Victoria DeVita & Co.

Strategic Growth Advisory

90 Day Growth Roadmap

Amaris Mom & Rumble Tuff

August 1 to October 30, 20263 brands13 weekly agendas

Objectives and ground rules

Primary goal

Amaris Mom is the growth priority: build brand awareness and drive measurable, compounding revenue across the full funnel. Rumble Tuff is in liquidation, so the goal there is sell through, not brand building: move remaining inventory efficiently at the best possible margin with minimal ongoing investment.

Resourcing

Strategy is owned and directed by Victoria DeVita & Co. Amaris does not own strategy: they execute and approve against the plan we set. Freelance and agency support handle production, paid media execution, web development, and email build, weighted heavily toward Amaris Mom. Rumble Tuff gets a lean, offer driven effort sized to the inventory left to clear.

Channels in scope

Channels in scope include everything listed in the Social Account sheet, which is the single source of truth for accounts and platforms we manage. Alongside social support the scope covers website audits and ongoing checks, maintaining SEO, building and running ad campaigns, blog support as needed, and outreach to influencers and creators, plus email and SMS lifecycle, marketplace and retail listings, and review and reputation platforms. Rumble Tuff uses only the subset that converts existing demand: search and shopping, email and SMS, marketplace listings, and clearance offers.

Motherhood Maternity

Motherhood Maternity starts on a maintenance track and escalates to the majority of our attention as the new Babylist assortment lands. The revenue goal is to sell as close to 2 million in product as possible before December 31, so Babylist readiness, inventory sell through, and demand driving work take priority over the back half of the roadmap.

Cadence

Three phases across 13 weeks: Audit and Foundation in Weeks 1 to 3, Growth and Optimization in Weeks 4 to 9, Scale and Convert in Weeks 10 to 13.

Accounts

Amaris Mom

Community led growth

Postpartum support and education, community and UGC, lifecycle retention, and offers. Category education drives search and email capture, which then feeds paid and repeat purchase.

Rumble Tuff

Liquidation and sell through

In full liquidation, so the work is inventory clearance, not brand building: clearance offers and bundles, high intent search and shopping, marketplace and retail sell through, and email and SMS to existing buyers. Lean effort, measured on units moved, sell through rate, and margin retained.

Motherhood Maternity

Maintenance now, revenue priority later

Light touch through Phase 1 while it is stable, then escalating to the majority of our attention as the new Babylist items arrive. Target is as close to 2 million in product sold before December 31, driven by Babylist listing and merchandising readiness, inventory sell through, paid and lifecycle demand, and registry season timing.

Current challenges and marketing gaps

The issues carried into this engagement, and where each one gets handled in the 13 weeks.

Motherhood Maternity contract risk

Weeks 1, 3, 8 to 13

The company is contractually obligated to sell 2 million in Motherhood Maternity inventory by December 31. Internal funding conflicts and Taiwan production delays pushed key products, including the milk chiller, from January to May or October. Moving that inventory is the highest stakes marketing priority on the account.

How the roadmap answers it

Revenue pacing to 2 million is set in the dashboard in Week 3 and reviewed weekly from there, with Motherhood escalating from maintenance to the largest share of attention and budget in Weeks 10 to 13 as the Babylist assortment lands.

Motherhood compliance constraints

Weeks 3 and 4, then ongoing

All Motherhood Maternity marketing materials require a strict 15 business day review period, and Motherhood branding cannot appear on the same asset as Amaris branding.

How the roadmap answers it

Calendars are submitted far enough ahead to clear review, starting with the September calendar in Week 1 so approval lands before September 1, Motherhood runs its own separate approval queue and asset library in Drive, and no shared creative is produced across the two brands.

Broken creator and influencer programs

Weeks 2, 4, 7, 11

The Amaris Mom Movement was built on real mothers rather than traditional influencers, across four archetypes: Working Mom, First Time Mom, Seasoned Mom, and Starting Over Mom. It lost momentum when the previous marketing manager left, and a backlog of applicants is sitting unactivated.

How the roadmap answers it

The program is audited and budgeted in Week 2, relaunched in Week 4 with the applicant backlog activated and the 125 previously contacted creators re engaged, then expanded in Week 7 and turned into paid creative and site proof in Week 11.

Technical access roadblocks

Weeks 1 and 3

The previous marketing manager connected Meta Business Suite through personal emails. Meta and TikTok verification, analytics and email platform credentials, and Asana ownership all sit behind people who are leaving.

How the roadmap answers it

Access is the first task of Week 1, not a background item, with Asana handled in Week 3 and every platform moved onto company owned accounts with documented admin roles.

Team transition risk

Weeks 1 and 3

Aryn Hinton, the bridge marketing manager, leaves August 14, and Vice President Shannon Stinson leaves October 16. Institutional knowledge, vendor relationships, and credentials are concentrated in both.

