15% MoM sales growth, 30% increase in repeat buyers:
My comprehensive strategy for Trax Apparel.
Overview
The primary objective was to create and execute a robust growth plan, focusing on developing a distinctive brand voice, implementing and optimizing content and paid marketing strategies, and aligning these efforts with long-term market trends and customer behaviors. This comprehensive approach required a deep dive into the brand’s identity, ensuring that every piece of content and every marketing initiative resonated with its Afrocentric fashion target audience and differentiated us in a crowded marketplace. By carefully analyzing and responding to evolving market signals and trends, the strategy aimed not only to drive immediate growth but also to establish a sustainable, long-term position in the market.
Why I Was Hired
Resarch New Trends
Study the Afrocentric fashion market to capture and analyze new signals.
Create GTM Plan
Create and execute a go-to-market growth plan.
Develop Brand Voice
Craft a resonant narrative that represents the brand's values.
Performance Marketing
Implement, track, and optimize content and paid marketing plans.
My Process
I embraced a dynamic and innovative approach and focused on integrating contemporary fashion trends with sustainable practices to redefine Trax Apparel’s identity and appeal to a modern, environmentally-conscious audience.
Conducted thorough research on competitors and market trends to inform our strategic direction.
Developed a comprehensive growth marketing plan, focusing on both immediate and long-term objectives.
Collaborated with a designer to build a functional e-commerce platform and integrated a custom shipping tool to enhance user experience.
Identified and created detailed buyer personas to tailor marketing and product development efforts.
Oversaw the development and launch of new products, aligning them with the established brand voice and market needs.
Engaged with vendors for high-quality product shoots and storytelling video content to enhance brand engagement.
Streamlined offline sales processes and created an omnichannel customer experience.
Executed targeted campaigns across various platforms including Facebook, Instagram, Twitter, and Snapchat.
Developed automated email marketing campaigns to nurture leads and foster customer relationships.
Planned and executed sales events and customer loyalty programs to boost engagement and repeat purchases.