Koi Scrubs
Omnichannel Strategy
Koi Design
KOI is a medical apparel fashion brand known for its collaborations with brands like Betsey Johnson and tokidoki. Leading a team of 5 through building an omnichannel marketing system for a national medical fashion brand while managing DTC growth, retail partnerships and a full brand launch.
55 % E-Commerce Revenue Growth | 141% Social Acquisition Increase | 5x ROAS on Paid Media |
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The Challenge
KOI Design is a Los Angeles-based fashion brand with national retail distribution including Scrubs and Beyond and Uniform Advantage. The brand had strong retail presence but a fragmented digital strategy that wasn't keeping pace. As the Marketing Director, I owned the full go-to-market launch of the Betsy Johnson Scrubs line alongside managing the existing KOI portfolio.
DTC vs. Retail Channel Conflict
Scaling DTC risked undercutting national retail partners. A deliberate strategy was needed to grow both channels simultaneously.
Fragmented Audience Personas
KOI's audience spanned medical professionals, nursing students, women entrepreneurs, and fashion consumers — each requiring distinct strategies.
Underperforming Social Channels
Organic reach, engagement, and conversion from social to site were all below the brand's potential given its product category and retail footprint.
The Approach
Omnichannel Framework with Channel Protection
Developed a channel conflict strategy with exclusive DTC product assortments, differentiated pricing, and geo-targeted paid social campaigns directing audiences to nearby retail partners. A store locator integration supported retail traffic without suppressing online growth.
Persona-Based Content and Campaign Strategy
Mapped four distinct audience segments and developed tailored content pillars for each. Produced a Women Entrepreneur Series spotlighting female-owned KOI retailers and a Nursing Student Kit program with campus activation support.
Betsy Johnson Scrubs GTM Execution
Built the brand's digital presence from the ground up including brand alignment, Spring Collection video shoot, product copy, influencer seeding, and a coordinated launch campaign. The Lindsey Pant saw a 51.48% revenue increase within the first season.
Paid Social with Precision Targeting
Managed paid campaigns across Facebook and Instagram with a focus on creative variation and audience segmentation. Integrated UGC from the ambassador program into retargeting flows to improve mid-funnel conversion while maintaining a 5x ROAS.
Retail Partner Marketing Support
Built a B2B marketing support package for national retail partners including training videos, monthly marketing calendars, and social content assets. Strengthened wholesale relationships and improved sell-through rates without competing with retail channels.
The Outcome
55 % E-Commerce Revenue Growth | 64.6% Increase in Total Orders YOY | 68% Increase in Product Revenue |
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543 % Increase in Site Acquisition | 141% Social Acquisition Increase | 5x ROAS on Paid Media |
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Key Learnings
Channel conflict is a strategy problem, not a channel problem. Protecting retail partners while scaling DTC required deliberate product, pricing, and traffic architecture.
Persona specificity unlocks acquisition efficiency. Segmenting campaigns by audience rather than product dramatically improved relevance and reduced cost per acquisition.
Small budgets build the sharpest instincts. Precision targeting and creative storytelling consistently outperformed spend, building a discipline that scales to any budget level.
