Real revenue, real brands.
Named clients, real timelines, verified results. No projections, just what actually happened when we rebuilt their email program.
Better Body Co.
Health & Supplements · June 2021 · 3-month consulting program
RESULT.01
$100M SGD
Year-end 2021 revenue
RESULT.02
10% → 20-25%
Email revenue target achieved
RESULT.03
10+
Person in-house team upskilled
RESULT.04
3 mo
Consulting engagement
— Brief / Challenge
Better Body Co. had a 10+ person in-house email team and were generating around 10% of revenue from email. They approached Pete with a goal of hitting 20-25% revenue from email, operating at roughly $2M/month at the time of engagement.
— Intervention
Pete ran a 3-month consulting program working alongside the in-house team, training, strategy, flow architecture, and split testing systems. The focus was on building repeatable processes that the team could own long-term.
Read the full Better Body Co. report"Thanks for helping us out with the klaviyo thing... Ended the year 2021 at $100m SGD"
Popl
NFC Technology · B2B + B2C · Jan 2022 - Sep 2023 · 21-month engagement
RESULT.01
50-60%
Revenue from email + SMS (was <20%)
RESULT.02
21 mo
Full engagement duration
RESULT.03
B2B+B2C
Separate journeys built
RESULT.04
$100M
Popl ARR at engagement
— Brief / Challenge
Popl had massive email deliverability issues and were generating less than 20% of revenue from email and SMS. As a Y-Combinator backed company with $2.2M raised and backers including Twitch co-founder Justin Can, the stakes were high, but their email infrastructure was broken.
— Intervention
Fixed deliverability from the ground up. Built separate B2B and B2C customer journeys with distinct automation logic. Coordinated with the VP of Operations on daily, weekly, and monthly content and promotion calendars. After 21 months, the foundation was solid enough that Popl hired an in-house team to take it forward.
Relaxium
Supplements · INC 5000 #461 · October 2022 - Present · Ongoing, Month 22+
RESULT.01
+$3M
Extra revenue from email + SMS
RESULT.02
INC 5000 #461
2021 ranking
RESULT.03
22+ mo
Ongoing engagement
RESULT.04
$100-120M
Brand annual revenue
— Brief / Challenge
Relaxium is a $100-120M/year supplement brand ranked #461 on INC Magazine's 2021 INC 5000, with 1,040% growth over three years. Despite their scale, email and SMS were not generating revenue proportionate to their list size or brand momentum.
— Intervention
Pete joined as Head of Retention Marketing (Email & SMS), owning the full email program. Strategy was primarily campaign-driven rather than automation-heavy, focusing on high-frequency sends to the engaged subscriber base. The engagement has been ongoing for 22+ months.
Read the full Relaxium report"Awesome! I'm going to start calling you Mr. Director of Marketing (though you're completely over qualified)"
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