Reynold Millet

Owned the full growth stack: Shopify storefront optimization, Meta & Google Ads acquisition, and Klaviyo email/SMS automation, increasing customer LTV by +25%. Rebuilt tracking infrastructure (GTM, server-side pixels, UTM taxonomy) enabling full-funnel attribution and accurate CAC/LTV reporting for the first time. Automated operational workflows between Shopify and the warehouse via Make (Integromat), reducing manual errors by 30% and freeing capacity for strategic initiatives. Directed product launches and seasonal campaigns from creative testing to inventory coordination; collaborated with founders to define long-term performance roadmaps spanning acquisition, retention, and unit economics.

Managed Meta and Google Ads performance campaigns to scale e-commerce revenue profitably across US, EU, and UK. Delivered +35% improvement in ad efficiency through creative iteration, funnel testing, and audience refinement. Built automated reporting processes enabling real-time budget reallocation and faster data-driven decision-making. Supported the brand’s digital transition from retail-heavy to DTC growth model, developing the acquisition playbook from scratch.

Directed paid acquisition strategy with a $100K+/month budget across Meta, Google, and TikTok, scaling digital revenue by +180% YoY through systematic creative A/B testing, advanced segmentation, and audience layering. Partnered daily with E-commerce, Retail, Merchandising, Marketing, Finance, and Customer Service teams to drive cross-channel campaigns delivering both DTC and in-store growth. Built data-driven decision frameworks (GA4 dashboards, cohort analyses, ROAS modeling) enabling real-time budget reallocation across markets. Coordinated a 3-person acquisition team and external media agency; established creative testing processes and performance review cadences that sustained month-over-month improvements. Managed promotional calendars, budget tracking, and deal execution in alignment with merchandising and inventory planning.