[work] case studies

Brands I've built, grown and run day to day.

01Founder · Food & Beverage

Honeymoon Matcha

Brand identityShopify buildOrganic socialRetention

Honeymoon Matcha started as the brand I wanted to exist: premium matcha imported from Japan that felt dreamy and fun instead of generic and brandless. I built every piece of it myself, from the name and visual identity to the Shopify store, product pages, email flows and creator program.

Bootstrapped from day one, it grew to mid-six figures in its first full year, driven by organic social, creator partnerships and email. Today it's still growing profitably and runs with minimal day-to-day involvement from me.

02Freelance · Haircare

V & Co. Beauty

Amazon growthWalmart growthRetail mediaListing optimization

V & Co. is a mass-market haircare brand that built its success in stores at Target and Walmart, and wanted its digital growth to keep up. The goal was a stronger Amazon presence and a real foothold in the competitive mass-market haircare category on Walmart, all while earning a positive return on ad spend.

I completely overhauled their Amazon and Walmart product pages and advertising, taking both accounts from negative returns to a positive first-purchase ROAS while scaling spend month over month. The result was 152% year-over-year digital growth, adding six figures in new revenue.

03Freelance · Nutrition

Better Blends

Amazon growthTikTok ShopPaid UGC managementGoogle Ads

Better Blends is a gut-focused nutrition brand that was relaunching online and wanted to sharpen its brand positioning while growing on Amazon, DTC and social media.

I relaunched their products on Amazon, built a new Amazon advertising strategy, and used TikTok and Google Ads to drive full-funnel growth. Together, those moves grew Amazon sales 200% in under six months.

04Digital Marketing Director · Vitamins & Supplements

Dr. Stephanie's

Digital strategyPaid mediaOrganic mediaShopify redesign & CRORetention

I spent four years at Dr. Stephanie's, starting as eCommerce Manager and growing into Digital Marketing Director. I owned digital strategy, budget and KPIs for the $15M+ wellness brand across acquisition, retention and omnichannel growth, and reported performance and plans to leadership.

I managed $1M+ a year in paid media across Meta, Google, Amazon and CTV in a regulated supplement category, led a full Shopify redesign and ongoing CRO program, and built retention from zero in Klaviyo with email, SMS, subscription and win-back flows. Along the way I hired and led a lean in-house team and managed our agency partners.

05Digital Marketing Director · Food & Beverage

Bye-Bye Weekend

Digital strategyPaid mediaOrganic socialShopify buildRetention

Alongside Dr. Stephanie's, I built and grew its sister brand, Bye-Bye Weekend, a $2M better-for-you hydration brand. I built the paid and organic media strategy from the ground up, built and maintained the Shopify site, and grew the brand on Amazon and other retailers.