Samantha McGregor

Business Before Fashion 

Business Before Fashion strengthens businesses and boosts their sales through customer-centric email and SMS marketing. 

Since inception, we have generated over $50MM in attributable email and SMS revenue. For example, one of our clients, a fashion retailer, increased its email-based sales by 550%. 

Our core values revolve around trust, respect, honesty, and results. 

We seek to build mutual trust with every client to ensure an honest business relationship. There’s a trend in online marketing: selling a generic campaign or email flow and acting like that’s a holistic solution. But this is setting brands up to fail with unrealistically high expectations.

By being honest and upfront on all decisions, our team and clients are on the same page. I ensure my clients have a strategy that aligns with their audience and their product so they’re clear about the longer-term strategic roadmap for the future of their business.

In working with your marketing team, I will help them to…

~ Create buyers’ personas so you can start sending the right message to the right buyer at the right time.

~ Map out your customer’s journey with your product or service — from the first touchpoint to where you want them to end up.

~ Use your customer journey map to improve conversions and sales.

~ Understand the anatomy of a good email, along with email sequences, automation, and the importance of segmentation.

~ Nurture relationships through your emails so your subscribers stick to you like glue.

~ Measure what’s important, track metrics, identify gaps and maximize conversions.

~ Continue to improve your email deliverability and get into your customer’s inbox, not marked as spam or promotion.

If you’re ready to grow your profits with sure-fire methods guaranteed to give success every time…

Let me help you to create targeted, personalized marketing campaigns to maximize revenue for your business. Email sam@businessbeforefashion.com.

Founder + Email Marketing Strategist

CX by Design

I helped SaaS companies expand their reach and build best-in-class customer success departments to serve ecommerce clients. 

Responsibilities included:

~ Working collaboratively with product and marketing teams; sharing feedback, identifying areas for improvement, and supporting upsell conversations.

~ Contributing to the strategic direction of the Customer Success team.

 ~ Providing guidance, mentorship and feedback to a team of Customer Success Managers.

~ Overseeing the success of all ecommerce customers, from onboarding to ongoing use, to ensure contract renewals and upsells.

~ Providing strategic advice and support to customers.

~ Serving as a point of escalation for customer issues and ensuring those issues are addressed quickly, rallying the appropriate teams.

~ Contributing to the development of internal Customer Success training materials to support future scaling of the team.

CEO 

Canopy Labs

As VP of Customer Success, I managed a team of Customer Success Managers and Analysts to ensure stellar customer onboarding and ongoing experience. I worked collaboratively with the sales, marketing, and product teams sharing feedback and identifying areas for improvement. 

Responsibilities included:
 
~ Managing a team of Customer Success Managers and Analysts, providing guidance, mentorship and feedback.

~ Overseeing the success of all Canopy Lab customers, from onboarding to ongoing use, to ensure contract renewals.

~ Providing strategic advice and support to our customers.

~ Serving as a point of escalation for customer issues and ensuring those issues are addressed quickly, rallying the appropriate Canopy Labs teams.

~ Contributing to the development of internal Customer Success training materials to support future scaling of the team.

~ Working collaboratively with product and marketing teams; sharing feedback, identifying areas for improvement, and supporting upsell conversations.

~ Contributing to the strategic direction of the Customer Success team within Canopy Labs.

Vice President of Customer Success

TouchBistro

Responsible for overseeing onboarding, customer retention, and special projects and for providing several direct reports. In addition, I also oversee the customer success specialists, our installation and support departments, renewals and retention, customer success ambassadors, and internal product specialists. 

~ The main goal was to ensure every TouchBistro customer had a smooth transition from the Sales team to the customer launch and beyond. 

~ In charge of ensuring the accuracy of quotes/orders/invoices in both the CRM (Salesforce) and Accounting (NetSuite) systems. 

~ Accountable for generating financial reports for accounts payable, accounts receivable, external partners, and keeping track of timely payments and collections. 

~ Manage the processes and lead the team to ensure smooth and efficient operations of the Customer Success area while executing current practices. I provided mentorship and continued professional development for team members.

Customer Success Director

Toronto Star

~ Department lead for a 12-month project to implement an improved CRM system, hiring and training a team of 5 Account Managers to effectively use the additional business insight the software offered to increase customer satisfaction and ensure business objectives and targets are being met. 

~ Oversaw a team of 9 employees successfully completing a 9-month advertising server migration, ensuring clients experienced no service issues during the transition of online campaigns.

