Fractional CMO

E-Fish

Joined the founding leadership team to oversee marketing for the leading harvester-direct seafood marketplace, responsible for DTC, live shopping, retail, and B2B marketing and its acquisition of the brand Foraged.com

Role

Fractional CMO

Category

Food & Beverage

Company Stage

Early Stage

DISCIPLINES

DTCB2BBrand StrategyPaid MediaDirect MailLifecycle MarketingRetail Marketing

THE BRIEF

A brand with a compelling mission: the freshest seafood sourced directly from harvesters. The marketing challenge was to tell that story at scale, growing DTC sales, building B2B chef relationships, and supporting retail expansion, without losing the authenticity that made it worth supporting.

WHAT WE DID

DTC Strategy

Built consumer marketing around freshness, seasonality, and purchase urgency.

Storytelling

Developed a harvester-led content framework across email, SMS, and social to deepen loyalty and repeat purchase.

Paid Media & Live Shopping

Managed paid acquisition channels, launched successful Direct Mail campaigns and built marketing campaigns to support live shopping on WhatNot.

B2B

Created a two-way SMS program for chef clients enabling real-time communication and ordering.

Retail

Supported retail launch with in-store marketing, signage, and collateral.

Growth Acquisition

Supported the acquisition and leading marketing for Foraged.com

THE OUTCOME

Direct sales grew more than 40% year-over-year. Direct mail to lapsed buyers delivered more than 20× ROAS. The B2B SMS program created a frictionless ordering channel with chef clients. Retail pop-up launches expanded brand visibility beyond digital.