How the roadmap answers it

Week 1 captures credentials, vendor contacts, process notes, and open commitments in writing, and the Asana and Drive rebuild in Week 3 makes that knowledge findable rather than personal.

Rumble Tuff market share erosion

Weeks 1, 5, 7, 11, 12

Rumble Tuff lost share after the Affordable Care Act reshaped the DME and WIC channels and the line went without innovation. Amaris launched in October 2025 as the modern DTC answer, and legacy Rumble Tuff products are being rebranded into the Amaris line as inventory depletes.

How the roadmap answers it

Rumble Tuff runs a sell through plan, not a brand plan: a markdown ladder in Weeks 5, 11, and 12, high intent search and shopping only, marketplace and bulk buyer outreach, and margin retained as the measure.

Immediate actions and to do list

The open items on the account today, each mapped to the week it lands in.

Technical and account access

Gain Meta and Instagram access: coordinate with Aryn on taking over Daria's email account for Meta Business Suite, or use the Rumble Tough Pumps Facebook page as a workaround
Week 1
Gain TikTok access: coordinate with Aryn and Jessica to clear two factor authentication
Week 1
Asana cleanup: take over the marketing tasks in the client's Asana and reorganize the workflow to agency standards
Week 3

Strategic deliverables

Draft and submit the 90 day roadmap covering social, email, SEO, and the revitalization of the creator programs
Weeks 1 to 3
Submit the tiered creator budget proposal to Jessica to secure the 4,000 per month creator budget for the rest of Q3, August and September, plus Q4 continuation
Week 2
Create and submit the Motherhood Maternity September content calendar in the first week, since 15 business days of review from mid August would push approval past September 1
Week 1

Campaign execution

Launch the Bump Boxes ad campaign on the three ordered products, milk chiller excluded, to drive traffic to their site and encourage a reorder
Week 4
Revitalize the Mom Movement: reach the 125 previously contacted creators and active members such as Dr. Cherry Jones and the police officer mom with new content directives
Week 4
Promote the professional wholesale program by email to doulas, midwives, and lactation consultants
Week 4
Acquire product samples through Fernanda and Shannon for in house content creation
Week 2
Submit a 2,500 budget request to cover travel, lodging, and dining for 3 employees to attend the Babylist storefront launch, tied to the confirmed launch date
Week 8

Three phases

Phase 1: Audit and Foundation

Weeks 1 to 3

Three weeks, no longer. Audit the whole funnel, clean up the operating tools, and stand up tracking, positioning, and the content and SEO system before spending to scale.

Phase 2: Growth and Optimization

Weeks 4 to 9

Increase output across every channel, find what converts, fix the leaks in the funnel, and cut what does not work.

Phase 3: Scale and Convert

Weeks 10 to 13

Push budget, content, and partnerships behind what is proven, and lock in repeatable systems and reporting.

Weekly agendas

Each week carries a single focus across the funnel, brand level tasks, and the KPI it should move.

Week 1 / August 1 to 7

Full funnel audit, part one

Phase 1

Amaris Mom

Audit part one runs here in depth: funnel, technical SEO, site experience, and analytics for Amaris Mom, with findings written up as a prioritized fix list
Pull the Social Account sheet and confirm every account in scope has access, admin rights, and reporting in place before part two begins in Week 2
Deadline pressure is real: Aryn Hinton's last day is August 14, the final day of Week 2, so all access transfers, credentials, and process knowledge come across in Weeks 1 and 2
Audit the last 90 days across the funnel: traffic by source, site conversion rate, average order value, repeat purchase rate, and revenue by channel
Technical SEO audit: crawl and indexation, site speed and Core Web Vitals, mobile usability, schema, internal linking, broken links and redirects, duplicate content, and Search Console coverage errors
Website and landing page audit: speed, mobile experience, messaging clarity, social proof, and call to action strength
Analytics audit: GA4 configuration and events, conversion tracking, Google Tag Manager, Search Console, Merchant Center, pixel and CAPI health across Meta, TikTok, and Pinterest, UTM hygiene, and attribution setup
Confirm brand guidelines and asset libraries exist and are usable by freelancers and agency, fix now if not
Clear the technical access roadblocks first, since nothing else ships without them: Meta Business Suite and Instagram access with Aryn, either through the handover of Daria's old email account or the Rumble Tough Pumps page as a workaround, and TikTok access with Aryn and Jessica through two factor
Move every platform off personal emails and onto company owned accounts with documented admin roles, so access does not walk out the door again

