01
LansinohRebrand Launch
Led a full brand relaunch across paid, email, organic, and influencer/advocacy.
Results: 7M+ impressions in one quarter · 5.3M unique users reached.
Growth & Performance Marketing Leader
Hira
/HEE-rah/
15+ years turning paid media, lifecycle, and brand into compounding revenue — from a 38% YoY growth engine at enterprise scale to 4× efficiency turnarounds for DTC brands. I also build the products and creative behind the growth.
- 15+yrs in growth
- 38%YoY revenue
- 5–10×ROAS on Meta
- Top 3%Toptal
About · Over a decade scaling a heritage DTC brand
Hira spent over a decade at Lansinoh — a 40+ year maternal and baby care brand — joining as its first dedicated digital hire and rising to Associate Director of Growth Marketing.
She built the brand's digital infrastructure from the ground up and owned P&L for the North America DTC business — Shopify DTC, national retail, an insurance-funded breast-pump acquisition program, FSA/HSA, and a healthcare-professional channel — and built the Amazon review strategy that strengthened brand authority and conversion on the platform.
She co-led the Global Social & Digital committee, built and led the digital team, and served as the brand's PR and crisis lead in a trust-sensitive category.
Featured Case Study
American Farm Company — Paid Media Turnaround
Meta · Same revenue, less spend
Matched the prior agency's revenue on ~75% less spend — roughly 4× more efficient.
(April 2025)
Google · First 10 days of rebuild
6.5× blended ROAS.
305K impressions · 3.7% conversion rate · prospecting still ramping in learning phase.
Context
Took over Meta in March 2025 — heavy spend, flat returns. Rebuilt campaign architecture, tightened audience segmentation, reallocated budget toward ROAS, and refreshed creative. Rebuilt paid search in June 2026 — ad-spend ratio dropped from ~33% to ~20%.
What moved
Within the first days of the Google rebuild, conversion rate rose from 3.1% to 4.9% and AOV climbed ~23% — campaigns still in learning phase.
~40% more ad-spend efficientConversion rate 3.1% → 4.9%AOV up ~$20 (+23%)
Selected Work
Paid social, video, and editorial campaigns.
Lansinoh · Celebrity-led category launch
16M+ impressions
Generated 16M+ impressions for a multi-channel maternal health launch by directing an integrated paid and editorial strategy, comprehensive influencer engagement, and an anchoring IG Live with Mandy Moore.
#2 in category · Amazon
American Farm Co. · Meta · Chicken Cardigan
Sold out 5×The paid-social rebuild behind a hero product that sold out five times over.
Kale Health · Meta · Root-cause healing
Acquisition engineBuilt their first conversion-optimized acquisition engine — turning Meta into a predictable channel for new patient memberships.
Forbes Vetted · Affiliate · Avocado campaign
Creator-ledWorked with the design team to create scroll-stopping content to drive affiliate revenue around key sales events.
Real campaign creative shown across Lansinoh, American Farm Company, Kale Health, and Forbes Vetted.
The Cornerstone
11 years scaling a heritage DTC brand.
Hira spent nearly eleven years at Lansinoh — a 40+ year maternal and baby care brand — joining as its first dedicated digital hire and rising to Associate Director of Growth Marketing.
She built the brand's digital infrastructure from the ground up and owned P&L for the North America DTC business — Shopify DTC, national retail, an insurance-funded breast-pump acquisition program, FSA/HSA, and a healthcare-professional channel — and built the Amazon review strategy that strengthened brand authority and conversion on the platform.
She co-led the Global Social & Digital committee, built and led the digital team, and served as the brand's PR and crisis lead in a trust-sensitive category.
0% YoY
online revenue growth
0K → 0K+
community grown into engaged advocates
0M+
impressions in 2 quarters · #2 in category on Amazon
0%
future purchase intent from a flagship campaign
Notable Work
Campaigns that moved the numbers.
02
LansinohNew Category Launch
Multi-channel launch into women's maternal health, anchored by a Mandy Moore IG Live and an influencer blitz.
Results: 16M+ impressions in 2 quarters · #2 most-purchased in its category on Amazon.
03
LansinohCommunity Growth
Cohesive content + paid strategy with partner giveaways.
Results: Grew the community from 17K to 500K+ engaged followers — a top referral source to e-commerce.
04
American Farm Co.DTC Apparel Turnaround
Rebuilt paid social and creative for American Farm Company.
Results: Same revenue on ~75% less spend; viral, repeatedly sold-out products.
Fractional & Growth Leadership
Selected clients & engagements.
Lansinoh
Assoc. Director, Growth Marketing
Maternal & baby care11 years building the DTC engine; 38% YoY online revenue growth.
American Farm Company
Performance Marketing Lead
DTC apparelMatched the prior agency's revenue on ~75% less spend — roughly 4× more efficient.
Kale Health
Fractional CMO
Healthcare & telehealthFirst conversion-optimized acquisition engine for new memberships.
Forbes Vetted
Paid Social Manager
Media & affiliateScroll-stopping creative + creator whitelisting.
Surface Studios
Growth Marketing
Digital artOptimized the site and launched Google Search and LinkedIn ad campaigns to drive qualified traffic to the digital-art platform.
Pinsfast
Performance Lead
Custom enamel pinsDrove 3× ROAS on Meta with AI-powered video creative.
15+ years — from a decade building Lansinoh's DTC engine to fractional leadership across health, media, and commerce.
Built With AI
A side of vibe-coded apps.
Most marketers write briefs. Hira ships the product — small AI-built apps designed and coded end-to-end with the same workflows she brings to growth.
TechSharp
A patient, plain-language companion that helps older adults relearn and keep pace with changing technology, one calm step at a time.
Vibe-coded · Lovable · Claude
Attached Securely
An app that helps people understand their attachment style and relationship patterns, and build more secure, connected relationships.
Vibe-coded · Lovable · Claude
Capabilities
What I lead, end to end.
01
Growth Strategy & P&L Ownership
02
Paid Media · Meta · Google · TikTok
03
Retention & Lifecycle Marketing
04
CRO & Full-Funnel Architecture
05
Brand Positioning & Go-to-Market
06
Applied AI Marketing Workflows
Tech & AI Stack
The toolkit.
The systems I build and scale on.
Paid & Attribution
Meta Ads ManagerGoogle AdsTikTok Ads ManagerTikTok ShopGA4Triple WhaleNorthbeam
E-Comm & Automation
ShopifyKlaviyoHubSpotZapier
AI & Creative
LovableClaudeRunwayHeyGenElevenLabsCanvaMotionFigmaAdobe
Ops & PM
AsanaAirtableClickUp