Black Girl Sunscreen
Rebuilt the DTC engine end-to-end — doubling revenue, tripling retention, and expanding into Canada.
Impact at a Glance
What I Did
Doubled DTC revenue in 12 months through full-funnel CRO, UX overhaul, and data-driven paid media strategy
Rebuilt WooCommerce site mobile-first — checkout conversion up 22%, fulfillment time down 40%
Grew customer retention from 3% to 13% via Klaviyo lifecycle flows; post-purchase email series lifted repeat purchases 9%
Launched Canada site with localized 3PL logistics, custom tax/shipping rules, and multi-currency checkout
Scaled TikTok Shop to #1 new-customer acquisition channel — 600% growth in 12 months
Delivered ROAS 3.8× on Meta and 5.4× on TikTok Shop, reducing duplicate ad spend 27%
Launched SPF Essentials bundles and subscription model — AOV up 19%, recurring revenue established
Integrated Apple Pay, Google Pay, and Shop Pay for frictionless one-click checkout
Built real-time GA4 attribution dashboard for unified cross-channel visibility
Collaborated cross-functionally with creative, operations, logistics, and C-suite