CASE STUDY — SIENNA NATURALS

Building a world for someone else’s brand.

I joined Sienna Naturals as a Social Media Manager. I left 4.5 years later having been, at various points, their copywriter, email marketer, creative director, campaign strategist, affiliate manager, merch designer and sourcer, community builder, photographer, and on-screen talent. Nobody gave me those roles. I just kept seeing what needed to be done.

Creative Direction ・ Email Marketing ・ Campaign ・ Strategy ・ Copywriting ・ Design ・ Merch Souring ・ Community ・ Social Media

THE WORK

A few things I built that I’m proud of.

Designed the in-store visual and merchandising strategy for Sienna's launch across Sephora locations nationwide and online. Oh, and the before and after imagery on the displays is me. I also did my own hair for it! Assets for this launch also included: scripting all social content, copywriting for a New York City Times Square billboard, PR boxes, marketing inserts, Sephora product page graphics, Sephora staff educational materials, new packing for the Mini Ritual SKU, marketing emails, and more.
The brief was: create a wow moment, on a tight budget. The campaign was “Rooted in Real” — specifically Issa’s line calling herself a dry ass bitch. I ran with it. I designed an oversized PR box, wrote a Dry B*tch Application for influencers to fill out and post to their stories, and turned the whole thing into a social media moment.
I noticed we were losing potential customers who weren't ready to commit to a full wash day routine. So I created a SKU — not just a campaign, an actual product — a sampler set with a complimentary $45 site credit attached. I built the SKU concept, the flow structure, the design, and the copy. Customers who bought it had a higher lifetime value than non-sampler customers.
People are tired of brand emails. So I invented Jada, Director of Customer Experience — a character who embodied the brand’s warmth and spoke to customers like a friend. The community didn’t know Jada was just me. They wrote back to her. She brought in money. Love you, girl!
I sourced, designed, and launched an annual limited-edition silk scarf. One year I turned it into a full campaign I pitched, designed, creative directed, produced, and executed across email, SMS, social, and web, all for under $10K. It starred Issa Rae's HBO series Rap Sh!t actress Brittney Jefferson. It ended up being our highest performing social posts for the entire year.

Photographer: Ashley Nguyen

Videographer: Ruben Samuel Cortez

44.5%

YOY growth in affiliate revenue under my management, scaling to 10-20% of weekly DTC revenue

168x

ROI on my rebuild welcome series flow

50%+

of annual DTC revenue driven by my trackable channels (email + affilliate)

168x

ROI on the rebuilt welcome series flow

44.5%

YoY growth in affliliate revenue, scaling to 10-20% of DTC revenue

BY THE NUMBERS

I wasn’t just decorating, I was driving.

If this is the kind of work you’re looking for hello@pearlsonpico.com

+50%

of annual DTC revenue driven by my trackable channels (email + affiliate)

If this is the kind of work you’re looking for hello@pearlsonpico.com

☻

Have a project in mind?

hello@pearlsonpico.com

PEARLS ON PICO

THE STARTING POINT

A brand with a great product and no voice.

When I arrived, Sienna Naturals had just rebranded visually and brought on Issa Rae as the face. The bones were there. But there was no brand voice beyond "clean haircare for Black women," no world for customers to step into, and no one to build it. That became my job.