● Case 02 · Out&Back Outdoor · Outdoor retail
13× in a year, without betting it all on one channel.
Role
Head of Marketing
Years
2024 – 2025
Catalog
40,000+ SKUs, new and used
Owned
P&L for ecommerce and retail, acquisition, retention, customer experience
The brief
Where it started
Out&Back is an outdoor retailer with a catalog of more than 40,000 new and used products. When I came in as head of marketing, nearly every paid sale ran through a single channel, and returning customers drove only about one dollar in ten. I owned the P&L across ecommerce and retail, and the job was to scale fast without making that single-channel bet bigger.
What I did
The work
New channels. Opened new paid channels within my first two months and tested more, so no single platform carried the business.
Lifecycle. Rebuilt email and retention so customers came back. Email revenue grew 21× year over year.
Catalog and conversion. Used AI tools to restructure the catalog, merchandising and content across 40,000+ SKUs. Conversion rate nearly doubled.
One model of the business. Ran growth from a single monthly model with new-customer, CAC and retention targets, so spend scaled only where it paid back.
Operations. Set up demand forecasting and inventory planning, and built an in-house customer experience team to keep service strong at 13× the volume.
The insight
Returning customers were one dollar in ten. The fastest lever wasn’t more traffic; it was making the second order easy.
What changed
The results
Revenue, 2024 vs. 2023
Email revenue, year over year
Returning customers’ share of revenue, from about 11% to 21%