Medical aesthetics / DTC
skinbetter science: 120% year-over-year DTC growth through an acquisition
As Director of E-Commerce, I led the DTC channel through rapid growth, a commerce-platform migration, and skinbetter science’s acquisition by L’Oréal.
01: Situation
What we were solving
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.
02: Work
What I did
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 during the acquisition period.
03: Outcome
What changed
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.