While I worked at FLOWERBX, the London based luxury flower delivery company, I focused on improving retention. After leading in depth consumer interviews and completing a thorough competitor audit, I developed a strategy around gifting: previously, our brand messaging had focused on buying flowers for your home, but competitors were winning on clearly articulating when and what flowers to send as a gift. I strategized a new consumer offering, our Super Bouquet edit, working closely with our CEO, flower buying team, and designers to deliver a bouquet that maintained our brand aesthetic and spoke directly to what our customers were missing from us and our competitors within 2 months of conception. I developed a go to market launch strategy initiative and campaign language to support our new products across email, social, PR, and digital advertising, and the Super Bouquets became our highest margin bestseller within month 1. The product collection has been covered by Grazia and Harper's Bazaar. I also developed an evergreen gifting content strategy across email and social to continue supporting the product post-launch.

At Banjanan, a Jaipur & NYC-based fashion brand, I helped lead brand strategy for their first marketing refresh in years. They had a beautiful new brand book but it wasn't clear how to turn that into effective marketing. I performed in-depth consumer research and competitive research to strategize core value props for Banjanan to use across marketing channels, creating a limited number of direct, actionable concepts. I developed a marketing calendar to reinforce Banjanan's new core positioning across social and email, and developed copy/concepts across both channels for both ongoing flows and blast emails, resulting in a 2.5x increase email revenue in month 1.