Case Studies

Highlights of my past work

Business problems I tackled across my career, the operating choices behind the work, and the measurable results that followed across marketplace, DTC, subscription, retail, and lifecycle growth.

Scaling TikTok Shop for Licensed Apparel

I took over TikTok Shop as an under-managed sales channel and helped turn it into a creator-led marketplace engine for licensed apparel. The work combined SKU expansion, creator activation, storefront and PDP optimization, fulfillment improvements, and weekly operating cadence to prove TikTok Shop could become a meaningful revenue channel before paid media was even introduced.

$120K → $720KRevenue run-rate

10K → 90KSKU expansion

$17 → $26AOV increase

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Mad Engine / TikTok Shop

Turning Netflix.Shop Awareness Into BFCM Sales

I turned the common reaction of 'Netflix has a shop?' into a BFCM campaign designed to build awareness and drive sales for Netflix.Shop. The campaign used a hero video series, paid social, Google PMax, influencer seeding, email, affiliate, direct mail, and organic social to convert fan attention into measurable commerce demand.

13M+Consumers reached

2.5MVisitors to Netflix.Shop

7 figuresRevenue

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Netflix.Shop

Launching Menlo Club Premium Seasonal

I acted as GM for the launch of Menlo Club Premium Seasonal, a three-year business-model shift from monthly subscription fatigue into a higher-value quarterly service. The launch combined a BigCommerce rebuild, add-to-box commerce, elevated packaging, new shipping methods, a digital magazine, personal stylists, and cross-functional execution across logistics, merchandising, product, engineering, customer service, and marketing.

25% → 12%Churn rate improvement

+$65AOV increase

+$90LTV per user

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Menlo Club / Five Four Group

Menlo Club Premium Seasonal packaging and product social post

Rebranding Veestro for Plant-Based Growth

I led Veestro's shift from vegan-first positioning to a broader plant-based brand while rebuilding the website, acquisition strategy, CRO program, and lifecycle engine. The work connected Shopify 2.0, landing page testing, paid media, affiliate, PR, influencer, Klaviyo, Attentive, and new brand systems to improve acquisition efficiency and conversion.

60%CAC drop

15%Sitewide CVR lift

6 figures/moWinback revenue

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Veestro

Bringing Scoops Ahoy from screen to shelf

I led performance and growth marketing for the Scoops Ahoy launch, helping translate a broader Netflix consumer-products campaign into measurable retail and digital demand. My work focused on traffic, paid social, paid search, organic support, influencer seeding, and commerce-oriented performance strategy, while also advising cross-functionally on the wider launch across Walmart, PR, activations, and product creative.

93M+Consumers reached

2.1M+Walmart visitors

$0.37Cost per visit

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Scoops Ahoy / Netflix

Scoops Ahoy ice cream product photography