E-Commerce Operations Collective — Miami, FL

We don't advise on brands.
We {{ rotatingWord }} them.

A collective of founders who have owned the P&L on 8- and 9-figure subscription brands. $350M+ in collective revenue. We deploy the same creative, media, retention and fulfilment playbooks into every new brand we launch.

Est. 201911 brands launched3 verticals deep
Portfolio — 11 brands
412,880 active subscribers
71% repeat purchase rate
Beauty & Skincare✦Health & Nutra✦Fashion & Apparel✦Creative Strategy✦Media Buying✦Retention & Loyalty✦Fulfilment & 3PL✦Subscription Commerce✦
Beauty & Skincare✦Health & Nutra✦Fashion & Apparel✦Creative Strategy✦Media Buying✦Retention & Loyalty✦Fulfilment & 3PL✦Subscription Commerce✦
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Collective revenue
Across brands we founded and operated
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Brands launched
Six still operating under the collective
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Orders shipped
Across beauty, fashion and nutra
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Median LTV:CAC
Blended across the active portfolio
Channels we scale on
MetaTikTok ShopGoogle & YouTubeAmazonShopify Plus
* FIGURES AGGREGATED ACROSS PORTFOLIO BRANDS, 2019–2025. INDIVIDUAL BRAND DATA AVAILABLE UNDER NDA.
01 / Who we are

Operators, not consultants.

WhatSkill is a collective of e-commerce brand founders who have individually built, owned and scaled multiple 8- and 9-figure subscription brands across beauty, skincare, supplements, fashion and nutraceuticals.

We're not an agency and we don't sell advice. We build and operate the brands ourselves — deploying the same systems, playbooks and infrastructure that generated over $350 million in collective sales.

Our edge is full-stack: cutting edge on the front end — creative, media buying, conversion, retention — and deep on the back end — supply chain, fulfilment, subscription management and customer experience.

01 — Skin in the game

Every operator here holds equity in what they run. No retainers, no billable hours, no hand-off.

02 — Built once, deployed often

Infrastructure is written once and re-used across verticals. Brand eleven launches faster than brand one.

03 — Pressure-tested only

Nothing enters the playbook until it has survived real ad spend, real customers and real scale.

PALETTE TEST — SÉRA SS26APPROVED ✕2
CTR BY HOOK — WK 32HOOK 04 +38%
PO-8841MIA-3PL2,400 UNITS
3PL AUDIT — MIAMIPICK ERROR 0.4% ↓

“The best e-commerce brands aren't built by people who study the game. They're built by people who've played it — and won.”

— The WhatSkill thesis
02 / Selected work

Proof, not promises.

Our brands stay unnamed here — they compete in the categories we operate. The numbers and moves below are real; ask about the rest in person.

Case 01 — Beauty & Skincare · 2021—Present

$0 → $28M ARR in 20 months.

A clinical skincare system launched from scratch — formulation, brand, funnel and fulfilment built in-house, then scaled on Meta and TikTok without outside capital.

01Rebuilt the offer around a three-step routine instead of single SKUs — AOV up 46%.
02Creative engine shipping 120+ tested ads a month across UGC and studio.
03Retention flows and subscription tiers lifted six-month LTV by 31%.
74% SUBSCRIPTION REVENUE 4.8:1 LTV:CAC 81% GROSS MARGIN
CAMPAIGN STILL — SPRING DROPCONFIDENTIAL
Case 02 — Health & Nutra · 2022—Present

$300K → $2.1M monthly recurring.

A gut-health brand acquired at a plateau. We rebuilt sourcing, repriced the subscription and turned its quiet email list into a second P&L.

01Renegotiated sourcing and fulfilment — nine points of margin recovered.
02Quiz-led funnel doubled cold-traffic conversion in eight weeks.
03Win-back program now recovers 22% of cancelling subscribers.
68% SUBSCRIBER SHARE 7.1 MO AVG SUBSCRIPTION 2.1% REFUND RATE
PRODUCT LINE — GEN 2 PACKAGINGCONFIDENTIAL
Case 03 — Fashion & Apparel · 2023—Present

62,000 members in year one.

A members-only label built on drops. Scarcity, credits and a calendar that trains customers to come back monthly — retention designed into the merchandising itself.

01Waitlist mechanics turned launch spikes into standing demand.
02Monthly drop calendar with member-first access windows.
03Store credits push repeat purchase to 3.2× against a category norm near 1.4×.
3.2× REPEAT RATE 58% MEMBER RENEWAL 9.1% RETURN RATE
LOOKBOOK — DROP 011CONFIDENTIAL
03 / What we build

Three verticals. One playbook.

High-margin categories where recurring revenue compounds into durable, defensible businesses — and where we already own the supply chain, the creative and the customer relationship.

01 / BEAUTY

Beauty & Skincare

Clinically-backed formulations, creative built for cold traffic, and retention systems that push repeat rate past category benchmark.

AVG SUB LENGTH7.4 mo
GROSS MARGIN81%
02 / FASHION

Fashion & Apparel

Membership-driven labels that convert first-time buyers into members through curated drops, credits and intelligent win-back loops.

MEMBER REPEAT3.2×
RETURN RATE9.1%
03 / NUTRA

Health & Nutra

Science-forward supplements designed for recurring purchase. Formulation to fulfilment, sourcing to compliance — we own the chain.

SUBSCRIBER SHARE68%
REFUND RATE2.1%
04 / Capabilities

Front end to back end. We run it all.

Most operators specialise. We don't. The advantage is the integration — marketing, operations, technology and finance answering to the same P&L.

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05 / How we operate

The WhatSkill System

Every brand we launch runs the same four-phase framework — refined across hundreds of millions in revenue and roughly the same number of mistakes.

Typical brand curveMRR / month 0–24
M0 LAUNCHM8 SCALEM16 COMPOUNDM24
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06 / The partners

The operators.

Four partners. Every one has founded, scaled and exited before — nobody here is career staff.

Marcus Reyes

Growth & Acquisition

Scaled two beauty brands past eight figures; has personally deployed $40M+ in paid social.

Dana Kim

Brand & Creative

Creative director behind 3,000+ tested ads; built in-house studios for three portfolio brands.

Alex Fedorov

Retention & Subscription

Designed subscription programs holding 400K+ active members across nutra and beauty.

Priya Shah

Operations & Supply

Owns sourcing, fulfilment and CX portfolio-wide — 2.4M orders shipped and counting.

FULL BIOS AND TRACK RECORDS ON REQUEST — WE'D RATHER SHOW P&LS THAN LINKEDIN PROFILES.
07 / Our DNA

Built different.

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08 / FAQ

Common questions

Still unanswered? Write to us directly — an operator replies, not a form.

contact@whatskill.ai
INBOX — CONTACT@ LIVE
RECEIVED 09:41 — FOUNDER, BEAUTY DTC

“Stuck at $180K/mo for three quarters. Unit economics attached — can this scale?”

REPLIED 12:53 — M. REYES

“Margins work, retention doesn't. Fixable. Call Thursday?▌”

MEDIAN FIRST REPLY — 3H 12MNO FORMS

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09 / Join the collective

We're looking for people who build.

Operators, buyers, closers and creatives tired of executing someone else's vision. WhatSkill is where real equity meets real scale — and where the person who builds it also owns it.

Apply Now → Send your resume to hr@whatskill.ai
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