Foldwell Growth Engine
Lifecycle marketing that scaled revenue 4× in 12 months — from manual hustle to an automated growth machine.
Revenue this month
$127,400Overview
The Challenge
Foldwell makes beautiful, sustainable home products — but their growth was entirely dependent on the founder's manual effort. Every campaign was a one-off. Emails were sent inconsistently. Paid ads ran without proper attribution. There was no lifecycle marketing: a customer who bought once never heard from them again unless they happened to see an Instagram post. Revenue was flat at ~$30K/month despite a strong product and loyal customers. The problem wasn't demand — it was the lack of a system to capture, nurture, and retain it.
The Approach
I built a complete lifecycle marketing engine across three channels: email/SMS (Klaviyo), paid ads (Meta + Google), and organic content. The strategy was simple but relentless — reach customers at every stage of their journey with the right message at the right time. Instead of sporadic campaigns, we built automated flows: welcome series, post-purchase nurture, win-back sequences, replenishment reminders, and VIP programs. Each flow was triggered by behavior, not by calendar. Then we layered paid acquisition on top — but only after the retention engine was running, so every new customer had a clear path to repeat purchase.
Before & After
The System
A lifecycle marketing engine that turns strangers into customers and customers into repeat buyers — automatically.
Acquire
Convert
Retain
Channel Deep Dives
Email & SMS
Built 7 automated flows in Klaviyo that run 24/7. The welcome series converts at 14% (3× industry avg). Cart abandonment recovers $6,800/mo. Win-back re-engages churned customers at $4,200/mo. Every flow is A/B tested continuously — subject lines, timing, content length, number of touches.
Paid Acquisition
Rebuilt Meta ad account with proper funnel structure. UGC and short-form video outperformed product shots 3×. Added Google Shopping + PMax which drove 35% of paid revenue at lower CPA. Scaled monthly spend from $2K to $8K while improving ROAS from 1.8× to 4.1×.
Organic & Content
Weekly blog posts targeting long-tail SEO keywords. Instagram content calendar: 4 posts/week mixing product, lifestyle, UGC. Referral program turned VIP customers into an acquisition channel — 12% of new revenue by month 12. Blog became a top-3 channel by month 9.
Growth Timeline
Results
4.2× MRR growth
Revenue grew from $30K to $127K/month over 12 months through systematic lifecycle marketing and paid acquisition scaling.
220% more email revenue
Automated flows and segmented campaigns turned email from an afterthought into the highest-ROI channel in the business.
38% lower CAC
Better retention meant higher LTV, which justified higher CPAs — but better targeting actually lowered them. Paid ROAS went from 1.8× to 4.1×.
What I'd do differently
No project is perfect. If I had more time, here's what I would have done differently:
Launch SMS sooner
We added SMS in month 4 but it should have been there from day one. Cart abandonment SMS converts at 2× the rate of email — every month without it was money left on the table.
Build the referral program earlier
The referral program became 12% of new revenue by month 12. If we'd launched it in month 3 instead of month 9, the compounding effect would have been significant.
Invest in video content from the start
UGC and short-form video outperformed static images 3× in ads. We only discovered this in month 5. Starting with video-first creative would have accelerated the paid channel faster.
"Vlad didn't just run our marketing — he built the machine that runs it. A year later, most of what he set up still works automatically. Our revenue quadrupled and I finally have time to focus on product instead of chasing campaigns."
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