Owned the end-to-end performance and strategy of a custom-built Shopify website designed by web development agency Scoutside using branding created by Jay Fletcher that offered a heightened visual shopping experience on mobile and desktop, unique product, fast checkout and shipping, and in-store local pick up.
Omni-channel
I unified the experience across Sneaker’s digital and physical channels to simplify the customer journey and improve customer retention. I led the e-commerce strategy, marketing campaigns, paid advertising, SEO, social media strategy, data analytics, merchandising, buying, product development, and over 50 brand partnerships that helped my team and I create an optimized shopping experience.
Sneaker x Sustainability
In 2015, we began a mission to carry more sustainable brands for our customers in order to decrease our footprint on the environment. The project saw a 50% increase in revenue and educated our customers on the importance of sustainability and the impact our consumption can have on the environment.
Who Says Sustainable Goods Can’t be Stylish?
Veja, Obra, and Malibu Sandals were three brands carried at Sneaker who believed in upcycling, transparency, using organic materials, fair trade, and protecting the environment. They also believed style did not have to be sacrificed in order to care for the environment.
Exclusive Product Launches
Since opening Sneaker in 2012, my team and I were able to launch exclusive product from the best boutiques and brands around the world and create incredible digital/physical campaigns around these special releases.
Strategic Partnerships and Brand Awareness
Strategic brand partnerships gave my team and I the opportunity to carry and market collabs from Kith, Concepts, Stussy, Feature, Bodega, United Arrows, Sneaker Politics, Solebox, Mita and many other well known shops/brands from around the world. I was able to increase customer traffic, revenue, and brand awareness through these collaborations.
Made in USA Sneaker Apparel Program
Timeless, Made in USA apparel pieces that my team and I released quarterly with proper e-commerce, merchandising, and marketing strategies.
Iberian Wolves
The Iberian wolves branding created by Jay Fletcher was inspired by my travels to Portugal (the Iberian wolf inhabits much of Northern Portugal) and became an integral part of the Sneaker brand due to the hidden/mysterious location of the store and Sneaker’s loyal following. The Wolves Pocket T-Shirt was a best seller.
Coffee Lovers
I launched many memorable, exciting pop-ups at Sneaker and one of my favorite pop-ups was with Sightsee Shop, a lifestyle coffee brand.
Half and Half
Several times, we converted half of Sneaker into a coffee shop and of course kept the other half sneakers. This allowed for an enhanced customer experience and helped my team and I build relationships with friends and the Charleston community.
Re-engineering Retail
Sneaker was more than a footwear boutique, it was a community space that was hidden from sight (literally hidden…a walk down a beautiful brick hallway leads you to the shop). My team and I gave people the thrill of searching for something special and digitally engaged with them. A visit to Sneaker might result in experiencing an art show, pop-up (food, coffee, lifestyle brands), musical performance, or community gathering which morphed the shop into a lifestyle brand.
“So Your Store is in a House”?
The space contained exposed brick, high vaulted ceilings, a brick archway, a beautiful courtyard (with birds nesting on occasion), and a museum-like sneaker display.
Charleston Essentials Instagram Giveaway
Partnered with 5 of my favorite local shops (J.Stark, Continuum, Harbinger, Monarch, and Indigo & Cotton) on the Charleston Essentials Local Giveaway to increase customer acquisition, brand awareness and engagement.
Results
50% increase in store revenue and website/store traffic.
Built strong partnerships with local Charleston business community.
Nintendo Switch, cookies, wine, skate gear, sneakers, apparel, and hand made bag giveaways will result in engagement mayhem.