Marketing Director at FRANK DARLING
Responsibilities: Brand | Communications | Content | Production | Performance | Social Media | Influencer & PR
I turned a product-led company into a lifestyle brand people that resonates with people. Drove monthly revenue up 70%, ROAS 5X with multi-million-dollar attributed growth.
Brand Transformation
The Approach
I built a full-funnel marketing machine: omnichannel, end to end, with brand and performance under one strategy. Owned brand communications and strategy, annual marketing calendar, 360° content, and budgets.
Defined brand positioning, strategy and lead end-to-end execution across social, brand, digital content, SEO and copy, events, influencer, PR, and paid media.
Built marketing and creative department to bring the new brand vision to life: hired direct reports, managed agencies, and freelancers. Plus, the collaborative workflows, AI systems, and training that allowed a lean team move in synergy with each other.
About the Brand: Frank Darling makes luxury fine jewelry worth falling for. New York-crafted and brilliant. The brand was founded in 2017.
The Results
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Brand refresh brought +70% revenue and +48% website traffic
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Multi-million-dollar revenue attribution, including paid social +10X YoY.
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Paid social ROAS up 5X on average, repeatedly hitting 20–50+ ROAS.
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Conversion-first social: post clicks +2,900%, button clicks +5,500%, page views +5,100%, IG following doubled.
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Built influencer and PR partnerships and systems from scratch: celebrity placements including Lola Tung for the The Summer I Turned Pretty premier in Paris, @haleyybaylee and Olivia Rodrigo.
Brand Photoshoot
Be Bold. Be Frank. Be Frank Darling.
I directed the brand's first-ever brand shoot since 5 years prior. I owned the process from the concept, vision and business goal alignment to creative development, including direction and full production. A pivotal moment for the brand, the refresh redefined how Frank Darling showed up in the market and delivered real measurable results across every single channel.
Photographer: Arrow Radisch.
Website Redesign
Part of the brand refresh.
I led a conversion-first social media strategy across Instagram, TikTok and Pinterest. From social-first video series, repeatable franchises and community activations to street stunts, and aesthetic product making-of showcases. To view case study - click below.