Carly Chenault

At TruFusion, I navigated the complex retail landscape through a comprehensive brand strategy workshop and redevelopment. I oversaw my team working on content strategy and creation, rebranding segments and auditing physical store locations, product design and development, and retail design. My role was integral in growing the company's retail segment from a modest $500 thousand to an impressive $3 million yearly.

My hands-on approach in developing and executing strategic initiatives was critical to this success, such as designing three private label lines that resonated with our consumer base and solidified TruFusion's place in the market. My continuous effort to engage and grow our customer community culminated in expanding our email list from 10 thousand to robust 75 thousand.

Collaborations also formed a crucial part of this project. I finalized productive partnerships with industry titans like Lululemon, Year of Ours, and Beyond Yoga. These collaborations diversified our offerings and enhanced TruFusion's brand perception, further accelerating our growth trajectory.

As the senior brand marketing strategist for PixelFLEX and Elite Multimedia, I directed the comprehensive strategic rebranding for both companies. This reengineering involved an extensive array of activities ranging from overseeing my team via strategic planning of website overhauls and the development of new brand guidelines to hosting brand workshops and the net new messaging and positioning packages for all verticals as well as corporate brand identity.

I championed the expansion of our digital presence by launching a YouTube channel and a podcast, introducing our brand to new audiences, and improving customer engagement. In addition, I art-directed the creation of new brand imagery and collateral to ensure visual consistency and enhance brand recognition in line with messaging documentation.

These holistic efforts culminated in notable financial results. PixelFLEX experienced a revenue uplift of $2 million yearly, driven by the totality of its brand overhaul, mainly culminating via paid strategies and web conversions. Elite Multimedia secured an additional $1.5 million in revenue within the first quarter post-brand relaunch, owing to closing three new deals with A-list artists for nationwide tours.

Amid the global disruption caused by COVID-19, I had the opportunity to assist C+C Wedding Films, a wedding videography company, in their endeavor to support brides experiencing wedding rescheduling challenges. Our solution was a meticulously crafted email marketing strategy and a heartfelt sales offer.

The campaign, which ran over six weeks, offered a discount on videography services, aiming to lift the spirits of our clientele during these testing times. We leveraged a pre-existing email list augmented by leads generated from our website pop-up and social media forms.

My role involved the strategic development and execution of the email campaign, including timing, segmentation, and messaging. The campaign aimed to resonate with our audience's current experiences, ensuring our messaging was sensitive, supportive, and encouraging.

The results spoke volumes about the strategy's effectiveness. The email campaign culminated in a conversion rate of 35%, translating into approximately $100 thousand in business for C+C Wedding Films. It was a vivid testament to the power of thoughtful, targeted communication during challenging circumstances.

At Need It For Tonight, London's on-demand fashion delivery app, I crafted their first comprehensive omnichannel marketing plan. Working from within the company structure, I aligned marketing efforts across all brand touchpoints, creating a unified strategy that resonated with the internal rhythm and cross-functional processes.

I collaborated with the founding team to identify key growth opportunities by developing a roadmap for a cohesive customer experience. This strategy unified brand messaging, positioning, and visual elements to elevate market presence and drive meaningful business impact.

The multi-point conversion strategy I implemented focused on expanding the customer base, increasing average order value, and maximizing lifetime value. By engineering a targeted social and content approach, we leveraged influencer partnerships and strategic brand collaborations to amplify awareness.

I reconstructed the customer journey to optimize conversion points while designing a community management system that created innovation feedback loops. This iterative approach continually refined the customer experience, driving positive app store reviews and boosting visibility.

For Chloe Pearl Lingerie, a Gen-Z-focused intimates startup, I developed a launch campaign and brand strategy.

I began with a brand audit, assessing the market position, identifying growth opportunities, and creating a framework for deeper consumer understanding. I expanded on the brand's motto, "Be the Love of Your Life," to develop a self-love campaign aligned with the demographic. This underpinned the omnichannel campaign strategy, leveraging social partnerships and giveaways to boost brand awareness. I designed influencer and content strategy, selecting influencers to embody the brand narrative and establishing content pillars for videos, line sheet releases, product try-ons, and behind-the-scenes NYC production. This storytelling approach became the blueprint for future drops.

I reimagined the consumer journey with an automated schedule addressing cart abandonment, up-sells, cross-sells, repurchases, and product care education. I implemented an SMS strategy offering early access to new drops, growing the CRM database, and creating a tiered shopping experience without discounts. This unified brand messaging optimized customer touchpoints and positioned Chloe Pearl Lingerie as a significant player in the intimates market.

Tasked with auditing Rationale's US marketing efforts, I developed a multifaceted strategy for an international market expansion campaign. The strategy focused on niche, bottom-up consumer building rather than a typical beauty top-down rollout. By concentrating resources on select high-potential regions, we implemented targeted campaigns to build a strong local presence and engagement. This approach aimed to drive significant brand visibility and establish deep connections with core consumer groups. The campaign centered on curated experiences and strategic collaborations, designed to introduce the Rationale brand to the market cohesively and impactfully. I created comprehensive paid media and lifecycle email strategies, implementing a flywheel model with subscriptions to drive retention and lifetime value. I built loyalty and affiliate programs, complemented by an influencer strategy aligning with Rationale's premium positioning. Central to success was emphasizing bespoke experiences and collaborations, introducing Rationale impactfully and true to its luxury ethos. This increased visibility and established deep consumer connections, setting a solid foundation for US market success.