case study
Founded in 2006, Koi is a fashion-forward medical apparel manufacturer that markets D2C via e-commerce, and B2B and B2BC including enterprise customers and 1000+ global retail stores. As a Digital Consultant and interim Vice President of Marketing, I led an in-house department with a high volume of fast-paced initiatives including: (1) multi-channel marketing strategy for diverse audiences, (2) creative for existing products and new line launches, (3) e-commerce website migration and app integration, (4) and new department procedures and project management/workflow apps.
e-commerce migration, multi-channel marketing strategy and execution
I initially worked with the IT and marketing departments to migrate an existing e-commerce website to a new platform, optimized it for mobile, and integrated a back-end fulfillment app. As Interim VP Marketing, I led a remote and onsite team and international vendors in multi-channel marketing strategy and execution, including new creative direction for five existing lines. RESULT: The migration and integration improved UX and fulfillment, and saved the company annual fees. During the first six months of the new creative strategy, online consumer sales increased by 22%.
We also developed launch strategy for 3 new lines targeting diverse demographics with a focus on new fabric smart technology and work-play messaging. Integrated creative included branding, hang-tags, packaging, POS and window signage, promotions, and campaigns that were refreshed with new seasonal images for on-going support. RESULT: The best line launch in 8 years and in less than 18 months, two products ranking among the highest selling products in the company's 10-year history.
lead generation, customer retention, and social media programs
Overall, initiatives for D2C and B2B markets were increased, including trade show and co-op marketing support, and programs for lead generation and customer retention. Social strategy was updated and Instagram launched to compliment Facebook. Email campaigns and landing pages were monitored and optimized. RESULTS: The team hit target social media goals for growth and engagement, and achieved higher campaign click thru and conversion rates by leveraging analytic insights. The programs also bolstered growth in online sales.
new operational procedures and project management/workflow apps
To address workflow challenges with onsite and remote workers, I revised the asset management and archiving process in the marketing department, and implemented a SaaS project management system. I also collaborated with IT on an internal marketing request app. RESULT: The department's transparency and productivity improved, with smoother interdepartmental workflow management.
