At Vital Proteins, a leader in the health & wellness space, I spearheaded a comprehensive digital transformation that drove sustainable eCommerce growth across multiple facets, as the VP of eCommerce & marketing. I began by reimagining the brand and growth marketing strategy. Recognizing that low household penetration and high churn were major hurdles, I pinpointed key consumer touchpoints—such as YouTube, Audio, and Meta—where our ideal customers were active. I revamped our messaging to focus on education and product efficacy, strategically investing in these channels and launching our 'Every Body has A Body' campaign in Q1. This initiative not only boosted household penetration by 50% YoY but also reduced churn by 10%. Next, I tackled conversion rate optimization by overhauling critical touchpoints, including the homepage and product detail pages. By integrating compelling “why Vital” messaging and robust social proof from post-purchase surveys, I doubled our conversion rate over the year, effectively turning casual browsers into loyal customers, as well as increasing our subscription rate by 15%. In parallel, I restructured our marketplace strategy. Data revealed that Amazon offered the best CPA and ROAS, and that our highest LTV customers often shopped there before converting via our DTC channel. I shifted media spend away from underperforming channels, revamped our creative strategy with user-generated content, and focused acquisition efforts on Amazon—especially during key events like Prime Day. I also launched cross-sell initiatives to introduce high-value products like matcha collagen early in the customer journey, which improved LTV by double digits. Finally, I led a thorough SKU rationalization process, auditing product performance and removing loss-making items. This streamlined our assortment strategy, enhanced overall margins, and set the stage for sustainable profitability, exceeding our net profit targets. This holistic, data-driven approach not only delivered a 30% YoY growth for Vital Proteins but also led the company to a successful exit and integration by Nestle.