Selected Work
A few of the problems I’ve gotten to solve.
My work tends to cross channels, which means the finished product isn’t always one tidy thing I can put into a portfolio square.
Sometimes I’m helping a growing business figure out what comes next. Other times I’m walking into marketing that isn’t working the way it should and figuring out why.
These are a few of those stories.
Ecommerce Growth
Helping a children’s apparel business grow into a seven-figure brand.
I joined a children’s apparel business during a period when growth had started to stall. Over the following years, I led work across marketing and operations while we rebuilt major pieces of the marketing engine and the systems supporting the customer experience.
The work included bringing paid social in-house, rebuilding email around a stronger lifecycle strategy, developing an SEO program, and making changes across the customer journey as the business grew.
During that period, annual revenue grew from approximately $533K to $1.35 million.
$533K to $1.35M
Annual revenue
7,463 to 15,250
Annual orders
41.6K to 223.9K
Annual site visitors
During the same growth period, email conversion rate increased 138% and purchases attributed to Meta increased 88%.
Ecommerce Turnaround
Rebuilding growth without buying it with discounts.
I joined an established ecommerce brand while revenue was already falling and heavy discounting had become deeply embedded in the business. The goal wasn’t to manufacture a quick revenue spike with another promotion. It was to rebuild healthier acquisition and give the business a stronger foundation for growth.
During my first year with the brand, the store returned to year-over-year growth after a prolonged decline. Paid social became substantially more efficient while spend scaled, new customer acquisition nearly doubled in a recent matched period, and the business reduced its reliance on discounting.
+29%
Meta-reported ROAS
-27%
Cost per Meta purchase
+93%
New customers
Matched recent period, year over year
-5.9PTS
Discount rate
Copy + Email
Sometimes the best-performing creative is just the right words.
For an ecommerce client, I intentionally broke from the usual designed campaign format and sent a personality-driven, text-only email.
It became the quarter’s highest-revenue single campaign.
~$14.6K
Revenue from one send
- 75.3% open rate
- 148 orders
Campaign Strategy
No product photos. Still launched.
A seasonal preorder needed to launch before product photography or model images existed. Rather than delay the campaign or fake the creative, I built the email around the actual prints and available brand assets.
The launch email generated approximately $10.3K in revenue with a 72.1% open rate.
Mission-Driven Marketing
Turning stories into something people can act on.
For an organization serving military families, the marketing challenge isn’t simply getting attention. People need to understand why the issue matters, see themselves in the mission, and know what they can do next.
My work has included messaging, brand development, digital campaigns, web content, and broader marketing strategy. I also built an anonymous story-collection system that gives community members a safe way to share their experiences and allows those stories, with permission, to support federal advocacy.
During this work, use of the organization’s resources doubled, while real family experiences became part of the organization’s broader advocacy and communications work.
More of the Work
Different businesses. Different problems.
The strategy changes with the business. That’s part of what I like about the work.
Founder-Led Content + Funnels
Lead-magnet strategy, copy, and design built to turn social attention into qualified email subscribers and create a clearer path toward programs and offers.
Professional Services Marketing
Marketing and content for specialized professional-services audiences, translating subject-matter expertise into communication people outside the room can actually understand.
Multi-Client Strategy + Writing
Research, messaging, copy, and campaign support across client accounts where the subject matter, audience, and voice can change completely from one project to the next.
Founder-Led Small Business
Marketing support for owner-led businesses that need a stronger connection between how they show up, what they say, and the experience potential customers have once they find them.
What’s Next
Send it over and I’ll tell you what I see.
You don’t need a finished brief or a diagnosed problem. Tell me what’s happening, and I’ll tell you whether I think I can help.