The project

YouShouldBeHair is a hair extensions and haircare brand operating in a competitive beauty market where customer acquisition, retention, and brand loyalty all play an important role in long-term growth.

As the business evolved, so did its marketing needs. Supporting continued growth required a more coordinated approach to how the brand planned campaigns, introduced products, engaged customers, and managed its marketing operations.

Over a two-year engagement, my work spanned growth strategy and hands-on marketing leadership, with a focus on strengthening the systems and processes supporting the business.

The Challenge

Building the infrastructure behind the growth

YouShouldBeHair had an established customer base and a growing product assortment, but sustaining growth required greater coordination across its marketing activities.

Product launches, promotional campaigns, email marketing, customer retention, and site merchandising all influenced revenue. Each needed to work within a broader commercial strategy rather than being planned and executed independently.

There was also an opportunity to strengthen the customer experience beyond the initial purchase, creating more intentional opportunities for customers to discover additional products, engage with the brand, and return.

The priority was to build a more consistent approach to growth that could support both immediate revenue opportunities and the business’s longer-term development.

The Approach

Building the infrastructure behind the growth

My work combined strategic planning with ongoing execution, connecting the brand’s commercial priorities to the marketing activities and systems needed to support them.

Growth strategy and commercial planning

I worked across campaign development, product launches, promotional planning, and site merchandising to create a more coordinated approach to driving revenue.

This included identifying opportunities within the customer journey, aligning marketing activities with business priorities, and developing plans that accounted for both acquisition and repeat purchasing behavior.

Lifecycle marketing and customer retention

A significant focus was improving how the brand communicated with customers throughout their relationship with the business. I developed and optimized email and SMS marketing initiatives designed to support conversion, strengthen post-purchase engagement, and encourage repeat purchases.

This involved refining customer journeys, identifying opportunities for more relevant messaging, and improving how lifecycle marketing contributed to overall revenue.

Marketing operations and execution

As the business grew, its marketing processes needed to support a broader range of initiatives.

I helped establish more structured planning and execution workflows, coordinate marketing activities across channels, and improve the processes used to manage campaigns and ongoing initiatives.

The objective was to make marketing more consistent and give the business a stronger foundation for continued growth.

The Results

Measurable growth across the business

Over the course of the engagement, YouShouldBeHair increased annual revenue by 60% and doubled its average monthly revenue. Customer retention also improved, with the returning customer rate increasing by 45%.

Lifecycle marketing became a stronger contributor to business performance. Email open rates increased from 21% to 58%, while the email placed order rate improved by 24.56%. Email marketing ultimately contributed 32.4% of total revenue compared to just 14.6% previously.

These results reflect the broader improvements made across marketing strategy, customer lifecycle management, and execution throughout the engagement.

Let’s Work Together

Building a brand with room to grow?

Whether you’re preparing for your next stage of growth or trying to make sense of what’s holding your business back, I can help you identify the opportunities worth pursuing and develop a strategy to move forward.

Book a Fit Call →