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Commercial

Consumer Marketing

Digital, performance, and lifecycle marketing — how we find members, convert them efficiently, and keep them engaged.

Mission & Mandate

We reach and convert patients seeking access to HRT by turning intent into premium members via disciplined, data-driven paid acquisition. Our goal is to accelerate DTC acquisition profitably by relentlessly optimizing CAC, LTV, and funnel conversion.

Leadership

DT
Domenick Tiziano
Department Lead
✉ [email protected] [EDIT]
AP
Andrew Pena
Performance Marketing Manager
✉ [email protected] [EDIT]

Scope

  • Paid acquisition — Google, Meta, TikTok, YouTube
  • SEO & organic — content, technical, rankings
  • Lifecycle — email & SMS, retention, winback
  • CRO — landing pages, funnels, A/B testing
  • Analytics & attribution — tracking, dashboards
  • Affiliate & partnerships

Quarterly goals Q3 2026

1,500 new premium members

LTV target: $300

No specific ROAS target this quarter.

Under construction

Key metrics MTD

New sign-ups
4,860
↑ 9%
Blended CAC
$82
↓ $6
ROAS
3.0x
→ flat
Site conversion
3.4%
↑ 0.3 pts

Website analytics Google Analytics

thehrtclub.com — sessions over the last ~6 months and top traffic sources, live from Google Analytics.

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Key Tools

Analytics

Prism Prism 🔒Commercial analytics G Google AnalyticsWebsite analytics Prototype Cockpit CockpitPerformance marketing dashboard · in development

Marketing automation

Klaviyo 🔒Email & SMS marketing

Monitoring

G Google SearchMonitor Google search performance M Microsoft ClarityAll site interactions

Ad platforms

M Meta Ads ManagerFacebook & Instagram ads Ads Google AdsSearch & display ads b Microsoft AdvertisingBing search ads

Payments & commerce

S StripePayments & billing F FlexHSA/FSA checkout TBD 🛒 Commerce platformWooCommerce replacement · TBD
The HRT Club · Internal use only · Consumer Marketing