omgirl.com
BRAND TRANSFORMATION | DTC GROWTH
OVERVIEW
OMGIRL was a Los Angeles-based fashion and lifestyle brand facing a critical inflection point after losing 70% of its wholesale revenue. The business needed a complete repositioning to survive.
I was brought in to lead a full brand and business transformation, shifting the company from a wholesale model to a direct-to-consumer e-commerce brand.
Challenge
•70% revenue loss due to wholesale decline
•No direct-to-consumer infrastructure
•Limited brand differentiation in a saturated market
•Narrow product offering restricting growth
Approach
I led the end-to-end transformation across brand, product, and digital:
•Repositioned the brand for a direct-to-consumer audience
•Directed a full redesign of the e-commerce experience
•Expanded product assortment, including broader size ranges
•Built a content and campaign system optimized for social and conversion
•Launched paid social strategy across Meta platforms
•Developed influencer and UGC programs to scale brand awareness
Execution
•Creative direction for all campaigns, photography, and digital assets
•E-commerce design and merchandising strategy
•Content production system for ongoing growth
•Influencer seeding and brand storytelling
Impact
•Recovered lost revenue within 90 days
•Tripled annual revenue within the first year
•Established a scalable DTC business model
•Increased customer acquisition through paid and organic channels
Leadership
Led cross-functional execution across creative, marketing, and digital, aligning brand storytelling with measurable business outcomes.
