skinbetter science: 120% year-over-year DTC growth

We needed to grow DTC revenue without weakening a premium brand. At the same time, a complex commerce migration had to keep moving through a major ownership transition.

I owned the channel, budget decisions, vendors, lifecycle marketing, and the numbers. That made every recommendation an operating decision, not an outside opinion.

I brought paid-media management in-house, rebuilt the acquisition funnel, and connected spending decisions more closely to conversion and customer quality.

I also implemented lifecycle email programs and led the E-Commerce platform migration. My acquisition-related experience was in the operating transition after ownership changed, not the deal negotiations.

DTC revenue grew 120% year over year while return on ad spend, customer acquisition, and repeat purchase performance improved.

Just as important, the team had a stronger way to manage growth while the organization around it was becoming more complex.