\- Situation: Brava was only D2C to preserve margin as COGS were high. To sell on a platform such as Amazon would cost us $175 per unit (almost the entire CAC).  
\- Task: The parent company Middleby gave Anna 4 months to launch successfully and profitably into other eCommerce sites – starting with Amazon.
\- Action: Anna teamed up with a product designer to conduct dozens of interviews for prospective and current customers to understand Brava’s strongest assets and value propositions. She interviewed and hired an agency to help create listings and manage Amazon launch using best practices. Anna also took a course to become certified in selling on Amazon. She teamed up with Finance to come up with SKUs that had the best chance of being profitable on Amazon. Additionally, she utilized Amazon’s external ad attribution to get Brava 10% credit back
\- Results:  Anna launched the Amazon storefront 2 months ahead of schedule thanks to diligent project planning and execution. At launch, Amazon resulted in a 10x CVR and reducing CAC by 5x (compared to D2C site). ROAS was astronomical. The assets created for Brava enabled Brava to quickly expand into other eCommerce platforms such as Costco, Williams-Sonoma, Wayfair and more.

\- Situation: Brava spent ~$12K/month on an email agency. While the creative designs were strong, the channel was underperforming.
\- Task: The parent company Middleby cut the marketing budget. Anna proposed taking email in house, saving the company $144K a year. With her expertise in content and marketing analytics, she hypothesized email, under her direction, would bring in more high quality sales.
\- Action: Anna parted ways with the agency and brought email in-house. She overhauled both flows and campaigns, relying on data and top-performers to influence content direction. She reused Figma assets to also bring design in-house. Additionally, she trained and managed an underutilized video editor to assist with content creation and execution. To bring in qualified leads for a fraction of the price of Facebook ads, Anna forged strategic partnerships with brands such as Vitamix, Lettuce Grow, Sweet July, and others.
\- Results:  Anna brought in hundreds of thousands of qualified leads through strategic site pop-ups and partnership giveaways. Email grew from 20 to 40 percent of total D2C sales. Retention efforts became 15% of total revenue for the company.