Performance marketing, merchandising, and creator commerce strategy.
Currently leading creator-led growth at a 9-figure consumer electronics brand.
About
I started by building a bootstrapped apparel brand. That experience taught me how growth actually works: real stakes, limited budget, and no safety net.
From there I moved into creator and performance marketing, scaling programs that drove measurable revenue, not just impressions.
Today I lead creator-led growth at a 9-figure consumer electronics brand, building the systems and teams that turn creator distribution into business outcomes.
Based
NYC
Currently
Leading creator-led growth at a 9-figure consumer electronics brand.
Focus
Building toward
Director → CMO → Owner-operator → Investor
What I Do
Turning creator relationships into scalable acquisition and retention systems.
Performance-oriented programs built on testing frameworks and revenue-optimized creator investment.
Connecting assortment, pricing, and promotional cadence to performance marketing outcomes.
Post-purchase architecture built around emotional identity, not just discounts and email sequences.
How I Think
Profit over vanity metrics.
Creators are distribution infrastructure.
Brand and performance compound together.
Retention starts before the first purchase.
Community is the next growth moat.
Marketing starts with consumer psychology.
Creators are no longer media buys.
They are modern distribution.
Experience
Specific metrics available in conversation.
Built from early infrastructure through scaled execution. Developed sourcing, testing, and optimization frameworks that improved content quality and return over time.
[X% improvement in creator-attributed revenue]
Tiered creator evaluation system separating testing spend from core investment. Built the decision logic that distinguished one-time tests from long-term relationships.
[X creators in active program]
Data-driven frameworks connecting creative output to downstream performance metrics. Moved creator decisions from qualitative to quantitative.
[X% improvement in program ROAS]
Led promotional planning and merchandising calendar strategy, aligning product, marketing, and commerce teams around revenue targets and margin goals.
[X revenue outcome]
Reporting infrastructure across media spend, ROAS, MER, and profitability. Visibility into the metrics that drive long-term business health, not just channel performance.
[X stakeholders, X reporting cadence]
Writing
Ideas on creator commerce, growth strategy, and what comes next in DTC.
Currently Exploring
Updated May 2025
Beyond the Work
I train in the morning, study consumer behavior in between, and stay close to the culture shaping how people spend. NYC, boxing, and great brands are constant references. Building a life around ownership, discipline, and the long game.
Interests
Connect
Open to thoughtful conversations around growth, creator commerce, DTC, advisory, and operator-led opportunities.
Prefer direct email? tobefong@gmail.com