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I helped Glowforge achieve double-digit sales growth for four consecutive quarters. In Q2 YoY (2019 vs. 2020), I increased paid social order efficiency by 54% while scaling spend significantly.
I developed a new account structure post-iOS 14 that emphasized consolidation and a creative-first strategy.
I was highly involved with creative brainstorming and production. I lead a meeting cadence between paid and creative teams to ensure shared learnings and creative iteration that lifted performance.
*Brand's Industry: Consumer Tech*
Glowforge is a high-growth, consumer tech e-commerce startup selling at-home 3D laser printers.
Platforms:
✅ FB/IG (D2C + B2B)
✅ LinkedIn (B2B)
✅ TikTok (D2C)
✅ Pinterest (D2C)
Challenges:
? Scaling spend while maintaining efficiency
? Post-iOS 14/ATT's impact on attribution windows
⏱ Mass creative production management
Role(s):
? Paid Social Advertiser
? Creative Strategist
? Influencer Relations
? Project Management
? CRO Testing
Process:
? Initial Audit & Analyses
? Custom Report
? Account Restructure
? Weekly Meetings (ongoing)
? Test & Learn (ongoing)
I helped Glowforge achieve double-digit sales growth for four consecutive quarters. In Q2 YoY (2019 vs. 2020), I increased paid social order efficiency by 54% while scaling spend significantly.
I developed a new account structure post-iOS 14 that emphasized consolidation and a creative-first strategy.
I was highly involved with creative brainstorming and production. I lead a meeting cadence between paid and creative teams to ensure shared learnings and creative iteration that lifted performance.
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Technology
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Limited ressources, getting creatives for ads, working with a poor web agency
Andrea joined Fellow as the Director of DTC eCommerce - a Series B, coffee gear startup in San Francisco. She led the eCommerce B2C business, responsible for the P&L, eCommerce marketing and website product roadmap.
When she joined, the team has experienced some success with the first year of the pandemic, due to people investing in their home coffee brew bar. The challenges she faced were: there was no eCommerce team, no growth strategy, limited resources and budget, few business processes + low cross-team cohesion.
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