Situation:
I’m The Chef Too! was facing rising CAC and slowing subscription growth as Meta Ads performance became less scalable and less predictable.

‍Task:
Reduce CAC and unlock sustainable subscription growth by fixing inefficiencies across paid media and the conversion funnel.

‍Action:
Shifted optimization away from surface-level platform metrics and focused on identifying where performance was breaking at scale. Reworked creative strategy to test clearer value propositions, simplified audience structure to preserve signal quality, and aligned campaign flows more closely with real customer behavior across the funnel.

‍Result:
CAC dropped significantly while subscription growth recovered, allowing the brand to scale paid media more confidently and improve overall ROAS.

My first experience in the e-commerce space was launching Avocado Leash, a dropshipping store that generated $200K rev in just three months with $56K spent on Facebook Ads.

This experience taught me the real numbers behind e-commerce, the power of a strong offer, and the critical role of effective customer support in sustaining growth.

Managing ad spending while successfully scaling order volume gave me firsthand insight into what drives conversions and taught me valuable lessons on the importance of delivering a great customer experience.