Rumble Tuff

Liquidation audit: remaining inventory by SKU, units on hand, cost basis, current sell through rate, margin floor per SKU, and a target date to be clear
Identify which channels actually move units today across site, search and shopping, marketplace, and wholesale or bulk buyers, and cut effort on the rest
Audit the last 90 days across the funnel: traffic by source, site conversion rate, average order value, repeat purchase rate, and revenue by channel
Technical SEO audit: crawl and indexation, site speed and Core Web Vitals, mobile usability, schema, internal linking, broken links and redirects, duplicate content, and Search Console coverage errors
Website and landing page audit: speed, mobile experience, messaging clarity, social proof, and call to action strength
Analytics audit: GA4 configuration and events, conversion tracking, Google Tag Manager, Search Console, Merchant Center, pixel and CAPI health across Meta, TikTok, and Pinterest, UTM hygiene, and attribution setup
Confirm brand guidelines and asset libraries exist and are usable by freelancers and agency, fix now if not
Clear the technical access roadblocks first, since nothing else ships without them: Meta Business Suite and Instagram access with Aryn, either through the handover of Daria's old email account or the Rumble Tough Pumps page as a workaround, and TikTok access with Aryn and Jessica through two factor
Move every platform off personal emails and onto company owned accounts with documented admin roles, so access does not walk out the door again

Motherhood Maternity

Quick scan audit: confirm output is consistent, site and ad account are healthy, and lifecycle flows are still sending
Baseline the revenue math for the December 31 goal: trailing revenue by month and channel, current inventory, and the Babylist items expected later this year with their receiving dates
Log the contract risk in writing: 2 million in inventory is contractually owed by December 31, with the milk chiller and other key items delayed in Taiwan, so every week of slippage raises breach exposure
Document the compliance rules everyone has to work inside: 15 business day review on all materials, and Motherhood branding can never appear on the same asset as Amaris branding
Create and submit the September content calendar this week, since the 15 business day review clock means anything submitted after mid August will not clear before September 1

KPI moved

Baselines set: sessions, conversion rate, AOV, CPA and ROAS, email and SMS capture and revenue share, organic traffic, engagement rate

Week 2 / August 8 to 14

Audit part two, positioning, and targets

Phase 1

Amaris Mom

On page and keyword SEO audit: keyword coverage and rankings, title and meta quality, product and category page optimization, and content gaps against 3 competitors
Blog SEO audit: existing post inventory, traffic and ranking by post, keyword cannibalization, thin or outdated posts to refresh or prune, topic cluster and internal link structure, and a prioritized blog content plan
PPC audit across Google Ads, Shopping, and paid social: account and campaign structure, keyword and search term waste, negative keyword lists, quality score, bidding strategy, ad copy and creative performance, audience setup, landing page match, and CPA and ROAS by campaign
Social analytics audit across every account in the Social Account sheet: follower growth, reach, engagement rate, top content, posting cadence, and traffic and revenue attributed to social per platform
Email and SMS analytics audit: list size and health, deliverability, active flows, campaign cadence, open, click, and conversion rates, and revenue contribution
Close the audit with one prioritized findings deck and the fix list that feeds Weeks 3 and 4
Sharpen positioning and core messaging for the postpartum buyer, then map it to pillars: support and education, community and UGC, product proof, offers
Audit the Amaris Mom Movement: pull the backlog of applicants, the 125 previously contacted creators, and the still active members such as Dr. Cherry Jones and the police officer mom, and sort them into activate now, re engage, or drop
Build the tiered creator budget proposal for Jessica to formally lock the 4,000 per month creator budget for the remaining Q3 months of August and September, with a Q4 continuation ask, with deliverables and expected output per tier
Build the Bump Boxes ad campaign around the three products they ordered, excluding the milk chiller, aimed at driving traffic to their site and setting up a reorder
Build the professional wholesale email push to the healthcare list of doulas, midwives, and lactation consultants, promoting wholesale pricing
Request physical samples of every product from Fernanda and Shannon so in house content creation is not blocked
Build the customer journey map from first touch to repeat purchase and mark where the funnel is leaking
Set 90 day targets per channel with specific numbers on revenue, CPA, conversion rate, and list growth, not grow more
Select and onboard the freelancer and agency team across content, paid, web, and email, confirm scope, deliverables, and turnaround SLAs
TikTok Shop review: check account and seller status per brand, what is already listed, category and compliance requirements, commission and fee structure, and what it would take to sell our products there
Benchmark how comparable baby, postpartum, and maternity brands sell on TikTok Shop: which formats convert, price points, and affiliate commission rates in the category

