Lucy Darling
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DTC / Baby & Lifestyle
Building the brand and marketing function from the ground up helped an early-stage consumer business achieve 23× revenue growth and build multiple sustainable growth channels.
At a glance
Stage
Engagement
result
THe Problem
Lucy Darling had a product customers loved and the beginnings of a compelling brand, but no established marketing function or playbook for turning early momentum into sustained growth. As the company's first marketing hire, the opportunity wasn't to optimize a single channel. It was to build the foundation: understand the customer, sharpen the positioning, establish the brand, create the marketing engine, and determine where growth should come from.
The work
We started with the customer, using interviews and focus groups to better understand Lucy Darling’s audience and what mattered most to them. Those insights helped shape the positioning, messaging, and brand story that would guide the company’s marketing as it grew.
From there, I built the marketing function across the customer journey, including the website, content, email, paid media, organic social, PR, SEO/SEM, events, editorial partnerships, and wholesale support.
But growth wasn’t only about finding more customers. We also looked for opportunities to deepen the relationship with the customers Lucy Darling already had.
That led to new initiatives including Party in a Box, which increased customer retention by 40%, and the launch of baby memory books, which grew into the company’s top-selling product line.
The Result
Over the course of the engagement, Lucy Darling achieved 23× revenue growth, with triple-digit year-over-year growth as the company evolved from an early-stage product business into an established consumer brand. The growth wasn't driven by a single campaign or channel. It came from building the underlying marketing foundation: a defined customer, clear positioning, a recognizable brand, stronger acquisition and retention channels, and a marketing function capable of supporting the company's next stage.
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Let’s figure out what matters most, and build from there.