dpHUE Chief Marketing and Creative Officer
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2016 - 2020
Ignited struggling indie hair brand founded in 2010. Created strategies to increase consumer awareness that led to explosive growth. Attracted talent. Between 2016 - 2020 dpHUE gross sales increased 10.2x to $20 million. In 2020, dpHUE was named an “Emerging Powerhouse” brand by WWD and secured a minority private equity investment from Prelude Growth Partners.
Brand Strategy
Defined brand’s Purpose, Promise, and Pillars and created tagline “fresh color between salon visits”. A vision in 2016 to become recognized as a “bridge between the salon pro & client” became reality in March 2020 after dpHUE’s
response to Covid, when the company announced 50% commission to colorists whose clients place orders directly, Ad Age noted, “this is a brand firing on all cylinders and reaching customers at multiple relational levels to deliver a fully networked brand relationship”.
Packaging, Merchandising and Product Innovation
Re-imagined visual design, packaging, and a guided shopping system with merchandise organized by hair color. Provided direction for a product innovation roadmap.
dpHUE House
Leveraged the talent, appeal and network of dpHUE’s co-founder Justin Anderson to imagine dpHUE House, an invite-only marketing platform and content studio. Visitors included Justin’s celebrity hair color clients like Jennifer Aniston, Gwyneth Paltrow, Margot Robbie, Miley Cyrus, and Chelsea Handler. dpHUE House hosted editors, retailers, sweepstakes winners and hundreds of Instagram, YouTube and TikTok creators. Everyday a small in-house team shot content of our guests and lifestyle and product photography for social media, emails and eCommerce.
Creative and Content Development
Oversaw creation of a Brand Style Guide, and recruited a lean and talented team to design product packaging, print collateral and digital assets for eCom, advertising, email & SMS, and social media.
WWD Digital Conference 2019
Presentation on dpHUE’s approach to Influencer marketing.
DTC Retail: dpHUE.com
Re-launched Shopify eCom site, dpHUE.com. Gross sales grew 17x from 2017-2020. Sales accelerated +700% YOY 2019-2020.
B2B Wholesale: dpHUE Pro App and Website
Oversaw design and development of a wholsale Shopify site. Created the dpHUE Pro App which enabled colorists to place orders directly for clients. We raised commissions to 50% as a way to help pro accounts during Covid and by June 2020 there were 4,000+ cosmetologists using the App, and driving exponential, 7-figure sales.
Chief Marketing Officer
Brand and Product Marketing, Paid Media, Owned Media, Influencer Marketing, PR. Partnered with VP Channel Marketing to drive business at ULTA and Sephora and to execute programs with partners like HSN and FabFitFun.
Chief Creative Officer
Visual Design, Voice, Creative Operations, Content Strategy and Development, Campaign Development
eCommerce
User Experience, Site Design & Development, Shopify Management, Sales Planning, Acquisition & Performance Marketing, Merchandising and Customer Service. Responsible for dpHUE.com, pro.dpHUE.com, dpHUE Pro App. Launched dpHUE on Amazon.com. Partnered with VP Channel Marketing to drive business at Sephora.com and Dermstore.com.