— Hi! I'm Valerie!
I help founder-led eCommerce brands turn vision into aligned, customer-centered execution.
From growth strategy and EOS marketing integration to team orchestration and customer journey optimization, I specialize in translating ideas into outcomes.
As the former Director of Marketing at Bulk Reef Supply, I’ve lived inside the fast-paced, idea-rich world of entrepreneurial brands—and I know how to bring structure without killing creativity. I bridge the gap between big-picture vision and the nitty-gritty details that drive sustainable growth.
🧠 I think like a strategist
🧩 I operate like an integrator
❤️ I advocate for the customer
If you're looking for someone who can build clarity from complexity—while leading teams, aligning functions, and improving the customer experience—we should talk.
🔹 Available for fractional leadership, project-based consulting, or full-time opportunities
“Valerie cares, and it is in her DNA to seek out what matters most to the business, take accountability and execute… She brings ideas from 20% to 100% and is on the forefront of brand strategy, customer trust, and team leadership.”
— Ryan Batcheller, Visionary & Co-Founder, Bulk Reef Supply
— faq
What are your core strengths as a marketing and e-commerce leader?
My sweet spot is turning vision into execution. I’m known for being able to take an idea that’s only 20% formed and carry it through to 100% with strategy, systems, and results to show for it. I thrive in founder-led environments where execution matters and growth isn’t just a goal, it’s a necessity. I’ve helped scale a brand from $7 million to $40 million in revenue, led high-converting email programs, and built teams that deliver. I bring a mix of big-picture thinking, data fluency, and a people-first leadership style that keeps everyone moving in the same direction.
How do you use data and technology in your work?
I’m deeply data-driven. I use analytics, A/B testing, and customer feedback to guide every decision, from campaign planning to site optimization. I’ve worked across platforms like Shopify Plus, Magento, Klaviyo, HubSpot, Google Analytics, Hotjar, and Looker Studio, and I’m always exploring new tools that can make work smarter. I also earned certifications in Product-Led Growth and Google AI Essentials to stay ahead of where tech is going. Whether it’s personalizing email flows or tracking donor lifetime value, I use data to drive action.
What’s your approach to brand building and customer engagement?
I believe brand loyalty is built through trust, not tricks. That means creating content people actually want to read, watch, or share, and showing up consistently. At Bulk Reef Supply, I helped build a brand voice that resonated with customers and drove an 80-plus NPS. We grew our YouTube channel to over 1 million subscribers and created a community that genuinely loved the brand. I focus on long-term relationships over short-term clicks, and I build content strategies that reflect that.
How do you lead teams and manage projects?
I build teams that get things done. I’ve managed and mentored high-performing marketing teams, led cross-functional projects from Black Friday campaigns to multi-year packaging redesigns, and built out full systems for team roles, KPIs, and accountability. I’m also experienced in EOS and love bringing structure to fast-moving environments. I prioritize clarity, collaboration, and a culture of ownership.
What kind of results have you delivered?
Scaled revenue from $7 million to $40 million at Bulk Reef Supply
Increased email marketing revenue by $1.3 million in one year (71.5% lift)
Drove a 58% year-over-year increase in Black Friday sales
Maintained a 3% or higher site conversion rate with targeted CRO strategies
Achieved an 18x ROAS on paid media
Boosted customer retention by 25% and grew YouTube and Instagram followings into thriving communities
What kind of environment do you do your best work in?
I thrive in high-growth, entrepreneurial environments where people move fast, own outcomes, and care deeply about the customer. I’m motivated by clarity, trust, and the chance to build something meaningful. I like to lead, but I also love being in the pit with the team, problem-solving, building systems, and making things work. EOS environments are a natural fit for me because they bring structure to the chaos without killing creativity.
How do you approach problem-solving and innovation?
I start with curiosity and data. I like asking “What’s actually going on here?” and digging in. I don’t get stuck in old ways of doing things, and I’m not afraid to challenge a system if it’s not serving the goal. I’ve solved problems ranging from inefficient workflows to underperforming product pages, and I’ve led initiatives like a full packaging redesign to improve both the customer experience and operational flow. I see innovation as a team sport, not a solo genius moment.
What’s your background and what keeps you connected to your work?
I’ve been a builder my whole life. I was coding websites at 10 and designing brand identities by high school. E-commerce isn’t just a job to me, it’s my hobby. I care about customer experience, design, storytelling, and the systems that connect it all. I’ve also completed Montessori assistant training and care deeply about child-centered learning, which connects to the way I lead and coach teams. Learning is constant for me. I’m always digging into what’s next, whether that’s AI tools or a new CRM.
— notable achievements
$1.3M
Email Revenue Growth (71.5% YoY)
18x ROAS
on Paid Media Campaigns
3%+ CVR
Consistent Site Conversion Rates
— core competencies
Website & e-Commerce Strategy
A customized plan that aligns with your goals and target audience. Let's create the roadmap to crush your sales goals!
Conversion Rate Optimization (CRO)
Maximize conversions with streamlined user journeys, enhanced usability, optimized design, navigation, and content.
Search Engine Optimization (SEO)
Boost organic visibility and drive targeted traffic using best practices and content customized to attract your target market.
Content Strategy & Development
Develop a unique strategy and content plan & calendar designed for your target market to achieve and exceed your success metrics.
Digital Merchandising
Optimizing product and category pages, landing pages, promotions, and pricing strategies for maximum conversions.
User Testing & Experience
Crafting and executing highly effective strategies and content that elevate your brand presence and drive engagement.
Data Analysis & Reporting
Leveraging analytics to track and analyze key performance indicators and trends, enabling data-driven decision-making.
Email & SMS Marketing
Expertly crafted campaigns tailored to your brand, designed to optimize clicks, and nurture the customer lifecycle.
Mobile Optimization
Increase sales, improve search rankings, and attract new customers by optimizing the shopping experience for mobile.
— Contact me.
Drop me a line and I’ll take it from there!