I brought subversive marketing and brazen content to a buttoned-down DTC brand that needed a more related voice and tone. The work drove +30% YoY growth of BFCM DTC ecommerce revenue and scaled organic revenue +34% YoY by utilizing new content. Of equal importance, I repositioned the brand around education-led storytelling, engineering credibility and measurable product performance., and moved the business off paid-led growth and onto owned channels. As challenging as it was rewarding, and a valuable lesson of how different in-house is from agency life.