JennySmith

CMO · Strategic Marketing Growth Architect · Design, story & data

I'm a strategic Marketing Growth Architect with 15+ years scaling DTC brands through beautiful design, creative storytelling, and deep dives into data. I believe growth comes from hard work, curiosity, humility, and persistence. I've helped Beauty by Earth grow from $9M to $36M annually (tracking toward $76M). My passion for people, stories, and curiosity runs through everything—from custom AI-powered internal apps to full-scale content photoshoots. Creativity, hustle, positivity, and kindness go a long way. Let's do this!

Carrollton, TX · 940.391.4526 · hi.jennyrsmith@gmail.com

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Revenue & funnel impact

/Top-line brand revenue: Beauty by Earth from ~$9M to ~$36M—trending toward ~$76M this year.
/Direct / DTC revenue: ~$250K to ~$6.3M via paid social, creative testing, and funnel architecture; $2M–$4M annual ad spend with disciplined ROAS and reallocation.
/CRO & experimentation: proprietary checkout testing framework; sustained high-velocity A/B and multivariate learning loops on site.
/Digital product & ops: built internal AI and data tools that cut reporting overhead and aligned marketing, ops, and inventory on one source of truth.
/Multi-channel scale: TikTok Shop, Target.com, Shein, Grove, Faire—translating brand standards into channel-native execution.
/Cross-functional leadership: global marketing team; tight partnership with creative on scalable, high-performing experiences.

2019 – Present

Director of Marketing

Beauty by Earth

Top-line results: helped scale Beauty by Earth from ~$9M to ~$36M in brand revenue (trending toward ~$76M this year) and direct revenue from ~$250K to ~$6.3MPrimary owner of demand gen across paid social, search, and lifecycle; forecasting, targets, and reporting; $2M–$4M annual media with CAC, ROAS, and cohort disciplineOwned digital merchandising, offers, and CRO—including proprietary checkout experimentationBuilt internal tools with engineering for velocityExpanded into marketplaces and retail (e.gTarget.com) with creative partners.

2022 – 2023

Director of Growth & Innovation

Beauty by Earth

Stood up experimentation infrastructure and testing cadence so marketing could 4x test volume without adding headcountEmbedded AI and automation into core ops to shorten reporting cycles and free the team for strategic media and funnel work.

2012 – 2016

Director of Digital Media

Briggs Freeman Sotheby’s International Realty

Led digital strategy for a luxury brand where trust and craft matter as much as performance: campaigns, web, and social that translated high-end positioning into measurable demand.

Technical & Strategic Capabilities

Commercial & funnel

/Demand forecasting
/CAC / LTV / ROAS
/Cohort & retention
/A/B & multivariate testing
/CRO
/Media planning & allocation

Growth Platforms

/Shopify Plus
/TikTok Shop
/Amazon Seller Central
/Klaviyo
/Postscript
/Richpanel
/ShipStation
/Finale Inventory
/GA4
/Triple Whale

AI & Automation

/OpenAI
/ChatGPT
/Claude
/Gemini
/AI workflow automation
/Prompt engineering

Engineering & Data Infrastructure

/React
/Node.js
/PHP
/Liquid
/Firestore
/REST APIs
/Webhooks
/Cloudflare
/Edge caching
/Attribution modeling

Creative Systems

/Adobe Creative Cloud
/Brand photography direction
/Video production strategy

Education & Contact

University of North Texas

Political Science & French

2005-2007

Université de Caen

French Studies

2006

Animal person in the Snow White sense—they tend to love me. Limping vulture friend. Not a cat person; creatures otherwise welcome.