Project Management / DTC + Social Strategy / Digital Ads / Content Design / Brand Identity / Graphic Design / Data Analytics
INSERCH
2020-Ongoing
As the head of digital marketing and DTC sales strategy at INSERCH, I collaborated with the Creative Director to develop and execute business plans with a strong focus on data-driven insights.
As a strategist and producer, I streamlined quarterly and yearly planning, assessed priorities, and efficiently delegated tasks to in-house and external partners. I spearheaded and managed various creative and strategic projects, encompassing digital design, B2C model advising, content strategy, and overseeing digital ad spend. Notable initiatives included initiating UGC partnerships, implementing digital marketing A/B testing, and crafting product launch roadmaps.
Digital Strategy
The brand initially relied heavily on frequent sales to drive traffic and online inventory movement. Analyzing past sales data and customer profiles revealed a misalignment in shopping behavior. Recognizing a loyal customer base willing to pay full price, I optimized the B2C sales strategy, limiting discounts to key holiday dates and creating creative sales campaigns, from curated bundles to tiered discounts based on spend.
I developed a content strategy for email campaigns to boost traffic and sales, implemented a 10-day new product drop roadmap, and enhanced brand awareness through social media and digital ad spending. Simultaneously, I revamped the e-commerce theme and maintained a seamless user experience throughout the season.
Data → Strategy
Utilizing data to inform strategy, I identified high-performing SKUs driving web traffic and conversions. I optimized website visibility for these products by adjusting the ad budget to prioritize these SKUs. I conducted A/B tests on colorway displays for top-performing SKUs, leading to a successful outcome with a 440% sales growth within the first year.
Social Media & Partnership
An integral part of the digital strategy involved bolstering the brand's social media presence. I played a key role in designing social graphics and launching engaging content. A highlight was The Style Box partnership, collaborating with a curated group of menswear influencers. Rooted in the brand's ethos of embracing personal style, this project involved shipping a monthly blind box of clothing to influencers for creative styling.
