I’m a growth-focused CMO and systems-builder who helps founders turn early traction into predictable revenue.

I specialize in building go-to-market systems that connect ad spend to retention — not just clicks to leads.

I’ve built, scaled, and exited multiple ventures across SaaS, eCommerce, and services — from founding Caffeine Marketing (acquired in 2025) to co-founding Homegrown, an online farmers-market SaaS, and leading growth for portfolio companies through Tactos.

My edge is combining hands-on execution with system design — copy, funnels, and attribution that make marketing measurable and scalable.

What I Do Best

- GTM & Positioning: Turn messy offers into clear, high-converting messaging and funnels.
- Acquisition & Lifecycle: Paid social, onboarding, and retention systems that shorten CAC payback.
- Attribution & Forecasting: HubSpot + GA4 + Stripe integration to track spend → activation → ARR.
- Team & System Design: Hire, mentor, and build processes that scale beyond the founder.

Proof Points
- Co-founded Homegrown — acquired 600+ vendors in six weeks at $6.70 CAC.
- Fractional CMO for early-stage SaaS — drove +$2M ARR and 3–5× CAC efficiency.
- Grew eCommerce ROAS from 1.9× → 4.8× and reduced churn 27% through lifecycle automation.
- Sold Caffeine Marketing after helping 100+ clients and building a repeatable, client-growth operating system.

How I Work
- I move fast, measure everything, and focus on leverage — the few systems that drive compounding results.
- If it can’t be repeated or measured, it’s not a strategy.
- Leadership to me means teaching teams to see problems as systems — not fires.

Now
I partner with early and growth-stage SaaS or marketplace teams as a CMO, VP Growth, or Co-Founder to design the GTM engine that scales them from traction to predictable growth.

⚡️ Evan Knox

Klaviyo Simplified 📬 | Follow for Pro Tips & Breakdowns! Decade+ Email Marketing Expertise

Since launching my first Shopify store in 2012, I've navigated the e-commerce world, experiencing the highs of:

→Running multiple Shopify and Amazon stores
→Traveling the world for 5+ years
→Scaling an email marketing agency to over 7 figures
→And working with numerous well-known eCommerce stores

But I've faced challenges along the way as well, including:

→Stores shutting down due to cashflow issues
→Client relationships not always working out
→And other obstacles I still encounter today while leading my agency FlowCandy

It's been a rewarding journey for me and all of these experiences have honed my expertise in e-commerce email & lifecycle marketing from an entrepreneurial point of view.  Follow me if you want to learn over a decade of expert email insights, eCommerce tips and apply them to grow your own store or brand.

Will Evans

🚨 Giving away our “2026 Email Campaign Playbook"

Clients have paid thousands for what’s inside.  Today it's yours for free...

Inside, you’ll get:

✅ 20+ playbooks and checklists
✅ 100+ pages of “how-to” PowerPoint slides
✅ Step-by-step video tutorials

Here’s what you’ll learn:

• How to write different email hooks and angles

• How to elevate your design with an email design system

• How to plan a year’s worth of campaigns in under an hour

• How to run A/B tests in 2026

• How to build advanced segmentation in the new year

...and way more.

Want the playbook?
 - Like this post
- Comment “2026 Campaign Playbook”

And I’ll send it your way ASAP.

Klaviyo Simplified 📬 | Follow for Tips, Breakdowns and Resources! 10+ Years Klaviyo & eCommerce Expertise

Salt & Stone is estimated to be pulling $150M in revenue per year.
 
Today I’m breaking down how Salt & Stone sends 17 emails a month across 25+ angles, one of the best email strategies I’ve seen for a luxury brand.
 
I’ve been following them for a while. What caught my eye was their ability to stay premium while emailing frequently, and the variety of creative angles they rotate through keeps their campaigns fresh.
 
Here are a few takeaways from breaking them down:
 
#1) They send 17 emails a month. That’s high frequency for a luxury brand, but it works because each email has a clear angle and purpose.
 
#2) Their email themes and angles are incredibly varied — over 25 different approaches in rotation. They mix lifestyle, product education, promotions, and storytelling without ever feeling repetitive.
 
