Full-Funnel DTC Transformation
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Plant Therapy is a 15-year-old essential oils brand with millions of loyal customers and over 1,000 SKUs. When I joined, 87% of revenue was coming from existing customers, the brand had drifted into skincare marketing despite its core identity being essential oils, and new customer acquisition had no real engine behind it. Promotions were reactive, planning was 1-2 weeks out at best, and the brand was discounting its way through every slow period.
Key Contributions:
Brand Audit: Conducted a full audit of channels, messaging, customer data, and competitive positioning to identify where the brand had drifted and where the opportunity was.
Strategic Realignment: Refocused all marketing messaging around essential oils and the brand's core identity, retiring skincare-forward creative that wasn't converting.
Planning Overhaul: Shifted the marketing calendar from a 1-2 week reactive cycle to a 3-month forward planning structure, enabling margin-protective promotions and cohesive cross-channel execution.
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Owning the full DTC operation meant every channel had to work together. I built a strategy that connected paid acquisition to email nurture to site conversion to retention, with each touchpoint designed to move customers forward rather than just generate impressions.
Key Contributions:
Cross-Channel Architecture: Built an integrated channel strategy spanning paid social, influencer, affiliate, email, SMS, and site, with each channel assigned a specific role in the funnel.
Budget Management: Allocated and optimized a $150K monthly advertising budget across channels, shifting spend based on performance data pulled from GA4 and Triple Whale.
Executive Reporting: Built weekly KPI reporting for executive leadership tracking marketing profitability, channel performance, and growth trajectory.
Team Leadership: Directed a cross-functional team of 9+ spanning social media, influencer, creative, and tech, with direct management of social and influencer managers and strategic direction of department leads.
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When I arrived, Plant Therapy had no meaningful new customer acquisition strategy. The brand was living off its existing base and hoping for organic growth. I built the acquisition engine.
Key Contributions:
Customer Mix Rebuild: Shifted the returning to new customer ratio from 87/13 to 65/35, driving 20% new customer revenue growth and 10% YoY increase in total customers.
Paid Media Strategy: Refined paid advertising across Meta and Google using GA4 and Triple Whale to align spend to long-term profitability rather than day-to-day topline revenue.
Influencer and Affiliate Program: Scaled influencer and affiliate partnerships into the brand's highest ROI-generating acquisition channel, managing partner recruitment, briefing, and performance tracking end to end.
New User Growth: Grew new users to PlantTherapy.com by 20% YoY through coordinated paid, organic, and influencer strategies working together rather than independently.
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I inherited an email program sending one full-list blast per day with no segmentation, no flow strategy, and an unsubscribe rate of .26%. I rebuilt it from the ground up.
Key Contributions:
List Growth: Grew the email list by 175K net subscribers to 497,600 active profiles through welcome offer restructuring, dynamic pop-up optimization, and acquisition-focused campaigns.
Segmentation Strategy: Shifted from full-list blasting to intent-based multi-send execution, sometimes 3x daily, segmented by product interest, engagement level, and purchase behavior.
Flow Architecture: Rebuilt all core automation flows including the welcome series, abandoned cart, and post-purchase sequences, driving $2.1M in revenue, up 28% YoY.
SMS Program: Built Plant Therapy's SMS program from zero to 124,532 subscribers, making it the brand's number one conversion channel with 46% YoY improvement in deliverability.
List Health: Improved every deliverability metric. Open rates up to 73.48%, unsubscribe rate down to .11%, bounce rate down 36%, email deliverability up 7.2% YoY.
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PlantTherapy.com was underperforming its traffic. The homepage wasn't converting, product pages lacked trust signals, and the subscription program had no real growth strategy behind it.
Key Contributions:
Homepage Redesign: Directed a full homepage overhaul focused on brand clarity, conversion hierarchy, and customer trust, contributing to a .52% lift in average conversion rate.
Product Page Optimization: Rebuilt product pages around reviews, social proof, fast facts, and trust signals, improving the path from browsing to purchasing.
Subscription Relaunch: Redesigned and relaunched the subscription program within 60 days, resulting in 12% subscriber growth and 6.7% revenue increase.
Site Performance: Grew site sessions 20% YoY, increased reached checkouts by 28%, and improved sitewide AOV by 16.88% to $62.
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The numbers across every channel reflect what happens when strategy, empathy, and execution work together.
