Brand Strategy & Digital Marketing Consultant

Lands' End

Led a cross-functional agency team in building a brand strategy to bring new cultural relevance to the global apparel brand, conducting extensive consumer research and optimizing marketing channels.

Role

Brand Strategy & Digital Marketing Consultant

Category

Apparel

Company Stage

Enterprise

DISCIPLINES

Brand StrategyConsumer ResearchEmail MarketingDigital MarketingGrowth Strategy

THE BRIEF

Post-spin from Sears, Lands' End needed to clarify its positioning and identify a growth strategy that could reach new consumer segments without alienating its loyal core. The work required a clear view of where the brand stood in culture and category, paired with a near-term execution playbook to prove the strategy in market.

WHAT WE DID

Brand Strategy

Collaborated with the CMO to develop new brand positioning for the global brand.

Consumer Research

Oversaw consumer insights studies, executive ideation workshops, and competitive and cultural audits.

Growth Roadmap

Created a strategic and creative roadmap to refine positioning and develop a forward growth strategy.

Email Marketing

Led a cross-functional team to concept and execute a new email creative strategy to drive engagement and revenue through the holiday selling season.

THE OUTCOME

A clear brand strategy and growth roadmap delivered for post-spin leadership. New email creative strategy drove increased click-through and higher average revenue per customer during the key holiday selling season.