An influencer-led beauty brand had plateaued after its early run of rapid success. I was brought in to break through the ceiling: first by unlocking a whole new audience, then by building the retention system to keep it.
Lights Lacquer, an influencer-led business, had grown fast and then stalled. Returns on paid media were diminishing and the audience had saturated, capping both revenue and new-customer acquisition. As Director of Growth Marketing, I was brought on to restart durable growth and expand the customer base beyond the founder's existing following.
To reach beyond a saturated following, I spearheaded a licensing partnership with Warner Bros. to develop a cosmetics line inspired by the Harry Potter franchise, instant access to a vast, highly engaged audience the brand could never have bought its way into.
I designed an integrated, multi-channel campaign to launch the line with cohesive messaging across every platform, and used the CRM to build a customer-journey funnel that optimized each touchpoint for conversion.
Acquiring the customer was only half the job. Keeping them was the win.
The launch delivered the expected surge of new customers, but the real test was retention. Through a tailored, data-driven retention program, personalized SMS, email, Meta, and TikTok flows working together, 82% of new customers returned to the site, and 47% made a repeat purchase within 90 days. Not just a spike in growth, but the start of a loyal, lasting customer base.