~ Manage relationships with new and existing vendor partners, creating process workflows and systems that enable them to become entirely self-sufficient within 18 months.

~ Collaborate with various departments to ensure processes and business operations continue to run smoothly and that all revenue streams are closely monitored, as well as identifying opportunities to automate processes. Facilitated 179% online revenue increase and 48% increase in order processing efficiency.

~ Fostered and maintained strong client relationships from the sales phase through to daily account management, increasing revenue within an assigned sales territory from $250K to $850K in 12 months and managing account teams of 5 people.

Manager, Client Services Process Improvement

Torstar Digital

~ Acting as the main point of contact in all matters relating to client concerns and needs, building and strengthening client relationships to achieve long-term partnerships.

~ Maintaining accurate client records, and keeping track of any contract updates and renewals.

~ Working with sales and other internal teams to develop strategic marketing plans and ensure KPIs are being met.

~ Developing a thorough understanding of products and service offerings to better upsell and cross-sell to clients.

~ Staying on top of accounts, making sure they’re receiving services that are within their budget and meeting their needs, and generating progress reports to give to clients and higher-ups within the organization.

~ Identifying upsell, cross-sell, and renewal opportunities and communicating with the sales team regularly.

~ Building and maintaining lasting relationships with clients and partners by understanding focus and needs and anticipating them in advance.

Senior Account Manager & Account Executive

Working on the overall product strategy and vision. This role required me to be client-facing to get close to the problems and needs, then transfer this into the product vision.

~ Shaping the product roadmap for the core products and the strategy for all new products and features. Leading all efforts right from concept and discovery to release and launch. Working collaboratively with sales, marketing, and engineering teams.

~ Leading product strategy by harnessing the collective knowledge of all stakeholders (CEO, clients, engineers) and developing detailed requirements and features that are cost-effective.

~ Scoping out specific prospect/customer feedback and analyzing usage data/patterns to validate a business requirement and detail user stories.

~ Supporting engineering resources in creating effective wireframes and technical specifications that delivered on the business requirement.

~ Identifying and filling product gaps, leading the brainstorming of new ideas that grow market share.

Product Coordinator

Account Manager

Customer Service Representative

Helping fashion and beauty brands maximize revenue using data-driven and profitable email and SMS campaigns

Working as the VP of Customer Success for a top marketing analytics firm, I discovered the power data-driven campaigns had in unlocking massive hidden revenue streams.

By understanding, engaging, & activating their customers through an optimized customer journey (both online and offline), my clients have decreased their customer acquisition cost, increased their AOV by 26%, and lifted their product sales growth by 30%. 

After the analytics company, I worked for was acquired in 2018, I started my own consulting business, helping SaaS companies expand their reach & build best-in-class customer success departments. 

Being an unapologetic data nerd, I love nothing more than diving into a spreadsheet & analyzing numbers & trends.

Working for an AI-driven marketing company, I fell in love with data, customer segmentation based on behaviour, and personalized marketing campaigns. There, I honed my skills in Customer Journey Mapping, helping clients maximize their revenue and sales growth. 

Crunching the numbers to help business owners achieve their growth dreams keeps me excited daily!

I specialize in email and SMS campaigns & digital marketing strategies for brick-and-mortar & direct-to-consumer fashion & beauty brands generating $10-60MM annual revenue. 

My clients seek my strategic campaign experience to:

~ Provide input & strategic direction to meet business objectives and exceed financial expectations.

~ Analyze existing email marketing campaigns & flows to see where they are leaving money on the table and how they can increase revenue.

~ Refine their SMS marketing approach & strategy to increase conversions or launch a brand new SMS program from the ground up.

~ Improve email & SMS signup conversions.

~ Oversee deliverability & compliance processes to maintain & improve program performance.

~ Identify additional email & SMS flows to drive incremental revenue continually.

Email & SMS marketing should be a source of revenue and growth businesses can rely on. But too many companies are leaving money on the table and struggle to find the bandwidth to optimize their marketing campaigns. 

If your acquisition costs are growing but you’re struggling to meet & exceed your online revenue expectations, you’re missing out on a huge opportunity to expand. 

It’s why clients come to me to identify what messages they need to be putting in front of their customers to maximize their email & SMS marketing. 

If you’re a fashion or beauty brand that is looking for growth, I invite you to email me at sam@businessbeforefashion.com.

RevUp Accelerator strengthens businesses and boosts their sales through customer-centric email and SMS marketing. 

Since inception, we have generated over $50MM in attributable email and SMS revenue. For example, one of our clients, a fashion retailer, increased its email-based sales by 550%. 

