I led the conception, strategy, and execution of HYPER iCONiC, partnering with a small executive team and vendor resources while staying deeply hands-on where it mattered. Together, we created a brand and platform that celebrates fandom with authenticity, giving fans an accessible, inspiring, and seamless way to connect to the moments, artists, and stories that shaped them.

I developed the brand identity, messaging, and trust signals to establish credibility in a crowded space. I designed the UX and UI to ensure intuitive navigation, clear hierarchy, and robust search and discovery features, so customers could easily find the piece that resonated with their story. I architected and oversaw the Shopify Plus build, coded key customizations, and implemented an app stack that increased AOV, improved retention, and unlocked upsell opportunities.

On the marketing side, I achieved first-page and even #1 SEO rankings for priority keywords. I built and executed a content and merchandising strategy that highlighted both evergreen icons and of-the-moment culture, enabling us to compete with big-box retailers and connect with fans in a more meaningful way.

We expanded beyond our own DTC channel into Walmart Marketplace, SHEIN, Amazon, and Shopify Collective, and treated each one as its own storefront rather than a feed. On Walmart.com that meant a branded shop, listings built from the same catalog, and pricing set for Walmart’s volume. SHEIN put the brand in front of global fans. Shopify Collective lets partner retailers carry HYPER iCONiC products in their own stores, with orders flowing back to us. Underneath all of them sit the catalog feeds, content, and pricing rules that keep more than 100K SKUs consistent across every channel. Revenue grew steadily year over year, proof that there is still room for a thoughtfully built, fan-focused retail experience in a saturated market.