Grew company revenue 53% in under three years
Ten consecutive quarters of growth, including 32% in 2025.
DTC ecommerce · 2023 to present
Became the most-cited brand in the category across AI search
Got in early on generative engine optimization and started tracking LLM visibility before most brands knew it was a thing.
DTC ecommerce · 2023 to present
Grew organic search 32% while the industry dropped 2.5%
A record 38,097 monthly sessions. Organic search now drives 2.3× the revenue of paid search.
DTC ecommerce · 2023 to present
Built a team, then helped them grow
Hired (7)Inherited (2)▲ Promoted (3)
One voluntary departure in three and a half years. Two functions, marketing and ecommerce, brought together as one team mid-year.
DTC ecommerce · 2023 to present
Grew blog conversion from 3.1% to 15.3%
Blog sessions up 89% and blog revenue up 104%, year over year. The blog is a store, not a library.
DTC ecommerce · 2023 to present
Earned 69% of attributed web revenue through owned channels
DTC ecommerce · 2023 to present
Brought social in-house and grew engagement 144%
+144%
Engagement, year over year
35.4K→56.6K
Followers across eight platforms
Monthly follower growth
DTC ecommerce · 2023 to present
Put paid media and TV to work
~5×
ROAS on conversion campaigns across paid social, YouTube and retargeting
<$3
Average CPM on the company's first linear TV and CTV pilot
DTC ecommerce · 2023 to present
Scaled content to 40+ pieces a month
Content production scaled from ad hoc requests to 40+ published pieces a month, on a documented plan with owned KPIs.
DTC ecommerce · 2023 to present
Brought the direct channel back to double digits
+12.5%YoY
Q3 2024 delivered the first double-digit direct channel growth since 2018.
DTC ecommerce · 2023 to present
Captured 500 customer stories
500stories
Captured through the customer hero club in a category where customers rarely speak publicly, feeding content for more than a year. Each dot is five stories.
DTC ecommerce · 2023 to present
Drove 2,800% ROAS with direct mail
2,800%
Return on ad spend
+45%
Year-over-year sales growth from the program
Direct mail for hospitality and healthcare product brands, run alongside a website redesign that grew traffic 30%.
Hospitality and healthcare products manufacturer · 2015 to 2021
Built the company's first integrated marketing strategy
Ecommerce up 16% in the first six months, Amazon up 49% through paid search and keyword targeting, and online lead conversion up 50% after a website rebuild.
Foodservice equipment manufacturer · 2014 to 2015
Design recognition
2022Graphic Design USA Health + Wellness Design Award, direct marketing brochure
2023Cape Fear Home Builders Association MAX! Award, website
2023Cape Fear Home Builders Association MAX! Award, print materials
Independent consulting · 2021 to 2023
10consecutive quarters of growth+32%organic search, industry −2.5%15.3%blog conversion, from 3.1%+144%social engagement69%of web revenue from owned channels2.3×organic revenue vs paid<$3CPM on first CTV and linear TV pilot$3Mfirst $3M sales month$10M+YoY ecommerce growth in FY20263design awards, 2022 and 2023
Marketing executive who turns brand positioning into commercial results, and builds the teams that sustain it.
nicole.irmo@gmail.com
Barrington, Illinois
© 2026 Nicole IrmoBarrington, Illinois