TOANDME

Founder|Oct 2020 - 2022

[Paid Social][Acquisition][Creative Ops][Operations]

First Principles

"The Challenge: Manual shipping and inventory bottlenecks that slowed down operations and potential branding. The Solution: Built an In-House Shipping logistics process to improve on quality of shipment and branding."

Managed technical operations and supply chain logistics to launch and scale a DTC fashion brand. Beyond building the digital storefront, I designed the backend fulfillment pipelines and inventory systems required to support rapid order growth.

This project served as my first end-to-end e-commerce venture, built to pressure-test performance marketing funnels and supply chain mechanics in the real world. Operating as a solo founder, I transitioned the business from zero to full in-house fulfillment by treating creative assets and paid ads as a data-driven pipeline.

01 / Acquisition Win

Data-Driven Paid Acquisition & Creative Testing

Scaled paid ad campaigns on Facebook and Instagram by using account data to optimize performance. When a single necklace became a high-volume winner, I systematically tested variations in photography, product placement, and styling to beat ad fatigue and feed clean data into retargeting loops.

02 / Logistics Win

Supply Chain Optimization & Revenue Protection

Replaced an inefficient dropshipping model that suffered from long shipping times and zero quality control. As order volume grew, I reinvested cash flow to purchase bulk inventory and move fulfillment entirely in-house, cutting delivery times, stabilizing quality, and upgrading the unboxing experience to improve retention.

03 / Creative Win

Low-Cost Organic Asset Pipeline & Influencer Seeding

Leveraged my photography and design background to produce marketing assets with minimal overhead. By capitalizing on early TikTok trends and setting up product-for-content partnerships with micro-influencers, I kept content costs near zero and used Later.com to run a structured, consistent posting calendar.

04 / Retention Win

Full-Funnel Retention Infrastructure

Built an automated lifecycle marketing framework using Shopify, Mailchimp, and SMS. Buyers were automatically segmented after checkout into targeted email and text pathways that paired continuous promotions of top-selling products with complementary jewelry cross-sells to boost lifetime value.