Say Hi

Leah
Edun

Head of Ecommerce
& Digital

Ecommerce, growth, and digital marketing are my core, including the web and analytics infrastructure underneath. Across beauty, wellness, tech, and consumer brands, from startups to Fortune 500, I build the systems that turn a good product into a category people stay loyal to.

/ Trusted By
Procter & Gamble (Mielle) eBay Walmart Ecommerce Annmarie Skin Care One Kings Lane
/ Expertise
Owned DTC Amazon TikTok Shop E-Retail Paid Media Affiliate Retention
Who I Am

My Approach

I start with the data: which segments actually convert, which channels earn their spend. But numbers only tell you where to go, not what to say when you get there.

The other half of my work is brand. The photoshoots, the campaigns, the ideas that earn attention rather than buy it.

The science tells me where. The art decides what it feels like when we arrive.

Selected Work

Case Studies
Growth Through Acquisition

Scaling a founder-led brand inside a Fortune 500

Mielle · Procter & Gamble · Post-acquisition integration
The Challenge
I joined post-acquisition and led marketing through Mielle’s integration into Procter & Gamble, bringing a fast-moving, founder-led brand into enterprise systems, processes, and governance without losing the speed that built it.
What I Did
Built marketing operations that satisfied enterprise planning, budget, and reporting requirements while keeping the brand responsive. Within that structure, took ownership of the Amazon business, launched and scaled TikTok Shop as a new channel, and partnered with Finance to run budgets against clear ROI targets.
Record
BFCM sales,
company history
TikTok Shop
New channel
launched
Award
Marketing Dept.
Award, 2024
Growth in a Restricted Category

Building paid and earned growth where ads are banned

Eaze · Cannabis ecommerce · 2021
The Challenge
Cannabis brands are locked out of most paid channels. No Meta, no Google Search. Growth had to come from earned attention rather than bought impressions.
What I Did
Two plays. Launched in-app advertising as a new channel, onboarding a mobile measurement provider so performance could be tracked and optimized rather than guessed at. Then built an earned-media campaign around the brand's signature moonman as a one-of-a-kind NFT, timed to 4/20's 50th anniversary, featuring NBA champion Matt Barnes with proceeds to National Expungement Week.
Business Wire
Eaze Releases NFT Featuring NBA Champion Matt Barnes to Fund National Expungement Week
Eaze Newsroom
Get It While It’s Smokin’ Hot! Celebrating 4/20’s 50th Anniversary
THC Net
Eaze Releases NFT Featuring NBA Champion Matt Barnes
Coverage across trade press and industry newswires
Earned
National press
pickup
$0 Paid Spend
Behind the
NFT campaign
New
In-app ad channel
launched & measured
Analytics & Retention

Proving which customers actually respond to direct mail

Annmarie Skin Care · Retention & CRM
The Challenge
Direct mail was running against a legacy RFM model with no way to know whether it was driving incremental revenue or simply reaching customers who would have purchased anyway.
What I Did
Built a segment analysis in Power BI comparing an ML-driven model against the existing RFM ranking, measuring three-month spend and order lift for each, including the overlap between them, so budget could move toward the segments that actually converted.
SEGMENTATION & LIFT MEASUREMENT CUSTOMER FILE Spend · recency history ML MODEL Predicted response RFM MODEL Legacy ranking MAIL DROP Overlap tracked 3-MONTH LIFT vs. control BUDGET REALLOCATED TO SEGMENTS THAT CONVERT Measured three months before vs. after each drop
Segmentation model: ML vs. legacy RFM, measured on incremental lift
25%
Annual revenue
growth, direct mail
2 → 10
Marketing team
scaled in two years
New
Analytics practice
& data team built
Content & Lifecycle

A lead magnet that earned its place in the funnel

Annmarie Skin Care · Content & Lifecycle
The Challenge
Customer acquisition leaned on discounting. The brand needed a way to bring new customers in on value rather than price, and to give the email program something worth opening.
What I Did
Originated Savor: A Self-Care Guide, a free downloadable guide built around four distinct customer routines, bundled with partner offers from aligned brands. Scoped the concept, defined the segments, and directed the team that produced it.
Savor: A Self-Care Guide cover
Downloadable guide, gated for new customer acquisition
“This idea came from Leah, our Marketing Director, during one of our executive meetings.”
Annmarie Skin Care · Company-wide launch email

What People Are Saying

Testimonials
Iva Jewell brand photography
Brand & product photography

Leah was helpful, thoughtful, and patient with me as I built my business Iva Jewell. A true jack of all trades who acted as our Chief Marketing Officer, from editing to ad management to photoshoots.

