The brand faced several tough periods during the ups and downs of the pandemic, at times also overlapping with the natural seasonality of its vertical.

They were again facing a drop in sales and ROAS and I was working on a strategy to improve their ROAS.

kidpik is a well established kids' clothing brand that was looking for growth across as many digital marketing channels as possible. Facebook/Instagram Ads and Google Search Ads were launched, but needed optimization and additional channels were needed to grow.

The store needed help hitting their $100k per month target while maintaining a profitable ROI.

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.