A growth and marketing roadmap covering what I've learned, what we fix now, and where we build toward a strong 2027.
The softness is an execution problem, not a demand problem, and the math says so. Rebuild the back half of 2026 to unlock a breakout 2027. Five moves, each broken into owned, channel-assigned tasks with target KPI shifts, all laddering up to one objective.
KPI targets shown are illustrative: directional planning figures derived from current evidence, for C-suite review and refinement.
My read after one month. The YTD softness is a byproduct of execution, not of the market or the product. With a handful of focused fixes over the coming months we can course-correct and start building for a solid 2027.
We pulled back Meta spend a bit more aggressively than expected. The resulting drop in impressions hit the business harder than anticipated, lowering traffic to both the website and Amazon and softening new-customer acquisition.
The move to BA Commerce was sold as a full-service growth strategy but executed as an acquisition agency, with no ownership of product, site experience, or CRO. The real gap is a proper test-and-learn environment to understand what's working and what isn't.
The account is built to chase the one-hit-wonder of "NAD without the needles," selling a product, not a brand. That set the wrong expectations for longer-term growth initiatives.
The account is extremely inefficient for the volume of content being generated. Campaign structure creates audience overlap, and the same metrics are applied to every content type, so upper-funnel content is killed too quickly.
No one owns the on-page experience to lift conversion, the lever that drives lower nCAC and higher aMER. The new internal team will have a dedicated resource for this.
The current team and structure lack a focus on product: bundles, price, and the test-and-learn work needed to find what best drives AOV and upsell offers.
Softness is fixable. Small levers on product plus disciplined execution across creative, CRO, and retention course-correct the trajectory and set up 2027.
How each channel earns its place across the customer journey, from first impression to repeat purchase, with a standout growth opportunity on marketplaces.
Organic social, influencer marketing, and community activations lead, building the brand and setting us inside the larger longevity conversation.
Meta, YouTube, and Google drive scalable new-customer acquisition.
Email automation & subscription retention grow value across the portfolio.
Optimized landing pages and a bundle builder raise CVR and first-purchase AOV.
Play offense on warm leads in the comments and pre-purchase engagement, while maintaining best-in-class customer service post-purchase.
Amazon audit & implementation plus a renewed TikTok Shop go-to-market.
Three pillars that connect every move above: who we are, how we grow, and what we build.
The art of aging joyfully.
One creative operating system across every touchpoint: visuals, copy, on-site experience, and creator briefs.
A supplement-stack portfolio: premium ingredients, real value, and an entire routine in one pouch.