Hello.
I am a Direct to Consumer Marketer, Operator and Leader who helps premium brands (Seed to Series B) navigate and succeed in e-commerce. With 15+ years growing direct to consumer brands, I embed with your team to lead, plan and implement growth initiatives that help you scale.
How we can work together: I conduct 360-degree DTC audits of your website and marketing channels to find inefficiencies and missed opportunities. When completed, you receive a roadmap with tactics and actionable insights that your team can implement to overcome barriers to growth. Brands with junior marketers often hire me as a fractional Senior Marketing Leader to embed with their teams and execute growth initiatives.
My clients encompass 20+ high growth, early-stage to mid-size global brands in CPG (home, clean beauty, food & beverage), fashion & accessories, fine jewelry, mobile shopping apps, health & wellness and YouTube creators and influencers.
As the former head of e-commerce at Stojo, we ranked #245 on the Inc 5000 list of fastest growing private companies in 2020, and ranked #418 in 2021. Prior to that I was VP of retail at Mary-Kate and Ashley Olsen's contemporary brand, Elizabeth and James.
Testimonials
“Fresh, exciting, and grounded in data, Irene understands DTC and consumer behavior better than anyone else.” ~ Kim, E-Commerce Associate
“Her professionalism and organizational skills make working with her an absolute pleasure.” ~ Ulyana, Art Director
“Her organization, encouragement, and wit make her a standout manager to work with.” ~ Cassandra, Editor and Copywriter
“She has an astonishing ability to always see the big picture.” ~ Kari, Digital Marketing Consultant
how i can help »
With 15+ years of hands-on, direct to consumer expertise, I embed with premium consumer brands and lead cross functional teams to strategize and execute digital growth initiatives. For pre-seed startups, I provide strategic advisory services.
DTC Specialties: GTM Strategy, Customer Acquisition, Cross Channel Lifecycle Marketing, Content Strategy, Subscription, Strategic Partnerships, Amazon, DTC Financial Modeling and Forecasting, P&L Management, Data Analytics, Attribution and Reporting
Other Skills: Hands-on experience in Global Licensing and Distribution; Brick and Mortar Leasing, Planning, and Development; and Global Retail Store Expansion.
Case Study: DTC Marketing »
The Problem: A Connecticut based global skincare brand wanted to grow its direct to consumer business in 2022.
The Solution: I restructured and implemented more efficient acquisition / retention / content marketing strategies and refocused their messaging.
The Results: 5 months after implementing the new strategy, monthly online revenue doubled with minimal increase in ad spend.
Case Study: Digital Strategy & Marketing »
The Problem: A New York City based contemporary bag brand wanted to grow its direct to consumer business. Challenges included lack of brand awareness and wholesale distribution.
The Solution: After replatforming the brand to Shopify, I created and implemented an influencer campaign with top trainers like Emma Lovewell from Peloton, and others featured on the Today Show, Nike, Flywheel, Soul Cycle, Mirror, etc. I fused this into a content marketing strategy to build brand awareness and combined this with a paid marketing plan, all within the brand's limited marketing budget.
The Results: For the 2018 calendar year, my marketing plan resulted in a 96% increase in users, 130% increase in gross revenue and 76% increase in email subscribers. Shortly after launching the campaign, the brand entered into a distribution agreement with Neiman Marcus and several other retailers.
Case Study: Digital Marketing »
The Problem: A Paris based contemporary brand (collection at Bergdorf Goodman, Le Bon Marche, Shopbop) launched its first e-commerce site and needed help to increase brand awareness and develop direct to consumer online sales.
The Solution: Due to the limited marketing budget, I created a highly targeted email, influencer and social media marketing plan for the USA, Asia and Europe.
The Results: Achieved a 25.6x ROI on revenue and 10x increase in email subscribers for the 2016 calendar year. Achieved double digit growth for the 2017 calendar year with a decreased marketing budget, while increasing ARPU by 20%. I have worked with this client for over three years.
Case Study: Digital Strategy & Marketing »
The Problem: A New York City based luxury fine jewelry brand wanted to grow its digital presence and boost online sales.
The Solution: I refocused the online brand identity to reflect a more compelling luxury experience, and moved the client to a different e-commerce platform better suited for the client's infrastructure. After the replatform, the client asked me to stay on to lead the digital marketing after the website relaunch.
The Results: The replatform saved my client five figures in annual developer fees. My marketing plan resulted in a 66% increase in traffic, a 46% increase in online sales and a 256% increase in social media followers within six months of the site relaunch.
how i have fun »
sailor, snowboarder. I am a new-ish sailor and long time snowboarder. always enjoy meeting other side country skiers and riders who don't mind earning their turns.
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