As Growth Marketing Manager at Trax Apparel, an African-inspired clothing brand, I built and ran the growth strategy: a distinct brand voice, performance marketing, and retention, all working toward steady, repeatable sales.
Trax Apparel makes contemporary African-inspired clothing for men, women, and kids, blending traditional fabrics with modern design. The products had real character, but Afrocentric fashion is a crowded and fast-moving space, and standing out takes more than good clothes.
The brand needed a clear, consistent voice, a real growth plan rather than scattered activity, and performance marketing that could turn attention into sales and, just as importantly, into repeat customers. My job was to build that growth engine and make it run.
I started with research and a clear go-to-market plan, then built brand, performance marketing, and customer retention into one system.
I studied the Afrocentric fashion market, competitors, and trends to find where Trax could stand apart, and built detailed buyer personas to guide both marketing and product decisions.
I created a go-to-market growth plan covering both immediate sales and long-term positioning, and developed a distinctive brand voice and narrative that reflected the brand's values and set it apart in a crowded market.
I worked with a designer to improve the e-commerce experience and integrated a custom shipping tool to smooth out checkout. I also oversaw new product development and launches, keeping each one aligned to the brand voice and to what the market wanted.
I planned and ran paid and retargeting campaigns on Facebook, Instagram, Twitter, and Snapchat, tracking conversion rate and cost so spend was always tied to return, and commissioned product shoots and storytelling video to fuel the campaigns.
I built automated email marketing to nurture customers, and planned sales events and loyalty programs designed to bring buyers back, turning one-time purchases into repeat business.
I streamlined the offline sales process and joined it up with the online store, creating an omnichannel experience so customers had a consistent journey wherever they met the brand.
The platforms I used to plan, run, and measure growth at Trax Apparel, including a shipping tool I built for the store.
Because performance was tracked closely, growth showed up consistently, in sales, in repeat purchases, and in a more efficient paid program.
Return on ad spend, with ad spend reduced as social media became the largest sales channel.
More repeat buyers, a direct result of the retention, email, and loyalty work.
Behind the numbers was a brand with a defined voice, a paid program that paid for itself, and a growing base of repeat customers.
Open to senior marketing roles and selective consulting work. Tell me what you are trying to grow.