Woolroom wanted to expand into the US with a positive 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.

This brand struggled to scale their revenue and advertising and didn’t have a framework for scalable growth.

The brand was struggling to acquire new customers and had no strategy with their paid media. I was able to create a strategy from scratch and eventually get them from breaking even to being profitable with their paid campaigns.