TOANDME
First Principles
"The friction was manual logistics bottlenecks; the solution was an automated supply chain architecture synchronized with real-time storefront demand."
Key Metrics
Architected the technical operations and supply chain logistics for a DTC fashion brand from zero to scale. Beyond the storefront, I designed the fulfillment pipelines and inventory systems required to support a rapidly growing customer base.
This project was my first end-to-end e-commerce venture, built specifically to pressure-test paid acquisition, performance marketing funnels, and supply chain mechanics in the real world. Operating as a solo founder, I scaled the brand from zero to full in-house fulfillment by treating marketing as a data and asset pipeline problem.
Data-Driven Paid Acquisition & Creative Testing
Scaled performance marketing campaigns on Facebook and Instagram by treating the ad account as a data acquisition engine. When a single necklace product became a high-volume winner against aggressive market competitors, I systematically tested variations in photography angles, product placement, and styling to combat creative fatigue, dominate top-of-funnel attention, and feed custom audience data into our retargeting loops.
Supply Chain Optimization & Revenue Protection
The initial dropshipping model created an operational bottleneck: long overseas shipping transit times and a complete lack of quality control. As transaction volume scaled, I used cash flow to transition the business model—purchasing on-hand bulk inventory and moving fulfillment entirely in-house. This compressed the shipping pipeline, stabilized product quality, and upgraded the packaging experience to protect customer retention metrics.
Low-Cost Organic Asset Pipeline & Influencer Seeding
Leveraged a background in photography and graphic design to build a low-overhead creative asset pipeline. By identifying early organic traction on TikTok and establishing product-for-content partnerships with micro-influencers, I kept content acquisition costs near zero. These lifestyle assets were rapidly funneled into Later.com to maintain a structured content calendar and community management loop.
Full-Funnel Retention Infrastructure
Built a baseline retention framework using Shopify, Mailchimp, and automated text messaging. Once a customer completed a transaction at the top of the funnel, they were segmented into automated email and SMS paths. The system combined continuous promotion of the winning hero product alongside targeted cross-sells of supplemental jewelry pieces to maximize customer lifetime value.
Ecommerce
Social Ads
Talent Acquisition
Download my resume for a complete chronological breakdown of my career timeline and systems history.
[Download Resume PDF]