#3) They’re disciplined with campaign planning and execution. Maintaining this level of variety and cadence without diluting the brand is not easy, it’s a big win for their CRM and marketing teams.
 
#4) They use Klaviyo to power their campaigns and scale effectively, proving that even luxury brands can email frequently and thoughtfully.
 
Want the full breakdown?
• Like this post
• Make sure you’re connected with me, Will Evans
• Comment “SALT & STONE” below

Giving away our Klaviyo CRM journey mapping process today.
 
Clients hire us to do this exact process for their stores. Here it is for free:
 
You might be asking yourself, why do you need a Customer Journey Map?
 
Well most brands struggle to see their full customer journey in one clear view.
 
CRMs like Klaviyo don’t always show how everything connects... from first contact, to purchase, repeat orders, all of it.
 
When I work with new clients, I always ask: How do you get your first customer? How do you get them to buy them again? Can you walk me through your customer journey?
 
Most can't answer these questions. This training can fix that.
 
Here’s what you get in the training:

- A +20-minute video walking through our journey mapping process.

- Access to all our journey maps templates.

- Our full playbook and live training recordings on journey mapping.

- A 1,500-word article explaining it all in word format.

- Free Bonus: Our full Klaviyo flow library that gives you Ideation of flows you can add to your journey map.
 
This is the most complete training I’ve done on customer journey mapping. It’s helped brands get clarity, build better flows, and improve retention.
 
Want access?

- Like this post.
- Connect with me Will Evans (I cannot send it to you if we're not connected).
- Comment “Journey Mapping”.
 
And then I’ll send it to you ASAP.

This brand built 250+ emails using a 4-step process to design emails at scale.

The biggest challenge brands face with email: finding a way to build high-quality, branded emails at a fast pace.

Laneige creates emails like paint-by-numbers.

There’s no guesswork or constantly recreating everything from scratch. The process is backed by data so the system keeps moving:

↳ High Quality: Every email is refined and measured before sending.
↳ Branded: Each palette, texture, and word has a purpose.
↳ Fast Pace: Blocks snap together. Hero, body, CTA. Done.
↳ Predictable Rhythm: Promos, launches, and spotlights are sent at coordinated times.

A drawn-out process does not always mean better results. 

Keep your process simple and repeatable. That way, your team has an SOP from brainstorming to final analysis. 

I studied how Laniege does this consistently and created a full breakdown of their proven Email Design System:

- A 2025 email swipe file of 250+ Laneige Emails
- Our Email Design System SOP + Playbook

To get it all sent to you:
 
Connect with me and comment "EDS” below. Then I’ll send over the breakdown.

NEVER design your emails from scratch again. 🛑

If you're starting with a blank canvas, you're wasting time you don't have.
Instead, create a high-converting design template and use Klaviyo.

Most brands design emails from scratch every month. Implementing an entirely unknown strategy, not using A/B test data, and having designers create whole images and layouts from a blank screen.

But we found a better way. And we have the results to prove it.

Look at our FlowCandy team’s work on this Welcome Flow email from Boisson:

➡️ The previous Welcome Flow had a ton of text and felt like every other brand in the NA drinks space. Nothing grabbed your attention or made you feel like you “needed” to know more.

So we brought in our email design team.

Before they started creating anything, they looked at strategy first:

✅ Klaviyo data from Boisson’s metrics to see what previously worked and why

✅ Email templates they could rework with pre-made template blocks to expedite the design process

✅ What types of designs and storytelling elements the target audience was currently responding to in the industry

From there, Boisson’s winning Welcome Flow was created.

As soon as you open Email #1, you’re hit with a bold and captivating image, telling a story you want to be a part of.

There’s urgency, visual hierarchy, and a dynamic design that keeps you scrolling right to the CTA’s which skyrocketed our clickability.

The client loved the redesign, and the results spoke for themselves.

Want 80+ CRO experiment ideas for your Shopify store? 

I'm giving away our CRO process for free today:

➡️ 80+ free CRO Experiment Ideas for AOV, LTV, Cart and Checkout Optimizations, and CTAs

➡️ Our CRO Experiments Plan spreadsheet to help you see which tests worked for your brand

Ecom brands know they should be testing. But they're stuck on what to test first.

