Numi Organic Tea

Numi Organic Tea is a premium, fair-trade certified tea brand with a loyal following and strong retail presence across natural grocery and specialty channels — Whole Foods, Sprouts, and beyond. Founded on sustainability and transparency, Numi had built a genuine consumer brand with the product quality to back it up.

But their digital sales weren't reflecting the strength of the brand. eCommerce growth had plateaued. Ad spend was growing faster than revenue. The listings weren't converting the traffic they were generating, and the brand's retail credibility wasn't being leveraged online the way it should have been.

Numi came to us with stalled digital growth and a growing sense that their ad stack was inefficient. They were a grocery-savvy brand — deep retail relationships, strong community, real sustainability credentials — but translating that brand equity into eCommerce performance required a different kind of expertise.

The audit revealed three core problems: listings that weren't written for search intent, an ad architecture that was broad but not profitable, and ad spend being allocated to placements that generated impressions but not revenue.

They needed a partner who could audit the full stack, make the hard calls about what to cut, and rebuild from the foundation up — without disrupting the brand voice they'd spent years building across retail and online.