2025

Urban Carry Holsters

E-Commerce · Consumer Goods · Firearms Accessories

Reversing an 88% email revenue decline and building the growth engine for a $40M+ concealed carry brand.

Urban Carry had ten years of sales and a loyal customer base — but revenue was in free fall. Email was down 88% in seven months, agencies were underperforming, and nobody was tracking real ROAS. Taylor stepped in as Fractional Growth Officer and started turning it around in the first 30 days.

• Homepage hero redesign: split-tested and implemented — 36% conversion lift on desktop and mobile
• Email turnaround: 108% MoM lift in first 3 weeks; October revenue highest since May
• Renegotiated agency fees from $6K/month to $3K flat; brought creative in-house
• Built Shopify → Google Ads conversion tracking for accurate per-product ROAS
• Created partner program from scratch: $88.4K Q4 target, $250K annual projection
• Built 1,683-exhibitor SHOT Show database tiered into 4 relevance categories
• Sourced 1,387 independent sponsors/capital providers for investor positioning