A four-brand DTC portfolio at $3.3M — by fixing the site experience and the data underneath the spend.

1. Situation

Mac Brands ran four direct-to-consumer brands — Pamos, lolli, Buddi, and Maniball — in a fast-moving, heavily regulated category. Each had its own storefront on WordPress and WooCommerce, and all four needed the same two things at once: a site experience that actually converted, and attribution that could be trusted to guide real ad spend.

The hard part wasn't any single site. It was running four in parallel, in a category where a compliant buyer journey and trustworthy measurement both had to hold up simultaneously.

2. Diagnosis

Two constraints, and they compounded each other.

The PDPs and funnels weren't built to convert — add-to-cart and checkout progression were leaking. And the tracking and attribution couldn't be trusted, which meant the numbers telling you where to put budget were unreliable. In a portfolio carrying a $1.4M ad budget, flying on bad data wastes money fast. Fixing one without the other wouldn't move it.

3. Build

One template, four storefronts. Directed an offshore engineering team building custom infrastructure: a modular page-building system, native subscription programs, and password-gated B2B storefronts. Built a reusable multi-brand template during the flagship rebuild and replicated it across three subsequent launches.

Site experience and CRO. Category structure, product presentation, PLP and PDP optimization, and an on-site testing program across all four storefronts.

Attribution you can act on. Rebuilt GA4 tracking and attribution governance so the funnel data could be trusted. Sound measurement is what let a $1.4M blended budget hold 2.0+ ROAS — the efficiency came from better decisions, not bigger spend.

Operations. Led the portfolio-wide 3PL migration, and owned packaging design and vendor QA — including a flagship redesign that reduced material use while increasing in-pack bottle security, taking cold-stress breakage from dozens of incidents to near zero.

4. Result

$3.3M in sales, 53% year over year, across about 100 SKUs on a $1.4M blended ad budget held at 2.0+ ROAS. Returning-customer revenue grew 162% through a rebuilt subscription program and lifecycle experience.

Three of the four brands — lolli, Buddi, and Maniball — went from zero to revenue within twelve months. The flagship was scaled and rebuilt rather than launched.

5. What it shows

In a multi-brand DTC operation, the leverage is in the system underneath: a site experience that converts and measurement you can rely on. Get those right and the spend works. Get them wrong and budget leaks no matter how good the campaigns are.