Rumble Tuff

Run a lean version of the same audit part two: search and shopping waste, listing and blog pages worth keeping, and email and social performance, scoped only to what moves units
Set the liquidation plan instead of a positioning refresh: discount ladder by SKU, bundle logic, margin floor, and the weeks each markdown tier goes live
Build the customer journey map from first touch to repeat purchase and mark where the funnel is leaking
Set 90 day targets per channel with specific numbers on revenue, CPA, conversion rate, and list growth, not grow more
Select and onboard the freelancer and agency team across content, paid, web, and email, confirm scope, deliverables, and turnaround SLAs
TikTok Shop review: check account and seller status per brand, what is already listed, category and compliance requirements, commission and fee structure, and what it would take to sell our products there
Benchmark how comparable baby, postpartum, and maternity brands sell on TikTok Shop: which formats convert, price points, and affiliate commission rates in the category

Motherhood Maternity

Finish the audit with the pieces that carry revenue: on page and blog SEO health, paid search and shopping waste, social output, and email and SMS flow performance
Build the August and September pacing model against the 2 million by December 31 goal, split by channel and by inventory on hand versus inventory still in transit
Map the Babylist readiness checklist: listing content, imagery, pricing, and stock requirements for the incoming items
Queue all September materials into the 15 business day review window so nothing slips

KPI moved

Amaris Mom audit closed with a prioritized fix list, positioning approved, and targets locked per channel and per brand

Week 3 / August 15 to 21

Content, SEO, measurement, and foundation close

Phase 1 review

Amaris Mom

Build the editorial and content calendar template plus approval workflow: brief, draft, approve, publish
Build the SEO content plan: priority keywords, landing pages to create or rewrite, and on page fixes for existing revenue pages
Batch produce the first 2 weeks of organic and site content, freelance and agency execution begins here
Build a UGC, review, and testimonial pipeline with outreach to existing customers for content rights
Rebuild and clean tracking: pixel, conversion API, GA4 events, and UTMs standardized across every channel
Stand up the single source of truth dashboard covering traffic, conversion, revenue, and spend
Clean up Asana for peak performance: take over the marketing tasks in the client's Asana account first, then rebuild it to our standards with one project structure per brand, clear task naming, owners and due dates on everything, recurring tasks for the weekly rhythm, archived dead projects, and intake and approval workflows the whole team actually follows
Clean up Google Drive for peak performance: one folder structure per brand, consistent file naming, current brand and asset libraries in a single place, permissions set for freelancers and agency, and old or duplicate files archived
Document the marketing reporting handoff so every recurring report has an owner and a source
Aryn Hinton left on August 14, so verify nothing broke with her exit: confirm every credential, vendor contact, and open commitment transferred, and keep documenting what only Shannon Stinson knows ahead of her October 16 departure in Week 11
Finalize the next 60 days of content and campaign calendar through Week 8
Build the TikTok Shop plan off the Week 2 review: confirm or open seller accounts per brand, decide the launch SKU set, and set pricing, promo, and affiliate commission structure
Prep TikTok Shop listings: product titles, descriptions, imagery, and short form video per launch SKU, plus the shoppable content cadence that will carry them
Recruit TikTok Shop affiliates and creators from the existing creator list, with sample seeding and commission terms defined, so live and video selling can start in Phase 2

Rumble Tuff

Keep content minimal and conversion focused: refresh product and listing copy with clearance messaging, plus a short demo clip per top SKU that can be reused in search, listings, and email
Build the editorial and content calendar template plus approval workflow: brief, draft, approve, publish
Build the SEO content plan: priority keywords, landing pages to create or rewrite, and on page fixes for existing revenue pages
Batch produce the first 2 weeks of organic and site content, freelance and agency execution begins here
Build a UGC, review, and testimonial pipeline with outreach to existing customers for content rights
Rebuild and clean tracking: pixel, conversion API, GA4 events, and UTMs standardized across every channel
Stand up the single source of truth dashboard covering traffic, conversion, revenue, and spend
Clean up Asana for peak performance: take over the marketing tasks in the client's Asana account first, then rebuild it to our standards with one project structure per brand, clear task naming, owners and due dates on everything, recurring tasks for the weekly rhythm, archived dead projects, and intake and approval workflows the whole team actually follows
Clean up Google Drive for peak performance: one folder structure per brand, consistent file naming, current brand and asset libraries in a single place, permissions set for freelancers and agency, and old or duplicate files archived
Document the marketing reporting handoff so every recurring report has an owner and a source
Aryn Hinton left on August 14, so verify nothing broke with her exit: confirm every credential, vendor contact, and open commitment transferred, and keep documenting what only Shannon Stinson knows ahead of her October 16 departure in Week 11
Finalize the next 60 days of content and campaign calendar through Week 8
Build the TikTok Shop plan off the Week 2 review: confirm or open seller accounts per brand, decide the launch SKU set, and set pricing, promo, and affiliate commission structure
Prep TikTok Shop listings: product titles, descriptions, imagery, and short form video per launch SKU, plus the shoppable content cadence that will carry them
Recruit TikTok Shop affiliates and creators from the existing creator list, with sample seeding and commission terms defined, so live and video selling can start in Phase 2