Our core values revolve around trust, respect, honesty, and results. 

We seek to build mutual trust with every client to ensure an honest business relationship. There’s a trend in online marketing: selling a generic campaign or email flow and acting like that’s a holistic solution. But this is setting brands up to fail with unrealistically high expectations.

By being honest and upfront on all decisions, our team and clients are on the same page. I ensure my clients have a strategy that aligns with their audience and their product so they’re clear about the longer-term strategic roadmap for the future of their business.

In working with your marketing team, I will help them to…

~ Create buyers’ personas so you can start sending the right message to the right buyer at the right time.

~ Map out your customer’s journey with your product or service — from the first touchpoint to where you want them to end up.

~ Use your customer journey map to improve conversions and sales.

~ Understand the anatomy of a good email, along with email sequences, automation, and the importance of segmentation.

~ Nurture relationships through your emails so your subscribers stick to you like glue.

~ Measure what’s important, track metrics, identify gaps and maximize conversions.

~ Continue to improve your email deliverability and get into your customer’s inbox, not marked as spam or promotion.

If you’re ready to grow your profits with sure-fire methods guaranteed to give success every time…

Let me help you to create targeted, personalized marketing campaigns to maximize revenue for your business. Email sam.mcgregor@revupaccelerator.com.

CURA CARE

- Strategizing and managing content roll-out across all digital platforms and offline collaterals to ensure cohesive brand messaging
- Leading influencer collaborations and managing agency partnerships to amplify reach and engagement
- Working hand-in-hand with the events team to create memorable brand experiences and expand audience touchpoints
- Engaging directly with service users to understand their needs, map pain points, and refine the overall customer journey
- Collaborating cross-functionally with design, product, and operations teams to ensure aligned execution and impactful storytelling
- Tracking performance metrics and using data-driven insights to inform creative and campaign decisions

Brand Marketing

- Advised 15+ B2B and B2C brands across SaaS, social impact, beauty, edtech, interior design, and logistics
- Delivered content, visual communication, branding, and social media strategy, resulting in avg. 25–40% growth in online engagement
- Executed digital campaigns that increased lead generation by 20% and improved conversion rates for clients by up to 15%
- Developed brand narratives and positioning for early-stage startups, leading to successful product launches and stronger investor traction

Clients: Talent Sprint, Beats and Beyond, FlowEdge, MASH Project, Learnivio, Urban Bloom Interiors, Three S Constructions, Value 1, Suitable AI, HaiSkn, Enactus, Adani Media Initiatives, Dailyhunt, Black Pepper Digital, Metropolis Logistics, and more!

Marketing Strategy Consultant

Adverb Inc.

- Ideated, created, and supervised offline creatives at BIAL, resulting in a 15% increase in brand recognition 
- Developed and maintained a strategic social media calendar for 10+ hospitality brands, including TAJ Hotels, driving a 25% increase in organic engagement and a 12% uplift in conversions 
- Delivered content that resonates through audience-first campaigns and social-first storytelling, boosting organic engagement by 25%, brand visibility, and increasing website traffic by 20% 
- Collaborated with client and creative teams to align brand messaging across web, social, and email touchpoints—ensuring cohesive communication and contributing to a 15% rise in brand loyalty

Integrated Marketing Communications Manager

MASH Project Foundation

- Strategised and led digital campaigns for the Story For Glory programme, driving over 50,000+ sign-ups and increasing program registrations by 30% 
- Boosted engagement by 35% across Facebook, Instagram, LinkedIn, and Twitter, resulting in over 250,000 interactions and a 20% growth in follower base 
- Managed end-to-end influencer campaigns—briefing, scripting, and execution—leading to a 40% increase in post reach and a 15% lift in conversions 
- Leveraged campaign analytics to implement performance optimisations, resulting in a 25% increase in overall campaign engagement and an 18% higher CTR

WISE App

- Launched social campaigns, boosting brand awareness by 40% in 6 months
- Conducted user research to shape content and product messaging
- Created blogs and PR, increasing content engagement by 30%
- Drove 20% feature adoption through product communication efforts
- Built a 13K+ teacher community from scratch via targeted engagement
- Launched “Wise Talkies” event series to connect users with founders
- Strengthened user relationships, improving retention by 25%

The Ocd

- Managed key client and in-house brand accounts, ensuring timely campaign execution and driving a 20% improvement in client satisfaction
- Planned and executed digital marketing campaigns, ad strategies, and brand proposals, contributing to a 15% increase in client conversions
- Covered major cultural events, including Grub Fest and art showcases at Aparna Caur’s Gallery, delivering live content and post-event engagement
- Created, scheduled, and published social media posts and meme content, increasing overall engagement by 30% across Instagram and Facebook

