Bridge & Burn
Provided marketing strategy and leadership execution by guiding a small apparel brand into an e-commerce exclusive business overnight, all while strengthening the company’s identity and core values.
During the global pandemic, now more than ever small businesses needed to get creative in order to survive. I supported Bridge & Burn, a Portland-based apparel brand, in a leadership capacity to drive strategic business planning and implement strategies company-wide to pivot the business drastically.
105% growth in DTC sales.
In March of 2020, as the pandemic stifled small brick & mortars, I supported Bridge & Burn to become an e-commerce exclusive business in a matter of days. Fresh off an all-company planning session and a moment of internal unity, I supported implementing marketing tactics to bolster our online presence to new customers, cracking open the awareness end of the marketing funnel. Furthermore, site enhancements and relationship marketing upgrades supported driving an average of 105% growth YOY in Q2 + Q3 in their online business.
Strategic Planning
While the pandemic changed our business overnight in ways that were mostly overwhelming, I knew that we needed to take that moment in time to strategize on the unique opportunity that narrowing our selling channels allowed us in an online-only landscape. I helped to facilitate a company-wide strategic planning session to think big picture about where we could grow our DTC business and what tactics we could implement in each department to influence incremental gains as an e-commerce forward business.
Brand Marketing
With consumer dollars more precious than ever, it was imperative to deepen the advocacy of our existing customers. Knowing our customers prioritize the way their goods are made and what they are made from, we brought the product narrative of our Sustainable Series collection to life through an owned content push, as well as launching a partnership with Climate Neutral in a commitment to offset our company’s carbon footprint and give the campaign more teeth.
Marketing Management
With renewed clarity on how our customers interacted with our brand, we poured our focus into prioritizing updates that enhanced the online shopping experience. This included an overhaul of our automated email drip campaigns, enhancements to our size chart and fit guides, and accelerating the timeline for the launch of refreshed brand positioning to elevate the look and performance of our digital brand experience.
“When Tracey joined our team, I immediately felt relieved knowing that we finally found a Marketing Director who was ready to role up their sleeves and get shit done. She brought so much energy and enthusiasm to our team, with a thoughtfulness to her work that is truly rare to find. She somehow finds the time to make every aspect of a business, both internally and externally, a force for growth and success.”
— Phoebe Low, Senior Designer