Motherhood Maternity

Confirm the September calendar submitted in Week 1 is moving through the 15 business day review, and push any remaining September assets in now
Keep Motherhood assets fully separate from Amaris assets: no shared creative, no combined branding, and a separate approval queue
Confirm the calendar covers the next 4 weeks and top off any gaps
Set the December 31 revenue target of 2 million in the dashboard with weekly pacing, so the gap is visible from here on

KPI moved

Foundation closed in 3 weeks: tracking accurate, dashboard live, Asana and Drive cleaned, SEO pages queued, and Motherhood Maternity pacing to 2 million now tracked

Week 4 / August 22 to 28

Testing and launch ramp

Phase 2

Amaris Mom

Launch the Bump Boxes ad campaign on the three ordered products, milk chiller excluded, driving traffic to their site with reorder as the goal
Relaunch the Amaris Mom Movement: activate the applicant backlog, re engage the 125 previously contacted creators and active members, and assign each one a specific content directive against the four mom archetypes of Working Mom, First Time Mom, Seasoned Mom, and Starting Over Mom
Send the professional wholesale campaign to doulas, midwives, and lactation consultants, then track requests and quotes as a distinct pipeline
Launch small budget testing campaigns across paid search and paid social for creative, keyword, and audience testing only, not scaling yet
Fix the highest impact conversion blockers found in the Week 1 site audit
Run the first recurring website check: speed, broken links, indexation, forms and tracking, and Search Console errors
Ship the first on page SEO fixes to existing revenue pages and start the blog support cadence where it is warranted

Rumble Tuff

Launch small budget testing campaigns across paid search and paid social for creative, keyword, and audience testing only, not scaling yet
Fix the highest impact conversion blockers found in the Week 1 site audit
Run the first recurring website check: speed, broken links, indexation, forms and tracking, and Search Console errors
Ship the first on page SEO fixes to existing revenue pages and start the blog support cadence where it is warranted

Motherhood Maternity

Keep paid spend at the current steady state level, no cuts and no scaling yet
Submit the October calendar this week to stay ahead of the 15 business day review window

KPI moved

Baseline CTR and CPA from tests, conversion blockers cleared, site health check clean

Week 5 / August 29 to September 4

Demand and content push

Phase 2

Amaris Mom

Launch a recurring community and education series that runs across social, email, and the blog to build habitual engagement and organic search entry points
Increase publishing cadence to target across owned and social: site and SEO content weekly, IG 4 to 5x per week, TikTok 3 to 5x per week, Pinterest daily pins, FB 3 to 4x per week
Ship the first wave of SEO landing pages and on page optimizations
Turn on the core email and SMS capture offer on site to convert new traffic into owned audience
Kick off Prime Big Deal Days planning, roughly 6 weeks out from the October event: pick the hero SKUs per brand, set the deal and discount structure, and confirm submission deadlines for deal placement

Rumble Tuff

Launch tier one clearance pricing on slowest moving SKUs across site, marketplace, and retail listings, and email and SMS the existing list first since that traffic is free
Increase publishing cadence to target across owned and social: site and SEO content weekly, IG 4 to 5x per week, TikTok 3 to 5x per week, Pinterest daily pins, FB 3 to 4x per week
Ship the first wave of SEO landing pages and on page optimizations
Turn on the core email and SMS capture offer on site to convert new traffic into owned audience
Kick off Prime Big Deal Days planning, roughly 6 weeks out from the October event: pick the hero SKUs per brand, set the deal and discount structure, and confirm submission deadlines for deal placement

Motherhood Maternity

Batch produce the next 4 weeks of content at current cadence, no cadence increase needed yet
Watch comments, reviews, and support inbox for anything that needs a response
Start the Babylist workstream: confirm expected items and receiving timeline, and audit current Babylist listing quality and sales performance

KPI moved

Sessions, organic traffic, reach, engagement rate, list growth rate

Week 6 / September 5 to 11

Paid media round 1

Phase 2

Amaris Mom

Analyze Week 4 test results and kill underperforming creative, keywords, and audiences
Scale winning ad sets and search campaigns by 20 to 30 percent, no more, to avoid learning phase resets
Launch retargeting across paid social and display for site visitors, non converters, and engaged audiences
Align landing pages to each top campaign so ad message and page message match
Prime Big Deal Days build, 4 to 5 weeks out: lock pricing and deal submissions, brief creative for event specific ads and listings, and refresh listing content, imagery, and reviews on the hero SKUs

Rumble Tuff

Analyze Week 4 test results and kill underperforming creative, keywords, and audiences
Scale winning ad sets and search campaigns by 20 to 30 percent, no more, to avoid learning phase resets
Launch retargeting across paid social and display for site visitors, non converters, and engaged audiences
Align landing pages to each top campaign so ad message and page message match
Prime Big Deal Days build, 4 to 5 weeks out: lock pricing and deal submissions, brief creative for event specific ads and listings, and refresh listing content, imagery, and reviews on the hero SKUs

