Founded in 2003 in the San Francisco Bay Area—has grown into the world’s largest online eyewear retailer. As the company’s first senior executive hire in the United States, I reported directly to the founders and built its core Marketing, Merchandising, and eCommerce teams from the ground up. I led all DTC growth functions—customer experience, acquisition, performance media, creative, CRO, social, and email automation—guiding both in‑house talent and agency partners while managing a multi‑million‑dollar P&L.

BlastOne—an industrial equipment leader—was bleeding cash on Google Ads, posting a 0.09 ROAS when they tapped me in 2022. Over a 30‑month overhaul we took full ownership of performance marketing and analytics, rebuilding campaign structures, deploying value‑based bidding, and wiring a GA4 + Looker stack for real‑time insight. Results: ROAS soared to 5.13, leads leapt 4,850 %, CPL fell 96 %, and ad‑driven revenue topped $8 M—all while scaling spend 250 % and embedding a data‑driven growth engine.

Clearly—an Essilor‑owned global e‑commerce brand—was running an eight‑figure loss when the new CEO recruited me to lead its turnaround. Over a four‑year mandate I owned the worldwide P&L and spearheaded a ground‑up reset of brand positioning, creative, and value proposition, fully aligning with Essilor Online’s strategy. The result: sustained double‑digit profit growth, a 20 % boost in paid‑media efficiency, CPA down 50 %, customer LTV up, returns cut from 30 % to 18 %, and a high‑performing in‑house marketing organization rebuilt from scratch.