01
Separate brand from conversion
I gave awareness and accountable conversion distinct roles, then shifted investment toward the retailers and tactics producing the strongest signals.
Back to selected work
SELECTED WORK · CONSUMER PORTFOLIO · ANONYMIZED
From Scattered to Scaled
How I focused a fragmented retailer portfolio, rebuilt the DTC foundation, and increased blended conversion ROAS within one year.
Within one year$50M+ annual media investmentFour direct reports
≈1–2×
Starting retailer ROAS
12 → 7 + Amazon
Portfolio focused
3–4×
Blended conversion ROAS
6–7×
Selected retailer programs
THE CONTEXT
A portfolio needed focus—not simply more activity.
A newly acquired outdoor-products portfolio was preparing to establish itself in a competitive category. Marketing was underway, but the business did not yet have a complete go-to-market strategy, a clear distinction between brand and conversion investment, or a consistent operating system connecting marketing, sales, retail partners, product priorities, and performance reporting.
Investment was spread across 12 retailer programs. Retailer campaigns were generally returning 1–2× ROAS, while direct-to-consumer activity was producing approximately 1×. Product information and imagery were not always consistent between DTC and retailer destinations, and the outdoor assortment lacked a strong category and content structure.
My mandate was to own the strategy, develop the team, focus the investment, strengthen the customer destination, and give leaders a reliable view of performance and next actions.
THE APPROACH
Build one connected growth system.
02
Create a decision rhythm
Biweekly sales and partner reviews plus monthly leadership meetings connected product priorities, inventory, media performance, and next actions.
03
Install the operating system
A shared campaign system connected live metrics, optimization logs, budget tracking, documents, communication, and AI-assisted alerts.
04
Connect the measurement layers
Stackline, Circana, Nielsen Ad Intel, Amazon Marketing Cloud, and platform analytics created a decision-ready view without forcing false precision.
05
Expand channels deliberately
Retail media, paid media, CRM, influencer, video, programmatic, and out-of-home each had a defined job in the customer journey.
06
Rebuild the DTC foundation
I standardized product content and imagery, optimized product pages, and added category landing pages with videos and buying guides.
THE OUTCOMES
Stronger returns—and a clearer way to operate.
Within one year, the focused portfolio and connected operating model improved investment returns, engagement, coordination, and business growth. Product-page standardization and richer category destinations also contributed to stronger DTC sales and on-site conversion.
$50M+
Annual media investment directed
3–4×
Blended conversion ROAS
225%
Year-over-year engagement growth
$3M+
Incremental business revenue
Results note: The 3–4× result reflects the blended conversion portfolio. The 6–7× result applies to selected retailer programs, not every platform or campaign. Engagement and incremental revenue reflect the broader integrated leadership assignment rather than media alone.
WHAT THIS DEMONSTRATES
Leadership across the whole system.
Translate business priorities into an integrated growth and investment plan
Connect brand, performance, retail, commerce, lifecycle, and DTC marketing
Focus investment using online, retail, competitive, and customer signals
Build operating systems that make execution and stakeholder alignment clearer
Lead teams and manage scale without losing flexibility or accountability
THE BROADER LESSON
Integrated growth does not begin with adding more channels. It begins with a shared understanding of the outcome, the customer, and the decisions the organization must make.
Building a portfolio that needs clearer strategy, stronger integration, or more accountable growth?
Whether you are hiring a marketing leader or need senior support for a focused project, I would be glad to hear what you are working through.
Company and retailer names are intentionally anonymized. Results are presented at the approved portfolio level.