Buenacopa Fractional CMO

Rebuilding marketing infrastructure and launching a performance acquisition system for an international supplement brand.

Overview

Buenacopa is an international supplement brand operating across Shopify and Amazon in the Mexico market. With the entire marketing team departing simultaneously, Brynn embedded as fractional CMO to stabilize operations, rebuild the marketing foundation, and launch a performance acquisition system from scratch during a period of complete team transition.

Role & Scope

  • Fractional CMO

  • Attribution and data infrastructure

  • Paid social strategy and acquisition funnel

  • Brand and creative direction

  • Agency briefing and oversight

  • Channel strategy — Shopify and Amazon

The Work

  • Fixed broken Meta pixel — established clean conversion tracking for the first time

  • Built and launched dedicated acquisition lander with structured subscription offer

  • Audited 90 days of historical Meta spend — identified and redirected 36% going to wrong campaign objectives

  • Connected Lifetimely across Shopify and Amazon — established LTV framework and blended performance metric

  • Produced 12-concept Meta ad brief and directed creative execution

  • Delivered full website architecture brief with SEO strategy

  • Briefed and onboarded performance marketing agency with full strategic context

Impact / Outcomes

  • CVR improved from 0.05% to 0.49% in three weeks — nearly 10x improvement

  • Identified and redirected 36% of historical Meta spend that was generating zero purchase conversions

  • Established LTV framework across both channels — first time the business had accurate cohort and profitability data

  • Built acquisition funnel, offer structure, and creative system from scratch during complete team transition

  • Delivered brand direction, website brief, customer journey map, and agency briefing docs in under six weeks