A woman in a black dress with a high slit stands among rocks and large cacti in a desert landscape under a blue sky.

REPOSITIONED THE BRAND AND REVERSED DECLINING BUSINESS PERFORMANCE.

drove the strongest financial performance in company history.

the challenge

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.

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.

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.

BRAND: DYNAMITE, G.D.I. ROLE: Vice President/Management Consultant 2021-2022
LOCATION: Montréal, Canada dynamiteclothing.com

ASK: Retained by GDI management to transform and lead the Dynamite banner, as well as oversee the Fashion Office and Brand Studio.

DEFINE BRAND IDENTITY, LEAD BRAND TRANSFORMATION, DRIVE BUSINESS RESULTS.

Developed & initiated go forward brand vision & strategy within first 45 days. Stabilized brand market share; NPS +20bps., reversing months of negative consumer rating scores
Drove +25ppt trend delivering Dynamite’s historical best financial performance
Shifted brand to digital-first mindset, driving +9ppts contribution to prior year
Developed the brand’s 360 integrated marketing strategy, including: creative/marketing asset direction, talent collaborations & activations, and omni-channel execution

RESULTS:

BRAND: Re-defined the brand DNA & established an elevated aesthetic to address a range of consumer end-uses: wear to work, going out, casual. Aligned leadership and cross functional teams to identify and clarify the consumer demographic, including legacy and acquisition targets.

BRAND MARKETING: 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.

PRODUCT: 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.

Made key strategic product assortment shifts to ensure a strong seasonal brand POV: re-invented key categories, established denim & suiting destinations, and focused on relevant & seasonal categories, i.e. dresses, outerwear, sweaters, shorts.

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.