CMO and Co-Founder at Obvi

Ashvin Melwani

Huntting Advisory Group LLC

✴️ MY MISSION: To ignite explosive growth for visionary brands shackled by ineffective marketing. I specialize in liberating stellar products from obscurity and overcoming barriers to unprecedented market share and profitability. 

✴️ MY FOCUS: Leverage growth experience to transform stagnant eCommerce, DTC, and omnichannel strategies into revenue-generating powerhouses. I specialize in navigating today’s wildly changing marketing ecosystem to determine and deploy the optimal brand, performance, and content marketing strategies. 

✴️ IDEAL PARTNERS: Startups yearning to scale, midmarket disruptors seeking dominance, established players battling rapid digital transformation and brands aiming to professionalize their strategies and transform marketing cost centers into profit catalysts. 

✴️ EXPERTISE: 

► Growth Acceleration & Media Mix Mastery
► Omnichannel & Traditional-Digital Media Integration 
► Ecommerce & Marketplace Domination
► Customer Acquisition & Digital Marketing Optimization
► Data-driven Decision Making & A/B Testing
► Brand Storytelling & Content Creation
► Website & Retention Optimization
► Sales-Igniting Promotional & Influencer Strategies
► Marketing Technology Stack Optimization 
► High-Performance Team Building

✴️ MY APPROACH: Ruthlessly efficient. Relentlessly innovative.

☑ Dissect marketing ecosystems, exposing opportunities and eradicating inefficiencies.

☑ Craft bespoke plans to optimize every marketing dollar, launch new channels, and deliver high-impact messaging across all platforms.

☑ Implement merciless testing to drive conversion rates and forge unbreakable customer loyalty.

☑ Empower teams to deploy media mixes that drive exponential growth and market impact.

☑ Infuse strategy with cutting-edge tech and trends.

✴️THE PROMISE:

Unleash brands’ true potential. Transform marketing from cost centers into potent profit drivers.

Ready to transform your marketing into a growth engine? Let’s connect.

Strategy Consultant / Fractional CMO – Digital Marketing / Ecommerce / Direct-to-Consumer Brands

Hint Inc.

✴️ IMPACT: Delivered explosive growth (over 300% and $60M) by diversifying and expanding the performance and brand marketing approach. Built capabilities to fully capitalize on DTC, Amazon, and eRetail opportunities. Professionalized processes and team, enhancing knowledge capital to meet investor expectations.
✴️ ROLE OVERVIEW: Challenged to create, execute, and manage the E-Commerce strategy, marketing budget and 8-digit P&L. Led Direct-to-Consumer Marketing, Lifecycle/Retention/Subscription, Amazon, eRetail and Social Media teams.
✴️ HIGHLIGHTED ACHIEVEMENTS:
➡️ Led eCommerce P&L, exceeding DTC and e-commerce growth targets during tenure and new DTC customer order KPIs. Aligned growth with CPA targets, delivering dramatic improvement in acquisition costs.
➡️ Diversified media mix strategy with new AI capabilities; Meta, TikTok, Native, Display, Affiliate, and influencer campaigns; DRTV and direct mail; SEM and SEO. Launched influencer / creator marketing, establishing fastest growing e-commerce channel. Engineered YouTube and CTV debuts, elevating brand engagement metrics. Leveraged MMM and attribution analytics to maximize sales and efficiency.  
➡️ Identified gaps in expertise needed to drive growth. Built team of subject matter experts reducing agency dependency with massive annual savings.
➡️ Maximized Amazon sales to soar beyond Covid uptick. Strengthened overall sales despite setback of tech platform policy changes (Apple iOs) and grew new customer orders while lowering CPA.
➡️ Surpassed acquisition targets in paid media channels, fueling new customer growth. Drove material sales conversion increase through rigorous A/B testing.
➡️ Launched email and CRM tools, promotional calendar and site merchandising strategy increasing customer retention and LTV. Launched new website and UX on Shopify and managed optimization strategy, generating material conversion lift. Overhauled digital creative campaign management and resources to lower annual operating expenses.

Senior Vice President, eCommerce

The Proactiv Company

✴️ IMPACT: Drove a mission-critical shift from an infomercial-based business model at Guthy Renker to DTC digital reinvention. Maximized digital sales and created a matrix of value that led to a brand acquisition by Nestlé Skin Health. Proactiv is America's #1 clear skin routine, which has helped over 20 million customers and subscribers.
✴️ ROLE OVERVIEW: Managed all digital channels, DRTV, and direct mail, for brand and performance marketing, with a 9-digit P&L. Led team of marketing, media, and creative reports.
✴️ HIGHLIGHTED ACHIEVEMENTS:
➡️ Built a top-echelon digital marketing and creative department that maximized revenue success. Delivered significant digital sales and profit growth (over 30%). New capabilities eliminated agency dependency, with massive annual savings ($6M).
➡️ Analyzed advertising spend, gaining a nuanced understanding of P&L, and then eliminated inefficient campaigns/channels. Championed aggressive investment in social media, increasing Meta (Facebook and Instagram) sales while driving down cost per order. Deftly managed CTV / YouTube budget that dramatically improved brand awareness and video channel orders.
➡️ Orchestrated the development of new creative tests and overhauled the order flow, increasing site conversion rate over 50%, and prompting visitors to choose higher priced kits, growing Internet orders and profitability.
➡️ Retained 90% of staff during divestiture from Guthy Renker, despite turbulent cultural transition to a multinational organization and high pressure to meet aggressive new targets.

