Curio Home Goods

Launching a new DTC brand from zero to $1MM ARR

A new subsidiary of Munchkin launching directly to consumers in a brand-new category, Curio Home Goods was starting from nearly zero – with no existing marketing channels, audience, or data to build from.

I built and launched Curio’s most important owned channels from scratch: the website and email. Working closely with Curio’s paid marketing manager, I created these channels as the foundation of a collaborative ecosystem, where paid advertising drove awareness and retargeting, and the site and email converted that interest into revenue.

• Designed the site architecture and wrote copy to serve customers at every stage of the funnel, with distinct strategic differences for top-of-funnel awareness pages like About Us and bottom-of-funnel conversion pages like product pages.

• Optimized product pages with SEO keywords to increase discoverability.

• Integrated third-party apps to support high-value conversion strategies such as subscription, upselling, and bundling.

• Built email automations and campaigns in Klaviyo, focusing on automating conversion opportunities with welcome and post-purchase flows.

• Established a data-driven test and review cadence to evaluate conversion, customer service inquiries, merchandising, and subscription numbers to continuously improve performance.

Getting the Curio launch right wasn’t just about putting up a website and email channels. It was about creating a sustainable marketing engine where paid ads brought qualified traffic in the door, the site converted them into buyers, and email kept customers coming back.

“Chloe is that all-star teammate you want when you’re delivering something big. She blends strategic, big-picture vision with roll-up-her-sleeves execution. She was so valuable to expediting the launch of Curio to 3 months, taking on double the responsibility I had originally planned for her.”

Sarah Pura, VP of Marketing at Curio Home Goods