Kelley Baker Brows CEO
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2021
Slashed costs to help navigate company navigate through Covid challenges and worked with the Founder to increase sales in 2021 by repackaging, leveling up an Influencer strategy, and opening up a Retail partnership with Waxing the City. Turned the business cash flow positive by Q2 and ended 2021 with an ~2.3x gross sales increase, driven by acceleration in DTC and B2B eCommerce.
Brand Strategy
Positioned the brand to speak to both the eyebrow professional reselling KBB products and to her client.
Operations & Finance
Reduced monthly expenses by cutting supply chain costs, renegotiating lease, and rationalizing SKUs. Reset pricing. Created processes and discipline for sales forecasting, demand planning, inventory management and warehouse & supply chain operations.
Packaging
Optimized printing and shipping costs while improving guided shopping with a secondary packaging redesign to make it easier to identify shades.
KelleyBakerBrows.com
Increased retail sales 1.5x after redesigning and launching DTC eCommerce site on the Shopify platform.
KelleyBakerPro.com
Opened 200+ salon professional wholesale accounts within months of launching a B2B Shopify eCom site with the introduction of a $995 Retail Starter Kit and Klarna financing.
Email, SMS Marketing, Live Chat
Increased capabilities in email and SMS marketing by launching Klaviyo. Optimized customer experience by implementing the use of Gorgias for Live Chat and email correspondence.
Channel Sales
Added incremental sales of estimated $1M of first year retail sales by executing contract to become exclusive brow brand at Waxing the City, a spa franchise with 100+ U.S. doors.
Content & Influencer Marketing
Envisioned and created Kelley Baker Brow House in Beverly Hills, invite-only Influencer marketing platform and content studio.