Lifepro: growth across channels

02 / Lifepro · Commercial ownership & measurement

One brand.
Growth across channels.

Both · Hands-on + strategic leadership

Channel-by-channel reporting could miss the bigger picture: how DTC investment helped the business grow elsewhere.

The commercial scope

$10M $60M

Approximate annual DTC revenue over five years.
I owned the DTC P&L and led brand and growth strategy.

I prioritized acquisition investment at the product level, rather than treating every item as equally suited to paid media, and connected paid, lifecycle and marketplace decisions.

~$150Mannual Lifepro omnichannel scale, supported by my brand and growth leadership

The decision I led

Measure the effect beyond the click.

I personally led MMM testing to assess DTC spend’s halo effect on marketplace sales and attribute outcomes across the business.

DTC investmentMarketplace salesPricing · Offers · Messaging · Measurement

Outcome Tests showed DTC’s contribution to marketplace sales lift.

Original Lifepro Sonic massage-gun promotional email, showing the actual creative, copy and call to action — Actual lifecycle work / 2020The channel work behind the strategy.Open the full email ↗

A measurable channel contribution

Affiliate orders grew 128.4%.

20249,658

202522,059

Platform-reported orders · Full calendar years 2024–2025 · Team and channel performance

I ownedDTC commercial priorities, daily cross-channel strategy and MMM leadership.

Specialists executedMarketplace and channel-level production.

Lifepro / Prime Fall 2024

More revenue. Lower cost per acquisition.

+86.72%DTC revenue$195,533.46 → $365,107.23

−19.74%Reported CPA$50.32 → $40.39

+23.35%Average order value$157.94 → $194.83

Aligned promotional weeks: October 7–13, 2024 versus October 9–15, 2023. Results from the Lifepro team’s DTC holiday recap, during my brand and growth leadership. The promotion combined a stronger offer, Amazon price matching and a free gift; these are campaign results, not an isolated estimate of my individual impact.