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.

The Microcenter paid traffic team was struggling to scale their offer as well as their output. So in order to help refine their offer plus add more manpower to supplement their team we were brought on board to help.

Although the campaign CTR was very high, the landing page conversion rate wasn't satisfying. I implemented a heat map to recognize where the problem is. I realized that we are missing more images on the product page. once the client added more photos, the CR increased dramatically 

Their media buying team has grown the app to over 24M in revenue, but they were unable to make it profitable on the front end. Their CPA is over 120 while their AOV is 70.