At Burrow, a leading direct-to-consumer furniture company, Wes led all growth initiatives, where his primary goal was efficiently growing topline through both new and existing products. Part of his time was spent understanding the journeys for all existing products, making sure Burrow had coverage for those-in market (affiliates, paid search, etc.) while also recognizing the need to generate new demand (brand campaigns, podcasts, etc.) in order to scale to new levels. Outside of that, he spent time researching the market for new product launches, building a strategy for how we can retain current customers as well as find net-new customers through new products.

By focusing on a category-specific marketing strategy, Wes successfully scaled Burrow's new customer base +50% YoY, while also growing repeat purchasers from 8% of all orders in 2021 to 20% in 2023.

Again at Burrow, Wes needed to find ways to improve Burrow's unit economics in a period of high inflation and even higher discount rates, without sacrificing topline. During sitewide promotions, Wes implemented category-specific discounts in order to promote the highest margin items as to not eat into our all-in selling cost. Outside of promotions, the focus was to minimize evergreen discount rates and drive cost per order down. Minimizing evergreen discount rates was done by limiting retail and CX code usage, as well as removing any leaked codes from being used on site. Cost per order improvements came primarily from more ruthless channel management (trimming any and all wasted spend) and a more sophisticated ecomm experience (improved PDP filtering, more shoppable PLPs, etc.).

Overall, the result of these optimizations reduced Burrow's all-in selling cost -21% from Q4 2022 to Q1 2023.

While working for Andrew Yang's presidential campaign, Wes learned what a proper start-up was all about. In order to spend money we first needed to raise money. Wes leveraged a hyper-targeted digital strategy to drive donations that could keep the campaign afloat. This required hundreds of ActBlue landing pages, creative assets, and numbers of campaigns across Meta and Google. While successfully driving $7M+ in donations, Wes worked with the rest of the campaign to find ways to find other revenue sources and increase rally attendance.

A big win for the team was the creation of MATH hats as well as other Yang2020 merchandise. This required even more campaign creation and ecomm optimization, while using unit economics to realize a profit on all sales.