Roam Luggage

Challenge

Scale a fully customizable premium luggage brand that was started by the original founder and CEO of Tumi.

Process

• Defined the brand’s creative, public relations, social media, and partnership narrative.

• Developed a comprehensive content framework for both the company website and shop-in-shop in Bloomingdale's sales to deliver on the brand’s communication priorities.

• Increased brand visibility by creating an in-house brand ambassador program with over 300+ partner and influencer campaigns.

• Curated and deployed digital content and marketing strategies for Email, Instagram, Facebook, YouTube, Pinterest, Events and Tradeshows, SEO, print, videos, and Performance Marketing.

• Optimized growth by leveraging consumer insights and analysis to strategically develop and market next-generation products and features, resulting in increased brand awareness.

• Leveraged data and research, customer segmentation, data insights, and A/B testing to identify growth areas for existing and new channels of distribution and develop strategic product mix accordingly.

Key Achievements

• Achieved 376% increase in Y1 sales as a result of a focused marketing roll-out.

• Championed 32x growth of email list in Y1, generating 33% of total revenue.

• Analyzed campaigns and provided recommendations to improve UX and lessen drop-off by 24%.

• Improved organic social following on Facebook and Instagram by 11x.

• Responsible for strategic product marketing efforts for lifestyle design collaborations through select media buys including Travel + Leisure.

• Drove a 201% improvement in overall conversion rate and a 76% increase in mobile conversion rate.

• Established customer referral program, yielding an 8% referral to conversion rate.