Lata Shop’s Brand & Subscription Strategy

As the fractional Head of Marketing for Lata — a premium tinned seafood brand rooted in Spanish and Portuguese conservas culture — I led a strategic overhaul of the brand’s growth foundation. From repositioning the subscription offering to refining lifecycle marketing, revenue strategy and subscription pillar foundations, I helped Lata sharpen its story and build a sustainable growth engine.

I owned full-funnel strategy across brand and marketing, including consumer positioning, website and PDP optimization, email flow redesigns, campaign planning, subscription pricing, and CRM segmentation. I also introduced a new marketing calendar rooted in Iberian food culture to power seasonal storytelling and deepen engagement.

Results (2 months in):

• Email-attributed sales up +52% YoY, social up +62%, direct up +27%

• Average order value up +6% through upsell strategies and refined positioning

• Overall revenue up +16% YoY with stronger cross-channel alignment

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.