From DTC Launch to Retail Expansion

The Challenge

My role focused on two stages of growth:

1. Winning in DTC
In a crowded, low-exposure environment, the goal was to stand out, survive, and scale.

2. Breaking into Retail
After proving success online, the challenge became translating that momentum into physical retail—where customers think, browse, and buy differently.

Different environments. Different rules.

The question:
How do we evolve a high-performing DTC brand into retail—without losing its edge?

Approach

I approached this as a full-funnel design problem:

1. Build a strong foundation
2. Drive acquisition through performance design
3. Improve retention through lifecycle systems
4. Translate the brand into retail environments

1. Brand Foundation (Website + Packaging)

Designed a unified visual system across:

• DTC website

• Amazon storefront & PDPs

• Packaging system

Focused on:

• Clear product education

• Emotional relatability (vs. clinical tone)

• Strong visual differentiation in a commoditized category

2. User Acquisition

2-A: Performance Marketing System

Created a scalable library of:

• Static ads

• Video ads

• Campaign variations

Balanced:

• Product clarity

• Emotional storytelling

• Scroll-stopping visuals

2-B: Landing Pages

Built and iterated high-converting landing pages:

• Modular design system for rapid testing

• Clear hierarchy of problem → solution → proof

• Continuous optimization based on performance

2-C: Quiz Funnel (QA Funnel)

Designed a guided quiz experience to:

• Personalize product recommendations

• Increase conversion rates

• Reduce decision friction

A/B Testing & Optimization

Worked closely with growth teams to:

• Test creative directions

• Refine messaging

• Scale top-performing variants

3. User Retention

3-A: Lifecycle Design

Designed post-purchase experiences:

• Thank-you pages

• Order confirmation flows

• Email touchpoints

3-B: Loyalty & Rewards

Created a retention system that:

• Encouraged repeat purchase

• Built long-term brand affinity

• Reinforced trust through transparency and usability

4. Breaking into Retail

4-A: Packaging System

Adapted DTC packaging for retail:

• Strong shelf visibility

• Clear product differentiation

• Scalable across SKUs

4-B: In-Store Marketing

Designed retail assets including:

• Shelf talkers

• On-pack coupons

• Wobblers

• Promotional signage

Focused on:

• Instant communication (3-second rule)

• Conversion at shelf

• Consistency with DTC brand

4-C: Retail Execution

Supported expansion into:

• CVS

• Walmart

• Walgreens

• Target

Ensuring brand consistency from digital → physical shelf

Impact

• Successfully scaled from DTC to nationwide retail distribution

• Built a cohesive brand system across channels

• Enabled faster iteration across marketing and product launches

• Translated performance-driven design into real-world retail success

Key Takeaway

Design wasn’t just visual—it was a growth system.

By connecting brand, performance marketing, and retail execution,
I helped turn a DTC brand into a scalable, omnichannel business.