Dionne McCray
Owner · Iva Jewell
Karen Bevels Catering menu photography
Menu & food styling · Toast digital storefront

Leah helped us with our online food project by applying her marketing and project planning knowledge throughout. She was patient, attentive to our needs, and still checking in long after the project wrapped.

Amir Bahman
Partner · Karen Bevels Catering

Leah was a great asset, blending creativity and analytics with a can-do attitude to develop growth vehicles for our ecommerce business. Her affiliate program delivered a 7x average revenue increase.

Amy Kennedy
CMO · Managed Leah at Urban Remedy

Leah is an empowering, hard-working manager who helped me grow as a digital marketing professional. Her ability to lead teams and manage projects was unlike anything I'd seen before.

Nikki Tran
CRM & Retention · Reported to Leah

As Director of Marketing at Annmarie Skin Care, Leah was an innovative leader who cultivated a data-driven culture and made a big impact across customer acquisition and funnel optimization.

Ahmad Nameh
Principal Consultant · Alphabyte AI

I've seen firsthand her ability to create, execute, and manage projects with extreme care, from corporate-scale marketing solutions to building startup programs on a thin budget. With this range of experience, she can handle pretty much anything.

Ishaq Ali
Entrepreneur & Founder · Worked with Leah at Eaze

Experience

Client and in-house leadership, told the way it grew, one role at a time.

Digital Marketing + Ecommerce Director

Apr 2023 to Present
Procter & Gamble (Mielle) · Merrillville, IN (Remote)
  • Drove record-breaking Black Friday / Cyber Monday sales, exceeding every previous company benchmark.
  • Managed and grew marketplace channels including Amazon and TikTok Shop, expanding reach beyond the brand's owned ecommerce site.
  • Built and mentored a high-performing marketing team focused on innovation and continuous improvement.
  • Managed and optimized marketing budgets in partnership with Finance, achieving strong ROI across channels.

Principal Marketing Consultant

May 2015 to Mar 2023
Leah Edun Consulting · San Francisco, CA
  • Directed marketing strategy for clients including eBay, Walmart Ecommerce, Kuna Systems, and Rodan + Fields, driving YoY revenue growth and expanded market share.
  • Grew eBay website traffic 15% and Kuna Systems lead generation 20% through high-impact campaigns.
  • Launched an affiliate program for a masstige color-cosmetics brand that drove significant revenue growth.
  • Spearheaded guerilla marketing for comedian Mo Amer, lifting website traffic through creative promotion.

Senior Growth Manager

Feb 2021 to Apr 2022
Eaze · San Francisco, CA

Built a growth-experiment roadmap that lifted customer acquisition 20%, and optimized the funnel across the customer journey.

Director of Marketing

Jun 2017 to Feb 2021
Annmarie Skin Care · Berkeley, CA

Scaled the marketing team from 2 to 10 and delivered 25% annual revenue growth through a new direct mail program.

Digital Marketing Manager

Dec 2014 to Apr 2015
Urban Remedy · Richmond, CA

Managed all digital marketing channels: email, affiliate, paid social, and digital partnerships.

Online Marketing Associate

Sep 2010 to Dec 2014
One Kings Lane · San Francisco, CA

Achieved 1,000% annual growth in Facebook ad sales revenue through targeted campaigns.

Toolkit

How I Work
Shopify Amazon Seller Central TikTok Shop Seller Center Recharge Klaviyo Attentive LoyaltyLion Meta Ads Google Ads GA4 Microsoft Power BI Tableau SQL Bazaarvoice Zendesk Figma Asana WordPress

Recognition & Education

Background
2024 Award Recipient
Marketing Department Award

Recognized for department-wide impact during a record-breaking year, including the highest Black Friday / Cyber Monday sales in company history.

Mielle · Procter & Gamble
Brand Fundamentals Bootcamp
Procter & Gamble · Completed
B.S., Business Administration — Marketing
San Francisco State University