Senior Vice President, Digital Marketing

Lot18

✴️ IMPACT: Led a start-up business model overhaul that unlocked the gateway to a wider customer base, caused market incumbents to stumble, supercharged revenue, and left a lasting legacy of sustainable growth. Exceeded growth goals across net sales conversion, customer base, and revenue per customer.
✴️ ROLE OVERVIEW: Charged with growth marketing and sales across all media channels, managing paid media budgets and leading marketing, media buying, and creative teams. Led a team of 8, and $2M marketing budget.
✴️ HIGHLIGHTED ACHIEVEMENTS:
➡️ Rebranded Lot18 for mainstream wine enthusiasts through an accessible, subscription-based model, moving beyond the high-end boutique wine site model, maximizing new paid subscriptions. The brand is now managed by Firstleaf. 
➡️ Created marketing roadmap to realize the vision, prioritizing marketing channels by projected ROI impact. Attracted top talent to form a creative and digitally savvy marketing team capable of executing the new plan. Won an RFP to power and relaunch the Forbes magazine wine club. 
➡️ Optimized conversion rates through more promotional, call-to-action designs and copy. Executed 50 tests spanning banner creative, landing page efficiency, price point optimization, etc. that drove a conversion rate increase of 150%, generating 100K new site registrations (25% growth). Drove up new customer growth and significantly expanded revenue per customer by 50%.

Vice President, Acquisition Marketing

FYI Direct

✴️ IMPACT & ROLE: Delivered hundreds of millions in new revenue by shifting this DTC consumer services marketing company away from a traditional marketing model and converted it into a digital juggernaut for credit score reports and ID theft monitoring. Built display, paid social, and email business into a top disruptor, siphoning market share away from industry frontrunners, and transforming search engine marketing channel into the company’s most significant revenue engine. Built and led a team of 18, managed a $45M marketing budget, and drove $250M in annual revenue.

Vice President, Online Marketing

As an eCommerce, DTC, and Omnichannel Marketing leader, I have been a driving force behind growth, brand building, digital reinvention, lifecycle marketing, and performance marketing strategies for entrepreneurial enterprises ranging from startups to companies with 9-digit P&Ls.

► WHAT I DO:

- Maximize ROI across Direct-to-Consumer and eCommerce platforms by leveraging both brand and performance marketing expertise (managed over $600M in media).

- Navigate rapidly evolving omnichannel landscapes and AI tools to identify the most effective marketing mix, content, and lifecycle strategies for each unique business channel.

- Prioritize actions that produce the greatest impact to fast-track growth without straining the bottom line.

- Build and lead devoted teams to accelerate growth with hands on strategy execution.

► MY BACKGROUND

My experience pioneering digital and creative strategies to help companies accelerate growth and drive revenue has been the hallmark of my career, enabling me to transform marketing departments and implement data-driven strategies that position brands for sustained, profitable growth.

➡️ E-commerce & Omnichannel Marketing: As SVP of eCommerce at Hint, Inc.— one the fastest growing flavored-water companies in the U.S. and disruptive CPG lifestyle brands—I diversified and expanded the DTC and E-commerce marketing to ignite exponential growth (over 300%).

➡️ Enterprise Value Creation: With Guthy Renker, I transformed the digital marketing department and accelerated growth for Proactiv acne skin care, which was then acquired by Nestlé Skin Health. With Lot18, I led a rebranding effort for a subscription-based club, that expanded market potential and enterprise value.

➡️ Digital Transformation: I built my career foundation upon evangelizing a shift from traditional marketing channels to revenue-winning digital formulas. With FYI Direct, I drove a shift away from offline models and amplified brand prominence across the digital sphere—delivering millions in revenue. 

► MY LEADERSHIP APPROACH

As a leader, I care deeply for my team members. I’m committed not just to my company’s success but to helping the individuals I lead realize their full career potential.

► MY EXPERTISE

Profit & Revenue Growth│Direct To Consumer│eCommerce Strategy|Omnichannel Marketing│Digital Transformation│Diversified Media Mix Strategy│Customer Acquisition, Experience & Retention│Lifecycle Marketing│Amazon Marketing & Management│AI│Social Media & Influencer Marketing│Website Optimization│P&L Authority│Team Leadership│Creative Management

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Ashvin Melwani

Geoffrey Huntting

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