DOSE OF COLORS . BURBANK, CALIFORNIA . 2021 - 2022

How do you reinvigorate and restructure one of the most popular social cosmetic brands? Focus on the “why” and develop an intuitive operational brand system that promotes transparency, clarity and top-down alignment.

Dose of Colors hired me on as their Chief Branding Officer in 2021, with the goal of reinvigorating internal brand operations, update the creative process, bring clarity to campaign development, and marketing outcome transparency. Upon arrival I quickly identified an unclear brand strategy, an archaic creative process, and little transparency or organizational alignment. However, what the brand lacked in brand operations they made up for in other ways. Dose of Colors has one of the best brand reputations online! They’re an iconic part of culture and the beauty lifestyle. Operated by a powerful husband and wife visionary duo, the team admires the couple’s hard work and determination to bring to market cosmetics that are cruelty-free, user friendly, functional, and always on trend.

Backus_Dose of Colors_Love Is 3.jpg
Backus_Dose of Colors_Love Is 4.jpg
Backus_Dose of Colors_Love Is 2.jpg

  • Bill helped to bring clarity and alignment throughout the creative/marketing team. We now have visibility into what's working and what isn't.

    Victoria Barna / Former Creative Director

Key Achievements

  1. Implemented a brand storytelling initiative; working in tandem with the CEO, Founder, and COO to define existing customer segments and identify new ones

  2. Led internal brand workshops, working with department leads to develop a unique brand voice and tone; refine customer avatars, and create a cohesive story across touchpoints

  3. Spearhead ad campaign brainstorming sessions; through design thinking exercises developed the 2020 Holiday Campaign, 2021 Love Is Campaign, 2021 Truffle Campaign, and various other product launches and restocks

  4. In partnership with the Creative Director defined campaign OKRs and KPIs; implemented Asana for project management, led the training of Asana; conducted team reviews to ensure alignment of business goals and progress

  5. Responsible for working with third party creative agency to redesign and relaunch the Dose Loyalty Program; in tandem with the COO and Director of Marketing to implement LoyaltyLion

  6. Love Is Campaign #doseofvday hit over 700k views on IG alone within 2 weeks; collection sold out in 2 days; Loyalty email campaign converted over 35%; guerrilla marketing yielded nearly 8k scans in 2 days

Previous

M Culinary Concepts
Next

Atlis Motor Vehicles