Let’s Connect

Tiffany K. Fletcher (she/her)

Integrated Marketing Specialist · Toronto, ON

Marketing that
earns attention,
not just buys it.

Campaigns that connect. Strategies that convert.

Eight-plus years of story-led, measurable campaigns across six global markets. What lights me up is the spot where a brand earns attention instead of buying it. Most of my career has been DTC beauty, but honestly, I’m energized by any team building something thoughtful.

Years of experience8+
Launches a year30+
Global markets6
Beauty & CPGB2C
Case StudiesSee My WorkGet to Know Me
Tiffany K. Fletcher

The Full-Stack Edge

Versatility meets execution, across every channel.

I’m equally at home with the strategy, the creative and the spreadsheet. So I can own a campaign end to end, or slot into your team right where you need the depth.

Why I’m a generalist

Every Channel Is a Way to Tell a Story.

My favourite part of this work is how many different ways a brand gets to reach someone. Email, a live shopping channel, a founder on camera, a product page, a paid ad.

Every one of them is a different way of telling a story. Email tells it slowly. A live shopping segment tells it in ninety seconds. A founder on camera barely has to say anything at all. Knowing all of them means I get to pick the right one for the story, instead of bending the story to fit the only format I know.

→Launch sell-through, QVC GermanyAhead of the new products in 12 of the previous 21 shows96.6%
→Reach, founding family postsFamily posts vs everything else, 2022 to 2024+34%
→Email campaign click rate2025, top 25% of our Klaviyo peer group3.37%
→More Deal of the Month clicksFrom 75% fewer email recipients, April to June 2025+89%
→Deal of the Month text click rateUp from 4.5%, while reaching about 45% more recipients12.1%
→Units sold, Flash Friday 2022CA$16,242 in net sales, with 76 new customers211

Every figure traces back to a named source, and where a number has a limitation, the case study says so.

Case Studies

Strategy-first. Story-led. Receipts included.

Five of them, and each one is the whole story: the constraint I was working inside, what I decided, what I chose not to do, and where the numbers have limits.

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Get to Know Me

Branding Is Really About Human Connection.

Coffee cup that reads Build a Brand They Can’t Ignore
Three things you can count on

How I Show Up.

01
Strategic ThinkerI start with the why. The audience, the positioning, the funnel, all before a single asset gets made.
The Why
02
DoerI don’t just plan it. I build it, ship it, measure it, then make it better.
The Build
03
Lifelong LearnerChannels, tools and culture shift constantly. Every project sharpens the craft, and honestly, I like it that way.
The Growth
Social◆Email & SMS◆Ecommerce◆Teleshopping◆Copywriting◆Photography

Let’s Connect

Let’s make something that actually connects and converts.

Email Me LinkedIn

Case Studies

Five Case Studies,Limitations Included.

Every figure traces back to a named source: Later’s Instagram exports, Meta, Klaviyo, Shopify, or the channel planner’s QVC sell-in and sell-out sheet. Where a number has a limitation, I say so. I’d rather you trust the ones that hold up.

Five files. Hover to pull one out, click to open it.Five files. Tap one to open it.

Case 01 · Teleshopping

96.6% sell-through at launch, and a line that grew from three products to seven.

RoleMarket research, positioning, on-air creativeChannelQVC GermanyPeriodOct 2025 launch, line extended Jul 2026PartnersCompany chemist, president
96.6%
Sell-through at launch

October 2025, by value. Ahead of the new products in 12 of QVC Germany’s previous 21 shows.

October 2025 LaunchSell-in / sell-out sheet, by value
Body Cream Duo100%
Face Serum Duo97.6%
Face & Eye Cream Duo93.4%
Sea cucumber line96.6%
New products in the typical show, Jan 2024 to Sept 202593.7%
3 → 7
Products in the line

By July 2026, and booked into QVC Germany’s February and April 2027 shows.

The situation

A line built on sea cucumber, in our largest market. It’s uncommon, it’s not pretty and it’s animal-derived, and our president was nervous it would flop.

What I decided

The risk wasn’t the ingredient. Nobody had given the German customer a reason to trust it. With our chemist I nailed the claims, then researched what the German market needs before it believes one, and built the on-air creative around that.

What I chose not to do

Lead with novelty, or show the ingredient. For a customer who screens hard on credibility, strange reads as gimmick, so I led with what it does and why.

Reordered

The Body Cream Duo has been ordered for three more shows. Only 9% of the 161 products QVC Germany launched with us from January 2024 to October 2025 were reordered that often.

What didn’t work

Not everything landed. In July 2026 the Foaming Cleanser Duo sold 46.8%, and a February 2026 sea cucumber edition set sold 35.7%.

