Madison Reed
Full-Funnel Growth Across DTC & Retail
DTC Subsciption / Omnichannel Retail
Madison Reed was simultaneously scaling both its e-commerce subscription business and its growing Hair Color Bar retail locations. With a $20MM+ annual media budget spanning multiple channels and teams, the company needed a more unified strategy across paid, owned, and earned media — along with stronger performance accountability across the organization.
The Challenge
I led the Growth Media & Partnerships team, overseeing paid media, influencer marketing, and affiliate strategy in close partnership with the CRM team — connecting these functions into a unified performance framework tied to acquisition and retention outcomes.
I used attribution and LTV modeling to improve channel investment decisions while building reporting frameworks that gave executive leadership clearer visibility into performance and efficiency. I also delivered weekly, monthly, and quarterly business updates to C-level leadership focused on performance insights, growth opportunities, and investment optimization.
I also led influencer and partnership strategy, including a high-profile campaign with Paige Bueckers and UConn Women’s Basketball, the launch of a TikTok affiliate program, integrated digital and TV campaigns, and a national Airstream retail tour designed to drive both brand engagement and customer acquisition.
What I Did
Reduced e-commerce CAC by 31%
Increased Hair Color Bar customer acquisition by 5% YoY
Launched TikTok Shop and affiliate program, driving measurable engagement and sales
Executed a multi-generational influencer campaign that generated cultural resonance across social, retail, and experiential touchpoints