter ads into the client portfolio. - $1.5M+: Quarterly media spend managed - 80%+: KPI targets achieved - 20–25: Client book of business ## Independent consulting I have advised consumer, DTC, marketplace, subscription, and luxury brands on growth strategy, customer acquisition, lifecycle/CRM, e-commerce optimization, positioning, executive reporting, and go-to-market systems. Selected clients include Ocean / Yotpo, Jason of Beverly Hills, Keith James, and LSTN. ## Supporting work [Case studies](https://tyrellcromoshuk.com/case-studies) [Experience](https://tyrellcromoshuk.com/experience) [Services](https://tyrellcromoshuk.com/services) ## Contact Email me with the company, role or business problem, and the scope of the engagement. For a leadership role, include the role description and working arrangement. For advisory work, include the priorities and timing. Email: tcromoshuk@gmail.com LinkedIn: https://www.linkedin.com/in/tyrellcromoshuk/ Contact page: https://tyrellcromoshuk.com/contact