YoY revenue growth — 10 months as the sole Digital Growth Manager at Shhh Silk.
One brand. One operator. Real numbers.
Shhh Silk
Shhh Silk is a popular Australian-born lifestyle and beauty brand that specializes in 100% pure Mulberry silk sleep and self-care products. Founded in 2015 by Melbourne-based entrepreneur Olivia Carr, the brand is widely known for its celebrity following and premium, hypoallergenic silk accessories designed to improve skin and hair health overnight.
I started my role as sole Digital Growth Manager in September, inheriting full ownership of every paid channel - Meta, Google, and Pinterest - plus the email retention stack in Klaviyo.
Before joining Shhh Silk, the brand had partnered with multiple digital agencies without achieving the level of scalable growth they were aiming for on Meta. As Digital Growth Manager, I restructured the paid media strategy and, over a 10-month period, drove 62% year-on-year revenue growth while maintaining a strong 4.11 Acquisition MER (aMER).
My Results as Digital Growth Manager
I’d rather show you results than talk about them.
Revenue Growth (10 month period)
Acquisition Marketing Efficiency Ratio
BFCM Revenue Growth 2024 to 2025
More New Customers Acquired (9 month period)
Years Working Within eCom
Conversion Rate Increase (10 month period)
Hear it from a founder, not a marketer.
Olivia Carr built Shhh Silk into a globally recognised brand. I ran her ads, her strategy, her growth. This is what she has to say.
What 18 months as a sole growth manager taught me
These are the principles I now bring to every client engagement.
"In-house operator > agency tourist"
When you live inside the account daily, you spot leaks an agency misses in their weekly review. The person who reads 50 Shopify reports a week sees things the person who reads 5 never will.
"Creative is the variable, not the budget"
Most growth ceilings are creative ceilings. Iterate the work, not the spend. The answer is almost never more money, it's a better angle on the same audience.
"Contribution margin is the only metric"
ROAS, CAC, AOV - they all roll up to one question: are we making money per order? Optimise for the proxies and you risk optimising yourself into a profitable-looking loss.
"Email is not a backup channel"
It's where contribution margin compounds. Email doesn't replace paid, it's where the CAC you already spent turns into LTV. Treat it as infrastructure, not an afterthought.
"Test fast, kill faster"
A bad test killed in 5 days is a $500 lesson. The same test killed in 30 days is a $5,000 problem. Conviction to kill is harder than discipline to test.
"Founders need clarity, not optionality"
My job is to tell you what needs to happen, not give you five scenarios and ask which one you prefer. Optionality is accountability avoidance dressed up as strategy.
If I did this with one brand, here's what I want to do with yours.
Book a free strategy call. I'll send you a 90-day plan within 48 hours - even if we don't work together.
Book My Free Call Limited spots.