JennySmith
VP Marketing & Growth | DTC Ecommerce | Brand, Performance & AI
Most marketers pick a lane: brand or performance. I refuse. I build engines where story, media, and AI all answer to the same P&L—and I’ve done it at scale. At Beauty by Earth I helped take brand revenue from ~$9M to ~$36M+ (trending toward ~$90M+), with direct climbing toward ~$16M, ~$30–45M in annual media, and an international team of eight across remote and in-person. I’m an AI architect who ships production systems for decisioning and velocity. Pursuing growth that's profitable, beautiful, and undeniable.
Dallas–Fort Worth, TX · 940.391.4526 · hi.jennyrsmith@gmail.com
2019 – Present
Beauty by Earth
Director of Marketing
Director of Growth & Innovation(2022 – 2023)
Scaled brand revenue from ~$9M to ~$36M+ (trending toward $90M+ this year) and DTC revenue from ~$250K to ~$6.3M (trending toward $16M) through creative testing, funnel architecture, and performance marketing.Managed ~$30–45M in annual advertising spend with CAC, ROAS, and cohort discipline across paid social, search, and lifecycle.Led an international 8-person marketing team (remote and in-person).Built experimentation infrastructure that increased test volume ~4× without added headcount; shipped a proprietary checkout experimentation framework that improved conversion.Expanded into TikTok Shop, Target.com, Walmart, Thrive, Grove, and Faire.Built internal AI and reporting tools with engineering that shortened marketing ops cycles.
2026 – Present
MBM&AI
AI Strategy & Systems Advisor
Advise brands and operators on applied AI systems for growth ops, performance analysis, and team workflows—production rollout, not demos.Design proprietary tools for P&L/performance analysis, project management, and knowledge bases that support marketing and leadership decisions.Publish through MBM&AI (Substack) on applied AI systems that compound.
2016 – 2019
Chasing After Dear
Marketing & Brand Strategist
Owned brand positioning, identity, and go-to-market narrative end-to-end.Directed photography and videography programs that powered full-funnel campaigns.Led web design and digital experience as the brand’s primary conversion surface.
2012 – 2016
Briggs Freeman Sotheby’s International Realty
Director of Digital Media
Led digital marketing strategy for a luxury brokerage—campaigns, web, social, and paid media that converted brand positioning into qualified demand.
Core Skills
Executive Marketing
- /Growth strategy
- /Performance marketing
- /DTC ecommerce
- /Brand
- /CRO
- /Retention / lifecycle
- /Demand forecasting
- /P&L fluency
- /Team leadership
Growth Metrics & Platforms
- /CAC / LTV / ROAS
- /Cohort analysis
- /Media planning
- /A/B testing
- /Shopify Plus
- /TikTok Shop
- /Amazon
- /Klaviyo
- /GA4
- /Triple Whale
AI
- /Applied AI for marketing ops
- /Experimentation systems
- /Workflow automation
- /Internal AI tools
Technical
- /React
- /Node.js
- /Liquid
- /Firestore
- /REST APIs
- /Attribution modeling
Education & Contact
Education
University of North Texas
B.A., Political Science & French
2005–2007
Université de Caen
French Studies
2006