Growth & Performance Marketing Leader

MeetHira — Growth & Performance Marketing Leader

/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.

View the work Download résumé

15+yrs in growth
38%YoY revenue
4×more ad-spend efficient
Top 3%Toptal

LansinohAmerican Farm CompanyKale HealthForbes VettedSurface StudiosPinsfastThe Buyers VaultXotiq Cosmetics

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 — Meta + Google Rebuild

American Farm Company · Paid Media

Doing more with less.

Paid media · Summer 2026 vs. last summer

Last year

ad spend

58% less

↑ Paid revenue +23%

This year

ad spend

Google · First 3 months

since taking over in June 2026

2×

ROAS vs. last year

+19% revenue

on 39% less spend · AOV +34%

Grew paid revenue 23% on 58% less ad spend — roughly 3× more efficient.

Ad spend as % of revenue · Jan–Aug

20252026

Ad spend cut from ~52% to ~26% of revenue vs. last summer.

I took over AFC's paid social, then its paid search in June 2026. By restructuring campaigns, tightening audiences and letting creative data decide what we made next, I grew paid revenue 23% year over year while cutting ad spend 58%. On Google alone, ROAS nearly doubled in the first three months.

+23% paid revenue YoY58% less ad spend~3x ROAS+33% conversion rate+26% AOV

Case Study · Launch From Zero

00→01

The Buyers Vault

Membership-based wholesale platform for independent boutiques.

I owned the founding-member launch, from waitlist to doors open. I designed the site's user flow and navigation, from first visit to membership sign-up to placing an order, and wrote the build specs the developer worked from. Then I built the demand to fill it: Meta lead-ad campaigns and creative, starting with warm Instagram audiences before scaling to cold boutique-owner targeting, plus the waitlist and launch email sequences and retargeting to convert the full waitlist. Before launch, I ran full-site QA so the membership and ordering flow worked on day one.

WaitlistSite Design & BuildDoors OpenFirst Buying Window

Launch StrategySite Flow & UXMeta Lead GenEmail AutomationShopify

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 — American Farm Co. · Meta · Chicken Cardigan
Sold out 5×

Kale Health — Meta · Root-cause healing — Kale Health · Meta · Root-cause healing
Acquisition engine

Forbes Vetted · Affiliate · Avocado campaign

Creator-led

Worked 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 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.

38% YoY

online revenue growth

17K → 500K+

community grown into engaged advocates

16M+

impressions in 2 quarters · #2 in category on Amazon

88%

future purchase intent from a flagship campaign

Notable Work

Campaigns that moved the numbers.

Lansinoh

Rebrand Launch

Led a full brand relaunch across paid, email, organic, and influencer/advocacy.

Results: 7M+ impressions in one quarter · 5.3M unique users reached.

Lansinoh

New 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.

Lansinoh

Community 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.

American Farm Co.

DTC Apparel Turnaround

Rebuilt paid social and creative for American Farm Company.

Results: Grew paid revenue 23% YoY on 58% less ad spend; viral, repeatedly sold-out products.

Fractional & Growth Leadership

Selected clients & engagements.

Lansinoh

Assoc. Director, Growth Marketing

Maternal & baby care

11 years building the DTC engine; 38% YoY online revenue growth.

American Farm Company

Performance Marketing Lead

DTC apparel

Grew paid revenue +23% YoY while cutting ad spend 58% — ~3x ROAS.

Kale Health

Fractional CMO

Healthcare & telehealth

First conversion-optimized acquisition engine for new memberships.

Forbes Vetted

Paid Social Manager

Media & affiliate

Scroll-stopping creative + creator whitelisting.

Surface Studios

Growth Marketing

Digital art

Optimized the site and launched Google Search and LinkedIn ad campaigns to drive qualified traffic to the digital-art platform.

Pinsfast

Performance Lead

Custom enamel pins

Drove 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.

Paid MediaLifecycle & CRMCROBrand & GTMApplied AICreative Direction

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.

Growth Strategy & P&L Ownership

Paid Media · Meta · Google · TikTok

Retention & Lifecycle Marketing

CRO & Full-Funnel Architecture

Brand Positioning & Go-to-Market

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