New customer revenue up 20% YoY
Customer mix rebuilt from 87/13 to 65/35 returning to new
Email list grown by 175K net to 497,600 active profiles
Open rates up to 73.48%, unsubscribe rate down to .11%
Flow revenue hit $2.1M, up 28% YoY
SMS scaled from zero to 124,532 subscribers, now the number one conversion channel
Conversion rate up .52%, reached checkouts up 28%, site sessions up 20%
Subscription program up 12% in subscribers and 6.7% in revenue within 60 days
Sitewide AOV up 16.88% to $62
Email and SMS Marketing
Plant Therapy's email program was sending one full-list blast per day with no segmentation, no real strategy, and an unsubscribe rate of .26%. I rebuilt it from the ground up into a segmented, multi-send, high-performing channel that became the backbone of the brand's retention and revenue strategy.
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I built a 3-month forward marketing calendar mapping product launches, promotions, evergreen campaigns, and loyalty initiatives across email and SMS simultaneously. This replaced a reactive week-to-week approach with no cohesive narrative across sends.
Key Contributions:
Marketing Calendar: Planned campaigns 3 months out, with holiday periods planned further ahead, enabling creative consistency and margin-protective promotions.
Channel Integration: Built email and SMS to work together, each assigned a distinct role based on urgency, content type, and audience segment.
Send Cadence: Moved from one daily full-list blast to a multi-send strategy, sometimes 3x daily, each going to a distinct segment.
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Every email and SMS is written by me, built around where each customer is in their relationship with Plant Therapy.
Key Contributions:
Segmentation: Built full segmentation by product interest, purchase history, engagement level, and lifecycle stage.
Copywriting: Write all email and SMS copy across campaigns, flows, and promotions.
A/B Testing: Ongoing subject line, copy, and offer testing to improve performance continuously.
List Health: Rebuilt hygiene practices through cleaning, sunset flows, and re-engagement campaigns.
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I audited every existing flow, rebuilt the underperforming ones, and added new flows to close gaps in the customer journey.
Key Contributions:
Welcome Series: Fully rebuilt including offer structure, storytelling sequence, and segmentation logic to convert new subscribers into first-time buyers faster.
Abandoned Cart: Rebuilt with improved offer sequencing and urgency messaging to recover more revenue from high-intent customers.
Post-Purchase: Developed to drive repeat purchase, cross-sell, and subscription conversion based on what each customer bought.
Flow Revenue: $2.1M, up 28% YoY.
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I inherited an SMS program sending 1-2 generic blasts per month with no real strategy behind it. I transformed it into a full campaign lever, built it into every automation flow, and turned it into the brand's number one conversion channel.
Key Contributions:
Strategy: Developed a full SMS campaign strategy including segmentation, send cadence, and messaging that complemented rather than duplicated email.
Flow Integration: Built SMS into all core automation flows including welcome, abandoned cart, and post-purchase sequences.
List Growth: Grew the subscriber base by 24K profiles through optimized list growth tactics and cross-channel promotion.
Deliverability: Improved SMS deliverability by 46% YoY through list health management and best practice implementation.
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497,600 active email profiles, up 175K net in under 12 months
73.48% average open rate, up from 62% inherited
Unsubscribe rate down from .26% to .11%
Bounce rate down 36%
Email deliverability up 7.2% YoY
SMS scaled from 75,000 to 124,532 subscribers
SMS deliverability up 46% YoY
$2.1M in flow revenue, up 28% YoY
Campaign open rates up 18% YoY
Campaign AOV up 14% YoY
Sub-Brand Launches
Plant Therapy's growth strategy required extending the brand into new audiences without diluting what made it trusted. I led the positioning, channel strategy, and launch execution for two new sub-brands, Plant Therapy Kids and Plant Therapy Home, each built with its own identity, audience, and marketing approach while staying cohesive with the parent brand.
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Plant Therapy Kids was built to bring the brand's trust and quality into the family wellness space, speaking directly to parents without losing the warmth and accessibility that Plant Therapy is known for. I developed the full brand positioning, audience strategy, and launch marketing from the ground up.
Content Calendar: Built a dedicated content calendar for Kids spanning email, social, and paid media with messaging tailored to parents and caregivers distinct from the core PT audience.
Campaign Mapping: Mapped launch campaigns around key parenting moments and seasonal opportunities, ensuring Kids had its own campaign identity while staying cohesive with the parent brand.
Long-Term Strategy: Developed a retention and loyalty strategy for the Kids customer base built around education, trust, and family wellness content.
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Plant Therapy Home extended the brand into the home wellness and lifestyle space, targeting an audience motivated by clean living and intentional home environments. I built the positioning, channel strategy, and launch execution.
Content Calendar: Developed a dedicated content calendar for Home with distinct visual and copy direction that felt elevated and lifestyle-forward while staying true to Plant Therapy's core values.
Campaign Mapping: Built launch campaigns around home and lifestyle moments, product education, and seasonal use cases specific to the Home customer.
Long-Term Strategy: Created a cross-sell strategy connecting Home customers back to core Plant Therapy products, building lifetime value across the full brand family.