The sea cucumber line: on-air video (opens on YouTube) and feature graphic

Sea cucumber line video, opens on YouTube
What I’d do differently

Build the on-air story around the formats that proved themselves, the body care and the day cream, and give new sets a clearer reason to exist before they air.

How I measured it

Sell-through by value, from the channel planner’s sell-in/sell-out sheet, which I used as a data source. A new product is one appearing on the QVC Germany sheet for the first time, and 12 of 21 holds under a stricter definition too. Sell-through also reflects buying, pricing and airtime. My part was the positioning, the research and the on-air creative.

See the Creative: Teleshopping Video and Stills →
Case 02 · Organic Social

Family posts reached 34% more people than everything else. When I took the account back, I more than doubled their share of our Reels.

RoleIdeation, scripting, briefing, filming, publishingChannelInstagramPeriod2022 to 2026TeamTwo people, one a designer
+34%
Median reach, family posts

2022 to 2024: 1,131 people against 844 for everything else.

Share of Reels Featuring the FamilyLater Reel exports
In-house, 2022 to 2024 (14 of 87)16.1%
Agency, 2024 to 2025 (20 of 121)16.5%
Back in-house, 2025 to 2026 (22 of 57)38.6%

From one in six to nearly two in five. The two Reels promoting speaking events count as non-family here.

6.34%
Median engagement, family posts

Against 5.14% for everything else, 2022 to 2024.

The situation

Engagement was slipping, and we needed more people watching our shows on the shopping channels. We had something no competitor can copy: three generations of one family, in business since 1948.

What I decided

The brands winning in nearby categories were led by a person, not a product. So I put our family at the centre: Marion on camera before her TSC shows, Elizabeth’s story, and Margot’s interviews.

What I chose not to do

Keep producing polished product shots at volume. They were safer and easier to get approved, but family content performed better, so that’s where the time went.

The Proof
Agency era: family Reels vs its other Reels, reach+86%
Family posts in the 10 most-engaging (posts reaching 300+), both in-house eras5 of 10
My founder video, run as a Meta ad by the team: click rate6.9%
What didn’t work

In 2025 to 2026, family Reels reached slightly fewer people than other Reels (747 against 795). The reach lift that year came from carousels and images.

Marion on Hair, Marion on Hydration and the Bluezone launch

What I’d do differently

Build a follow prompt and a link into every founder post from day one, and hand the strongest founder Reels to the ads team sooner.

How I measured it

Later exports, medians per post. Engagement is likes, comments, saves and shares divided by reach. Family posts are identified by caption, which misses a few, so the family numbers are conservative. The ad’s 6.9% is 3.3 times the whole ad account’s average, so treat it as a signal.

See the Creative: Social Video and Carousels →
Case 03 · Email + Deliverability

Our 2025 email campaign click rate landed in the top 25% of our Klaviyo peer group.

RoleSegmentation, list hygiene, reporting and attributionToolKlaviyoPeriodApril to September 2025
3.37%
Email campaign click rate, 2025

Rated Excellent by Klaviyo Benchmarks: above the 75th percentile of our peer group.

Deal of the Month, April vs June 2025
June: engaged segmentsApril: full list plus resends
People who clicked
1,047
555
Attributed order value
CA$5,953
CA$3,032
Recipients, about
16,800
67,600

89% more clicks and 96% more attributed order value, from 75% fewer recipients. Each month featured a different product, so part of the difference is the offer.

67%
Fewer bounces a month

697 a month from January to May 2025, then 230 a month from June to December.

The situation

Our bounce rate had doubled, and Deal of the Month went to the full list plus broad resends. Email only got credit for an order within 24 hours, and bot clicks and Apple’s automatic opens padded the numbers.

What I Did, in Order
Excluded bot clicks and Apple privacy opens from reportingApr 21
Main send to opted-in subscribers, follow-ups to engaged and behavioural segmentsMay
Removed bounced and dead addresses2025
Restored Klaviyo’s 5-day attribution windowSept 2
What I chose not to do

Keep sending to the whole list for reach. Klaviyo recommends emailing only people with express consent to protect deliverability, and our doubled bounce rate said the same thing.

Hotmail and Outlook

“Mailbox unavailable” bounces fell from 3,397 in 2024 to 1,556 in 2025.

What didn’t work

Spam complaints rose across the account, and Klaviyo rates our campaign spam rate Poor against peers. Unsubscribes rose slightly too.

What I’d do next

Build a sunset flow for long-unengaged subscribers, and keep a close eye on Yahoo and AOL complaints.

How I measured it

Klaviyo campaign reports, deliverability reports and Benchmarks, January to December 2025. Bot clicks are excluded in every month. Open rates aren’t used, because Apple Mail Privacy Protection inflates them.

