EZContacts

Overview

EZContacts is a top 15 eyewear retailer in the US, selling contact lenses, sunglasses, and eyeglasses to the North American market. Founded by a small team out of Brooklyn, the company had grown to nine-figure revenue before growth stalled under new private equity ownership following the founder's exit. The business needed clarity on competitive positioning and a dedicated growth function to reignite brand visibility.

Actions

• •Conducted a comprehensive competitor analysis, identifying and prioritizing 200+ competitors by brand visibility and product category fit
• •Joined as fractional Head of Growth, owning brand visibility across content, SEO, GEO, social media (including Reddit), PR, incident management, and early-stage social customer support
• •Became the go-to resource for all press-related matters across the organization
• •Built a team of approximately 20 people from scratch, hiring and selecting all members
• •Developed initial hires into managers capable of leading their own teams
• •Sourced and managed 5 external agencies, plus took over legacy agencies contributed by the rest of the team
• •Built a performance dashboard to track and report progress transparently
• •Coached the executive leadership team on growth strategy and facilitated workshops
• •Developed a multi-year game plan for transforming the business into a leading brand through increasingly ambitious investments in brand and marketing

Results

• •Tripled organic traffic
• •Significantly increased visibility on large language models (LLMs)
• •Brought negative customer sentiment on platforms like Reddit under control, removing a source of direct and indirect brand damage
• •Established a scalable brand visibility function with a full team, management layer, and agency infrastructure

Tags

• Growth Strategy
• People Strategy
• Marketing Strategy
• Content Marketing
• Competitive Analysis
• Executive Coaching
• Governance Strategy