No. 01 · Fractional Head of Brand & Growth
Brands people come back to.
I help Shopify founders past $1M turn what their brand means into customers who buy again. I got my start in lifecycle marketing, so I know where the money hides. I lead with brand, so the growth lasts.
The idea
Stuck at $1M is rarely a traffic problem.
Most founders who stall think they need more ads or more emails. Usually customers bought once and didn't feel anything worth coming back for. The second sale is earned by meaning, not markdowns.
Watch the second order
Second-order rate, time to second order and 90-day LTV tell you more about your growth ceiling than your ROAS ever will.
Meaning over markdowns
Discounts rent loyalty. A brand people understand earns it, in the welcome email, the packaging and every touch after the first order.
Remember why you started
Founders lose the plot as they scale. Reconnecting to why the brand exists fixes the marketing faster than any new channel.
Weldmonger annual revenue, as co-founder and brand lead
Klaviyo-attributed revenue in the first 60 days for a DTC brand
MRR lift for a $20M+ DTC brand
of total store revenue from email and SMS
How it sounds
A customer's first sixty days.
A sample lifecycle, written the way I write for clients: brand first, offer only when it's needed.
- Day 0Welcome · email
You're in. Here's why we started this.
The two-minute founder story, plus a first-order code.
- Day 2Education · email
How to actually use it (most people skip step 2)
Ritual, not routine. A thirty-second how-to.
- Day 4Nudge · SMS
Still deciding? Your code expires Friday.
Short, warm, one link.
- Day 14Post-purchase · email
It arrived. Here's how to get the most from it.
Set expectations so reviews come easy.
- Day 30Replenish · email + SMS
Running low? Your refill is one tap away.
Timed to real usage, not a guess.
- Day 60Winback · email
We saved your spot.
Brand first, then the offer, only if needed.
Selected work
Proof, not promises.
DTC · co-founder
Weldmonger
Co-founded the company and led brand and marketing from $100K to $4M in annual revenue.
Wellness · lifecycle
A national wellness brand
Lifecycle creative and strategy that moved email from 12% to 46% of store revenue in 34 days.
Clean care · rebrand
Cleure
Acting head of brand through the rebrand of a dentist-founded clean-care company, directing creative from strategy to launch.
New brand · retention
Yeehaw
A mushroom chocolate brand's retention program, built from zero.
Work with me
Senior judgment, without the senior hire.
You hire me, by name. I direct your team, or bring in trusted specialists from my bench when you don't have them. One point of accountability, no account managers.
The main offer
Fractional Head of Brand & Growth
For founder-led Shopify brands between $1M and $10M a year whose marketing still runs through the founder, or through freelancers nobody is directing.
From $7,500 / month · 90-day initial term
- A weekly leadership call: priorities, decisions, the calendar
- Creative direction across every campaign, launch and piece of content
- Retention strategy, with Klaviyo execution by my bench
- Forecasting, promo planning and a monthly report in plain English
- Brand voice and story, starting with a founder interview in week one
- A senior voice in partner, agency and investor conversations
Start here · 2 weeks
Retention Audit
$1,250
- Klaviyo flows, campaigns, forms and list health
- Benchmarks against your category
- Prioritized fixes with estimated revenue impact
- Fully credited toward any next step
60 days
Lifecycle Sprint
From $4,500
- Capture and onboarding flows rebuilt
- Post-purchase, winback and a promo calendar
- Conversion passes on key Shopify pages
- A playbook your team keeps
Monthly
Retention Retainer
From $4,000 / month
- Weekly email and SMS campaigns
- Flow testing and optimization
- Promo planning and forecasting
- Delivered with my bench, directed by me
In Bend? Skip the video call and grab coffee with me at Sisters Coffee in the Old Mill.
I've never worked with anyone who put in this much effort and made me feel this important as a client.
Zach · Seattle
About
Musician, pastor, founder, director.
I started out leading rooms full of people through music, first as a guitar player and then as a worship pastor for several years. The job was always the same: take people somewhere that means something, and make the path there feel easy.
Then I co-founded Weldmonger and found out that brands work the same way. We grew it from $100K to $4M a year, and most of that growth came from customers who understood what we stood for and kept coming back.
I've spent the years since running brand and retention for DTC companies, from a mushroom chocolate launch to acting head of brand through a full rebrand. I learned the craft in the inbox. I stay for the bigger question underneath it: why should anyone care about what you've built?
That's the work. Help founders remember why they started, then build a brand that makes their customers feel it too.
The publication
Read PICK.
Essays and conversations on how brands become the obvious choice, for both attention and the bottom line. Written and hosted by me.
Questions
Before you book.
Is this an agency?
No. You hire me. I lead, direct and review the work. When you need execution your team doesn't have, I bring in Klaviyo, design and copy specialists I trust, and I stay accountable for the result.
Can you work with our current team or agency?
Yes. Often the biggest win is giving the people you already pay one clear direction.
Do you only work with Klaviyo?
Klaviyo is my home base and what I recommend for most Shopify brands. I also audit and migrate from Attentive, Mailchimp, Omnisend and Postscript.
What categories do you know best?
Wellness, supplements, CPG and lifestyle brands, including regulated categories like hemp, where email and SMS rules are stricter.
What happens after the audit?
You get a prioritized roadmap and a quote. You keep the findings either way, and the full $1,250 is credited toward a sprint, retainer or fractional engagement.
Next step
Your best customers are already on your list.
Book a free fifteen-minute call. If there's a fit, I'll send a short proposal or set up your audit.