Medical aesthetics / DTC
skinbetter science: 120% year-over-year DTC growth through an acquisition
Dan led the direct-to-consumer channel in-house while skinbetter science accelerated growth, migrated its commerce platform, and moved through its acquisition by L’Oreal.
01 · Situation
The operating context
The business needed to accelerate DTC revenue without trading away a premium brand position. At the same time, a complex commerce migration had to keep moving through a major ownership transition.
This was an operating role, not an outside advisory engagement: the work included channel ownership, budget decisions, vendors, lifecycle marketing, and accountability for the numbers.
02 · Work
What changed
Brought paid-media management in-house, rebuilt the acquisition funnel, and tightened the link between spend, conversion, and customer quality.
Implemented lifecycle email programs and led the E-Commerce platform migration during the acquisition period.
03 · Outcome
Results, with the evidence attached
The DTC channel reportedly grew 120% year over year while return on ad spend, customer acquisition, and repeat purchase performance improved.
The more durable result was an operating system that could support growth during a period when organizational complexity was increasing, not decreasing.