Retail Push & Strategy Pivot
Leading outreach for beauty brand and helping pivot and reposition from retail-first to a DTC-led launch to build traction with Gen Z
About Me
I help ambitious consumer brands drive revenue and growth across every channel from retail to DTC to international expansion
🗂️ Before teaming up…
Patchology, a leading US-based beauty eye patch brand, had strong beauty retail visibility in the US, UK and France, but limited execution outside this sales channel.
They needed support to help lead retail outreach and shape the go-to-market strategy for a FIFA-licensed eye patch ahead of the 2026 World Cup; a project that ultimately required a strategic reset.
“Rob did a standout job on the Patchology FIFA go-to-market project. His efforts directly led to dialogs with numerous new retail accounts that could drive significant revenue in the months and years ahead. His insights were also critical in helping the team adjust the model based on feedback from the market.”
Chris Hobson, CEO @ Patchology
📈 Commercial Impact
✅ Opened new global retail dialogues across grocery, sports, and convenience channels
✅ Strengthened retail readiness for FIFA FanPatch with improved packaging and messaging
✅ Helped repositioned the product to align more to audience value proposition rooted in self-care, beauty rituals and social culture
✅ Aligned with internal and creative teams around a unified go-to-market narrative
🔧 Execution Highlights
- Developed and executed a multi-channel outreach strategy across LinkedIn and email to engage global decision-makers in beauty and wellness retail.
- Rebuilt the sales narrative into a sharper, conversion-focused deck and led/co-led key meetings to align founder vision with retail buyer expectations to validate and concept, pricing, and channel fit
- Shaped the strategic pivot to a DTC-first launch model to test product-market fit and build early traction
- Guided brand messaging and packaging evolution to resonate with Gen Z beauty rituals
- Helped reposition the FIFA collaboration from a novelty item to a skincare-led merchandising opportunity
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