Diagnosing a dangerous SKU concentration problem, redesigning the customer journey and launching an integrated omnichannel campaign that grew revenue from $14M to $22M in the first year and delivered 30% YOY growth for three consecutive years.

The Challenge

Fanola had strong product market fit but a fragile revenue structure. Over 60% of sales were coming from a single hero product while the rest of the SKU catalog sat stagnant. The brand also had no attribution framework, no lifecycle marketing infrastructure and no dedicated U.S. DTC presence.

Over $100K per month in paid media across Meta, Google, and Amazon was being spent with zero visibility into what was driving customer acquisition or revenue. When TikTok drove a viral moment and flooded the site with new traffic, the customer journey wasn't ready to convert it.

SKU Concentration Risk:

Over 60% of total revenue was tied to one hero product. The rest of the catalog was underperforming, creating a fragile revenue base with no path to sustainable omnichannel growth.

Untapped B2B Professional Channel

A network of 23.6K salons and professional stylists had no structured digital ordering pathway, suppressing a high LTV revenue channel that could drive sustained B2B growth.

The Approach

Data Audit and SKU Revenue Diagnosis

Conducted a deep dive across Salesforce, Shopify and Google Analytics to map audience behavior and identify the root cause of SKU stagnation. The data revealed that shoppers were not discovering the broader catalog because the site architecture was not built around how customers actually browsed.

This insight became the strategic foundation for everything that followed and informed the SOS campaign brief I co-developed with the COO.

SOS Campaign — Sell Other Stuff

Collaborated with the COO to design and launch the SOS campaign, a full-funnel initiative built to activate the stagnant catalog. Redesigned the Shopify site to be more shopper-friendly with collection filtering built around observed audience behavior.

Launched co-created product bundles developed in partnership with DTC and B2B influencers through a deeply personalized gifting strategy that led creators to develop their own curated hair care packages. In 6 months campaign drove $251k+ in marketing-attributed sales and a 65% increase in social sales.

Tiered Influencer Program with Long-Term Partnerships

Replaced unstructured gifting with a four-tier creator program anchored in deeply personalized seeding that led to long-term co-creation partnerships with both DTC and B2B creators.

Built a network of 400+ influencers with a combined Instagram reach of 29.5 million and 1,770 invoiced content deliverables and a social e-commerce conversion reached 6% in 3 months.

Customer Journey Optimization and After Pay Integration

When TikTok drove viral traffic to the site, the customer journey wasn't ready. Instagram alone was driving 500k monthly reach and 6M monthly impressions, making conversion optimization a revenue-critical priority.

Tightened the full conversion funnel, from landing pages to checkout.Integrated After Pay to make products accessible to younger buyers entering the brand for the first time. After Pay delivered a 12.27% conversion rate compared to 4.46% for all users and checkout sessions with transactions increased 332% after the CRO overhaul.

B2B Professional Program and AI-Powered Ordering

Developed a Professional Color Program for stylists to self-serve digitally supported by an AI-powered chatbot and segmented landing pages built to serve a network of 23.6K salons and 512 signed professional B2B customers.

The program generated $280k+ in revenue over six weeks during COVID-19 when in-person education and salon demos were completely shut down, keeping the B2B channel alive and building long-term loyalty with the professional community.