Scaling a Multi-Channel Product Launch Across DTC and Retail
Mayvenn Clip-In Extensions
Led end-to-end go-to-market strategy for a multi-SKU clip-in extension launch, aligning positioning, retail expansion, influencer activation, and lifecycle marketing to drive measurable growth.
Role: Director of Brand & Content Marketing
Scope: Positioning · GTM Strategy · Campaign Direction · Retail Integration · Influencer · CRM
Channels: DTC · Retail · Social · Paid · Email · Creator
The Opportunity
Mayvenn entered the clip-in category with a multi-length, multi-shade launch across DTC and brick-and-mortar retail.
I led commercialization from positioning through execution, ensuring the launch performed cohesively across product pages, retail environments, influencer content, and lifecycle campaigns.
The result was a 46% lift in add-to-cart rates from the brand’s curated Shop by Look page, improved budget efficiency, and a framework that supported scalable future rollouts.
The Context
The clip-in category is competitive and price-sensitive. To build long-term equity, the launch needed to center quality, shade accuracy, and professional credibility while remaining accessible.
Retail expansion added complexity. Messaging had to translate seamlessly between PDPs, influencer education, in-store materials, and stylist conversations.
The goal was clarity across every touchpoint.
Insight & Positioning
Customer interviews, stylist conversations, search analysis, and social listening revealed recurring friction.
Shoppers struggled to evaluate quality and shade matching felt overwhelming. Installation lacked clear education, while demand for salon-level results at home was strong.
We positioned the line around professional quality made accessible, anchored in:
Salon-grade construction
Healthy-hair-first design
Ease of installation
Confidence through versatility
This framework informed naming, PDP structure, tutorial content, influencer storytelling, and retail materials.
Go-To-Market Architecture
DTC prioritized education through shade guides, tutorials, and transformation content. Retail emphasized credibility and immediacy with aligned in-store materials.
Channel Strategy
Creators focused on education and transformation storytelling, optimizing a $150K quarterly budget generated $500K in revenue.
Creator Activation
Paid + Organic Alignment
Paid creative mirrored positioning pillars to maintain consistency and improve efficiency.
Launch messaging extended into onboarding and re-engagement flows to reinforce education and conversion.
Lifecycle Integration
Cross-Functional Leadership
Aligned product, creative, retail, performance, and CRM teams around shared KPIs and a unified narrative, including:
Product development and packaging
Photoshoot direction
Retail partner coordination
Influencer partnerships
Paid and lifecycle execution
The Results
The Impact
This launch aligned positioning, product, retail, and performance from day one.
By grounding the strategy in consumer insight and reinforcing a consistent narrative across every channel, the team delivered measurable conversion lift, improved budget efficiency, and a repeatable framework for future rollouts.
The result was not only stronger performance, but a clearer brand presence across DTC and retail.
