I started in e-commerce the hard way. No mentor, no playbook, no safety net. Just a product, a Shopify store, and a lot of trial and error — mostly error.
I co-founded Vital Apparel — a mental health awareness brand that donates every single month. Building it taught me more about paid advertising, customer retention, and what actually drives revenue than any course ever could. I made every expensive mistake so you don't have to.
Nine years in, I'd figured out what worked. And I realized that most small businesses — nail salons, lash studios, DTC brands — were making the same exact mistakes I used to make. Spending money on ads without a strategy. Acquiring customers without any plan to keep them.
Vast Scale Media exists because I got tired of watching good businesses fail at marketing when the fix was right there. Every strategy I recommend is one I've already tested. I don't theorize — I show you what I know works.