Give a good cause a stronger business case.

01 / THE CHALLENGE

The problem
worth solving.

DailyKarma made it easier for ecommerce brands to run charitable campaigns, but the story was landing as a nice-to-have. Outbound activity was already in place; engagement suggested that relevance and urgency were the bigger constraints. The opportunity was to connect giving to the merchant’s commercial priorities and build a stronger enterprise proposition.

02 / THE APPROACH

Strategy, made tangible.

1. Revisit who gets the most value. I used customer, product, and market evidence to refine the ICP, sharpen positioning, rethink pricing, and pursue enterprise ecommerce opportunities. The product connected technology and compliance needs across merchants and nonprofits, so the story had to make a complicated proposition easy to understand.
2. Carry the narrative across the entire buying journey. I wrote website, landing-page, email, presentation, user-guide, and sales copy, and designed and built the website and landing pages. Each asset had a job: create interest, help buyers assess fit, or support a decision.
3. Bring acquisition in-house. After managing the outbound agency, I replaced it with a workflow for sourcing, enrichment, validation, segmentation, and activation through email and LinkedIn. HubSpot and Overloop supported the motion, reducing dependence on agency delivery.
4. Own the enterprise conversation. I led executive discovery, solution design, demos, RFPs, and proposals for brands including OLLY, L’Oréal, and Quay. Consultative discovery connected the proposition to each opportunity’s needs and buying process.
5. Connect the promise to the experience. With Product and Customer Success, I worked across onboarding, activation, retention, and expansion so the value described in marketing could be experienced in the product.
6. Give the commercial story a clear organizing idea. “The ROI of Doing Good” connected charitable commerce to merchant value, becoming a through-line for education, sales narratives, and product improvements.

03 / THE OUTCOME

Across the broader Director of Growth role, DailyKarma recorded 34% year-over-year ARR growth, approximately 20% higher ACV, 207% more SQLs, and a 65% reduction in CAC. These results reflect the combined commercial, acquisition, sales, and product work rather than the website alone.