As fractional CMO for MealEnders Cravings Control Lozenges, Dana increased sales almost 5x in the second half of 2015, after joining the company, versus the first half. She then increased sales 160% from year 1 to year 2 and 190% from year 2 to year 3.

Growth was driven primarily by: 1. Dana developing a customer acquisition strategy and personally scaling Facebook advertising from $5000 to 6-figures/month while reducing cost per acquisition before handing it off to an agency that she vetted and hired; 2. launching/growing sales on Amazon; and 3. Launching an Email marketing program that increased repurchase rate by almost 80% and more than doubled the percentage of sales driven by email in 3 years even with tremendous topline growth.

Dana also helped to secure and then leveraged an appearance on Shark Tank leading to over $500K in sales within 2 weeks following the airing, and several hundred thousand more in the following months.

Dana managed a team of virtual freelancers and agencies to accomplish a great deal on a small budget, making the small company appear larger than life.

Additional accomplishments include developing and continually improving an email marketing program that increased customer retention by almost 80%, redesigning the Shop page on the e-commerce site to increase subscription sign-ups by 24%. and negotiating a promotional relationship with an influencer that returned a 2X ROAS in the first year, with customers exhibiting a higher re-order rate than other acquisition sources.

At Guthy-Renker, Dana was part of a team working to reverse a years-long decline in subscription stick rate for acne brand Proactiv Solution. She worked cross-departmentally to ensure that the brand messaging of the infomercials was consistently conveyed via other tactics, thus reinforcing neglected elements of the Proactiv brand story.

She also addressed head-on an issue with usage compliance revealed by consumer research. She developed a website that helped guide users through the Proactiv experience and created a marketing plan to promote engagement with the site to ensure compliance and prevent subscription cancellations.

She also worked with the web, retention, CRM, and customer service teams to create a knowledge base available to website visitors and to customer service representatives to ensure customers and potential customers were properly informed and that Proactiv would once again establish itself as the premier expert in acne.

Her efforts increased online visitor engagement, usage compliance, and customer retention. The team increased Proactiv's subscription stick rate by almost a full turn, growing the topline by 40% ($300MM).

A protein bar company came to Dana because their growth had been stagnant for the last 4 years of their 11-year life. They didn't know what they needed to do to break out of their rut and felt overwhelmed by the options. Dana examined all levers that could influence growth and their metrics: audience targeting, messaging, channel strategy, product mix, website UX, advertising and promotion platforms and tactics. By doing so, she was able to hone in on key opportunities, including:

- One bar flavor had an outsized share of sales which indicated that they needed new flavors, so she conducted market research to help direct product development. - The LTV for people who subscribed after their first purchase was 3x their LTV for people who repurchased but didn't subscribe, so the company needed to promote their subscriptions more aggressively. Furthermore, their LTV was more than double among Shopify subscribers vs. Amazon, yet price was lower on Amazon leading her to recommend that they invest more in driving Shopify sales and run pricing tests. - The email engagement was very strong, but they weren't optimizing sign-ups. She recommended more offer testing and adding SMS. - Analysis showed that customers who had come in through retail had the best LTV; however, they had discontinued retail due to the high promotional costs. Dana recommended re-instating the product at Costco where the margins were lower but the upfront costs were too.- Social media and customer service comments revealed a lot of complaints about bars getting hard. Because they have a free shipping threshold, Dana hypothesized that a lot of customers were buying in bulk and the bars were drying by the time they got to them. This again is a reason to incentivize more subscriptions and include communications with large orders about refrigerating or freezing bars that will not get eaten within 6-8 weeks.