Growth Strategist | General Manager @ Kotn Supply
At this point, I have run experiments across most marketing channels and throughout the product funnel and I'm happy to inform you that quick wins don't exist. I believe growth comes from a disciplined process of testing, learning and cascading wins - a system I believe is relevant to all parts of business, not just marketing. While "Growth" is primarily a marketing function, real growth occurs when you take a look at all of the components of your company to figure what your customer wants and how you can best position your business to serve that desire.
Often the biggest and least costly improvements come throughout your funnel. Together we can design landing page tests and other CRO improvements with the help of your Product team or with no-code tools.
Together we can evaluate how to run a continuous test and learn process throughout your marketing funnel and where the biggest opportunities to do so exist.
Targeting + media buying + creative. Let's figure out where your teams are winning and losing and devise strategies for making the most out of every click and impression.
The core of any great test is a customer driven insight and the best way to gather those is User Research. Together we can devise a plan for surveying and interviewing customers to understand what matters most to them.
I have worked on AdWords accounts with 80k products to as little as 1 and the premise is always the same. Identify the intent and present the best version of your solution that can capture it. Together we can look at how search can be a part of your mix.
Having spent over $500k/month a times on Facebook, I have experience structuring Facebook Ad accounts for growth with a focus on creative and targeting testing to determine channel market fit. Together we can develop a testing plan to maximize the impact of your spend.
A tool used by 55% of all websites - I have always utilized GA regardless of industry or company size to provide insights that can unlock a ton of growth opportunities. Together we can build custom reporting and look at all of the capabilities that exist.
I spent 3 years working at HealthTech startup, Opencare, helping individuals prioritize their oral care and find a new dentist (no small task!). Healthcare requires an entirely different consideration and sensitivity required to grow.
Most recently as the Director of Growth for ethical apparel retailer Kotn, I've had the pleasure of working in E-commerce for most of the last decade!
I have always had a passion for growing consumer businesses. The challenge of communicating with a large audience in a way that isn't possible with B2B presents so many opportunities to test unique campaign ideas.
Building a better way for high-growth companies to find, gather proposals from and work with the world's best marketing & development agencies. Receive proposals and case studies to your inbox in as little as 3 days (completely free) and shortlist the perfect partners for your project. No more 20+ hour agency searches, let us do the work and bring your next agency partner to you.
Strategic leadership of Kotn's B2B supply chain services. Operating as a separate business unit and reporting into the CEO, this role oversees all Operations, Sales, Marketing and Supply Chain efforts for our wholesale customers. Key Metrics: • 40% YoY increase in revenue (during bear market) • 213% increase in Inbound revenue • 70% increase in average deal size
Built the Paid Acquisition and Retention teams from scratch to enable performance improvements and rapid growth across Kotn's e-commerce channel. As of Q3 2021, also took over managing the Customer Experience department to ensure cohesion across experience and retention. Key Metrics: • 4x online revenue growth since 2019 • 25% reduction in YoY CAC • 20% increase in 1-year customer LTV
Over the course of my 3 years there, I managed a variety of teams and held a number of positions including New Channels Manager, Conversion Rate Optimization PM and Paid Acquisition Manager all responsible for growing our consumer business throw a variety of channels. Key Metrics: • Scaled new channel acquisition to 5% of revenue in the teams first quarter • Successfully validated 33% of new channels tested • Grew Street Teams to 10 part-time sales reps
Manage Well.ca's acquisition channels including SEM, SEO, Affiliate Network, Display and Paid Social Media to acquire profitable new customers at scale. Also responsible for executing ongoing reporting and analysis to identify potential growth in areas like conversion optimization, repeat purchase rate and CLTV (customer lifetime value). Key Metrics: • +25% YOY increase in new customers at a profitable cost per acquisition • +30% increase in SEO traffic through on-site developments, content strategy and linking • Site-wide LTV and 2nd purchase rate increase for new and existing cohorts