With Quiet Punch, the brand had just doubled their prices and conversion rates were tanking. Ethan led the brand's re-positioning to attract a new customer base more willing to pay the new pricing. He led customer research, helping the brand understand more clearly why people would buy the product and what prevented them from wanting to spend more for it. With that knowledge, he revamped the brand's copywriting, creative strategy, and paid ad strategy so that they could connect more effectively with what customers appreciated about their product. As a result, their returns on ad spend increased by 170%, allowing them to spend far more on advertising and scale their revenue and profit. They experienced a 700% increase in revenue in just 6 months.

With Vitapod, the brand had just struggled to attract customers at a profitable cost. Ethan noticed that this brand didn't have a diverse enough media mix since they relied heavily on one style of content. He led customer research, helping the brand understand why people weren't buying from their ads and what their viewers needed to know to develop a desire for their product. With that knowledge, he recruited creators, wrote informative scripts, and reworked the brand's copywriting, creative development, and paid ad strategy so that they could educate customers more about their product. As a result, their returns on ad spend increased by nearly 100% and their CAC decreased by over 40%.

Ethan helped Wolters Kluwer manage their complex email automation and email designs for their 800,000+ member list. He implemented A/B testing methods using software like Litmus to optimize email content and display across a wide variety of email clients and devices. Using knowledge of how email users read and digest content, Ethan implemented email structural design that allowed readers to more easily understand and consume the emails' content. This helped reduce unsubscribe rates and drive an increase in conversions.