Planning, building and growing new consumer channel

It all started when...

PCA SKIN brought me in as a consultant and asked me to write two strategies. A Consumer Strategy and a Digital Media Strategy. PCA SKIN, a global skincare company, was at the time sold exclusively to professionals. The discussion had been however, if the company should also move into the B2C space, possibly even opening up for D2C. After thorough research of the market space and interviewing key stake holders, I completed the two assignments and was fortunate to be offered a new position as Director of Consumer Marketing, tasked to implement the strategies I had recommended.

Within 6 months, we were a team of 4 people and had planned, implemented and launched a new consumer site, build as an e-com site off the Magento platform. Using search, social media and PR to drive traffic to the site, we quickly gained momentum. Another key tactic was to grow our database quickly and use tactical emails to increase conversions.

The site performed 33% above budget in its first year and grew 300% the next year. All done without heavily promoting the site or offering any discounts, in respect of the professional channel, that was still the core of the business, and a key requirement at the time. 

Key features that got custom build to match business needs and support the professional channel where:

• A locator tool, that would help drive traffic to the B2B channel for professional treatments. 
• A revenue share feature, that would allow consumers at check-out to note their local dermatologist or aesthetician for them to get a share of the sale.  

The site won two silver awards for 'best site' in beauty category and 'best features and content'.

 My role

• Started consumer marketing department and planned, build and launched new D2C channel
• Drove SEO and email tactics to increase conversions and AOV
• Managed all consumer facing and brand building initiatives incl. PR, social media and events