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Amy Starr Carter
Mount Washington
Work Preference
Summary
Head of Marketing with a track record of increasing revenue by 275%+ for DTC ecommerce brands. Specializes in aligning marketing strategy with budget allocation and performance metrics to enhance customer lifecycle management. Expert in transforming fragmented marketing systems into cohesive, efficient marketing systems through disciplined project management.
Overview
14
14
years of professional experience
Work History
Ecommerce Growth & Channel Specialist
Cute Tennis Stuff
01.2023 - Current
- Increased annual Shopify revenue from $24,314 to $96,151 in Year 1 (+295%), generating $71K in incremental revenue by aligning paid acquisition investment with on-site conversion readiness and lifecycle marketing infrastructure.
- Rebuilt acquisition and lifecycle systems across Meta, Shopify, and Klaviyo, implementing structured segmentation and reporting governance to shift brand from reactive campaign execution to performance-led revenue model.
- Scaled revenue to $105,356 in Year 2 (+9.6%) while reducing paid media spend by 25%, enhancing budget efficiency across acquisition & retention channels, and reducing in-person event sales.
Fractional Head of Marketing
Attention Grabbers
01.2012 - Current
- Held accountability for marketing functions across multiple DTC ecommerce brands, driving strategy, budget allocation, forecasting, and performance outcomes aligned with contribution margin and long-term profitability targets.
- Designed and governed scalable marketing systems across acquisition, conversion, retention, and affiliate channels, transforming fragmented execution environments into a cohesive revenue infrastructure.
- Directed distributed marketing ecosystems with external agencies, paid media specialists, affiliate partners, technical contractors, and part-time contributors, evaluating vendor performance and aligning execution to structured KPI governance and financial discipline.
- Assisted in orchestrating exciting wins for various clients such as achieving viral posts, and gaining partnership opportuntities with companies such as Hallmark and Disney.
Marketing & Ecommerce Director
Olio-Piro
01.2025 - 01.2026
- Directed distributed marketing ecosystem with external SEO/paid media agency, Shopify management, affiliate specialist, social media manager, and creative contributors; implemented vendor accountability, KPI governance, and structured cross-channel reporting to unify and stabilize fragmented marketing efforts.
- Protected data integrity and UX by auditing Shopify infrastructure, correcting shipping logic conflicts, correcting discount stacking inconsistencies, and reducing checkout friction to increase revenue and improve marketing budget performance.
- Safeguarded paid media capital by identifying and investigating five-figure conversion reporting discrepancies, preventing misallocated budget scaling and restoring reliable performance modeling across channels.
- Implented a multi-gifting feature for corporate gifting which generated over $100k in the first month.
Paid Media & Growth Consultant
Gift Box Love Co.
01.2020 - 01.2022
- Drove revenue growth from $3,402 (2019) to $159,707 (2021), representing significant year-over-year expansion following the introduction of performance monitoring and budget allocation discipline.
- Increased revenue from $3,402 (2019) to $27,261 (2020) during initial structured marketing implementation, establishing predictable acquisition through disciplined channel investment and marketplace optimization.
- Directed paid acquisition execution, managed ads assistant, and oversaw external development agency during custom Shopify app build, aligning technical implementation with acquisition strategy.
Education
Bachelor’s degree - Business Management, Marketing Management
Kaplan University
Chicago, IL01-2011
Skills
Strategy & Revenue Ownership
- Marketing Strategy & Revenue Ownership
- Omnichannel Growth Strategy
- Full-Funnel Growth Strategy
Performance & Optimization
- Performance Marketing Strategy
- Conversion Rate Optimization (CRO)
- Sales Funnel Strategy & Optimization
- Revenue Optimization & Margin Management
Data, Analytics & Forecasting
- KPI Governance & Performance Analysis
- Analytics & Data-Driven Decision Making
- Budget Planning, Allocation & Oversight
Ecommerce & Lifecycle Systems
- Ecommerce Strategy (Shopify / DTC)
- Lifecycle Marketing & Retention Strategy
- CRM & Marketing Automation Strategy
Systems & Operations
- Marketing Systems Architecture
- Process Optimization & Workflow Automation
Leadership & Team Management
- Cross-Functional Leadership
- Team & Vendor Leadership (Agencies, Freelancers)
- Agency & Partner Management
Continuing Education
- Makers / Moolah Marketing with Rachel Miller (2017-2022) - A yearly refresher course on marketing basics and current marketing trends in the area of social media management
- The BPM Method: Brand-driven Performance Marketing with Depesh Mandalia (2018-2020) - A holistic advertising framework for scaling e-commerce brands through deep audience research, high-converting creative, and sustainable data-driven optimization.
- The Sales Gorilla with Landon Porter (2018–2020) – Advanced training in relationship-based selling and psychological persuasion to increase high-ticket conversions and customer lifetime value without high-pressure tactics.
- E-commerce University with Justin Woll (2018–2021) – An intensive curriculum focused on building and scaling high-growth Shopify stores through systematic product research, high-conversion landing page design, and aggressive Facebook ad scaling strategies.
- Adventure Social with John-Erik Moseler (2017–2022) – A comprehensive program focused on building viral online communities and high-engagement social media strategies to drive brand awareness and accelerate organic customer acquisition.
- After 3-4 years of putting all those lessons into practice, I am now seeking a new program for this year and strongly considering Reforge. Feel free to offer opinions on this.
Marketing Systems & Platforms
Acquisition & Performance Marketing
- Meta Ads Manager
- Google Ads
- Google Merchant Center
Ecommerce & Revenue Platforms
- Shopify (store management & optimization)
- Marketplace Platforms (Amazon, Faire, Airgoods)
Lifecycle, CRM & Retention Systems
- Klaviyo
- Mailchimp
- Constant Contact
Analytics & Performance Tracking
- Google Analytics (GA4)
- Shopify Analytics
- Spreadsheet-Based Reporting & Analysis
Team & Workflow Management
- Asana
- Slack
- ClickUp
- Monday.com
Creative & Content Production
- Canva
- AI Creative Tools (testing & implementation)
AI & Productivity Tools
- Chat-Based AI Tools (content, analysis, workflow support)
Timeline
Marketing & Ecommerce Director
Olio-Piro
01.2025 - 01.2026
Ecommerce Growth & Channel Specialist
Cute Tennis Stuff
01.2023 - Current
Paid Media & Growth Consultant
Gift Box Love Co.
01.2020 - 01.2022
Fractional Head of Marketing
Attention Grabbers
01.2012 - Current
Bachelor’s degree - Business Management, Marketing Management
Kaplan University