Paid Ads,Social Media Management
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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.
- Increase the website's low conversion rate
- Increase revenue from < $1000 a day to > $1000 a day
- Run lower frequency campaigns because customers were complaining about seeing too many ads