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, and Shopify Collective, growing revenue steadily year-over-year, and proving that there is still room for a thoughtfully-built, fan-focused retail experience in a saturated market.