ROLE
New Brand Build
Creative Strategy & Direction
Campaign Development
Digital Marketing & Ecommerce
Performance Creative & Analysis
Product Design, Packaging & Print
Photo & Video Direction
Copy Writing / Content
UI Design
ETERNAL FRAGRANCE
The fragrance market had a real gap: people wanted the designer experience but couldn't justify the designer price. The brands already filling that space lacked the luxury look and feel of designer brands with basic, uniform bottles and packaging. That was the opening.
Working directly with the CEO and collaborating with various departments and external vendors, I built Eternal Fragrance from the ground up, from research and branding to a live, multi-channel brand with a growing customer base and measurable results.
GOALS
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Build a brand that earns luxury perception without the luxury price
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Resolve guilt loop: reframe the purchase as smart, not indulgent
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Prove quality visually rather than just claiming it
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Build peer trust over brand authority
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Launch on Shopify, TikTok Shop, Amazon, and Walmart with cohesive brand experience
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Generate performance data from zero to identify winning creative and hero products
RESULTS
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11x web traffic growth
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7.23% average CTR across Meta
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2.29 average ROAS
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Walmart Sponsored Search high ROAS: 5.37 | avg ROAS: 2.22
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TikTok holiday campaign high CTR: 9.35% | ROAS: 2.29
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Key learning: brand content builds awareness, influencers close the sale. Neither worked as well alone.
MY PROCESS
I started with deep research: generational psychographics, competitor ad library analysis, and real consumer language pulled from Fragrantica, Reddit, and review platforms. That research shaped everything.
From that, I built a full-funnel creative system, starting with a solid brand foundation and narrative. I built scalable email and social templates to allow faster iteration and brand consistency for the design team. I designed the packaging, collaborating with external vendors and internal departments, and photography each product for use across our platforms. I also implemented AI tools and workflows for fast ideation, iteration, and creative development.
In 2024, we launched Shopify and TikTok Shop. In 2025, we expanded to Amazon and Walmart, where I translated each scent's personality and the brand's positioning into platform-native content: PDP imagery, A+ content, TikTok videos, and Brand Store design.
PAID & EARNED MEDIA
As a new brand, we leveraged paid Meta advertising to build awareness, drive website traffic, and build our email list. We then implemented retargeting campaigns such as testimonial videos and informational graphics to build trust and re-engage interested users. In parallel, we launched seasonal promotions to encourage conversions.
SHORT-FORM VIDEO
LAUNCH EMAIL CAMPAIGN
Introduce the brand, emphasizing luxury scent inspiration, accessibility, and discovery.
SEASONAL CAMPAIGNS
Web banners, email, and social media
AMAZON, TIKTOK, & WALMART LAUNCH
In 2024, we launched Eternal's Shopify and TikTok Shop. In 2025, we launched Amazon and Walmart, where I designed PDP imagery, Premium A+ content, and Brand Store graphics to translate the brand’s and each scent's messaging and visual identity into a cohesive experience.
