CASE STUDY

INTIMATES • DIGITAL MARKETING • CRM

Skin: Elevating a Luxury Intimates Brand Through Strategic Marketing

RESULT

Improved marketing performance across all channels: stronger acquisition, higher retention, and better efficiency with a leaner team and tighter budget.

SITUATION

Skin is a luxury lingerie, loungewear, and lifestyle brand crafted from organic pima cotton and eco-friendly fabrics, known for its quiet luxury and natural sensibility. The challenge was scaling a digital marketing operation to match the product, with a lean team and a tight budget — while maintaining the exacting creative standard the brand required.

TASK

Partnered with the CEO to oversee all marketing activity, auditing what was working, cutting what wasn't, and building a cohesive editorial and seasonal strategy across every channel.

ACTIONS

• Worked closely with the CEO as the primary client contact, managing strategy presentation, feedback cycles, and sign-off throughout

• Built email mockups in Figma for client review and approval before every Klaviyo build, ensuring brand integrity at every stage

• Owned the end-to-end approval workflow — from design to preview to send — keeping the process efficient and the client confident

• Developed editorial strategy and seasonal sales calendar, aligning campaign content and timing to key retail moments and brand storytelling priorities

• Optimized email campaigns, SMS, and automated flows to drive retention and repeat purchase

• Implemented CRM strategy — audience segmentation, lifecycle messaging, and retention flows

• Managed Google and Meta ad spend, refining targeting, creative, and placements to improve acquisition efficiency

• Optimized online merchandising and product presentation to support conversion

• Aligned all activity to Skin's brand ethos: organic, intentional, women-led, luxury

PLATFORMS

Shopify Plus • Klaviyo • Figma • Google Ads • Meta Ads • Google Analytics

SKILLS

Client Management • Email Mockups & Approval Workflows • Digital Marketing Strategy • Paid Acquisition • Ad Creative · Online Merchandising • CRM • Customer Segmentation • Lifecycle Marketing • Retention • Brand Strategy