OneCoast
Turning a curated portfolio into more opportunities for discovery.
Scope: Brand Positioning · Audience Strategy · Customer Research · Campaign Strategy · Creative Direction
The Challenge 🤨
For more than 25 years, OneCoast has connected independent retailers with a curated portfolio of leading brands through a national sales network.
As wholesale became increasingly digital and saturated, retailers had more ways to discover and shop individual brands than ever before. The opportunity was to create more reasons for them to explore the OneCoast portfolio as a whole.
How could we help retailers discover complementary brands, and encourage them to shop beyond the one or two names they already knew?
My Role 🧠
I led audience and brand positioning work to better understand customer buying behavior, identify opportunities across our portfolio, and develop marketing strategies that supported brand discovery and cross-selling.
Working alongside leadership and cross-functional teams, I helped translate those insights into campaigns and digital experiences designed to make exploring the OneCoast portfolio more intuitive, relevant, and inspiring.
The Insight 💡
Our portfolio was stronger together.
Retailers often came to OneCoast looking for a specific brand. But customer buying behavior revealed an opportunity to introduce complementary products and brands that could work together within their stores.
Rather than treating every brand as a separate destination, we could use curation to help retailers discover new products, explore multiple lines, and see how brands could work together.
The Strategy ♟️
Rather than competing on the sheer number of brands available through our competitors, we leaned into what makes OneCoast different, a thoughtfully curated brand portfolio and the people who know it best.
I developed the strategy behind Featured Collections to help retailers discover more, bringing complementary brands together around trends, seasons, and key retail moments.
Every collection is curated by our team, not an algorithm, combining best-sellers with unexpected finds to create the kind of discovery retailers might have with a OneCoast sales rep…“If you like this, you should see this, too.”
The goal wasn't to sell one more brand. It was to help retailers discover what could sell together.
The Execution 🎨
One idea. Multiple touchpoints. Featured Collections came to life across the channels retailers already use to discover products and brands.
Email Campaign
Targeted campaigns inviting retailers to explore the collection and shop across brands.
Web Experience
Curated landing pages bringing complementary brands together in one retail story.
Social
Campaign creative designed to spark interest and drive discovery.
The Result 📈
More Time Discovering
Featured Collection pages saw significantly longer engagement than standard brand experiences, while retailers and sales reps consistently told us they loved the collections.
More time exploring. More brands discovered. More inspiration to take back to the store.