$4.7M to a ~$15M pace. In one year.

We rebuilt the foundation before we touched scale.

Weeks into taking over, tariffs completely disrupted Cherrypick’s entire US market. When you lose your largest market, pushing ad budgets harder is the wrong instinct. The first job is to stabilize the business and build infrastructure that can handle full scale later on. When we took over, Cherrypick was running about $200K a month — a ~$2.4M annual pace.

On paid, that meant deep brand research to develop fresh creative concepts and replace heavily fatigued ads — and standing up Google Ads from scratch, a second acquisition channel to lean on while we rebuilt Meta. But the biggest untapped lever wasn’t paid at all — it was a channel they’d almost entirely neglected.

Email and SMS: two sends a month, and $0 in automation. No welcome series, no abandoned-cart or -checkout recovery, no post-purchase. Flow revenue in early 2025 was exactly $0. The entire channel drove 1.2% of store revenue. For a brand with this much demand walking in the door, that’s a fortune left on the table every single day. So we rebuilt the whole program from scratch:

We found early winners — and tuned the funnel for all-out scale.

As we built out the entire email & SMS program, we were taking swings on paid. We fully rebuilt their ad account and put spend behind a product Cherrypick had never advertised — their Splash Pad — and it popped immediately. Across all channels, we broke an all-time record day, week, and month by our second month working together.

With paid gaining momentum behind new creative tests, we went to work on the post-click experience. We set up one-click post-purchase upsells to push Cherrypick’s accessory range and lift AOV — in its first week, we converted 7% of purchasers into upsells and added over $22K. These optimizations at every stage of the journey compounded into serious contribution-margin growth. Fortunately, tariffs began to ease right as we were hitting our stride.

The Birthday Sale: a dress rehearsal for Q4 — and the day we found the ceiling.

Before we knew it, Cherrypick was scaling so fast none of us knew how big it could get. How were we supposed to forecast Q4 and place POs on a business growing this quickly?

So we ran a play I put every fast-growing client through: a dress rehearsal — a full-scale sale, staged as a deliberate stress test, to find the ceiling ahead of Black Friday. For Cherrypick, a Birthday Sale in early September was the perfect opportunity.

We didn’t tiptoe in — we prepared for it like a BFCM, scripting over 50 ads to push as hard as we could until we hit a wall. We launched a variety: mashups, founder sale announcements, faceless B-roll, packing-order videos, and more. Between all of it, we halved CPA and scaled spend to a level the brand had never come close to.

It all ran with zero creative fatigue. One faceless packing-an-order clip even outperformed every testimonial in the account. It didn’t just perform; it proved the ceiling was far higher than anyone believed. Coming out of it, we did the only rational thing: we doubled the Q4 forecast.

Then Q4 turned into the best kind of chaos.

Everything we’d built compounded at once — the owned engine, the winning creative, the accessory funnel — and Cherrypick started putting up numbers no forecast had predicted. So we kept moving the target: we’d already doubled the Q4 number off the Birthday Sale, then raised it again, and again — and cleared every one, including the stretch goals nobody had dared forecast.

Black Friday delivered their first-ever $100K day — and by mid-day, we’d already beaten the entire doubled-and-re-raised Q4 forecast.

Then the constraint flipped: we started selling out. By Cyber Monday, Cherrypick had nearly cleared every hero product. This is the exact moment most operators torch profit — a record day, so they gas spend. We did the opposite. We pulled spend back and pushed the account over a 10 ROAS, deliberately rationing the remaining inventory so it stretched through Cyber Monday — so the owned list and repeat buyers we’d spent all year building got product, not a sold-out page. A BFCM surge is never fully incremental to paid; blindly gassing spend just pays to reacquire sales that were already coming. So we posted a record Q4 — and kept it profitable.

Becky’s goal for the year had been $3.5M — a milestone to celebrate turning 35. We surpassed her stretch goal by over $1M, closing out 2025 at $4.7M 🤯 — even after running out of hero product inventory.

A year in — and pulling further ahead.

The framework we built is simply how Cherrypick runs now, and the partnership has only gotten tighter. We forecast and plan inventory and launches together, so hero products land in stock and we scale straight into them. New releases hit on schedule, and the funnel keeps widening — the Google Ads program we stood up from zero is now a real acquisition channel of its own.

Here’s how far ahead things are. Becky set herself a $10 million goal for 2026 and had a custom “$10 Million” Diet Coke made to crack the day they hit it. She’s going to need a bigger can — Cherrypick is pacing well past it, toward ~$15M, more than 3× the year before.

And it’s happening faster than anyone planned. By June 2026, Cherrypick had already beaten its entire 2025 revenue — without running a single sale all year. No Birthday Sale, no BFCM, no discounting — just the machine we built, carrying the business on its own. The biggest events of the year are still ahead, as pure upside.

A brand with real demand, rebuilt into a ~$15M pace — in one year.

Not on one lucky moment, but by running the framework in order — stop the bleeding, optimize the machine, then scale profitably — and protecting margin at every step. That’s the whole method, and it’s repeatable.