KPI moved

CPA, ROAS, landing page conversion rate, retargeting conversion rate

Week 7 / September 12 to 18

Partnerships, creators, and PR

Phase 2

Amaris Mom

Reach out to 10 to 15 micro influencers in the postpartum and new mom niche for gifted or paid collabs, plus 2 to 3 brand or community partnerships
Set up affiliate and UGC rights agreements so this content can be repurposed as paid ads and site proof
Launch a review generation push through post purchase email and SMS to build proof on site and in listings
Point creator and affiliate briefs at Prime Big Deal Days, 3 to 4 weeks out, so deal content is filmed and approved well before the October event

Rumble Tuff

Skip creator seeding and instead pursue volume outlets: affiliate and deal sites, bulk or wholesale buyers, liquidators, and 2 to 3 gift guide or deal roundup placements that move units now
Set up affiliate and UGC rights agreements so this content can be repurposed as paid ads and site proof
Launch a review generation push through post purchase email and SMS to build proof on site and in listings
Point creator and affiliate briefs at Prime Big Deal Days, 3 to 4 weeks out, so deal content is filmed and approved well before the October event

KPI moved

Creator content secured with usage rights, placements landed, review volume and rating

Week 8 / September 19 to 25

Mid point optimization

Phase 2

Amaris Mom

Full KPI review against the Week 1 baseline across the funnel: what moved and what did not
A/B test the highest leverage variables: ad hooks and copy, landing page headlines and layout, and email subject lines
Refresh underperforming content pillars and channels, and double down on top performers
Review offer and bundle messaging against AOV targets
Prime Big Deal Days readiness check, 2 to 3 weeks out: deals approved, creative built, event landing pages live, and email and SMS sequences drafted for teaser, day one, and last call

Rumble Tuff

Full KPI review against the Week 1 baseline across the funnel: what moved and what did not
A/B test the highest leverage variables: ad hooks and copy, landing page headlines and layout, and email subject lines
Refresh underperforming content pillars and channels, and double down on top performers
Review offer and bundle messaging against AOV targets
Prime Big Deal Days readiness check, 2 to 3 weeks out: deals approved, creative built, event landing pages live, and email and SMS sequences drafted for teaser, day one, and last call

Motherhood Maternity

Mid quarter check in against the Week 1 baseline, plus a first read on what it will take to sell 2 million in product by December 31
Get the Babylist picture firm: which new items are coming, when they arrive, quantities, and margin, so Phase 3 can be built around them
Confirm the Babylist storefront launch date and submit a 2,500 budget request covering travel, lodging, and dining for 3 employees to attend

KPI moved

Every baseline metric reviewed against target, plus Motherhood Maternity revenue gap to the 2 million goal quantified

Week 9 / September 26 to October 2

Conversion and retention infrastructure

Phase 2 review

Amaris Mom

Optimize the money pages: landing page speed, clarity, proof placement, and call to action flow
Launch or refine full lifecycle flows: welcome, browse abandonment, post purchase, replenishment, and winback
Stand up loyalty or referral mechanics where the repeat purchase math supports it
Final Prime Big Deal Days dry run the week before the event: budgets and dayparting set, tracking and UTMs verified, creative scheduled, and an owner named per brand for daily monitoring

Rumble Tuff

Optimize the money pages: landing page speed, clarity, proof placement, and call to action flow
Launch or refine full lifecycle flows: welcome, browse abandonment, post purchase, replenishment, and winback
Stand up loyalty or referral mechanics where the repeat purchase math supports it
Final Prime Big Deal Days dry run the week before the event: budgets and dayparting set, tracking and UTMs verified, creative scheduled, and an owner named per brand for daily monitoring

Motherhood Maternity

Ramp begins: confirm the calendar is stocked through Week 13, lifecycle flows are firing, and Babylist listings and feeds are clean ahead of the new assortment
Build the revenue model to December 31: current run rate, incoming Babylist inventory and receiving dates, and the monthly revenue needed to reach 2 million
Line up the budget, creative, and freelance capacity this brand will need in Phase 3

KPI moved

Site conversion rate, AOV, lifecycle revenue share, repeat purchase rate, CPA and ROAS trend, and a Motherhood Maternity plan to 2 million by December 31

Week 10 / October 3 to 9

Scale spend behind proof

Phase 3

Amaris Mom

Increase budget on the top 2 to 3 performing campaigns by 20 to 30 percent week over week to protect ROAS
Expand into the next best channel for each brand based on Phase 2 data, whether that is shopping, search, or a new social placement
Launch lookalike and high LTV audiences built from best converters
Run Prime Big Deal Days live this week: push teaser, day one, and last call across email, SMS, social, and paid, monitor spend and pacing daily, and shift budget to whatever is converting in real time

