OVERVIEW
I was Stocked’s first dedicated marketing hire, brought in by the CEO to build and lead all growth and brand marketing as the business scaled. I owned end-to-end strategy across acquisition, retention, lifecycle, social, influencer, partnerships, and e-commerce with a focus on both performance and brand-building.
I built the foundational marketing systems from the ground up: paid media, email automation, content, and community-driven growth. Alongside that, I helped define the brand voice, positioning, and storytelling to ensure consistency across every customer touchpoint.
My role blended hands-on execution with strategic leadership, shaping how Stocked showed up in the market and driving sustainable, compounding growth.
Growth Strategies
Email Flow Architecture & Repeat Purchase Engine
Background
Email was Stocked's primary revenue channel, but existing flows were underoptimized and not designed to drive repeat purchases. I audited and rebuilt the existing sequences, then introduced a layered retention funnel focused on converting first-time buyers into loyal, high-frequency customers, while also enhancing their evergreen newsletter strategy to increase sales.
Execution
I introduced a second- and third-order fulfillment series with escalating discounts, a tiered winback flow for lapsed VIP customers, and optimized the welcome sequence for conversion. All flows were informed by cohort repurchase data and A/B gifting tests to maximize early-stage retention.
Results
• Total email revenue: $3.17M in attributed email revenue in 2025, up 75% YoY vs. 2024.
• Campaign growth: Attributed campaign revenue grew 64% YoY, from $1.72M in 2024 to $2.82M in 2025.
• Flow revenue: Generated $351K in 2025, up 275% YoY.
• Purchase velocity: Average days between orders tightened from 35 to 30 days (orders 1→2) and 27 to 25 days (orders 2→3) year over year — customers were forming habits faster.
Conclusion
By rebuilding existing flows and introducing a full retention ladder, I turned Stocked's email program into a repeat purchase engine — growing total attributed email revenue 75% YoY to $3.17M and accelerating customer buying frequency across the funnel.
Meta Ads Launch, Creative Testing & Pop-Up Optimization
Background
Stocked had no paid acquisition program prior to fall 2025, relying entirely on organic growth. I scoped, launched, and managed the brand's first Meta campaign, structuring it around both prospecting and retargeting while running a systematic creative A/B testing framework to identify what resonated with cold and warm audiences.
Execution
I developed and tested creative across five distinct pillars: UGC reels, founder content, problem-solution graphics, brand messaging, and social proof carousels, each with tailored copy and audience targeting. Website pop-up optimization ran in parallel, lifting submit rate from 1.6% to 3.2% in the first month.
Results
• Overall performance: $136K in purchase conversion value from $12.3K in spend — an 11.1x blended ROAS across 6 weeks, with 770 purchases at a $15.72 cost per purchase.
• Top creative formats: Retargeting with the Founder Graphic delivered a 65x ROAS in September; the Best Delivery Service Reel hit 79x in the second half. Customer Reviews Carousels were consistently strong across both months.
• Retargeting: 45.99x blended ROAS at $3.79 cost per result — scaling from 34.77x in the first half of September to 51.28x by month end as optimizations took effect.
• Pop-up lift: September submissions hit a record at a 3.2% submit rate, and the highest single-month total revenue ever.
Conclusion
By pairing a structured creative testing framework with a dual prospecting and retargeting strategy, Stocked's first paid program proved highly efficient — delivering an 11x blended ROAS and establishing a clear creative playbook for scaling.
— RESPONSIBILITES
360 Growth Strategy
Lifecycle Marketing
Email Marketing
Social Media Management
Content Strategy & Creation
Influencer Marketing
Affiliates + Referrals
Brand Partnerships
Social Media Ads
Event Support
— ROLE
Growth Marketing Lead
— DATES
2025 – 2026
ONGOING ACTIONS + RESULTS
- • Developed a multi-channel retention strategy consisting of automated email flows, customer gifting and referral program, enhanced website UX and VIP experiences, increasing order volume by 23%, total revenue by 27%, and AOV from $160 to $194.
- • Launched new customer acquisition strategy focused on Meta Ads, influencer gifting campaigns, affiliate program, strategic brand partnerships and local events, resulting in a 43% YoY increase in new customers and a 3.58x LTV:CAC ratio on first orders.
- • Designed and delivered 100+ emails (newsletter and flows) responsible for a 38% increase in attributed revenue, with above average performance across key metrics: 65% open rate, +60% total opens, 3.29% CTR, and 1033% subscriber growth.
- • Developed and executed a dual-targeted Meta conversion ads strategy, designing all ad creative and building custom audiences for both prospecting and retargeting campaigns. Delivered standout 6-week results: 2.32 ROAS on prospecting, 46 ROAS on retargeting, and a combined $136K in revenue.
- • Revamped and relaunched the brand’s content strategy centered on founder storytelling, recipes, and food videos, driving a 1615%+ increase in views, 173%+ reach, 1896%+ engagements, and +25% follower growth across Instagram and TikTok.
- • Secured food CPG partners Happy Wolf, Harken Sweets and Renude as surprise-and-delight gifts for Stocked customers, fueling positive sentiment, retention, and co-branded campaign engagement.
- • Partnered with 20+ influencers and brand ambassadors to drive trial through referral codes, generating over $10K in new customer revenue per month.