See the Creative: Email and SMS Creative →
Case 04 · Ecommerce + Email

A VIP-first bundle promo that sold 211 units in 2022, then came back as Deal of the Month.

RoleIdeation, bundle configuration, PDP content, email directionChannelsEmail, SMS and DTCToolsShopify, KlaviyoPeriod2022 and 2025
211
Units, Flash Friday 2022

CA$16,242 in net sales, with 76 new customers.

Deal of the Month, 2025
Hydrate + Repair Supersized Ceramide Serum DuoMay
Vitamin C Golden Hour TrioJune
Units sold to date, both bundlesAbout 390
Net sales to date, both bundlesAbout CA$30,700
Months on sale, each bundleAbout 10 and 13
3.2×
VIP order rate

VIPs ordered at 0.84% of recipients against 0.26% for the engaged list.

The situation

DTC sales were slow, and we were holding stock close to the end of its shelf life. Decades of live shopping meant our customers rarely bought at full price on our site.

What I decided

She wasn’t price-resistant, she was urgency-driven. So I built a recurring, named moment: bundles from the overstock, closest-dated first, with VIPs getting each offer 30 minutes early.

What I chose not to do

Run a sitewide sale. It trains customers to wait, discounts stock that didn’t need it, and does nothing about the units that were the actual problem.

Deal of the Month email and SMS creative

What didn’t work

The VIP comparison is small (3 orders), and VIPs are our best customers, so it’s a signal, not a test.

What I’d do differently

Run it as a real test: split one segment at random into early access and standard, and change one thing at a time. In 2022 I changed offers and audiences together.

How I measured it

Shopify sales reports and Klaviyo campaign reports. Net sales exclude tax. The 2025 totals are lifetime sales for each bundle, not just its promo month.

See the Creative: Email and SMS Creative →
Case 05 · SMS + Email

Once our Deal of the Month texts moved to the right list, their click rate went from 4.5% to 12.1%.

RoleKlaviyo transition, segmentation, BFCM sendsChannelsSMS, EmailToolsPostscript, then KlaviyoPeriod2024 to 2025
12.1%
Deal of the Month text click rate

June 2025, up from 4.5% in April, while reaching about 45% more recipients.

Deal of the Month Texts, 2025Klaviyo campaign reports
April: North American segment4.5%
May: SMS master list10.2%
June: SMS master list12.1%

Click rate across every Deal of the Month text in the month.

97.5%
Texts delivered, 2025

84,083 texts, an 8.73% click rate and a 0.56% unsubscribe rate. Unsubscribes and failed sends both fell on 2024.

The situation

SMS ran on Postscript, separate from our email in Klaviyo. I’d assisted with the Postscript program, and in June 2024 I carried out the move, so email and SMS now run from one place.

What I Did
Carried out the move from Postscript to KlaviyoJune 2024
Moved Deal of the Month texts to our SMS master listMay 2025
Ran the email and SMS sends for BFCM2024
BFCM Email, 2023 vs 2024
BFCM 2024BFCM 2023
Conversions
342
257
Recipients
154,187
123,364

Conversions up 33% on 25% more recipients. One BFCM text went to 1,275 people: 14.2% clicked and 13 ordered.

What didn’t work

The SMS click rate dipped against 2024, and the Deal of the Month texts drove few attributed orders, so the click lift is an engagement win, not a sales one.

What I’d do differently

Build number validation and a sunset rule in from day one, and track list size every month, so growth can be shown, not just activity.

How I measured it

Klaviyo’s text message deliverability report (2025, all campaigns) and campaign reports. BFCM covers every email campaign sent November 20 to December 2 in both years. Total BFCM sales also had paid media behind them that I didn’t run.

See the Creative: Email and SMS Creative →

My Work

The Making, NotJust the Managing.

The case studies make the argument. This is the actual craft behind them, shot, designed, written, edited or directed by me. Have a dig around.

How I work

The Part Most Portfolios Leave Out.

Anyone can show finished assets. The calendars above are the operating system behind them, and these are the three rules they run on.

Plan backwards

Every launch starts from the air date or send date and works backwards. Asset deadlines, approvals and buffer are set before anything gets designed.

One calendar

Email, SMS, social, on-air and site live in one view, so a promotion never contradicts itself across channels.

Measure, decide

Results go back into the next plan with the limitations stated. If a number can’t be defended, it doesn’t get used.

The Track Record

Career Evolution & Toolkit.

Eight-plus years at one brand, intern to coordinator, picking up more of the funnel every single year. Here’s the whole thing.

