Project:

10Spot® Beauty Launch

Role: Project Marketing Manager

Objective: Launch private label beauty line via Shopify and across 40+ store locations.  

Our strategy included a paid social campaign with a strong focus on community engagement through the creation of our “beauty buffs” program. The program consisted of select micro-influencers and top performing employees to generate content, provide feedback and spread brand awareness. I managed the full customer journey through integrated Social, Email and Conversion Optimization strategies. Following the launch, I wrote all process + CRM documentation.  

The launch of 10Spot® Beauty set new benchmarks for the business.  When our digital campaigns saw a dip in performance post-launch, as the Project Marketing Manager I stayed agile and crafted a month’s worth of new content to try which resulted in an +0.8% lift in click-through rate. 

Project:

Sweet Jesus Merchandise + eComm. Launch

Role: Brand Manager

Objective: Driving Awareness + Brand Affinity   

Sweet Jesus differentiated itself by working with select independent artists to collaborate on signature branding details. The line evolved during 2016-2018 from one-off small batch runs, until its eCommerce launch in Aug 2018. As the Brand Manager I was responsible for managing all artists and vendors, securing a third-party warehousing and distribution source, establishing the MSRP, imposing retail standards, as well as developing the marketing strategy. 

Working with select independent artists provided the right exposure to creative audiences. We leveraged brand popularity and focused on micro-media spends.