Paid ads · email · SEO · social · more, in-house. Three consecutive sales. Every one above benchmark ROAS.
A multi-channel ecom retailer ran three consecutive sale events. The first was run by a $2,500/month agency at 2.90× ROAS (just above break-even). After I replaced them and took over five marketing functions, the next two cleared 4.67× and 8.69× — the third on a $396 spend. Same store, same audience, same product catalog.
Sale 1 ran 78% Meta / 22% Google. Search converted ~5× higher. Sale 2 shifted to 39% Meta / 61% Google.
63% of Google budget on the 7 highest-intent days. No wasted impressions before demand peaked.
Switched Meta from conversion- to awareness-optimized for the $396 flash. CPM dropped 9×; reach +36% on 6% of the prior spend.
Discount rate fell 13.8% → 11.6%. AOV held at $61. Returns 6.88% → 0.07%. Lift came from mix + pacing, not heavier promos.
Same store. Same audience. Lower discount rate, lower returns, stable AOV. After paying ad spend and the agency retainer prorated to Sale 1, the difference was a $3,809 profit swing — and the methodology survived a nine-metric scorecard built to pre-empt scrutiny.
It's a 24/7 YouTube livestream and content brand for aquarium hobbyists. I run the whole thing — branding, merch, content schedule, community.
It's also where I test creative formats, hooks, and pacing on a real audience before I bring those lessons into client work. The day job and the side project sharpen each other.
If you're hiring and the shrimp don't bother you, we'll probably get along fine.
↗ Watch on YouTubeSole marketer — paid media, lifecycle, SEO, organic social, Shopify, and full P&L responsibility. Replaced a $2,500/month external agency and outperformed them by 61% on the first head-to-head campaign. Took the brand from $119K to $209K annual revenue (75.5% YoY) across three consecutive above-benchmark sale events.
November 2025 Shopify rebuild produced a 228% December sales surge and a streak of zero zero-sale days post-launch. Performance reviews tied to profit-after-marketing — not just ROAS.
Produced 1,800+ short-form videos over 15 months for a 5M+ follower ecosystem including a 1.83M-subscriber YouTube channel. Built and maintained a batch-shooting system that hit quota through a 50% team reduction — zero output drop.
Six videos broke 1M views. Two cleared 10M. Peak: 14M on a single YouTube Short.
24/7 livestreaming brand for the aquatic hobby community. Personal R&D lab for YouTube algorithm, short-form pacing, and audience retention — directly informs the paid social work in the day job.
Local paid ads supporting retail operations. Drove a 35% lift in foot traffic — first paid media work.
Visual identity and print collateral for a residential interior design firm.
Independent streetwear brand built end-to-end — identity, lookbooks, product, and marketing.
Hiring for an e-commerce or lifecycle marketing role? I'm in Lancaster County, PA — happy with remote or hybrid commutable to Philly. Resume available, references on request.
