LED BRAND TRANSFORMATION AND REVERSED DECLINING BUSINESS PERFORMANCE.
DROVE THE STRONGEST FINANCIAL PERFORMANCE IN COMPANY HISTORY.
THE CHALLENGE
Vice President/Management Consultant 2021-2022
Brand relevance and financial performance were deteriorating.
The customer proposition no longer reflected evolving consumer expectations or market dynamics.
Leadership needed to redefine the brand, sharpen its market position, and return the business to sustainable growth.
Align leadership and cross functional teams to identify and clarify the consumer demographic, including legacy and acquisition targets.
WHAT I LED
Rebuilt the brand strategy and redefined the customer proposition to create a more focused, differentiated, and commercially relevant business.
Conducted a comprehensive business and brand assessment, defined the future brand vision and strategy, and aligned leadership around a unified transformation roadmap.
Developed and executed an integrated 360° brand platform across every customer touchpoint.
Launched four new product categories, creating new revenue opportunities.
Unified merchandising, creative, marketing, and digital teams around a unified growth strategy and execution roadmap.
Led concept-to-consumer creative assets across all channels and consumer engagement touchpoints. Developed the brand’s 360 marketing strategy, including: product & marketing cadence, pricing & promotional strategy, creative marketing & asset creation, brand collaborations, and talent/influencer curations & activations, resulting in a seamless brand experience.
RESULTS
Improved business performance by 25 percentage points.
Stabilized market share, strengthened brand perception, and established a clear strategic direction within the first 45 days.
Strongest financial performance in company history.
Increased eCommerce penetration by 9 percentage points.
Expanded into four new product categories, creating new revenue streams.
Overhauled the product assortment to deliver focused, brand elevating, and monthly trend-relevant collections.
Ensured all imagery and digital assets across all platforms were consistent with the brand vision, while supporting product narrative.
NEW BUSINESS:
Developed and launched four new product categories, supported by 360 marketing activations: sculpt’d, R.S.V.P., LUXE LOUNGE, and ESSENTIALS to expand brand reach and create new revenue streams.
sculpt'd collection LAUNCH
PANTS' destination LAUNCH
R.S.V.P. collection LAUNCH
BLAZERS destination LAUNCH
DENIM FIT portfolio LAUNCH
LUXE LOUNGE LAUNCH