CASE STUDY

MENOPAUSE FASHION • UK & US MARKETS

Become: Taking a mid-Life brand across the Atlantic

RESULT

34% year-over-year revenue growth in year one — across two markets, simultaneously — with margins improving alongside it.

SITUATION

Become Clothing is a female-driven FemTech brand built to reduce the impact of menopause symptoms — specifically hot flushes and night sweats. Their cooling clothing is built on patented Anti-Flush™ Technology, developed by MAS Holdings, one of South Asia’s leading apparel manufacturers. Although they had a genuinely differentiated product, the challenge was building the commercial infrastructure to match — on two continents at once.

TASK

Serve as fractional head of growth for both markets simultaneously — managing UK operations and a QVC UK launch while building US infrastructure from scratch.

ACTIONS

Ran both UK and US markets simultaneously over 2.5 years:

• Managed Shopify Plus operations across both markets — merchandising, CRM, and customer journey optimization; localized pricing and experience for the US audience

• Directed Google and Meta ad spend, creative, and placements across both markets

• Developed brand and marketing strategy — editorial content, social media, partnerships, digital/print campaigns, photoshoots, influencer programs, and affiliate relationships in the menopause space

• Led QVC UK launch — product placement, pricing, and on-air merchandising; established US distribution across QVC US, Nordstrom, and TalkShop Live

• Coordinated fulfillment across all channels: DTC, B2B, QVC UK, Nordstrom, Debenhams, NEXT, and TalkShop Live

• Led product launches, pricing strategies, promotions, and performance tracking across DTC and B2B; developed new product pipelines and replenishment strategies optimizing unit costs, margin, and MSRP

• Redesigned core assortment to improve margins by 15% and meet sustainability goals

• Managed Sri Lanka supply chain and vendor relationships; owned P&L and reported financial performance regularly to the board

PLATFORMS

Shopify • Klaviyo • Google Ads • Meta Ads • QVC • Nordstrom • Google Analytics • Google Data Studio • Trustpilot

SKILLS

Multi-Market Operations • Brand & Marketing Strategy • Paid Acquisition • CRM & Retention • Multi-Channel Distribution • Product Planning • Margin Optimization • Supply Chain Management • P&L Ownership • Board Reporting