H&H Fresh Fish

The Problem

The Challenge

H&H Fresh Fish is a vertically integrated seafood company operating across direct-to-consumer eCommerce, a subscription-based CSF (Community Supported Fishery), and in-person retail and market channels. When I joined, the company had strong product demand but relied heavily on manual marketing processes, fragmented systems, and limited lifecycle automation. My responsibility was to own marketing end-to-end—from brand and digital experience to automation, data, and growth strategy—while building the infrastructure required to scale.

The Solution

The Approach

• Led a full brand refresh and repositioning, aligning visual identity, tone, and messaging with evolving customer expectations
• Designed, developed, and maintained multiple front-end and back-end websites, supporting both commerce and subscription experiences
• Built end-to-end marketing automation systems from scratch, supporting product availability notifications, subscription retention flows, and campaign execution
• Owned SEO strategy and execution, significantly improving organic visibility and discovery
• Designed and built a custom Business Manager platform—centralizing product management, multi-platform sync (Square, Webflow, Algolia), marketing asset creation, daily reporting, and team operations into a single internal tool
• Designed and documented a centralized marketing and operations ecosystem, integrating marketing platforms, eCommerce tools, and internal systems
• Created comprehensive internal documentation to ensure continuity, scalability, and ease of onboarding