DTC Wellness Brand — Florida-Based eCommerce
South Florida-based wellness/supplements DTC brand. Started at ~$2M annual revenue with founder-operator + 3-person team. Selling direct via Shopify, with growing Amazon presence.
Founder had built initial growth through Meta Ads and word-of-mouth. iOS 14+ tracking changes had crushed Meta Ads attribution accuracy — reported ROAS dropped from 5× to 1.8× though actual performance was less affected. Email program existed but underdeveloped (basic welcome series only). No clear customer lifecycle marketing. Average customer LTV underutilized.
How to scale revenue 3× without increasing ad spend proportionally, while solving the post-iOS 14 attribution problem.
Comprehensive eCommerce growth system: server-side tracking (Meta Conversions API), full Klaviyo email and SMS lifecycle marketing, AI product recommendations, conversion rate optimization, and refined paid media targeting.
The Implementation
- Implemented Meta Conversions API for server-side tracking, recovering attribution accuracy
- Migrated and rebuilt Klaviyo program: welcome series, abandoned cart, browse abandonment, post-purchase, win-back, replenishment, VIP
- Added SMS marketing layer alongside email for high-value subscriber segments
- Implemented AI product recommendations (collaborative filtering + dynamic content)
- CRO improvements: product page redesign, checkout flow optimization, mobile experience overhaul
- Refined Meta Ads with value-based bidding, customer match audiences, and creative testing at scale
- Built Amazon brand store and PPC management for marketplace channel growth
- Subscription program implementation via Recharge with retention messaging
After 18 months
Timeline: 18 months. Email program restructure delivered first wins in months 2-3. Compounding revenue growth through months 6-18.