360° BRAND RESET & GROWTH HIRE STRATEGY
CASE STUDY
FIRST BRAND MANAGER HIRE | 2022 - 2025 | 10 MONTH TRANSFORMATION
ABOUT-FACE x TAPESTRY HOUSE
The Challenge
I joined about-face as the brand's first brand manager hire in 2022, then returned at a pivotal moment when the brand needed to reclaim the disruptive identity that originally set it apart.
Its marketing had begun leaning more commercial — creating distance from its DNA. The edge had softened. The brief: bring it back.
Services
Brand Strategy
Brand Positioning
Brand Voice
360 Launch Strategy
Product Marketing
Social Strategy
Social Art Direction
Influencer Strategy
E-commerce Strategy
Creative Production
Experiential Marketing
Lifestyle Marketing (email / SMS)
The Approach
I co-led a consumer perception study with the CEO and an external agency that became the strategic backbone for a full 360° brand and marketing reset.
The work spanned owned channels, DTC, creative direction, content, social, paid media, email/SMS and experiential — a phased rebuild designed to bring back edge while driving measurable growth.
Cultural Approach
On the cultural side, I oversaw a strategic partnership with Live Nation, activating the brand at Governors Ball and Lollapalooza alongside Halsey's album release and 2026 music tour.
PARTNER
Live Nation
TALENT
Halsey — Album Release + 2026 Tour
ACTIVATION
Governors Ball
ACTIVATION
Lollapalooza
High Performance
Results
~400%
DTC REVENUE GROWTH
WITHIN 10 MONTHS
+150%
IMPRESSIONS
200+
ORGANIC TAGGED POSTS / MO
100+
INFLUENCER PARTNERSHIPS
+27%
SITE TRAFFIC
+125%
ENGAGEMENT
200-300%
EMAIL GROWTH
CAMPAIGN CONCEPTING
360° BRAND STRATEGY
SOCIAL MEDIA ART DIRECTION
BRAND POSITIONING
INFLUENCER STRATEGY
CREATIVE DIRECTION
CAMPAIGN CONCEPTING 360° BRAND STRATEGY SOCIAL MEDIA ART DIRECTION BRAND POSITIONING INFLUENCER STRATEGY CREATIVE DIRECTION