Two channels with enormous headroom.

On the paid media side, budget was being deployed but without the architecture to make it work efficiently at scale. Ad sets weren’t built around clear objectives or audience strategies. There was no structured approach to co-branded campaigns with supplement partners. Creative was functional but not systematic. The bones of a good operation were there. The engineering wasn’t.

On email, the gap was even wider. Mailchimp was the wrong platform for a business at this scale and complexity. There were no automated flows. No welcome series. No abandoned cart recovery. No post-purchase sequences. No winback programs. For a business with a large, active customer database and high repeat-purchase potential, that’s not a missed opportunity. That’s leaving millions on the table.

We built both channels from the ground up.

Email: a complete rebuild. We migrated the business from Mailchimp to Klaviyo and built the entire email program from scratch. Not a template job. A full architecture designed around how supplement customers actually buy.

Welcome series. Abandoned cart recovery with multiple decision branches. Post-purchase flows tailored to product category and purchase behaviour. Winback sequences. Nurture content. Every flow built with multiple legs and splits based on what the customer bought, when they bought it, and what they were likely to need next. The kind of email infrastructure that turns a customer database into a revenue engine.

On the campaign side, we designed and executed 12 to 15 email campaigns per month. High volume, high pressure, high performance. Turnaround times were tight. Approval windows were short. The operation required a team that could produce broadcast-quality email creative on a schedule that would break most operators.

Paid media: structure where there was none. We rebuilt the Meta ads account around a campaign architecture that could scale. A major part of the account involved co-branded campaigns with supplement brands like EHP Labs, ATP Science, Switch Nutrition, and others. We built a system where every co-branded partnership had its own ad set with dedicated budget allocation, audience targeting, and performance benchmarks. Each one measured independently. Each one optimised on its own merits.

On top of the co-branded structure, we ran the business’s own campaigns: evergreen product promotion, seasonal sales, and new customer acquisition. The entire account was engineered to scale spend without degrading efficiency. Dozens of concurrent ad sets, each with a clear purpose and measurable outcome.

The paid media results exceeded every target the business set.

The internal benchmark was a 15x return on ad spend. We consistently delivered above 25x, with peaks above 35x. On a typical monthly spend of around $15,000, the account was generating hundreds of thousands in attributed revenue at a cost per purchase regularly under $10. During peak trading periods like Black Friday, we scaled spend significantly while maintaining efficiency. A single month’s paid media activity generated nearly half a million dollars in revenue.

Those numbers aren’t normal. In supplement eCommerce, where margins are tight and competition for attention is fierce, a 25x ROAS isn’t good. It’s exceptional.

But the bigger story is email.

The channel we built from nothing now drives over half of the business’s total revenue. On annual turnover in the mid-seven figures, that’s well above $3 million per year flowing through an email program that didn’t exist before we built it. Welcome flows, abandoned carts, post-purchase sequences, and campaigns working together as a system. Every dollar of that revenue traces back to infrastructure we designed, built, and continue to operate nearly four years later.

That’s the difference between marketing that runs alongside a business and marketing that’s woven into how it makes money. We didn’t build a campaign. We built a channel. And it’s still compounding.