The Scope

Client: Skin by Brownlee & Co. (Pure Beauty Skin Bar)

Services: Branding, Creative Direction, Email Marketing, SMS Strategy, Graphic Design, Website Support, Social Media Strategy, Campaign Planning

Tools: Klaviyo, Photoshop, Illustrator, Shopify, Google Analytics

Timeline: 2018-2024

Project Snapshot

    • Strengthen its visual identity and storytelling to reflect clinical expertise and results

    • Build a cohesive multi-channel marketing strategy from the ground up

    • Improve customer education to reduce confusion and drive conversions

    • Increase revenue and retention through lifecycle flows and targeted campaigns

    • Grow its digital presence and community to support national expansion

    • Prepare for and execute the brand’s launch on Target.com with premium creative assets

    • Branding + Creative Direction: Led brand visuals, packaging direction, digital assets, and pitch deck creative.

    • Email + SMS Marketing: Created and optimized campaigns, flows, segmentation, and customer journeys.

    • Graphic Design: Designed emails, product graphics, kits, educational content, promos, and web visuals.

    • Web Experience: Supported content layout, product storytelling, and digital optimization.

    • Social Media Strategy: Developed content strategy that increased visibility, education, and engagement.

    • Copywriting: Wrote product stories, educational posts, email copy, and launch messaging.

    • Analytics + Optimization: Reported on campaign performance and refined strategies for revenue and retention.

    • Target.com Launch Support: Designed the pitch deck, rollout materials, and supporting assets for national expansion.

    • Established a cohesive, elevated brand identity rooted in clarity, education, and clinical expertise

    • Strengthened customer trust and improved loyalty through consistent, educational messaging

    • Built a scalable lifecycle ecosystem across email, SMS, and social media

    • Increased brand visibility through strategic content and community-building

    • Supported a successful national launch onto Target.com with premium creative and strategy

    • Scaled revenue from $1K to over $300K through strategic marketing, branding, email, content, and creative direction

    • Doubled site traffic through educational and sales-driven email campaigns

    • Grew Instagram community from <1K to 22K followers

    • Built the subscriber list to 20K+, migrating the brand to Klaviyo for stronger performance

    • Generated $145.6K from weekly email campaigns and $49K from automated flows

    • Created the pitch deck and assets that contributed to the brand’s Target.com launch

Skin by Brownlee & Co is a clinical skincare brand focused on acne recovery, hyperpigmentation, and barrier repair. Over five years, I led full-scale marketing and brand strategy, shaping the visual identity, digital communication, lifecycle marketing, and campaign execution that supported the brand’s online growth, community expansion, and national visibility—including its launch onto Target.com.

Creative Direction & Marketing Strategy Highlights

Directed external creative team for email, SMS, and social content production

  • Built creative briefs, content outlines, and campaign concepts

  • Approved visual direction for launches, education content, and promotional campaigns

  • Ensured alignment between brand identity, tone, and clinical positioning

  • Oversaw revisions, quality control, and final approvals across all assets

Note: Due to updated branding and internal production workflows, some recent creative assets cannot be shared. The visuals below reflect earlier brand identity work I personally executed.

Legacy Creative Highlights (2018–2023 Brand Era)

These are visuals I personally designed and directed during the brand’s original identity phase before transitioning to a strategic + leadership role.