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As Head of Marketing and Ecommerce at Elements Brands, a private-equity-backed portfolio of consumer brands, I was responsible for creating a unified, data-driven growth infrastructure that could scale multiple DTC businesses profitably and prepare the portfolio for a successful exit.
I led digital transformation and growth strategy across the portfolio, including brands such as Natural Dog Company, Rockin’ Green, and TriLASTIN. Through systematic optimization of marketing, ecommerce, and lifecycle operations, I helped profitably increase yearly revenue by 5x, taking several brands from 7 figures to 8 figures in annual sales.
Elements Brands had built an impressive portfolio of niche consumer products through acquisition, but each brand operated with its own tech stack, data silos, and disconnected marketing systems.
The challenge was to centralize growth operations without losing each brand’s unique identity. Success required building shared marketing infrastructure, aligning data and measurement, and creating repeatable systems for profitable scaling across multiple categories.
I built a unified growth framework to align strategy, execution, and analytics across all brands. This included:
This structure allowed each brand to scale individually while benefiting from shared expertise, resources, and data insights.
I led multiple rebrands and repositioning initiatives to modernize the portfolio and unlock new growth audiences.
For Rockin’ Green, I guided a complete brand shift from targeting cloth diaper users to focusing on activewear care, tapping into the rise of fitness culture and sustainable lifestyle trends.
For Natural Dog Company, I oversaw expansion from a niche balm product to a full pet wellness brand, introducing new verticals, subscription models, and an enhanced Shopify Plus ecommerce experience.
These initiatives increased audience reach, improved retention, and strengthened brand equity across the portfolio.
I led the company’s digital infrastructure upgrade, moving multiple brands from legacy platforms to Shopify Plus for improved performance, scalability, and consistency.
This modernization enabled cross-brand reporting, advanced tracking, and faster deployment of new products and campaigns. It also set the foundation for long-term operational efficiency and future portfolio integrations.
I scaled paid media across Meta, Google, and TikTok while maintaining a focus on profitability and incrementality. Campaigns were supported by robust email and SMS lifecycle strategies that improved retention and lifetime value.
The emphasis on sustainable, data-driven acquisition created consistent growth while protecting margins and cash flow, which are critical for a portfolio company operating under investor expectations.
By creating repeatable playbooks, centralized systems, and scalable digital infrastructure, I positioned Elements Brands for long-term success and a future sale to a larger strategic acquirer.
The portfolio’s unified operations and predictable growth systems became a key factor in its valuation and attractiveness to buyers.
Elements Brands evolved from a collection of niche consumer brands into a scalable, data-driven portfolio positioned for exponential growth and acquisition.
By systemizing operations, modernizing ecommerce, and aligning every marketing lever around profitability and performance, I helped transform the company into a high-growth organization capable of compounding value across multiple brands and categories.
