My involvement with Wild Foods began by focusing on a single underperforming marketing funnel. After demonstrating quick wins by implementing a structured testing framework that significantly improved ROAS, my role expanded organically to address broader challenges across the business.

I progressively took on more responsibility, first redesigning key product pages to better communicate value, then optimizing the checkout flow to reduce abandonment, and eventually overseeing a complete website transformation. As my impact grew, I led a strategic repositioning of the entire brand, developing distinctive messaging that connected emotionally with health-conscious consumers and creating unique value propositions for their diverse product lineup.

The culmination of this expanding scope was establishing a complementary sub-brand with its own visual identity and targeted acquisition strategy. This phased approach allowed for continuous improvement as each success unlocked opportunities to address more fundamental aspects of the business, eventually transforming the entire DTC operation.