Paid architecture rebuilt so spend followed margin, not habit.
Selected work — 002
Bella Cottage.
A direct-to-consumer home goods brand. Healthy product, broken funnel. The team did not have a strategy gap — they had a deploy gap.
$770K → $3.5MRevenue · twelve months
4.5×Revenue multiple
Week 1First revenue-bearing change shipped
The situation
A healthy product people loved, sitting behind a funnel that leaked at every stage. The team had heard plenty of strategy. What they did not have was anyone who would deploy it.
The move
I rebuilt the operating stack end-to-end: paid acquisition architecture, lifecycle email, post-purchase, inventory-aware merchandising, and a creative engine the team could run without me. No two-hundred-slide deck. No discovery phase. The first revenue-bearing change shipped in week one.
The repair map
Where the funnel leaked.
Leak 01Acquisition
Leak 02Lifecycle
Email rebuilt end to end — the list finally earned its keep.
Leak 03Post-purchase
The second order stopped being an accident.
Leak 04Merchandising
Inventory-aware, so demand went where the stock was.
What got built
The wiring, piece by piece.
- i.Paid acquisition architectureAds
- ii.Lifecycle email, end to endLifecycle
- iii.Post-purchase flowsRetention
- iv.Inventory-aware merchandisingOps
- v.Creative engine the team ownsContent
“The deliverable was never a recommendation. It was a company that no longer needed the recommendation.”
Principle
Strategy is free. Deploy is the moat.