Lata Shop’s Brand & Subscription Strategy

As the fractional Head of Marketing for Lata — a premium DTC tinned fish brand rooted in Spanish and Portuguese conservas culture — I led a comprehensive rebuild of the brand’s growth foundation, with a clear focus on generating demand, driving sustainable revenue, and protecting margin.

I started with a strategic reset of Lata’s positioning — clarifying what the brand stood for (and didn’t) — and used that clarity to guide decisions across subscription, lifecycle marketing, product merchandising, and campaign planning. I owned all growth levers and was responsible for balancing brand storytelling with acquisition and retention, as well as short-term revenue with long-term profitability.

What I led:

• Full-funnel brand and growth strategy — from positioning to performance

• Channel messaging consistency across DTC site, email, paid media, SEO, and organic social

• Website-first merchandising strategy to drive upsell and AOV through cross-sells and narrative frameworks (e.g. “pantry stocking,” “rare finds”)

• Subscription optimization, including refined value proposition, pricing strategy, and upsell paths

• Email flow redesigns and CRM segmentation to improve LTV and retention

• Marketing calendar development, rooted in foodie and gifting holidays to drive demand throughout the year

• Campaign planning with profitability in mind — including promotional mix modeling and margin-based assortment strategies

Results (4 months in)

• +19% YoY total revenue, supported by improved channel alignment and a focus on high-contribution SKUs

• Marketing attributed sales up +56% YoY in email, +62% in social, +27% in direct

• Average order value (AOV) up +6%, driven by cross-sell strategies and high-margin merchandising

• 4x daily sales run rate during key sales period through a 60/40 promo mix that protected margin

• Strategic use of shipping thresholds to lift AOV without eroding contribution margin

Lata’s brand is built on curation and culture — my work brought those values to life across every touchpoint, while laying the foundation for smarter, scalable growth.