ABOUT

CONTACT

ABOUT

CONTACT

ABOUT

CONTACT

📝 CASE STUDY

Snowe

Snowe

Snowe

Background

Background

Snowe had exceptional product quality but limited resources in a saturated DTC homeware market. The question wasn't whether we could compete — it was how to compete smartly without burning through capital.

Snowe had exceptional product quality but limited resources in a saturated DTC homeware market. The question wasn't whether we could compete — it was how to compete smartly without burning through capital.

Approach & Methodology

Approach & Methodology

Rather than trying to outbid established competitors on paid media, I designed a phased strategy around high-margin channels: press placements in key lifestyle publications, strategic affiliate partnerships, and email marketing to build owned audience. This approach established brand credibility while protecting margins, generating the traction and liquidity needed for aggressive scaling.

Rather than trying to outbid established competitors on paid media, I designed a phased strategy around high-margin channels: press placements in key lifestyle publications, strategic affiliate partnerships, and email marketing to build owned audience. This approach established brand credibility while protecting margins, generating the traction and liquidity needed for aggressive scaling.

Building Brand Equity

Building Brand Equity

I designed Snowe's affiliate program to build credibility before scaling paid media. The strategy secured key editorial placements early on in NYT's Wirecutter, New York Magazine, Architectural Digest, The Strategist, Apartment Therapy, and ELLE — generating a 24x ROI in the first six months.

Scaling with Momentum

Scaling with Momentum

With proven returns and brand credibility established, we scaled aggressively into performance channels — paid social, search, and shopping. The editorial equity reduced customer acquisition costs and improved conversion rates, compounding our growth trajectory.

With proven returns and brand credibility established, we scaled aggressively into performance channels — paid social, search, and shopping. The editorial equity reduced customer acquisition costs and improved conversion rates, compounding our growth trajectory.

Role

Role

Role

Director, Marketing

Director, Marketing

Director, Marketing

2017

2017

2017

2018

2018

2018

In my time as Director of Marketing at Snowe, I reported to Founders/ Co-CEOs — leading strategy, execution, and optimization across all channels, both digital and offline.

Owned comprehensive e-commerce marketing and omni-channel P&L, exceeding growth targets and driving +431% topline e-commerce revenue growth within 18 months through the optimization of existing channels and introducing new strategies surrounding conversion rate optimization, performance marketing efficiency, loyalty programs, and product bundling.

  • Established the brand’s Affiliate Program, generating a 24x ROI for the program in its first 6 months by winning key placements in NYT’s Wirecutter, The Strategist, Refinery29, Apartment Therapy, and Architectural Digest, ELLE Magazine, and more.

  • Owned marketing budgets and developed custom analytics tools to inform strategy, performance, and financial reporting and analysis to optimize channel effectiveness and profitability.

Credits

Credits

Credits

Director, Marketing

Director, Marketing

Director, Marketing

Rebecca Rae Barton

Rebecca Rae Barton

Rebecca Rae Barton

Art Direction

MIchelle Mattar

Photography

Evan Robinson

Graphic Design

Daniel Evans

Software Development Lead

Kenny Hearn

Toolkit

Toolkit

Toolkit

Shopify

Klaviyo

Yotpo

Additional Projects

Additional Projects

Additional Projects

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