“Should we add countdown timers?” 
“Do we show a product shot or a GIF?” 
“Change the CTA placement?” 
“Remove the subheadline?”

Even after the test, what do you do with the data?

Here’s what I want you to do if you’re serious about running tests and want to apply your data:

1. Sit down with your team and pick 5 to 10 experiments from the library. Rank them by potential impact on your store.

2. Then you move them into the experiment plan spreadsheet. 

3. For each test, you document:

- What you're testing (the asset/URL)
- Your hypothesis (if we do X, then Y will improve because Z)
- Traffic split (50/50 control vs. variant)
- Success metrics (both engagement AND downstream revenue)
- Post-mortem results

The key is testing one variable at a time. Not redesigning the whole page. Not changing three things at once.

One variable, then document what you learn. Every brand and store will be different depending on your audience.

Want to get our CRO Experiments playbook?

📲 Connect with me so I can send everything over
🧑‍💻 Comment "CRO"

Then I'll send you both tools so you can start testing today.
♻️ Share this post with your network.

Just wrapped an incredible Entrepreneurs'​ Organization retreat in India!

There’s real power in spending a week with like-minded entrepreneurs. Talking vision, missions, personal and business goals etc.

... it's even better when it happens halfway around the world in an amazing country like India.  

Every time I do one of these, I feel nothing but gratitude.

Grateful to run a business.  

Grateful my business lets me travel and meet amazing people.

Grateful to have big goals, even if they seem daunting and challenging.

And grateful to have an incredible group hold me accountable to them. 

Now I’m fired up for 2026.

Thanks again, EO 🚀

How Jellycat engineered a £3B brand... using just three marketing levers.
 
If you think Jellycat’s success is just "TikTok luck," you’re missing the strategic blueprint behind their £225M annual profit.
 
Jellycat plushies may be seen as little toys but behind the cuteness is a masterclass in psychological commerce by focusing on three specific drivers:
 
✦ Nostalgia: They design products that feel like childhood relics. This creates an immediate emotional bond that bypasses the "do I need this?" filter.

✦ Affordable Luxury: At £20–£50, they are the ultimate "little treat." It’s a price point adults can justify as a frequent indulgence, driving high repeat-purchase rates.

✦ Manufactured Scarcity: By using limited drops and "retiring" specific models, they’ve sparked a global resale frenzy and cult-like collector loyalty.
 
Most brands try to scale by chasing new customers. Jellycat scales by turning their existing audience into obsessed collectors.
 
The results are undeniable:
✅ £3 Billion brand valuation.
✅ £225M+ in yearly profit.
✅ 100% organic virality driven by scarcity.
 
👉 I’ve compiled the full breakdown of this explosive growth strategy, including:

✦ In-depth strategy and history of the brand

✦ Analysis of their "Little Treat" pricing model by my CoFounder, Brian

✦ A full email swipe file
 
Connect with me and drop "JELLY" in the comments and I’ll send you the full breakdown.

“Let the numbers be the guide.”

This is my favorite value at FlowCandy. Here's why...

We have 7 company values, and they’re a real part of our culture. 

In fact, each team member is graded on them in a 1:1 with their manager.

I also hear a lot of our team members using our values whenever I'm on meetings.

They're all important.  

But this one hits different for me as a founder.

Because it applies to everything:

Client fulfillment. Ops. Recruiting. Marketing. Finance. Doesn’t matter.

Any time I’m torn on a decision, I can come back to the numbers and get clarity fast.

It forces us to justify decisions with data, not opinions, not "vibes", not whoever talks the loudest in a meeting.

And let’s be honest… it’s easy to get stuck at work when faced with problems :

... Too many options.
... Not sure where to start.
... Not sure what’s actually “working.”

Letting the numbers be the guide cuts through that.

Does it work 100% of the time? No.

Sometimes you need to allow subjective opinions to creep in and make decisions based off feelings. 

But I’d bet it puts you on the right path 80% of the time.

And in business, that’s a win.

Do you use company values?

What’s your favorite one?

But I’d bet it puts you on the right path 80% of the time.

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