Brand Launch

DTC Ecommerce

Overview

I co-founded and built It's Juliet from scratch — a women's apparel brand that went from zero to $2M in revenue within the first year and was acquired by a strategic buyer.

The Problem

There was no brand, no audience, no revenue, and no operations. Everything needed to be built simultaneously: brand identity, digital infrastructure, marketing channels, creator relationships, and an email program that could generate recurring revenue from day one.

What I Did

I created the brand identity and built the full digital stack on Shopify and Klaviyo. Growth was driven through a combined strategy of influencer partnerships, Meta ad campaigns, Google ad campaigns, and lifecycle marketing automation — with creators functioning as both talent and brand advocates. I managed an $800K annual marketing budget across paid and creator channels, built email automation generating $40K in monthly recurring revenue, and scaled the business to $2M in annual revenue within the first year. Following strong growth, I led the post-acquisition transition.

Results

• $2M in annual revenue reached within year one

• $40K monthly recurring revenue from email automation

• $800K annual marketing budget managed

• Successful exit and acquisition transition led