About: Loop Earplugs was in a stage of hyper-growth, enjoying massive jumps in y-o-y revenue, collaborations with Tomorrowland and winning Fast Co.’s “most innovative design 2024” for their Switch Product. But problems were on the horizon. Its performance marketing engine was starting to sputter, reaching saturation on key channels, while its brand experience became fragmented across channels. To help Loop transition from startup unicorn to an established lifestyle brand, we needed to build a global platform that married upper and lower-funnel efforts, level-up creative output and explore new channels.
Responsibilities: I was the key architect for the brand’s storytelling: from building long-term strategic platforms, to yearly comms planning and campaign launches. I fostered a culture of strategic thinking across company functions through mentoring, hands-on workshops and perspective shifting deliverables for leadership.