Rumble Tuff

No scaling here. Spend only where cost per unit sold stays under the margin floor, and shift the rest of the budget to Amaris Mom
Increase budget on the top 2 to 3 performing campaigns by 20 to 30 percent week over week to protect ROAS
Expand into the next best channel for each brand based on Phase 2 data, whether that is shopping, search, or a new social placement
Launch lookalike and high LTV audiences built from best converters
Run Prime Big Deal Days live this week: push teaser, day one, and last call across email, SMS, social, and paid, monitor spend and pacing daily, and shift budget to whatever is converting in real time

Motherhood Maternity

Shift the majority of attention here as the newer Babylist items land: confirm receiving dates, listing readiness, imagery, copy, and pricing before inventory hits
Build the launch plan per new SKU across Babylist, site, paid, and lifecycle, and set weekly revenue targets that ladder to 2 million by December 31
Lock travel for the Babylist storefront launch against the approved 2,500 budget: flights, lodging, and dining for the 3 attending employees, booked ahead of the launch date

KPI moved

Prime Big Deal Days revenue, units, and ROAS by brand, Amaris Mom ROAS and blended CAC held at target while spend rises, Rumble Tuff units sold per dollar spent, Motherhood Maternity Babylist assortment launch ready

Week 11 / October 10 to 16

Amplify what is working

Phase 3

Amaris Mom

Launch a UGC and testimonial driven campaign built from Week 7 creator content, carried across ads, email, and product pages
Turn top organic and SEO performers into paid creative and featured site content, the highest signal assets at the lowest risk spend
Debrief Prime Big Deal Days: results by brand and SKU, winning creative and offers, and a retargeting push to everyone who engaged but did not buy during the event

Rumble Tuff

Step the discount ladder again on whatever is still sitting, push bundles of slow movers with best sellers, and hold spend to high intent search, shopping, and retargeting only
Turn top organic and SEO performers into paid creative and featured site content, the highest signal assets at the lowest risk spend
Debrief Prime Big Deal Days: results by brand and SKU, winning creative and offers, and a retargeting push to everyone who engaged but did not buy during the event

Motherhood Maternity

Now the largest workload: scale paid and lifecycle behind the new Babylist assortment, with fresh creative per hero SKU
Shannon Stinson leaves October 16, at the end of this week, so close out the final handoff: vendor contacts, approval chain owners, and any commitments only she is holding
Optimize Babylist and registry placement, product content, reviews, and badging so the new items convert on arrival

KPI moved

CTR, CPA, and conversion rate on amplified creative, plus Motherhood Maternity revenue run rate

Week 12 / October 17 to 23

Promotions and seasonal push

Phase 3

Amaris Mom

Plan and launch a limited time offer or bundle to convert warmed audiences, coordinated across paid, retargeting, email, SMS, site, and retail or marketplace
Push Pinterest, Facebook, and paid search harder here, all three reward evergreen plus promo content well for this category
Prepare the November and December demand plan plus a first look at Q1, including inventory and budget implications

Rumble Tuff

Run the final clearance push: deepest markdown tier, bundles, and a bulk offer to any liquidator or wholesale buyer for whatever remains
Plan and launch a limited time offer or bundle to convert warmed audiences, coordinated across paid, retargeting, email, SMS, site, and retail or marketplace
Push Pinterest, Facebook, and paid search harder here, all three reward evergreen plus promo content well for this category
Prepare the November and December demand plan plus a first look at Q1, including inventory and budget implications

Motherhood Maternity

Primary focus this week: run the peak season Babylist and registry push with full paid support, gifting bundles, and coordinated email and SMS
Daily revenue pacing against the 2 million goal, with budget and promotion depth adjusted mid week if the run rate is short
Keep creative and messaging fresh on the top Babylist items, swapping featured products in ads and email as performance shifts

KPI moved

Promo revenue, total attributed revenue, new customer count, Rumble Tuff units cleared, and Motherhood Maternity revenue pacing to the 2 million goal

Week 13 / October 24 to 30

Review, report, reset

90 day close

Amaris Mom

Full 90 day performance report against original targets: revenue, new customers, CAC, ROAS, conversion rate, organic traffic, list growth, engagement
Document what worked and what did not across every channel, this becomes the growth playbook for the next 90 days
Set next quarter goals, channel mix, and a budget recommendation based on results

Rumble Tuff

Report sell through: units cleared, remaining inventory, average discount, margin retained, and a recommendation for whatever is left
Full 90 day performance report against original targets: revenue, new customers, CAC, ROAS, conversion rate, organic traffic, list growth, engagement
Document what worked and what did not across every channel, this becomes the growth playbook for the next 90 days
Set next quarter goals, channel mix, and a budget recommendation based on results

