Led Shopify performance, lifecycle execution, and weekly reporting across multiple brands. Built and optimized customer journeys and lifecycle programs in partnership with brand, creative, and regulatory teams. Owned performance analysis, trend reporting, and insight delivery to support prioritization and decision-making. Ensured continuity and operational stability across DTC initiatives during a critical coverage period. Led direct response and DTC marketing initiatives across digital, email, and subscription channels. Proven ability to step into interim leadership roles, stabilize operations, and drive revenue through customer journey optimization in both enterprise and founder-led environments.

Founder, Wellness Brand at Wellness Brand (Self-employed)

April 1, 2013 - May 1, 2017

Built and operated a founder-led wellness business, overseeing marketing, customer acquisition, retention, and brand growth. Owned end-to-end marketing strategy including lifecycle planning, conversion optimization, and community-driven retention. Balanced strategic planning with hands-on execution in a competitive local market, operating under real revenue constraints.

Interim DTC Lead

January 1, 2021 - Present

Owned Shopify performance, lifecycle execution, and weekly reporting across multiple brands. Led overflow marketing operations support across TheraBreath, Viviscal, and Toppik during periods of high volume and transition. Built and optimized customer journeys and lifecycle programs in partnership with brand, creative, and regulatory teams. Owned performance analysis, trend reporting, and insight delivery to support prioritization and decision making. Ensured continuity and operational stability across DTC initiatives during a critical coverage period. Led direct response and DTC marketing initiatives across digital, email, and subscription channels. Owned campaign measurement, optimization, and performance reporting. Identified growth opportunities and supported cross-channel expansion strategies.