Tiffany K. Fletcher

Integrated Marketing Specialist · Content & Campaigns

tkt.fletcher@gmail.com linkedin.com/in/tktfletch imtiffanyfletcher.com Toronto, ON

Integrated marketing specialist with 8+ years of story-led, measurable campaigns for a premium DTC beauty brand across six global markets. I shape the strategy and build the work myself, from email and SMS lifecycle to organic social, ecommerce, on-air creative, photography and copy, plus freelance paid social.

Download the PDF Same content, ready to send.

Life Between the Lines

Tiffany K. Fletcher (she/her)

The human behind the strategy.

A look at the passions and small rituals that fuel the big-picture strategy and inspire my creativity. Human-centric marketing starts with a human-centric life.

Tiffany K. Fletcher

Hi, I’m Tiffany. Back in St. Lucia I basically grew up in my dad’s office, watching him build a business on relationships rather than advertising. That’s where I learned that business is about human connection, and that strategy is never the point on its own.

I made Toronto home in 2016 and threw myself into marketing, pulled in by the way the best brands weave storytelling, data, design and psychology into something that actually moves people. The psychology is still the part I can’t stop thinking about: why someone trusts one claim and scrolls past another, and why a founder on camera outperforms a flawless product shot.

So I research it constantly, from how people behave to where trends are heading and what’s newest in skincare (my field, and honestly, my passion). I’m comfortable owning the strategy, and just as comfortable building the asset myself at eleven at night because the send goes out at nine. And every case study here shows its limitations, because a marketer who can only show wins isn’t someone you can trust with a budget.

Beauty is where I built my craft, not the only place I can use it. I’m comfortable branching into other industries, and the pet industry is one I’d especially love to work in. I’ve written adoption bios for an animal welfare nonprofit since 2022, so I already know how to talk to people who love their animals.

What I bring

A Generalist, on Purpose.

The resume tells you where I’ve been. This is the part that matters on a Tuesday afternoon when something breaks.

The process

How I Run a Launch

Every launch starts from the air date or send date and works backwards. Deadlines, approvals and buffer get set before anything gets designed. Email, SMS, social, on-air and the site live in one calendar, so a promotion never contradicts itself.

Launch posters and newsprint spread across the floor
The honest pitch

What You’re Actually Getting

Someone who can sit in the strategy conversation, then go build the thing. I write the copy, shoot the product, design the asset, build the segment and read the numbers after. I know each piece well enough to brief it, spot problems and pick it up when timelines get tight.

A keyboard key that reads Storytelling Is the Best Marketing
The growth edge

Where I’m Still Levelling Up

I’ve worked inside budgets other people set, so owning the number itself is the next thing I want on my plate. Same with paid social at real scale, and running creative direction end to end rather than translating someone else’s.

Red phone labelled For Creative Crisis Only
The team part

How I Am to Work With

Warm, direct and very hard to rattle. I ask questions early so there are fewer surprises later. I’ll happily write the messy first draft, back someone else’s better idea and take the edit. Years of working across time zones and languages taught me how to make people want to help.

Hand pressing an elevator button, coffee in hand
The fit

What I’m Looking For

Fresh challenges, and a new team that will put my skills to real use. Creative, collaborative people who love what they do, and a culture that grows together and individually. In return, I take ownership, communicate early and measure what I ship, so the next one’s better.

Creative Projects

Where the creativity gets to run loose.

Two projects where I get to make content purely because I want to, and where I put everything I know to work with no client attached. Both have a defined audience, content pillars and a voice I stick to. That’s the point: the stakes are low, so it’s the safest place to test a format, chase an idea and read what actually happened. The thinking is the same as the day job, just faster and with nobody to ask for approval. Half of what I bring in on Monday started here.

Live · Instagram

@thatssopheebs

A social project disguised as a cat account

Phoebe’s account, and my sandbox. It’s where I test hooks, formats, posting times and captions, and where I work out how to ride whatever trend is eating the algorithm that week without breaking the account’s voice. That’s the actual discipline: a trend only earns a spot if it still makes sense for her niche and the people who follow it. Chasing a sound that has nothing to do with your audience is how accounts lose them. Turns out a cat is a very forgiving client, and a lot of what I know about what makes someone stop scrolling, I figured out here first.

Go say hi to her →
Coming soon

Underexposed Archives

Photography, and my favourite way to tell a story

Photography started as something I taught myself. Then I went and trained properly at Toronto Camera School. It’s my main creative outlet: walking the city, finding the shot, catching the thing most people walk straight past. Same instinct I use at work, just without a deliverable attached. Every frame is still a story about a place or a moment, and the more I shoot, the sharper I get at spotting the one that’s worth telling.

The name works twice, which is the whole joke. I like shooting in low exposure because that’s where the mood lives, and I almost never share any of it. This project is me finally putting it somewhere.

Handle landing here shortly, once I stop hoarding the good ones

Let’s Connect

Let’s make something that actually connects and converts.

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