Motherhood Maternity

Report progress against the 2 million by December 31 goal: revenue to date, run rate, weeks remaining, and the gap to close
Lock the November and December plan: Babylist merchandising and promo calendar, paid budget, lifecycle sends, and inventory allocation by SKU
Name the levers if the run rate is short: added paid budget, deeper Babylist promotion, bundles, or a broader registry and gifting push

KPI moved

Final scorecard complete for all three brands, and Motherhood Maternity run rate mapped against the 2 million by December 31 target

KPI scorecard

Filled in weekly, with Week 1 baselines compared against Week 13 results.

Metric	Amaris Mom baseline	Amaris Mom Wk 13	Rumble Tuff baseline	Rumble Tuff Wk 13	Motherhood baseline	Motherhood Wk 13
Revenue and new customers	—	—	—	—	—	—
Site conversion rate	—	—	—	—	—	—
Average order value	—	—	—	—	—	—
CAC and CPA	—	—	—	—	—	—
ROAS	—	—	—	—	—	—
Organic traffic and rankings	—	—	—	—	—	—
Email and SMS list growth and revenue share	—	—	—	—	—	—
Repeat purchase rate	—	—	—	—	—	—
Follower growth and engagement rate	—	—	—	—	—	—
Rumble Tuff units cleared, sell through rate, and margin retained	—	—	—	—	—	—
Motherhood Maternity revenue to date and pacing to 2 million by December 31	—	—	—	—	—	—
Motherhood Maternity Babylist sales, listing performance, and inventory sell through	—	—	—	—	—	—

Amaris Mom carries the growth targets. Rumble Tuff is judged on sell through and margin retained, not growth or brand metrics. Motherhood Maternity starts as maintenance but becomes the biggest revenue line: the target is as close to 2 million in product sold before December 31, so track its weekly run rate and the gap to goal from Week 4 onward.

Notes on sequencing

Audit and Foundation is capped at 3 weeks. Anything not finished by the Week 3 review carries into Phase 2 as a background task rather than delaying the growth work.
Asana and Google Drive cleanup happens inside Phase 1, not later. Task structure, owners, naming, permissions, and asset libraries have to be right before freelancers, agency, and three brands are all working in the same systems.
Strategy sits with Victoria DeVita & Co. across all three brands. Amaris does not own strategy, so plans, priorities, and channel decisions come from us and go to them for approval and execution.
The Social Account sheet defines the accounts and platforms in scope. When it changes, scope changes with it, so it gets reviewed at each phase checkpoint.
Amaris Mom gets the majority of budget, production hours, and agency time through Phase 1 and Phase 2. From Week 10 that shifts: Motherhood Maternity takes the largest share as the newer Babylist items land and the December 31 revenue goal comes into range.
Motherhood Maternity's escalation is deliberate. Weeks 1 to 5 are maintenance plus quiet prep, Weeks 8 and 9 build the revenue model and Babylist launch plan, and Weeks 10 to 13 are full effort behind the new assortment and peak registry and gifting season.
The 2 million by December 31 goal is inventory bound as much as demand bound. Receiving dates, quantities, and stock on hero Babylist SKUs get checked every week, because the plan fails just as easily by selling out early as by underselling.
Rumble Tuff runs a markdown ladder rather than a brand plan: tier one in Week 5, a second step in Week 11, and a final clearance and bulk offer in Week 12. Each step only fires on SKUs that are still sitting.
Paid spend deliberately stays flat and testing only through Week 4. Scaling spend behind broken tracking, weak landing pages, or unvalidated creative wastes budget and skews the 90 day read.
SEO and content work starts in Week 3 because it compounds slowly. The pages built in Phase 1 and Phase 2 are what carry traffic after the paid budget flexes.
Conversion and lifecycle work lands in Week 9, ahead of Phase 3 scaling, so extra traffic arrives at a site and email program that can actually convert and retain it.
Influencer, partnership, and PR work starts in Week 7 so the assets can be repurposed as paid creative and site proof in Phase 3 rather than treated as one off posts. For Rumble Tuff this is deal and wholesale outreach instead, since creator content has no life after liquidation.
If Amaris Mom's Week 8 review shows CPA or ROAS well off target, pause Phase 3 scaling and extend optimization rather than scaling a losing campaign. For Rumble Tuff the trigger is different: if cost per unit sold exceeds the margin floor, cut spend and lean on discounting and bulk channels.
Motherhood Maternity is light touch in Weeks 1 to 5 only because the new inventory is not here yet. Treat those weeks as prep time, not downtime, so nothing has to be figured out once the Babylist items arrive and the clock to December 31 is short.