About Jimmy Joe
Over the last decade, I've helped scale four consumer brands funded by top VC firms (Andreesen, Sequoia, Tiger Global, LVMH, SoftBank, Allen & Co) as the key in-house growth executive at NatureBox, ThirdLove, TableRunner, and Papa & Barkley. I’ve built growth engines, decision frameworks, data culture, and growth teams that have hyper-scaled revenues from $0 to over $100M across multiple industries, channels (e-commerce, wholesale, retail), and revenue models.
I am a proponent of systems-driven growth frameworks to increase the probability of realizing outlier outcomes. My Moonshot GrowthOS is a systems approach to achieving outlier results.
Amanda Byrd
Head of Growth @ GDX Studios
Hustler, LiveJasmine
Ken Chen
Founder @ Narrative Ads
Founder @ NatureBox
Kevin Li
CMO @ Stealth AI
Farmstead, 2x YC Alumn
Leann Taylor
Chief Strategy Officer @ Caliva
Orla Weir
Head of E-Commerce @ Denzel's
Ugly Drinks
Drew Hyland
Director, Digital Marketing @ Papa & Barkley
Outlier Results
Zero to One. And one to the moon.
Jimmy architected the "Try Before You Buy" growth engine using his Moonshot GrowthOS, catapulting ThirdLove from a low six-figure annual revenue startup to a category leader with over $100 million in revenue.
Unlocking Funding & Value Creation
As a result of Jimmy's growth leadership, consumer brands were successful in securing over $200 million from top-tier venture capitalists like Andreeson, Tiger Global, and Sequoia, resulting in $1.5 billion brand value creation.
The $100-Million-Dollar Growth System
Jimmy's Moonshot GrowthOS, honed through $100M+ spent on platforms including TikTok, Meta, and Google, integrates a modern data framework, a rigorous insights engine, and a dynamic brand narrative engine, offering a multi-faceted strategy for digital marketing excellence.
Fusing Data and Creativity
Jimmy's Moonshot GrowthOS uniquely combines a data-driven methodology with the art of storytelling, engineering customer purchase journeys that not only resonate but also drive profitable growth through high-performing brand narratives.
Customer testimonials
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" Every mission-driven brand has levers with the potential to unlock outlier growth. "
Jimmy Joe
Try Before You Buy Program
I am the chief architect of ThirdLove's Try Before You Buy Program ("TBYB"). At the time, "Free Trial" programs were common in subscription-based CPG, such as NatureBox, but was foreign to the apparel segment. Lifting ThirdLove from obscurity to realizing their potential as an inclusive brand felt like a moonshot.
Leveraging what was to become my Moonshot Growth Operating System, the TBYB Program was identified via growth modeling, proven out via iterative data-driven testing, and propelled via compelling brand narratives.
The TBYB Program became the core growth engine, skyrocketing ThirdLove from an unknown startup to a category leader generating $100M+ and challenging Victoria's Secret.
Transforming Love & Loyalty into Growth
At Papa & Barkley ("P&B"), I was fortunate to inherit a cannabis brand with an established hero product, a compelling origin story from its founder Adam Grossman, strong customer love and loyalty, and a core belief in product sampling to prove efficacy and establish brand premium through sampling.
My challenge was to leverage the brand equity, origin story, existing halo-effect, and customer love from its cannabis business and build out P&B's national e-commerce line-of-business based on CBD.
By leveraging my Moonshot Growth Operating System, we identified core KPIs, foundational funnels, and key persona-driven brand narratives to ground our roll-out strategies.
Within just six months, P&B scaled its national CBD business from $0 to a $5 million annual run rate.
Learning Storytelling from the Master
It's a rare opportunity to meet legends. It's even rarer to have the opportunity to work directly with a legend for 14-months on a project garnering wide acclaim. In 2010, I met Pete Docter after his Oscar win for Up! He asked me if I can help him with his dream project. I said "Yes" without knowing how to get it done.
We exchanged emails or phone calls daily over the course of 14 months. Along the way, I learned the arduous process of story crafting, the art of product packaging, and a few personal Steve Jobs stories.
We created and co-produced Walt Disney's Nine Old Men The Flipbooks box set, currently a collector's item and on display in The Walt Disney Family Museum.
Pete helped me form the perspective of leveraging data to constantly improve brand narratives. Being data-driven is an investment in building stronger emotional connections between a brand and their customers.
My Journey
// multidisciplinary approach and thinking // mental models
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In Growth, Decision Making is Everything
I started my career in finance as an investment banker at DLJ structuring equities, debt, and derivatives. Here is where I realized the outsized rewards the market will give you if you are able to make better decisions over time. Decision frameworks are fundamental to how we run growth.
Storytelling is the Key to Engagement
Disney afforded the opportunity to experience world-class design, compelling storytelling, and a powerhouse CPG operation. I engineered a web app converting a 10 second video into a 60-page flipbook and licensed it to Disney to create Disney Moments Flipbook.
This eventually led to a year-long collaboration with the Head of Pixar and Oscar-winning director Pete Docter. We produced Walt Disney’s Nine Old Men: The Flipbooks, a 10 book anthology.
To infinity and beyond!
Compounding the Dots into Outlier Outcomes
Over the course of my journey scaling venture-backed consumer brands, there is one common denominator they all shared. At the root of every growth or setback is a decision.
Because decisions increases geometrically with scale. Growth is an org-wide motion, the ability to make better decisions over time and across the org will have outsized compounding effects.
This is why we focus on decision making. It’s not enough to connect the dots. Growth is the result of the compound interest of good decisions, connected together.
Long heading is what you see here in this feature section
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Trusted Advisor to Celebrity Brands
Jay-Z's Caliva
Professor Scott Galloway's Section
Christopher Gavigan's Prima
Ryan Tedder's Mad Tasty
Over the course of my career in growth, I've had the good fortune and opportunity to advise the management teams of mission-driven brands with celebrity founders.
" Outlier results is the compounding interest of better decisions over time. "
Jimmy Joe