📝 CASE STUDY
The Line
The Line
The Line
A New Luxury Retail Concept
A New Luxury Retail Concept
The Line had something rare in retail: an extremely clear point of view. Curated by stylists Vanessa Traina and Morgan Wendelborn, the brand operated at the intersection of fashion, design, and editorial storytelling. Their physical space, The Apartment, was a Soho loft where everything was for sale — a shoppable magazine come to life.
The question was how to build a sustainable digital business without compromising the aesthetic restraint and thoughtful curation that made The Line distinctive.
The Line had something rare in retail: an extremely clear point of view. Curated by stylists Vanessa Traina and Morgan Wendelborn, the brand operated at the intersection of fashion, design, and editorial storytelling. Their physical space, The Apartment, was a Soho loft where everything was for sale — a shoppable magazine come to life.
The question was how to build a sustainable digital business without compromising the aesthetic restraint and thoughtful curation that made The Line distinctive.
Content as Customer Acquisition
Content as Customer Acquisition
I grew in my role to ultimately lead The Line's digital marketing strategy during a critical period when editorial-driven retail needed to prove it could compete on performance metrics. Rather than defaulting to aggressive paid media tactics, I designed an approach that honored the brand's editorial roots while building a sustainable acquisition engine.
My approach centered on making content work harder across the funnel — from awareness through conversion — while establishing the performance marketing infrastructure needed for sustainable growth.
I grew in my role to ultimately lead The Line's digital marketing strategy during a critical period when editorial-driven retail needed to prove it could compete on performance metrics. Rather than defaulting to aggressive paid media tactics, I designed an approach that honored the brand's editorial roots while building a sustainable acquisition engine.
My approach centered on making content work harder across the funnel — from awareness through conversion — while establishing the performance marketing infrastructure needed for sustainable growth.
Performance meets Philosophy
Performance meets Philosophy
The results validated that content-first brands could compete on economics: we achieved a 70% lift in topline e-commerce revenue and maintained a 12x average ROAS across channels. More importantly, we proved that editorial integrity and performance marketing weren't mutually exclusive — they were complementary when executed thoughtfully.
The results validated that content-first brands could compete on economics: we achieved a 70% lift in topline e-commerce revenue and maintained a 12x average ROAS across channels. More importantly, we proved that editorial integrity and performance marketing weren't mutually exclusive — they were complementary when executed thoughtfully.
Role
Role
Role
Director, Digital Marketing
Director, Digital Marketing
Director, Digital Marketing
2015
2015
2015
2017
2017
2017
Manager, Digital Marketing
Manager, Digital Marketing
Manager, Digital Marketing
2014
2014
2014
2015
2015
2015
Marketing Intern
Marketing Intern
Marketing Intern
2014
2014
2014
2014
2014
2014
Drove a 70% lift in topline e-commerce revenue for a 12X average ROAS for The Line, focused on delivering high-value leading content to drive awareness, engagement, positive sentiment, and conversion for both e-commerce and brick and mortar retail.
Toolkit
Toolkit
Toolkit
Shopify
GA
Mailchimp
Additional Projects
Additional Projects
Additional Projects
