In March of 2023, I sat across from the CMO of a mid-sized skincare brand – let’s call them GlowLab – and watched her face go pale when I pulled up their TikTok analytics. They’d been posting three times a week for six months, investing roughly $4,000 a month in content production, and their average…
In March 2022, I sat across the table from the founder of a premium kitchenware brand – let’s call her Sarah – who was ready to pull her entire catalog off Amazon. Her products had a 4.6-star average rating, gorgeous packaging, and fiercely loyal customers on her DTC site. But on Amazon, she was invisible….
Last October, I was sitting across from a client – a DTC skincare brand doing about $2.3 million annually – watching her scroll through her TikTok analytics with a look that I can only describe as quiet desperation. She had 47 videos posted over three months. Solid production value, good hooks in the first two…
Last September, I sat in a conference room watching a client’s TikTok launch video hit 2.3 million views in 36 hours. The product was a $42 biodegradable phone case. Nothing groundbreaking. Nothing celebrity-endorsed. Just a 19-second video of the case dissolving in a compost bin, set to a trending audio clip. The client’s Shopify store…
In March 2022, I helped launch a bamboo kitchen utensil set for a small brand out of Portland. We had done our homework – competitive analysis, keyword research, professional photography, the whole nine yards. On launch day, I felt genuinely confident. Within 48 hours, we had exactly three organic sales and an advertising cost of…
Last October, I changed exactly eleven words in an Amazon product title for a client selling stainless steel water bottles. Eleven words. No new images, no price change, no additional ad spend. Within 21 days, that listing climbed from position 38 to position 9 for its primary keyword, and daily unit sales jumped from 14…
Last November, a DTC skincare brand I was consulting for came to me in a mild panic. Their TikTok account had plateaued at 14,000 followers after six months of consistent posting. Meanwhile, a competitor – a brand roughly the same size, selling nearly identical products – had blown past 190,000 followers and was generating what…
Last November, a client selling premium kitchen organizers called me in a panic. Their main product – a bamboo spice rack that had been their bread and butter for two years – had dropped from position 4 to position 31 for their primary keyword in under three weeks. Revenue was down 62%. They had no…
Last October, I rewrote the bullet points for a skincare brand’s TikTok Shop listing – a vitamin C serum that had been sitting at roughly 40 units per week for three months. The product was good. The video content was decent. But the listing copy? It read like a chemistry textbook spliced with a cereal…