Ahead of launching Color Camp, Lauren developed a comprehensive go-to-market strategy and positioning for the brand. This strategy allowed Color Camp to reach nearly $1M in sales within its first year and garner organic media coverage in Vogue, Cosmopolitan, Refinery29, and more.

Lauren used the following questions to guide her launch strategy: who is the customer, what are their pain points, and how can we authentically connect with them. To answer these questions, Lauren hosted multiple pop-up events to test her concepts with real customers in a low-risk way. She used the feedback from these events to develop the look and feel of the brand, along with the service menu, pricing, marketing messaging, and dozens of other touchpoints that make up a brand. Recognizing that a brand is always a work-in-progress and never complete, she constantly incorporated customer feedback to keep the brand relevant and fresh.

Lauren launched and scaled Color Camp’s digital ad program for its DTC business. She grew the ad budget from $3k to $50k / month, focused on profitable acquisition. She managed the ad portfolio across Meta, Google, Pinterest and Snapchat, before streamlining to exclusively Meta. She built and led growth reporting and analytics across all channels and owned the performance of all relevant KPIs (LTV, CAC, contribution margin, retention cohorts, NPS, etc.)   

Lauren hired and managed both internal growth team members and external agencies and freelancers. She oversaw her team’s rigorous approach to iterative creative testing (i.e. testing 7-10 new ads per week), which resulted in a CAC improvement of 40%.