Case study — Pet Gear DTC
Mountain Mutt: the build that paid for itself.
Mountain Mutt came to us as pet gear dtc operators in Salt Lake City, USA with a problem that was costing them weekly. The program below is what moved their headline number: +212% subscription starts.
Fig. 01 — Full-Funnel GrowthSalt Lake City, USA
The challenge
Peak seasons carried the year and the infrastructure carried the stress: landing pages buckling under campaign spikes, follow-ups manual, and leads aging unanswered between marketing and sales.
Every campaign started from zero — no warm segments, no lifecycle flows, no reusable experiment backlog. Expensive way to learn the same lessons annually.
The approach
We rebuilt measurement first: server-side tracking, a single source of truth per metric, and channel reports in cost-per-acquired-customer units the CFO could compare honestly.
Creative became a system: testing sprints with hypotheses, hooks from customer language, and a fatigue-based rotation cadence — volume with a method, not a factory.
Lifecycle flows shipped in revenue order: abandonment, post-purchase, replenishment, winback — with suppressions so customers hear a person, not a trigger.
- Lifecycle email flows in revenue order with suppressions
- Channel diversification plan with budget-shift milestones
- Segment infrastructure: RFM, engagement, and suppression lists
- Measurement rebuild: server-side tracking, one dashboard of record
The results
Season four of campaigns and for the first time we're not starting from zero — we have an engine.Rachel Kim — VP Growth, Mountain Mutt
The gallery
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