TL;DR
Founded and operated a DTC apparel brand solo for 14 months: built the Shopify storefront, ran Meta Ads to test product-market fit, and used AOV, CAC, and repeat-purchase data to make pricing, product, and marketing calls with my own capital on the line.
Why this matters to an employer
Agency marketers optimize metrics. Founders optimize survival. Running SILKWOX meant every decision — creative, price point, shipping threshold, product drop — came back to one question: does this make the unit economics work? That instinct doesn't come from coursework.
What I did
- Built the store: Shopify storefront with optimized product pages, collection structure, and checkout flow — then kept improving it based on real conversion behavior from paid traffic.
- Paid acquisition: ran Meta Ads to test product-market fit across products and audiences, finding which combinations could acquire customers profitably.
- Unit economics: tracked AOV, CAC, and repeat-purchase rate, and used them to set prices, pick which products to push, and decide when to scale or cut spend.
- Everything else: sourcing, fulfillment, customer service — the full operator picture that makes me faster at diagnosing other brands' problems today.
Add: 2–3 screenshots of the SILKWOX store, product pages, or best-performing ads if you still have them
Results
- Took a brand from nothing to live, selling, and ad-supported as a solo operator.
- Developed the founder-level judgment I now apply to client and employer budgets.
- ＋ Add: total orders or revenue ＋ Add: best ROAS achieved ＋ Add: AOV
What this shows
End-to-end DTC operation: store build, paid acquisition, CRO, and decision-making grounded in unit economics — with real personal stakes.