A skincare brand with great first orders and a leaky bucket. We rebuilt the lifecycle program around how people actually use the product — skin cycles and bottle life, not send schedules.

• Replenishment emails timed off real usage windows, not a flat 45-day guess.
• A post-purchase arc that teaches routine-building instead of pushing the next SKU.
• Win-back copy that admits you left and gives one honest reason to come back.

Sales was drowning in form fills and calling the list top to bottom. We built a pipeline that reads every lead the way a good SDR would — company, role, intent signals, the free-text answer everyone ignores — and routes only the ones worth a human's morning.

• Every lead gets a score and a one-line reason a rep can actually use on the call.
• Hot leads hit Slack in under a minute, with context attached.
• The rubric is versioned and audited monthly against closed-won data.

Ninety posts a quarter without the content-farm smell. The machine owns research, outlines and first drafts; two editors own voice, claims and the final word. Nothing publishes without a human byline that means it.

• Topic clusters built from sales-call transcripts, not keyword tools alone.
• Editors reject or rewrite roughly a third of drafts — that's the feature, not the bug.
• An internal-link pass runs on every publish, so old posts keep earning.

We stopped debating ads in meetings and let a framework decide. Creative got modular — hooks × formats × proof points — so every opinion became a testable variant with a name, a budget and a kill threshold.

• 214 variants shipped in six months without the account turning to soup.
• Losers die automatically at statistical thresholds; winners get budget the same day.
• The creative team gets a weekly readout in plain English, not a pivot table.

Every team had its own spreadsheet and its own truth. We built the one that wins arguments: six channels reconciled nightly into a single warehouse, with an attribution model honest enough to admit what it can't see.

• One dashboard the CMO, the media buyer and finance all read the same way.
• Attribution cross-checked against holdouts and geo tests — not blind faith in last click.
• Monday's budget meeting shrank from ninety minutes to twenty.