Social Media Marketing Manager

Socialache

- Scheduled and published 100+ pieces of content across social media and blog platforms, maintaining consistency and increasing engagement by 20%
- Wrote high-impact web copy for the organization and its clients, enhancing brand storytelling and contributing to a 25% increase in site retention
- Closed multiple client deals through pitch presentations and follow-ups, directly driving a 15% increase in sales revenue over the quarter

Wedding Affair

- Managed and developed social media strategy across key platforms, resulting in a 20% increase in follower growth and 15% higher engagement in 2 months
- Wrote compelling copy and captions tailored to each platform, improving post interactions by 25%
- Researched and authored blog content aligned with brand voice and SEO guidelines, contributing to a 30% increase in organic traffic

Modish Fashion Magazine

- Led and executed social media campaigns across Instagram and Facebook, resulting in a 25% growth in follower count and an 18% boost in engagement in under 3 months
- Conducted a high-impact interview with Keshav Suri (The Lalit), with the published feature driving over 15,000 views and significant online traction
- Drafted and published 20+ editorial pieces on beauty, fashion, and weddings, increasing monthly website traffic by 30%
- Managed live social media coverage for 10+ fashion and wedding events, increasing real-time story views and interactions by 40%

🙋‍♀️ Hi, there! I'm Wajiha, a Genuine Generalist and Creative Builder! Currently, I'm building an important project: myself, having an appetite for taking on challenges head-on, has led me to dive deep into the world of products, businesses, and startups, particularly in ed-tech, interior design, SaaS, and mental health projects. This journey involves weaving adaptable strategies with impactful internal and external communication (yes, you also know they're equally important!)

When not handling Everything All at Once, I channel my creativity into writing—exploring societal narratives, dissecting gender dynamics, and sparking meaningful conversations.

My skill set spans product sales, community building, strategy, GTMs, brand development, and online presence creation. I'm confident in my capacity to guide individuals in pursuing professional goals while nurturing their Brand.

I'm a firm believer that Creative solutions are the driving force of Marketing! Let's connect to collaborate on content strategy, brand enhancement, and transformative projects. Whether it's brainstorming over chai or innovating virtually, let's co-create!

mail: haider.wajiha23@gmail.com

Wajiha Haider

When I was in 11th grade, I didn't even know how to properly pronounce the word I'm writing about. 

But six months ago, I walked into Cura Care thinking I understood what “building a brand” with friends meant.

Turns out, I had very little idea.

Working with Chinmay, Abhinav, and Dr. Paminder has been like joining a moving train, fast, unpredictable, slightly chaotic, but headed somewhere undeniably crazy and big.

What still amazes me is how instinctive they are as entrepreneurs. They don’t sit around waiting around with ideas; they spot gaps, sense opportunities, and move. They know what needs fixing, how to fix it, and why it matters.
And that clarity is exactly why Cura Care exists today.

But here’s the part I appreciate the most: even with all that conviction, they listen. There’s personality, minus the ego, just intention, curiosity, and the courage to build something India genuinely needs in oral wellness.

You don’t just work for entrepreneurs like them, you grow with them.
So here’s to you three; I’m grateful to have witnessed this story firsthand.

(This is not a paid promotion 😂 )

#NationalEntrepreneursDay

Scaling through 3C’s: Content, Community, Conversion @ CURA CARE | Ex WISE

I had this mini meltdown one day, thinking,
“Yaar follows toh random logon se arahe hain, but will they ever buy?”


Then it hit me, not every metric is a KPI. 
Your visibility is open.
People from every corner can land on your feed.
Your target audience will find you over time, and yes, you can narrow it down with ads.

But organic social?
It’s the top of the funnel playground.
And at this stage:
Likes don’t translate to leads.
Comments don’t mean conversions.
Reach doesn’t equal revenue.
But they do mean something else, signals!

Did you catch their attention?
Did someone pause their scroll for more than a second?
Did something you said make them feel something? Recognition, interest, curiosity?

Because that’s how brand memory forms.
That’s how the funnel starts.

____
Also, the coffee place is: The Kind Roastery and Brew Room

taplio

The Battle

Samantha McGregor

Wajiha Haider

Followers

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taplio

The Battle

Samantha McGregor

Wajiha Haider

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Wajiha Haider's LinkedIn Performance

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