The context
FITT Meals is a direct-to-consumer meal-plan subscription business — customers pick a plan, get meals delivered, and (ideally) keep renewing. I joined as Customer Experience & Design Manager in December 2025, owning the end-to-end journey from landing page to checkout to renewal. The brief was straightforward and hard at the same time: too many visitors were arriving and leaving without converting, and the ones who did convert weren't sticking around long enough.
Fixing the funnel first
Before any growth strategy could compound, the underlying product experience needed to work. I ran an end-to-end UX/CX optimization pass across the funnel — auditing the landing pages, the plan-selection flow, and checkout for friction, then testing fixes against real behavior rather than assumptions. The result was a 146% improvement in conversion rate, a bounce rate cut from 28% down to 7%, and an add-to-cart rate up by as much as 30%. These weren't cosmetic changes — they were the difference between a funnel that leaked and one that held.
The promotion
Fixing the experience surfaced something the company hadn't fully capitalized on: a funnel that converts is only half the growth equation. In July 2026, I was promoted from Customer Experience & Design Manager into Growth & Marketing Manager — moving from owning the experience to owning the number that experience feeds into. It's a rare enough path that it's worth naming directly: most people who redesign a funnel hand it off to a growth team. I became the growth team.
Building the growth engine
As Growth & Marketing Manager, I built and led a 3-person team — a social media manager, a brand manager, and a graphic designer — and set the growth strategy for the company. Under that strategy, FITT Meals drove 30% growth against its year-over-year targets, reaching the highest revenue and customer numbers in the company's history.
CRM lifecycle redesign
One lever was lifecycle marketing. I redesigned FITT Meals' CRM flows — winback, expiry, e-commerce, and welcome sequences — rebuilding the messaging and timing around how customers actually move through a subscription lifecycle rather than a generic drip schedule. The winback flow alone saw a 20% increase in customers who returned after lapsing.
The social strategy
The other lever was social. I built and executed a social media strategy that grew sales originating from social channels by 400%, and added more than 500 new followers in a single month — a channel that had been underperforming became one of the company's fastest-growing sources of revenue.
The throughline
What makes this case study worth reading isn't any single number — it's the sequence. The redesign that fixed conversion is the same skill set, applied one level up, that built the CRM flows and the social strategy: understand where people drop off, design something that holds their attention, and measure whether it actually worked. FITT Meals is the clearest evidence that I don't just design the experience or grow the numbers — I do both, because to me they're the same problem.