Digital Marketing

Creativity and meaning are at the core of exceptional products and memorable marketing. When customers are immersed in a brand’s world, they can feel its presence without needing to see its entire product line. A perfect product will fade without the right marketing, while great marketing can’t make up for a poor product. Over the past decade, I’ve dedicated myself to creating high quality products supported by compelling digital content that drives lasting growth maintaining an average of 35% customer retention.

Deeper analysis available by request.

letter of rec

Social

A young man and woman standing in front of a vintage blue and white van outdoors, with trees overhead.

CRO

Display of four jackets in a grid, with two on the top and two on the bottom, under a "Jackets & Coats" section, featuring different styles and colors, including cream, navy blue, rust, and off-white.

CRM

Three people sitting on a blue sofa against a plain white wall, one woman and two men, casually dressed in neutral tones.

IOAN ETHOS 2025

Video Created with archival footage from Industry of All Nations, as well as footage I directed - edited and scripted in collaboration with Ari Kuschnir.

Social

Experimentation and a/b testing + historical data a are pathway to growth - strong brands know how to connect with their audience, but how do you expand into new segments while maintaining a profitable CAC. Growth comes from testing, learning, and refining. Data-driven insights help strong brands reach new segments while keeping acquisition costs profitable

Flat lay of black clothing items including a pair of shorts, two t-shirts, and a skirt, with bold white text overlay that reads 'Black Splash' and smaller text about Iron 8 process.
A man skateboarding on a city street in black and white, with buildings and parked cars in the background.

Each platform demands content tailored to its audience, reflecting brand values and storytelling in a way that feels native and authentic. Meta channels thrive on curated, polished visuals; TikTok rewards a more raw approach infused with humor and personality. Snapchat favors fast, edgy, and attention-grabbing content, while Pinterest serves as an inspiring mood board that showcases the brand’s aesthetic vision. Instead of recycling the same content everywhere, success comes from crafting platform-specific experiences that connect meaningfully with consumers where they are.

A young man and woman pose outdoors by a body of water on a sunny day, both wearing white sleeveless tops. The man stands behind the woman, with his arm around her, and they both look at the camera. The background features a calm lake and clear blue sky.
Two llamas crossing a deserted two-lane road in a desert landscape with mountains and cloudy sky in the background.

Focusing on real stories and the people behind all aspects of the brands can create compelling content that converts. beyond traditional marketing - creating a higher LTV and more customer connection to the brand. Faceless brands are fading into the ether as founder led / personality brands step into the forefront.

Five people in a rural farm setting with rolling hills in the background, some kneeling and some standing, holding sacks of harvested crops, under a partly cloudy sky.

CRO

Digital illustration of a computer monitor with a photo of someone tasting a fermented beverage, and other fermented items drying on a line

Great UX isn’t static—it evolves. I believe in rigorous CRO testing, bold CTAs, intuitive interactions, and tailoring experiences for mobile vs. desktop. Good design should prove itself constantly, outperforming competing ideas through real-world results.

White crewneck T-shirt hanging on a wooden hanger against a white background, part of an online shopping webpage
A navy blue crewneck t-shirt hanging on a wooden hanger against a light background, with a price tag of $55.00 and labeled as 'Clean Crewneck T-shirt - Indigo 12'.
World map with six dark blue dots marking locations in Costa Rica, Nigeria, Tanzania, India, Indonesia, and Honduras.

CRM

Topical, mysterious, thematic.

Build anticipation and loyalty with communications that are topical, thematic, and even a little mysterious - creating a world customers want to stay in.

Display of dark blue clothing items arranged on a wall, including shirts, pants, a jacket, and shorts, with text referencing an upcoming lunar eclipse called 'Midnight Eclipse' and explaining the significance of the color indigo 12.

Subjects and Previews that work : ( average ecom open rate 30% )
Ironing Iron 8 / We caught Preston pressing : 60.09%

Total Indigo Eclipse / Twelve is a lucky number : 51.61%

Peruvian Perfection / Relaxed fits, redefined : 50.33%

Testing, Testing, 1 2 3… / New items QC’d by IOAN team : 48.9%

Clean Start / Office vibes out, cozy vibes in : 58.76%

A man standing shirtless in a room with a smile, next to an ironing station, wearing black shorts, with an iron and ironing board. There's a door in the background and some equipment on shelves.

Subjects and Previews that don’t work : ( average ecom open rate 30% )

Less is Less / Why is it that we humans think having more is better? : 27%

"New" Recycled Fibers / Tees, jeans, shirts, and jackets made from garment industry waste : 31%

Cabrales slip-on shoes / Being a good Cabron : 34%

Cozy Up / Hoodies and sweatshirts have arrived, made with 100% organic cotton reversed fleece : 37%

Analysis : Cryptic subject and previews that don’t specifically mention the exact product or the composition perform twice as good as those that are direct and obvious. Theoretically customers on the mailing list already have a sense of the brand ethos and identity, so telling them what they already know creates fatigue and disinterest - allowing them enjoy the brand voice and mindset invites them back to the website to facilitate more returning customer sales.