GirlSkateboards

GirlSkateboards is a Los Angeles-based brand known for its innovative designs and strong influence in the skateboarding community. It was launched as a licensed brand in South Korea in March 2023.

While working at LAYER (a Korean apparel/fashion company), I managed GirlSkateboards’ re-branding and marketing to improve brand awareness and revenue from June 2022.

Problem

Three months post-launch, the brand struggled with low brand awareness due to the absence of a dedicated marketing strategy. Initial pop-up events received mixed feedback about brand image clarity. Marketing efforts were constrained by a modest budget of $1K/month.

The Situation

Goal

Increase brand awareness and sales while effectively rebranding it to establish a clear and appealing brand image in the South Korean market.

What I Did

I led and developed brand strategy and integrated marketing, including:

  • Conducted market research to identify brand image and concept.

  • Led meetings with sales and design teams to redefine brand direction and to execute a rebranding strategy.

  • Managed social media and built a strong relationships with influencers.

  • Developed and implemented cost-effective marketing strategies, including A/B testing of advertisements, to maximize ROI.

  • Managed pop-up events to improve brand awareness and to promote new products

Results

  • Online revenue from $2.2K, 0.1 ROAS in June ‘23 to $30K, 2.5 ROAS in Dec ‘23

  • 206% increase in organic reach and 70% increase in search volume

  • Secured top rank on Google and NAVER