CASE STUDIES
SMITH
Consistent retail sell-through growth and stronger market presence across key Southeast U.S. regions
Context
Smith Optics, a premium performance eyewear brand, needed measurable growth in specific regional markets where awareness and retail demand were underdeveloped.
The Problem
-
Southeast market with high potential was under-indexed in D2C and wholesale revenue compared to other regions.
-
Brand lacked authenticity and awareness in the market.
-
Leadership lacked a reliable way to gauge what was working vs what was noise.
The Work
-
Designed an integrated full-funnel marketing approach, blending search, YouTube, retail events, community activations, and targeted PR.
-
Built a custom performance dashboard in collaboration with Leisure Trends to track brand share and retail sell-through in real time, not just vanity metrics.
-
Aligned all channels on clear KPIs tied to retail conversion success.
The Result
-
Achieved consistent month-over-month market share growth, measured directly against retail sell-through benchmarks.
-
Delivered a sustained +2% lift in retail sell-through, helping the brand turn marketing dollars into measurable, revenue-relevant momentum.
-
Built a tracking framework that empowered leadership to make faster, more confident decisions.
-
Revenue exceeded expecations adding +30% in incremental revenue over 24 months.
​
DUER
Drove efficient new customer acquisition while reducing CPA in a highly competitive market
Context
DUER competes in a crowded athleisure category dominated by brands with much larger budgets. The company needed a narrative that didn’t sound like everyone else and metrics that justified investment.
The Problem
-
Traditional aspirational lifestyle campaigns weren’t resonating; customers saw them as generic.
-
Engagement and brand identity were weak relative to budget spend.
-
Paid media lacked a clear strategic positioning to stand out in the marketplace.
The Work
I led the development and execution of a brand campaign built around DUER’s underdog identity, choosing clarity over aspirational noise. Key actions:
-
Directed a fast, ambitious production across 29 locations in 3 days to capture authentic brand tone.
-
Embedded the creative across connected TV, Meta, retail partnerships, wholesale, and ecommerce assets.
-
Shaped the messaging to challenge category norms and position comfort as a strategic differentiator.
The Result
-
25M+ impressions delivered in the launch window.
-
3X engagement increases on CTV and Meta versus prior benchmarks.
-
Lowered cost per acquisition compared to prior campaigns by pairing differentiated creative with disciplined media deployment.
-
Elevated DUER’s brand positioning with tangible engagement and revenue impact.
SAXX
Validated scalable launch strategy with 4:1 ROAS and actionable market insights
Context
SAXX needed to turn a proprietary product advantage into a clear marketplace distinction across North America and Europe, but awareness and demand signals varied by region.
The Problem
-
Lack of consistent brand awareness across key markets.
-
Uncertain media mix strategy, too many channels, unclear outcomes.
-
Leadership needed predictable performance benchmarks before scaling media spend.
The Work
I architected and executed a controlled, data-driven rollout:
-
Used first-party customer insights to identify where awareness, demand, and scalability intersect.
-
Deployed an integrated campaign combining high-impact video, DTC media, retail marketing, and focused community seeding.
-
Treated each regional campaign as a controlled test to validate messaging, mix, and customer response signals.
The Result
-
Consistent 4:1 ROAS in tested North American markets.
-
Sub-$30 CPA, supported by disciplined media deployment.
-
Sustained increases in traffic, transactions, and retail sell-through.
-
Insights directly informed regional budgeting and scaling strategy for the next fiscal cycle.